Four ways to de-escalate the marketing wars

Ask any marketing professional at a small or medium-sized business — virtually every organization struggles with battles between marketing and other departments. Often, the fights erupt between the inbound marketing and the inside sales teams; how is a marketing-qualified lead defined, at what stage in the lead nurturing process is the contact handed over to the inside sales team, what activity markers are the strongest buying indicators, etc.

But it doesn't stop there. Marketing battles with engineering, senior management, and the services/support teams can also bring collaborative efforts to a screeching halt. Tension between departments is the easiest way to break a strong company culture, and letting that tension fester can turn cynicism into resentment and victimization.

There are ways to break the cycle of antagonization, though. Consider these four ways to de-escalate marketing's wars and reestablish harmony with the people who work with you to present your company's public face: 

Topics: marketing marketing wars inbound marketing

A case study in how to #EpicFail at a product launch

Last week provided a case study in how to #EpicFail at a product launch. The vendor in question took a fresh look at the market and then created a completely new offering, built on a trusted brand, but stretching in a new and intriguing direction. And then, it completely failed in its first days in market.

Topics: Data Protection marketing Product Launch

VMworld 2015 Had Some Great Marketing

There was some great marketing execution at VMworld 2015.

As a sequel to my blog last year that “Event Marketing Doesn’t Get Enough Credit,” here is my tip of the hat to some of the unsung heroes of tradeshows: the events planners and marketing leaders that ensure that the technology experts and sales folks have compelling venues and leave a strong impression on the attendees, who are hyper-stimulated for four straight days. 

Topics: Veeam Zerto VMworld marketing CommVault Simplivity industry events VMworld 2015 Rubrik

AWS re:Invent(ing) IT, Business Models and Marketing

AWS held its 3rd annual re:Invent user conference with 13,500 attendees in Las Vegas. While the event had similarities to other IT conferences that included an expo floor, keynotes, and sessions I was fascinated by, AWS has the potential to disrupt the way businesses consume IT, IT organizational structure, high margin IT infrastructure business models, and product marketing. 

Topics: Cloud Computing cloud Data Management marketing Data Analytics

The Missing Third Level of Big Data Marketing

In my role as big data analyst, I get to hear a lot of vendors' pitches. As someone who spent a lot of years in technology sales and marketing before becoming an industry analyst, this is usually both informative and entertaining, both for the content presented and sometimes for what isn’t being said.

Topics: Analytics Big Data Enterprise Software Data Management marketing

Why Did Google Admit It Has A Diversity Problem?

Because they are brilliant.

Topics: Enterprise Software google marketing

Social Media Drives Continuous Marketing

I can remember planning out product marketing campaigns in the past. They played out like a story with a beginning, middle, and end. First, we determined the audience, crafted a message, and developed content for various media outlets-—in my case, print and websites. Then we would place the content, both advertising and articles, in the outlets and wait. Finally, we would see how well we did usually by looking (hopefully) at an increase of leads tied to the sources—the various outlets—we had placed content in. This was an expensive and laborious process but followed a fairly simple blueprint of plan, message, create, place, and evaluate. The same process could be applied to trade shows as well, where the costs were higher but the feedback more immediate.

The downside to this process was twofold. First, if something was wrong in our message or content, we didn’t find out about it until too late. We could change our web ads, keywords, and the like but that assumed that we could even tell that something wasn’t working in time for meaningful change. Waiting for leads to come in (or not) and doing surveys was too slow a process. The second challenge was that there was no way to leverage influencers and most methods of amplification were fairly costly. In other words, we couldn’t pivot quickly enough and didn’t have the information to even know we needed to.

Topics: Enterprise Software marketing Social Enterprise

Fail Factors - Why Startups Die: Misdirected Value

Last week Boston area startup AutoVirt failed. They failed not because their stuff didn't work (it worked quite well). They failed not because there was not a legitimate need (people need to do data migrations between systems/storage).

Topics: Data Protection Information and Risk Management marketing