Marketing in Challenging Times - in Conversation with Chris Cummings of Datera (Video)

Peters-Cummings-DateraAs we all work through the various impacts of the novel coronavirus – from the depressing and the serious to the merely inconvenient – it's vital that as much industry and business as is safe and possible continues. When thousands are dying, it can seem trite to even consider this, but it is not only important in terms of us having a vibrant post-virus world; IT is an important contributor to sustaining our lives and communications today, and also a vital element to finding ways to overcome the virus.

But that business-continuation demands some very different approaches and thinking; therefore, whenever possible over the coming weeks I'll be asking executives from IT vendors and partners to discuss their thoughts around the marketing changes, challenges, and - yes - also the opportunities that this pandemic is creating. I've called this series "Marketing in Challenging Times" - that's not to skirt around the issue of COVID-19, but to acknowledge the fact that the "challenging times" are likely to extend well beyond the point at which the pandemic is controlled, contained, or beaten...and also of course perhaps some of the lessons-learned and silver-linings-discovered will continue as well. Everyone brings their own perspectives to these conversations; as a minimum we hope they are cathartic, and at best they might provide a new idea or inspiration.

In this discussion I talk with Chris Cummings who is the CMO of Datera, a software-based data services provider. Aside from the general WFH challenges that much of the IT ecosystem is dealing with right now, Chris reflects on the particular challenges of working for an organization -- representative of many, of course -- that is trying to change attitudes and encourage users to try something new. As he points out, while that makes it tough going through the current situation, it might actually also act as a catalyst to advance existing trends as and when we exit the global lockdown.

Topics: Storage COVID-19 Tech Effect Marketing in Challenging Times