I’m going to admit something here. . . most of my fellow analysts here chuckle when I profess my love for the insurance industry. Why do I like it so much? Well, one reason is because when I do my "Carney. . . like Art" spiel when someone asks how to spell my last name, insurance people "get it". Yep, they watched "The Honeymooners" and "The Jackie Gleason Show" and know exactly what I’m talking about, unlike most of my co-workers who, with the "Carney. . .
We've just published our latest Vendor Positioning Review (VPR) benchmark of the IT management software market. This vendor-oriented report discusses how vendors market their solutions to you in collateral and on their Web sites. We focus on how well they talk Business Technology (BT) over IT — how well do they speak YOUR language. And we recognize how important B2B digital media has become in communicating with you — our most recent data shows that the percent of technology buyers that are most advanced in using social media, what we call the Creators and Critics, is nearly double that of the US consumer population in general.
The VPR report highlights a best practice (or two) in each of the categories that we evaluate.
In terms of providing you with social media facilities, the vendors are a mixture of active, indifferent and inactive. The good ones offer you a community Web page from their Home Page to access forums, join communities (even if only a support community) and see their blogs: kudos to BMC, CA, ManageEngine, newScale, Spiceworks and Splunk. EMC, HP Software, IBM Tivoli, Microsoft, Nimsoft, Quest and Symantec have the facilities as well but you need to be good to find them (who would think of looking under “About Symantec”?). ASG and Compuware aren’t there yet.
Thanks to all of you who have already sent me feedback about my first report on the challenges facing field marketers. See report.
It was based several meetings with field marketers over the last months. My next step is to do structured interviews with field marketing professionals over the next months to even better understand where the job is going and map roles, tasks and responsibilities in a priorities listing in my next report.
There's one sure way to amp up the tension between bag-carrying sales folks and the sales enablement teams that support them, and that's when a sales exec misses the opportunity to get a meeting with a buyer.
Last summer, we talked to about 40 sales execs or managers and no surprise, when it came to supporting the sales effort this was the area where sales execs told us their respective companies performed weakest. How is supporting that buyer access manifest? Providing the sales org qualified leads, of course. . .
With only a few days left before we close the vote, I'd like to encourage everyone to participate in our current Client Choice poll. This month's question is, "Which characteristic of a buyer is most important for having a great sales conversation?" We want to know, in your experience, which aspect of the buyer do you want to understand best heading into a sales conversation? We want your input, and we will write a piece of research based on your responses.