|By Ardath Albee||
|June 22, 2014 04:17 PM EDT||
I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or the energy needed to attempt meaningful personalization. As one of the emails was from a company I'd thought "got it," it occurred to me that the salesperson just screwed up my perception of the company they work for.
This made me wonder how much salespeople may be screwing up marketing performance now that more marketers are being tasked with proving contribution to revenues and business objectives, not simply lead generation.
Before sales-oriented, progressive types take issue with me, let me explain.
First - why there's need for concern:
- Buyers are self-serving content for a longer portion of the buying process. This means, if marketing is doing its job, marketing content and strategies are helping to attract and engage those buyers, building their perception of the company as helpful, credible and experts in their field.
- Buying cycles are lengthening and the size of the buying committee is growing. This means that content must be produced to engage more people with differing perspectives and responsibilities. For example, a technology purchase is often driven today by business executives, not just IT executives. Marketing is tasked with engaging as many on the buying committee as they can in the most relevant way they can.
- The amount of content buyers engage with during buying is also growing. Marketing is working hard to help increase the amount of content their prospects engage with. If they're reading yours, that's less time to read the competitor's - just saying.
Given those three reasons and assuming that a buyer has been nurtured and qualified before being handed off to sales (although research shows this doesn't happen for most companies who toss form completions to sales - but ignoring this) then it's up to the salesperson to capitalize on the work that's already been done. Or to screw it up.
I'm seeing more and more sales communications that are screwing it up.
In my work I do a ton of resarch which usually includes submitting a lot of forms to download white papers and reports that help me learn about an industry, market or solution. I get a lot of email as a result. Just this last week, I received a dozen or so examples.
I'll share a couple them to illustrate my point:
The first is a bucket approach. I hate this type of email. This is the lazy email that tries to make you feel bad by saying you're non-responsive and then asks for you to expend effort because the salesperson can't be bothered to do it themselves. Below is the email copy with only the brand name removed to protect the guilty party.
Good Afternoon. I have tried contacting you in regards to [brand] software.
Would you be so kind as to provide me some guidance, as I do not want to be a bother and will gladly follow your direction. Which of the below describes where you are at:
A - You have made a decision regarding [brand] and want to chat now. Great End of Month Incentives.
B - You want to schedule a call at a future date
C - You are no longer interested in [brand]
I appreciate your feedback and hope all is going well.
This same email was sent three times in one day. It was also sent by a salesperson who works at a company that I've talked about as having a truly engaging marketing approach. I assume that I was subjected to this salesperson because I downloaded a bunch of content to see what they were doing. I will not be inclined to mention them again as their marketing processes don't seem to cross over to their sales processes. And, I'm irritated.
The first problem with this approach is that the salesperson couldn't even bother to include my name in the salutation. The second is that it puts the onus of effort on me. The salesperson is obviously cutting and pasting a template. A poorly written template at that. Or, God forbid, it's automated. And, until he sent the above three times in one day, I'd never heard from this salesperson before - so the first sentence is a lie. He hasn't been trying to contact me.
The second problem is that 5 seconds on Google would've told him that I'd never be his customer. As a consultant, I don't buy 5 figure BI systems. But because he did no research and sent a lazy email, not only did he waste his time, but he cost his company an advocate. Advocates don't come along every day.
But here's what's worse. Imagine if I was a buyer. I can tell you that their marketing content is very good. It's informative, well written and interesting. It's a considered purchase so what if I'd been a prospect for months, learning what I need to know, getting all my questions answered... and then I receive that email.
There's nothing helpful. It's like the anti-experience of the company in question. And I, as that primed buyer, decide to move on to my second choice, thinking that the quality of what I'd seen so far is a smoke screen. Could this be happening in your company?
Here's another example:
I had a note you registered for the recent webcast, “Name of Webinar I Never Registered For”, about [XYZ] in the enterprise. I’m not sure if you were able to attend, but I’d like to avail myself as a resource in case you were interested in learning more.
We've helped clients find great efficiencies for business users, reduce complexities for the IT organization, while mitigating risk for the organization as a whole when [doing XYZ].
If you're open to a brief conversation, I'd love to learn about your business objectives in these areas. Would it make sense to speak? If you’d like, test the system with your own [trial]
First off, if he thinks I registered for the webinar then he should know whether or not I attended. That data is in every webinar attendee report. But, in reality, my one interaction with this company was to download a white paper, so his information is faulty. And, you can tell it's a template he lifted because of the double sign off. He pasted it in and didn't even take the time to notice.
Now, if this was a one-off, I'd just delete it and not pay attention. But, I received this email twice plus a voice mail. And I took a look at his company. Once again, five seconds on Google would have told him not to bother with me.
