B2B Technology markets can make switching by the customer too easy. Existing or legacy technology can become too cumbersome to use . Or refuses to realize its promise after trying for years. The client, in despair, becomes willing to try a new supplier. That supplier is willing to transfer the legacy system.
The solution is not to become sticky by merely embedding your technology in the customer’s processes. Or make the customer a hostage to your technology. Instead, it’s useful to think of what we learnt in the industrial B2B era as we continue to compete in the knowledge economy.
Gen X( Born 1965-1980) was willing to go along with the Baby Boomer/Jack Welch leadership style. Gen Y or Millennials ( Born 1981 to 1996) and Gen Z or Zoomers (Born 1997 – 2012) are very different. Gen Y and Z in the workforce and with the Great Resignation since the pandemic and 2021, we thought it was timely to rethink the Jack Welch style as discussed in our very popular posts on Jack Welch. When Satya Nadella took over as CEO of Microsoft in 2014, he made the reading of “Nonviolent Communication” by Marshall B. Rosenberg compulsory for the top management. Nadella’s predecessor Steve Balmer followed a version of the Jack Welch approach without the candor that Jack promoted at GE.
The announcement by Google that 3rd party cookies will be gone in Chrome in 2022 has raised great concerns among advertisers. The AdTech community of hundreds of companies will also need to figure out their approach. Here is some background on this debate:
What are the “S” curves? Each of the above S curves represent a technology platform. Movement up an “S” curve is incremental innovation while stepping down on a lower new “S” curve now, may lead to radical innovation, as the new “S” curve surpasses your existing “S” curve.
The Cost and Performance Y axis, Time on X Axis: If you look at the Y axis you see performance going up and cost coming down. Just as time goes on. In other words over time a particular S curve and technology platform gets improved. This improvement is through factors such as experience, techniques like 6 Sigma, more adoption by customer. The adoption by customer mean higher sales volumes and costs keep going down. However there is a catch for each S curve.
Before the Internet and Social Media you needed to have a team dedicated to dealing with public relations.
Today all US states have reopened partially after two months of lockdown. This has left many of our readers worldwide wondering why America is reopening when Coronavirus infections and deaths keep increasing ? Here are some thoughts on this question:
The two biggest attractions for marketers with 5G will be:1) Mobility: With mobile use already at 3 hers 35 minutes a day in the US expectations are that mobile will surpass TV in terms of time spent in 2019. And that’s before 5G really kicks in.
2)Fast=Decrease in latency: Latency or the delay between asking and getting replies due to network speeds will vastly improve. Google will get even faster replies but also even your messaging can get faster. The day is not far away when at a restaurant you see the dessert ads on your phone even before the waiter asks at the end of your meal!
It’s hard to explain to everyone in an organization – that their role includes “marketing”. And focussing on constant innovation. Hence the term “Customer Success.”
[Note: Thanks to the interest of our dear readers this post from September 18, 2018 is updated April 7, 2021. During COVID everyone was forced to become more tech friendly. We hope that this revised post will help our dear readers prepare better for a post COVID world}
The Customer Success term is particularly popular in the SaaS (Software as a Service ) industry. SaaS companies need customer renewals. To do so, SaaS companies try to align the organization including programmers, sales , finance to working towards customer success. SaaS companies also have a separate Customer Success function that faces the customer and helps in getting the most out of the SaaS product.
Blockchain technology will start shaking up supply chains and brands. But first, what is blockchain? Here's our take: Blockchain is a distributed accounting ledger . A mechanism to share how much was paid and received by whom, where each transaction is verified on a peer-to-peer basis. Sort of like verified reviews on Amazon. The personContinue reading “Blockchain will make supply chains stronger but challenge brands”
The surprise victory of Donald Trump has brought into sharp focus a big idea for the 21st century. Life is local-Business is global Here are some things to think about from observing “local life” in America: Local Newspapers are alive: In the US only small town newspapers are still around. The regional and national newspapersContinue reading “Trump Victory: Life is local- Business is global”