Why is change so difficult?

It is ironic that the most prevalent and dominant characteristic of modern life is also the most feared: change. This fear is not limited to technological change, but to many aspects of our individual and professional lives. The pace of change in medicine, science, communications, transportation, and many other dimensions of modern life seems to be accelerating.

It took more than forty years for the telephone to be adopted by 25% of the population of the US. More recently, it took less than 4 years for the Internet to be used by 25% of the US population.  The first billion iPhone apps were downloaded over the course of the year July 2008 to July 2009. Now, iPhone apps are downloaded at a pace in excess of a billion per month.

Yet, many people resist change in the workplace – preferring to stick to doing things the way they know, often to the detriment of the company’s progress. When presented with something innovative, sometimes it is easier or less risky to simply make excuses. 

Psychologists tell us that we resist change out of fear, and this is definitely true for businesses in times of economic uncertainty. But what kinds of opportunities for achieving great success are we missing by avoiding that perceived risk? Perhaps the greatest opportunity for business success is to be innovative and leading the change, rather than waiting for everyone else to blaze the trail, forcing us to follow later, thus missing out on the achievement of industry-leading benefits.

As the year draws to a close, let’s all resolve to be more innovative over the course of the next year – do something new and different for ourselves and for our companies. I bet we will be very pleased we did.

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Marketers Bring Down the House

Bringing Down the House‘ is a book about 6 MIT students who took Vegas for millions based on mathematical logic and simple card counting. These bright minds were able to take advantage of a system that had flaws that went unnoticed and, therefore, un-exploited by everyday casino gamblers.

I’ve come to realize over the last few months that the majority of marketing professionals aren’t diligent about fixing the small cracks in their programs. They seem to be comfortable with their current tools and haven’t uncovered an URGENT reason to adjust their budget or step out of their comfort zone of ordinary marketing activities. They are living by the mottos: “if it ain’t completely broke, don’t fix it” and “I’ll add that to next years budget,” which could greatly hinder their sales and marketing success for the fiscal year.

The problem is, only early adopters willing to look deep within their marketing programs will identify these flaws, take IMMEDIATE action, and be willing to test the waters with new and innovative marketing technologies.

“Our sales team doesn’t thank me for brochures. They expect progressive sales tools that will help them expedite a very consultative sales cycle. Giving them access to every product, backed by accurate information, empowers them to win deals.” – Bill Rozier, Vice President of Marketing, Ciena Corporation

By using new tools and thinking outside of the box marketers will achieve a competitive advantage and ‘WOW’ factor, as they bring the most cutting edge solutions to impress and educate even the most skeptical prospects. These are the marketers who will ‘Bring Down the House’ when it comes to marketing ROI, seeing the biggest payoff.

What type of innovative marketing technologies do you think could accelerate your sales cycle, if implemented TODAY?

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What Does Cloud Computing Mean For Marketers?

In the words of Marc Benioff, CEO of Salesforce.com, “The cloud services companies of all sizes…The cloud is for everyone.” The idea of hosting information in a ‘cloud’ appeals to many as it can allow businesses to utilize less hardware, decrease energy costs, and some people find that cloud-based applications are easier implement and use. Some skeptics believe storing data in the cloud is not as secure or reliable as they would like; however, for others cloud computing allows them to feel secure that their information is backed up regardless of whether a certain local device crashes.

But above and beyond just storing data, cloud-based applications can be utilized to revitalize marketing organizations with one huge benefit—complete mobility. Because cloud-based apps can be run seamlessly from remote devices, sales and marketing content can immediately be retrieved from iPads, SmartPhones or laptops at a moment’s notice. And with sophisticated applications this can mean having full presentations, demonstrations, and a complete catalog of virtual product demonstrations at any sales professional’s fingertips. Regardless of whether a corporation is interested in storing their information in the cloud, there is definitely value in investigating how cloud-based applications can better equip your business with a sales and marketing toolkit for presentations: anywhere, anytime.

Below are three marketing thought leaders who utilize cloud computing as part of their solution offering that can be used on a wide variety of platforms:

  • Kaon Interactive—Photorealistic 3D product models and interactive solutions stories
  • SalesForce.com—CRM Solutions Business Software
  • WebEx—Collaborative meetings and presentations
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