Posts Tagged marketing

How to Buy Enterprise Software

Posted by scottvandam in Technology on July 29, 2010

At Waggware (IT Services Firm) where I am responsible for all Marketing and Sales activities I have the opportunity to offer highly flexible, customizable and outside of the box solutions aimed at improving my customers business processes. The great thing about being in the consulting/services business is your not tied down to selling just one boxed solution but rather package together best of breed solutions that achieve results. However you need a plan and an approach to pull the best solution into play.

I’ve developed a 9 stage framework that I assist my customers with when looking to implement enterprise software.  Depending on the size of the engagement or software investment I often scale up or down on the level of activity I conduct during the selection phase.  I’ve embedded my presentation below for your use and review.

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The Best Profession!

Posted by scottvandam in Marketing on July 15, 2010

Image by RandomESHG on Flickr

I love the Sales and Marketing profession. I’ve been in the game for 15 years.

No other career gives an individual the freedom, flexibility and reward than Sales.  A sales colleague of mine likened the sales profession to being the chairman of the board, general sales manager, chief financial officer, executive vice president, janitor and chief cook.  In short being a sales professional gives you the independence of being your own boss.

Yet sales professionals are big problems for customers, prospects, bosses, and spouses.  They are cussed at parties, gossiped about behind closed doors, miss family time, travel a lot, work long hours, work flexible hours.  Sales people make a lot of noise, they interrupt, make mistakes, listen to complaints, respond positively to grievances and sometimes waste peoples time.

Yet no profession moves more freight, loads & unloads more ocean liners, freight trains and transport trucks, introduce new products, open new factories and keep the wheels of the economy rolling than any other profession.

I am proud to be a Sales Professional.

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Abstract Statements

Posted by scottvandam in Marketing on March 9, 2010

Abstract statements are simple statements that communicate the core values and mission of a business.  Here are some of my favorites:

UPS – “Enabling Global Commerce”

South West Airlines “The Low cost Airline”

All State “Your in Good Hands with All State”

Avis “We Try Harder”

Well designed abstract statements help managers & employees drive decisions and align efforts toward a common goal.  Simple abstract statements are effective.  Effective abstract statements turn into concrete statements that lead to successful sales campaigns, happy customers and consistent service delivery.

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Concrete Is the Opposite of Abstract

Posted by scottvandam in Musings on March 8, 2010

I’ve been reading “Made to Stick” by Chip & Dan Heath and I’m considering the idea of concreteness.

Concreteness is the opposite of abstract.  An abstract statement sounds something like my personal computer has high performance on the other hand a concrete statement sounds more like my personal computer has a 2.13 GHz processor.  Being abstract is important if you are the commander of an Army and you require military dominance in a given region.  However it’s the commanders on the ground that tranlslate that abstract statement and make it concrete (actionable)  “Prepare a shipment of munitions, position troops at the border, and send in the fighter jets”.  The troops need instructions to win the battle and the commanders need abstraction to win the war.

What’s more important abstraction or being concrete to winning? In what context do you use a concrete or abstract statement?  I’ll share my thoughts over the course of the next few days.

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The power of a logo

Posted by scottvandam in Musings on September 17, 2009

Well designed and effective logo’s are simplistic and convey strong emotions.  I really enjoyed the following video analyzing the Barack Obama logo and in particular the discussion on the dangers of this strategy for gaining political influence.

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