Friday, April 08, 2016

Easy to Share About Brands You Love


It's easy to share about brands you love. The question is why aren't you sharing about your own company?

I have never heard someone say it's because they hate their company.

When I talk with B2B sales reps about social selling and how they are using social media today, I basically get two different answers:

"I'm afraid to share something wrong or something that will make me look stupid."

or

"I want to share, but I don't have any content."

Both of these issues are very real and a major hurdle for B2B sales reps today. I think Radi8 has come up with a really cool solution for both of these issues.

If you're interested in being part of our next Radi8 Cohort, let me know. We will be kicking off our next pilot program at the end of April.

Tuesday, March 29, 2016

Disrupt the Damn Enterprise Sales Cycle

If you want to disrupt something meaningful, disrupt the damned enterprise sales cycle!

Seriously, I have been living through the hell of enterprise sales for the last 5 years and there's one thing I just don't understand. Why does it take a year to get enterprise software approved and deployed? Maybe a year didn't really mean anything to an enterprise 30 years ago, but today a startup can put you out of business in a year... an economy can collapse in a year... a nation can dissolve into chaos in a year!

We don't have time to wait around for you to get all your signatures. We don't have time for you to get your budgets in order. We don't have time to get IT approval. The world is moving too fast.

Someone needs to make it faster and easier to get game-changing software into the enterprise. Is that someone going to be me? I sure am going to try and I hope you'll help me.

Here's my plan:

1. Scale down the size of the solutions - One of the largest hurdles to enterprise sales is getting all the stakeholders together. If you can remove the number of stakeholders you can simplify the buying process. I was at a conference today and one of the presenters was talking about how important it is to get Marketing, Sales, HR, the exec team and the sales enablement team all involved in the purchase and rollout of their software. Are you kidding me? If your solution requires that much alignment, maybe you're trying to solve too many problems.

2. Solve tiny problems - Rather than solving all the mission-critical problems in an organization in one software package, try solving tiny problems that add up to a significant impact. Why is this important? Because you reduce the fear of failure and lower the risk of deploying your product.

3. Incremental Impact - In the movie, "The Martian" there's a cool line. He says, "Solve one problem, then solve the next." I like this because it should be true for enterprise software, too. If you scale down the size of your solution, solve tiny problems and produce incremental impact, you can solve one problem at a time, for one stakeholder at a time, and add up to massive impact on the organization.

4. Impact the end users - Most enterprise software solves problems for the wrong people. You buy a content management system to secure your enterprise content, not to help end users do their job faster. You buy Salesforce so management can track pipeline, not so your reps can sell more. The list goes on. Instead, try making software so the end users can be more productive... and of course make it secure, and allow management reporting, but that's secondary. Get software into the hands of the end users who will use it immediately.

This is my plan. If we can create software that solves tiny problems and produces incremental impact for the end users, and if we can make it easy to use and easy to buy, I think we can destroy the enterprise sales cycle completely.

What do you think? Are you with me?

Let's Radi8

Wednesday, March 16, 2016

The Theory of Content Radiation

I’ve been working on a theory lately and it is manifesting itself as a startup company. This is usually how it goes for me… theory, test, discard. But sometimes the theory sticks around for a while.

Read my article about Radi8 and the theory of content radiation.

Wednesday, January 29, 2014

Take an AX to your UX as a first step toward great CX

Smart companies know that a stellar customer experience can be the way to turn someone from a customer into a brand advocate. This doesn’t mean however that you can get away with a subpar product. If your user experience (UX) is getting an “F,” it doesn’t matter how nice your support team is on the phone, you're going to have problems. Make UX an integral part of your customer experience (CX) if you want to build a deeper relationship with your customers. It’s time to get out the ax...

Read the rest of my blog on insights.wired.com

Wednesday, November 06, 2013

Don't ditch your product, ditch the experience

If you are wondering why your competition is speeding past you while your product is more sophisticated and feature-rich, you might stop looking at your engineers and start chatting with your customers. Sometimes a shift in your customer experience can turn your product into the flavor-of-the-month.I was visiting with a friend who owns a landscape design company and we were talking about online review websites like Yelp. He has a five star rating on Yelp and does everything he can to maintain…

Read the rest of my blog on insights.wired.com

Wednesday, September 04, 2013

If Your Pants Have Loops, Wear A Belt

Your customers are complaining that your product isn’t as cool as the competition. You feel the heat of your sales force breathing down your neck because they don’t like making excuses to customers about how it works, and your customer support team spends twice as much time apologizing than they do solving actual problems. Essentially, in your rush to engineer a great product and solve some very important problems, you’ve let your appearance get sloppy.

It’s Not Your Product, It’s the Experience

Read the rest of my article on Wired...

Monday, August 26, 2013

My Other Interests: MotoAway.com

I usually only post business-type stuff on this blog, but I do have other hobbies and interests. One of my favorites is embarking on Motorcycle Adventures. I have a 2012 BMW F650GS and I like to hop on and disappear. I also have a KTM which I take to the desert to get my fill of rock and sand. One of the best aspects of a moto adventure is when you experience the point of no-return... the moment you realize you must persevere because you can't turn back. It's one of the most amazing feelings. It's scary and exciting, it takes focus and the ability to make clear decisions. That's really what it's all about, the ability to make a decision and not waver in the face of adversity.

Well, I have a lot of other things to share about moto adventures, so I created a new web site dedicated completely to the topic: Moto Away [www.motoaway.com]. It's my safe place to share motorcycle adventures with anyone interested in reading. I hope you enjoy it.

--Mash