You Don’t have to be Strange to Like Marketing Performance Management
- AUTHOR Bonnie Crater
- April 4, 2013
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In a recent coffee meeting with strategic marketing expert Bud Hyler, we discussed the pace of customer adoption for innovative products. In that conversation Bud described how his marketing colleagues thought about new customers in the early days of DEC (Digital Equipment Corporation). For those of you who remember this great technology company that fell hard in the 90’s, Digital was a truly innovative company that introduced and made the mini-computer popular in the 80s and broke the IBM stronghold in the computer business.
Bud was Director of Marketing at DEC back then and explained to me that when the company was working to introduce a new product, it looked for certain characteristics in its early customers. DEC prospects who were interested in innovative products needed to be three things — smart, solvent, and strange. This was also known internally at DEC as the “Three S’s.”
Smart and solvent sounded right to me but “strange” brought a smile to my face. I thought “well, Full Circle CRM is introducing a new product but our customers are not really strange.” As a matter of fact, our customers seem to be really top, advanced, and thoughtful marketers who want to finally apply some accurate science to their decision making and use the data to have meaningful business conversations with sales management and executives in their companies. What’s so strange about that?
So my thought for the week is… you don’t have to be strange to like marketing performance management.