The next opportunity: Outcomes as a service

In 2005 at a small security vendor, I was helping solution providers (SP) understand the value of managed services. For some it was easy, they understood the value of a monthly revenue stream to help even out the vagaries of break/fix maintenance and project revenue droughts and monsoons. Other…

Why Manifest Marketing?

Everything is changing. Marketing, sales, companies, customers, all are changing. The impact of the Internet is causing radical transformations in how buyers purchase and producers must sell. Services are becoming more important than products, software has a greater impact than hardware and outcomes will trump all. This transition requires a…

C2C Conference: Lessons on Demand Gen

I attended the Content2Conversion conference in Phoenix in mid-February. The conference focuses on how companies drive demand and is attended by manufacturers, vendors, and experts in the field of content marketing. In the sessions, many references were made as to CEB's "big blue arrow" which states 57% of the customers…

Connect with your customer

A few weeks ago, I was at an all-day technology workshop and saw several vendor presentations. I was struck as to how compelling each of the presentations could have been but weren't because the message was mis-managed. Be a Challenger Much of my comments have been spurred on by the…