Marketing technology companies are run by some of the smartest people in the country. However, industry leaders created a matrix of jargon equal to that used at the Pentagon.
A writer said he didn't have time to write a short letter because he was too busy. It is easier to talk industry shorthand than simplify messages for those who don't read AdExchanger.
When sales teams "educate" decision makers about the latest in Demand Side Platforms, programmatic media buying, or dynamic optimization the conversation is over quickly.
The best way to stay out of the technology cubicles is to hire "translators" in sales and marketing roles. Focus on buyer persona and how people talk within their industry. Keep the jargon for those who need it but don't make that the main message.
Companies that do this will stand apart and differentiate same sounding technology to those who control budgets.
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