So this is when it really hit me. Because of the repeated irrelevance, I will automatically delete any email from this company. If I was a potential prospect, marketing wouldn't have a shot. No matter how good their content or communications. In fact, the next day, I received a marketing email and immediately unsubscribed.
If your salespeople can't even be accurate about the type of interaction had with your company, what will your prospects think? And why, after one white paper download, do salespeople pursue leads? And, if they're going to do so, they'd damn well better figure out something more relevant that the email above. Which actually could be from any company, it's so vague.
So I ask you: How much damage are your sales team's practices doing to your marketing performance?
And, I'm not putting this all on sales, either. Marketing shares responsibility, in my opinion. With sales enablement that teaches salespeople how to effectively engage prospects based on a continuation of the story marketing is telling, this can be avoided.
If we want our marketing performance to contribute to revenue, we need to help salespeople have a better shot at not screwing it up.
And to all the salespeople out there who do "get it" and do their research and work hard at relevance, bless you!
VictorOps is making on-call suck less with the only collaborative alert management platform on the market. With easy on-call scheduling management, a real-time incident timeline that gives you contextual relevance around your alerts and powerful reporting features that make post-mortems more effective, VictorOps helps your IT/DevOps team solve problems faster.
Mar. 1, 2015 05:00 PM EST Reads: 1,205
Skeuomorphism usually means retaining existing design cues in something new that doesn’t actually need them. However, the concept of skeuomorphism can be thought of as relating more broadly to applying existing patterns to new technologies that, in fact, cry out for new approaches. In his session at DevOps Summit, Gordon Haff, Senior Cloud Strategy Marketing and Evangelism Manager at Red Hat, will discuss why containers should be paired with new architectural practices such as microservices ra...
Mar. 1, 2015 04:00 PM EST Reads: 1,438
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been ...
Mar. 1, 2015 04:00 PM EST Reads: 1,219
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focu...
Mar. 1, 2015 03:15 PM EST Reads: 1,342
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing...
Mar. 1, 2015 02:00 PM EST Reads: 1,321
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes ...
Mar. 1, 2015 01:45 PM EST Reads: 1,203
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, it is now feasible to create a rich desktop and tuned mobile experience with a single codebase, without compromising performance or usability.
Mar. 1, 2015 01:15 PM EST Reads: 1,104
SYS-CON Events announced today Arista Networks will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Arista Networks was founded to deliver software-driven cloud networking solutions for large data center and computing environments. Arista’s award-winning 10/40/100GbE switches redefine scalability, robustness, and price-performance, with over 3,000 customers and more than three million cloud networking ports depl...
Mar. 1, 2015 01:00 PM EST Reads: 1,555
Application metrics, logs, and business KPIs are a goldmine. It’s easy to get started with the ELK stack (Elasticsearch, Logstash and Kibana) – you can see lots of people coming up with impressive dashboards, in less than a day, with no previous experience. Going from proof-of-concept to production tends to be a bit more difficult, unfortunately, and it tends to gobble up our attention, time, and money. In his session at DevOps Summit, Otis Gospodnetić, co-author of Lucene in Action and founder...
Mar. 1, 2015 01:00 PM EST Reads: 1,309
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, will explain the best practices of continuous testing at high scale, which is r...
Mar. 1, 2015 01:00 PM EST Reads: 1,183
Thanks to Docker, it becomes very easy to leverage containers to build, ship, and run any Linux application on any kind of infrastructure. Docker is particularly helpful for microservice architectures because their successful implementation relies on a fast, efficient deployment mechanism – which is precisely one of the features of Docker. Microservice architectures are therefore becoming more popular, and are increasingly seen as an interesting option even for smaller projects, instead of bein...
Mar. 1, 2015 12:00 PM EST Reads: 2,558
Security can create serious friction for DevOps processes. We've come up with an approach to alleviate the friction and provide security value to DevOps teams. In her session at DevOps Summit, Shannon Lietz, Senior Manager of DevSecOps at Intuit, will discuss how DevSecOps got started and how it has evolved. Shannon Lietz has over two decades of experience pursuing next generation security solutions. She is currently the DevSecOps Leader for Intuit where she is responsible for setting and driv...
Mar. 1, 2015 12:00 PM EST Reads: 2,365
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @Things...
Mar. 1, 2015 12:00 PM EST Reads: 1,254
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
Mar. 1, 2015 12:00 PM EST Reads: 1,910
Even as cloud and managed services grow increasingly central to business strategy and performance, challenges remain. The biggest sticking point for companies seeking to capitalize on the cloud is data security. Keeping data safe is an issue in any computing environment, and it has been a focus since the earliest days of the cloud revolution. Understandably so: a lot can go wrong when you allow valuable information to live outside the firewall. Recent revelations about government snooping, along...
Mar. 1, 2015 11:00 AM EST Reads: 6,951