I'll continue sharing the points from the presentation I didn't get to give at the Henry Stewart conference, titled "Ten Things Most Vendors Won't Tell You."
Shockingly few marketers we talk to are required to build a formal business case -- that is, a cost justification analysis -- before buying software. How can you know the value of the software you're buying without this type of analysis? How can we know, and price it accordingly? Without it we're both left to guesswork, and we price and you buy based on what feels right. Wouldn't it better if we could nail it down more precisely? When it happens, it's win/win, because the benefits generally far outweigh the costs.
Anyone recognize this guy? It's David Ogilvy, founder of Ogilvy & Mather and called by some the "father of American advertising." [We've got a new director from Ogilvy, by the way.] I think we'd all love to put our marketing in the hands of a modern-day Ogilvy. But would you want him writing your software code? How about answering your technical support call? Our recommendation is to let each expert do what they're best at. Get your marketing strategy from marketing experts (you've heard from some of them in the comments posted to this blog), and buy your marketing software from software experts. Of course, despite being software guys, we do know an awful lot about marketing...
Most marketers start off thinking that all their problems are completely unique, and will a custom solution. And if we thought that was truly the case with any of our customers, we'd tell them we couldn't help and would send them right home. But the reality is that 90% of your problems are actually very similar to other marketers, in some cases marketers from very different industries, and our software is designed to solve that 90%. There's always going to be the 10% that is truly unique, but don't get too hung up on that. Fixing the 90% goes a long way towards achieving real benefits. Most importantly, don't let any software vendor build you a custom solution to get you all the way to 100%! That's the kiss of death for software, because custom solutions are extremely difficult to maintain and scale.
Halfway there. More next time.