At the OMS conference in Chicago earlier this year a panelist described her experience evaluating marketing technology vendors. Each company had its own unique value proposition and best in class technology that reinvented its particular industry niche.
From her perspective all of it sounded the same. Her eyes glazed over listening to what to her was essentially the same product pitch. Case studies and claims of superior performance improvement did not help her understand the value to her company.
My current company OptiMine Software does have a revolutionary technology that reinvented a category. We have a spreadsheet to show prospects with very specific data how well the software performed in a testing environment. To say that I felt a need to change my approach in response to her comments is an understatement.
The first solution is to identify a specific challenge or opportunity in conversation with a client who took the time to investigate the software. If this is not possible a real opportunity does not exist. Then allow the client an easy way to test the validity of our claims at a very minimal investment in budget and time.
This approach works but the product has to deliver. It's not easy to compete against deeply entrenched players with stronger branding and market presence. However with a better product it is certainly possible with the right approach.
No comments:
Post a Comment