I was in a briefing call today by a large software vendor, it wasn’t a one to one briefing there were a few of us on the call – I am not going to say who they were and if you know I’d rather you didn’t either.
I am sure the point I am going to make can be applied to lots of briefings and is no way a reflection of quality of their product, services or makes them evil people. I just saw a slide, that for the good of product marketing, analysts relations and mankind – must be shared and well, I guess shamed.
Here are the bullet points, in verbatim:
- Moving ECM from “Point” to “Platform”
- Low Cost of Ownership
- Unified ECM
- High Return on Investment
- Leveraging Fastest Growing Middleware Stack
- Effective Standardization
- Content Platform for the Enterprise
- Improved Business Responsiveness
- Content Management for Enterprise Applications and Portal
- Risk Mitigation
I don’t think I am breaking any NDA by sharing that, as this says absolutely nothing.
Also, you may say – “but Truscott, you hilarious young man, you’ve taken it out of context” – but trust me. I didn’t.
The rest of the slides said it was big, enterprise, billions, DOD compliant and leading – with lots of architectures and TLA’s….
I can see the value in big, but being big doesn’t absolve your responsibility to be valuable and being able to put that in a form I understand – or more importantly in a form a business user, the guy that writes the cheques, a visitor to your website or shareholder understands.
I spent 30 minutes thinking – Yes, but what is it for? What does it do? How does it help?
What do you think?
Image of robot by KB35 reproduced under creative commons license.
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CMO at Spotler Group, advisor at Storyblok and Orange Logic and founder of Rockstar CMO. Not a rock star, but I am a marketing strategist, content marketer, columnist, speaker, industry watcher, but most of all; creator of ART (Awareness, Revenue, and Trust) for the companies I work with.
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