War!

Dean Davison

The words of "War," Edwin Starr's 1969 Motown classic, began ringing in my head this morning. It was brought on by a Harvard Business Review blog post by Steve W. Martin, "Why Sales and Marketing Are at Odds — or Even War." Within tech vendors, sales and marketing teams often fail to communicate or align go-to-market strategies. Forrester's sales enablement visionary Scott Santucci discussed the different languages of sales and marketing in his blog over two years ago. As for my own experience with sales and marketing:

A few years ago, I sat with the chief marketing officer and chief sales officer of a Fortune 100 tech vendor. The conversation didn't focus on customer problems, which should be the starting point for sales enablement professionals. The conversation didn't focus on sales efficiency issues such as sales cycle duration or win rates, which should be critical imperatives for all sales and marketing professionals. Each of these executives controlled massive budgets but neither one sincerely trusted the other. Their words were about aligning sales and marketing programs, but the real conversation, when read between the lines, was about control, boundaries, and politics. They were at war! 

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Are Nokia's Ovi Services Gaining Momentum?

Thomas Husson

Because of poor execution in 2009, the industry consensus — particularly in the US, where Nokia has a small footprint — was that Nokia was not in a position to catch up with the Apple App Store or Android Market. Reports of the Ovi Store’s death were greatly exaggerated: Nokia simply cannot afford to fail. On the contrary, it is now catching up, particularly in emerging countries, where Nokia clearly differentiates thanks to its unique local presence and relationships with operators (mobile billing is currently supported in around 30 countries).

Nokia just issued a press release this morning insisting that Ovi Store downloads are now reaching 2.3 million per day for a total installed base of 140 million active users. Bear in mind that a user is considered active on a six-month period and that this figure includes multiple Ovi experiences, including the 17 million Ovi mail and chat users as well as users of Ovi Maps, Ovi music, and Ovi life tools.

That's an increase versus last May (1.7 million) and versus the data that was announced at Nokia World two weeks ago (2 million). More interestingly, 200,000 people are signing up daily to Ovi. That's a significant trend.

I'll stick to my initial thoughts about Nokia's transformation journey: the challenge is still to offer a fully integrated Ovi brand experience.

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The Data Digest: Interest In Connected TVs

Reineke Reitsma

The concept of traditional TV watching needs to be redefined. The TV has evolved from a passive device with a single content source to a simple, large-display screen on which numerous activities come together. In the past, consumers had a TV device (typically the set-top box), a movie device (typically the DVD player), and possibly a gaming device connected to the TV. But now, the game console streams movies, the set-top box records TV, and the PC does everything. The next step is connected TVs — HDTVs that incorporate a direct connection to the Internet, whether wired or wireless.

Connected TVs are a big deal to manufacturers, but Forrester Technographics® data found that consumers are struggling to understand the benefits. One of the challenges that manufacturers of these TVs face is that when viewers are in "TV mode," they seem unable to imagine doing anything with these TVs other than watching more TV. When questioned, people appear to want one thing: more video. The top responses focus on getting access to well-known sources of TV shows and movies like Netflix, Blockbuster, or regular broadcast and cable networks, both for men and women.

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We're Hiring In Europe: Senior Advisor For The Forrester Interactive Marketing Council

Christine Overby

Interested in managing and growing the European business within Forrester's largest Marketing & Strategy Leadership Board? Then I would love to speak with you. We are hiring a Senior Advisor for our Forrester Interactive Marketing Council, based out of London. We're looking for someone who loves interactive marketing as much as we do and is motivated to help our leadership board clients be successful practitioners in the space. You'd be joining our growing European IM team: Nate Elliott, Lauriane Camus, James McDavid, Lucilla DeSarlo, and me. Experience in interactive marketing and client-facing work is a must; interest in football and good food a plus. ;-)

Here's the job description. You can apply for the position directly from the page. Hope to hear from you!

Getting Ready For The Marketing And Strategy Forum EMEA In November

Peter O'Neill

By Peter O' Neill

Our internal deadlines are looming for Forrester’s Marketing And Strategy Forum EMEA 2010, to be held in London on November 18 and 19. Pretty soon, all of our presentations have to be reviewed, content-edited and fact-checked, and then submitted. In case you hadn’t noticed, we have put together a special track at this event for marketing professionals in the tech industry; this runs on the Friday from 11:40 till 15:30. I will kick off and moderate this “conference within a conference,” where we will explore the idea that tech industry marketing should no longer be communicating product differentiation; it should be the difference. As technology becomes commoditized, customers take control of the vendor-user interaction, and social media becomes a standard interaction channel, marketing must move its contribution from just educating customers and persuading them to accept the product to a more strategic role of enabling interactions with customers to solve their problems -- an engagement model that Forrester calls "customer enablement."

