jay Lipe of Emerge Marketing is right on the money when he says:
"Today, many tech companies enjoy a reputation, deservedly so, for being on the cutting edge. Faced with a cutthroat market, they excel at inventing and rolling out new technologies and products. Yet when it comes to marketing, they take a decidedly low-tech approach.
From too much techno-speak in brochures, to vague positioning, to the doomed view that marketing just spends money, these high-fliers run the risk of disappearing as fast as they appeared."
Haven't I said this very same thing? Yes I have. I am frequently appalled at the inability of newly minted technical CEOs to grasp the "Why should I care?" factor of selling. Nobody cares how cool your technology is. I came out of IT, believe me, I know. When a neophyte salesperson would sit across from my team and blather on about how many great features their technology had and how advanced it was and blah and blah and blah... we surreptiously checked our watches, wondered what was for lunch, and when he said he was leaving.
Even when you're selling to engineers, even when you're selling to people who LIKE the bells and whistles, even when you're writing a technical white paper; you have still got to tell them how the product will make their lives easier and better. Otherwise there is no point. No point at all.
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