Official Blog of GTM360 Marketing Solutions
Ketharaman Swaminathan 
Separating product from marketing is never a great idea for any type of software but, for Software-as-a-Service, it can be a recipe for disaster. That’s because SaaS functionality is a double-edged sword: Get it right and it can aid your marketing; but copy it blindly from your onpremise version – or otherwise get it wrong … Read more
Here’s our latest success story: LCMS Vendor Accelerates SAAS Subscription Revenues Product redesign multiplies user count This Learning Content Management Software vendor ported its onpremise software to the cloud, treating the migration as a pure change in deployment method not meriting any change in functionality. A year after going live, the SaaS version had managed … Read more
Data purists would reply “Never” and beat me up for even asking this question. On the other hand, “data sophists” who’re accustomed to lying with Big Data would wonder, “Duh, what’s the difference?” To pass off correlation as causation is a sophisticated way of lying w/ big data but there are many cruder ways here: … Read more
Personally I love frictionless CX and I was glad that I could make a business out of my passion when I launched Conversion Rate Optimization as one of the services of my company’s Digital Marketing+ offering. All along I’ve been debating with myself and my customers whether there’s an optimum level of being frictionless or … Read more
In What Happens Before A Prospect Contacts Sales?, we’d shared CEB’s finding that B2B prospects complete 57% of their purchasing decision before contacting sales. As we saw in that post, the new Internet-powered purchasing process introduces a blindzone in the purchase process. Unless navigated successfully, this blindzone will lead to a situation where the Buyer … Read more
“B2B customers complete 57% of their purchasing decision before contacting sales.” This is easily the most frequently quoted line in B2B sales and marketing in recent times. Ever since CEB Marketing Leadership Council released this finding in its HBR article in mid 2012, Some startup CEOs have questioned the need for sales A few have … Read more
Facebook and Reliance Communications (Top 3 MNO in India) partnered this past February to provide free access to Facebook and a bunch of other websites to Reliance customers via the Internet.org initiative. Yesterday, Uninor, the Indian subsidiary of the Norwegian telecom giant Telenor Group, announced free Wikipedia access to its mobile subscribers. Personally, I thought … Read more
Those of us who redeem our loyalty points on gift portals will have inevitably come across a gift or two that was appealing to us but was beyond our reward points balance. On some gift portals, it’s possible to pick up the goodies by simply paying up the difference with cash e.g. Lufthansa WorldShop, IHG, … Read more
This blog post is about a controversial topic in B2B technology inside sales: Dial Volume. It will not endear me to Inside Sales folks. Nevertheless, since dial volume pushes the revenue needle, I decided to write it. Cold calling remains an important part of business development in large ticket B2B technology products and services. Every cold call … Read more
Callers are sometimes unable to reach me because My phone is outside coverage area I’ve switched off my phone I’m busy The network is congested. Until this recently, whenever this happened, callers heard a message from my mobile network operator saying they’ve dialed the wrong number. Naturally they wondered how the heck can MY mobile … Read more