Official Blog of GTM360 Marketing Solutions
In Don’t Lose Deals By Belaboring Business Value, I’d warned that B2B technology vendors risk losing a deal by belaboring business value all the time. In this post, I’ll describe my experience with a startup that failed to heed this warning, and lost the deal – and more – as a result. I was recently … Read more
“Most B2B buyers only care about the value you bring to their business. They really do not care about your products.” When I read this line on LinkedIn, my first reaction was to reply back with the classical Little Feat line “Don’t Bogart That Joint. Pass It On.” I’ve no argument with the first sentence. … Read more
I was introduced to SINE (Society for Innovation and Entrepreneurship), the technology incubator at my alma mater IIT Bombay, when I attended the Silver Jubilee Reunion of my Class of 85 in 2010. Since then, my exposure to Indian technology startups has increased. As a budding angel investor, I’ve lately begun to closely follow the … Read more
According to the Economic Times article Brokerages’ Retail Pain Is Banks’ Gain, banks have stolen a march over neobanks in the e-brokerage space in India. Cheaper access to funds and greater trust – “no one lost money with a bank” – are two major factors that have gone in favor of banks. Based on personal … Read more
There’s a growing realization among B2B technology marketers that positioning their products and services around technology is a fool’s errand. Even compared to a year or two ago, there’s a massive rise in vendors recasting technology offerings around alleviation of business pain areas. This is a great development. We’d like to take some credit for … Read more
Welcome to the first blog post of 2015! The Top 10 posts of 2014 were: #10: Big Pharma Turns To CEM For Cure #9: Did Google Acquire FeedBurner Minus The CAPTCHA? #8: How To Make Co-Creation Work? #7: Retail Is Barking Up The Wrong Tree Against Ecommerce #6: Does CX Really Drive Sales? #5: How To Lie With Big Data #4: Frictionless … Read more
Many technology vendors sell analytics as a product. However, many marketers want to buy analytics as a service (because it’s easier to get a tangible Return on Marketing Investment that way). This results in a dilemma of whether to position analytics as a product or service. Before exploring ways to address this dilemma, let me … Read more
Medical representatives sell prescription drugs by detailing doctors and canvassing drugstores. They do not contact patients who actually consume the medicines. This makes sense because, in the pharma industry, patients don’t play an active role in deciding what to buy. As we know, the way it works in this business, the physician writes the prescription … Read more
It’s over a decade since the late C K Prahalad and Venkat Ramaswamy wrote their seminal book The Future of Competition: Co-Creating Unique Value With Customers. During this period, users have written millions of articles on Wikipedia and posted zillions of updates and photographs on Facebook, Twitter, Pinterest and other social networks. Judging by the explosive … Read more
All business development teams understand the importance of case studies in B2B technology sales. But, when it comes to producing and using them, we’ve come across two diametrically opposite approaches followed in many IT companies: Kool-Aid: Use case studies for everything Phobia: Shun case studies altogether Case Study Kool-Aid Vendors in the first category launch into … Read more