We will also be talking about community marketing, marketing in a global economy, and aligning sales and marketing. Some of the presentations are based on our previous Marketing Forum held in Los Angeles back in March. But I have cajoled my colleagues into making sure that they illustrate their presentations with EMEA-based case studies and examples. I have been particularly energized to do this in the past few weeks as I have been looking forward to attending the bi-annual Ryder Cup golf contest between the USA and Europe, held this weekend in my home town in Wales. 

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Changes In How Europeans Contribute Social Content Will Force Marketers To Update Their Social Media Strategies

Nate Elliott

 If you’ve ever talked to Forrester about social media, chances are you’ve heard of the Social Technographics® Ladder -- our tool for measuring how people use social technologies and for helping marketers (and product strategists and market researchers and others) understand how to engage with those people in the social Web.

Today we’ve released our new 2010 Social Technographics data worldwide (you can see the US data here), and you’ll notice that this year, for the first time since we introduced the ladder, we’ve added a new category of social engagement. The new category -- “Conversationalists” -- is designed to capture the short, rapid conversations that are now taking place on Twitter and through Facebook status updates. How many people are engaged in these behaviors? Almost one-third of European online adults participate in these rapid public conversations every week. In just over two years, this activity has come from nowhere to become one of the most popular social behaviors we track.

And this Conversationalist activity has come along at just the right time, too -- because more “traditional” forms of online contribution have levelled off. The percentage of online Europeans who post their own blogs, videos, photos, or other media -- what we call “Creators” -- hasn’t grown in either of the past two years. And the percentage who participate in message boards and forums or who post comments on blogs or other social sites -- what we call “Critics” -- has grown just one percentage point in Europe each of the past two years.

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How Good Is The Brand Experience At Hotel Sites? Not Very

Ronald Rogowski

As part of Forrester’s ongoing initiative to provide annual industry benchmarks of online customer experiences, we recently evaluated the Brand Experience of four hotel brands’ Web sites (Crowne Plaza, Hilton, Marriott, and Sheraton). Using our Web Site Brand Experience Review methodology, we set out to test 1) how well the sites supported their key brand attributes in a manner consistent with other channels (Brand Image), and 2) how well the site supported user goals (Brand Action).  

The results were disappointing. None of the sites passed our Brand Action Review. Actually, that's not terribly surprising since our data show just how challenging the online booking experience is for travelers. Our review found that most sites suffered from common problems that plague sites across all industries, such as missing or misplaced content and illegible text. Again, not surprising. But what was surprising was that only one site, Sheraton, passed our Brand Image Review.  After all, hotels (at least those on the nicer end of the spectrum like those we reviewed) take great pains to keep their lobbies clean, their grounds manicured, and their rooms inviting. But the underperforming sites suffered from poor quality in their visual designs, bland imagery, and just-the-facts content that failed to hit on key brand attributes. In contrast, Sheraton stood out for its high-quality visual design and messaging that's consistent with how the brand is presented in other channels.

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New “State Of Retailing Online” Doc To Be Released On Shop.org Next Week

Sucharita  Mulpuru

The findings from part two of Forrester’s annual survey conducted in conjunction with Shop.org will be available on the Shop.org site next week.  This installment of the "State Of Retailing Online" series will delve into the world of key metrics as well as multichannel and global strategies.

 Some highlights include:

  • Identifying improvements in performance and customer retention
  • Developing strategies for successful global expansion
  • Avoiding the pitfalls that many multichannel organizations face

 We look forward to sharing the full version on Forrester.com near the end of October.

The Data Digest: Which Consumers Use Mobile Apps?

Reineke Reitsma

Despite the early success of the Apple App Store, the market for mobile applications is still in its infancy. Many players haven't really launched or marketed their offerings yet, but the market is already crowded, with around 80 would-be application stores available worldwide as of June 2010. On the other side there's the consumer interest. Last week Nielsen published its State of the Mobile Apps 2010 report that showed that as of June 2010, 59% of smartphone owners report having downloaded a mobile app in the last 30 days. But a recent study of the Pew Internet and American Life Project shows that “Having apps and using apps are not synonymous.”

However, companies that want to develop a mobile strategy should begin with a data-based understanding of how mobile-advanced their brand's consumers are and will be. Mobile Technographics® places consumers into groups based on their mobile phone usage. The groups are defined by the extent to which the mobile phone user has adopted mobile data services, the frequency of use of these services, and the level of sophistication in the mobile applications he or she uses.

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Tech Vendors Are Disconnected Across Three Silos

Dean Davison

Technology vendors are disconnected from their customers. If the problem were simple, such as changing message themes, tech vendors could easily adapt.

When looking at tech vendors, the "problem" is long-standing, entrenched behaviors about how products and solutions go to market. The "problem" includes customers that now want to buy "business outcomes" rather than traditional products. The "problem" includes sales organizations that fail to learn about the customer's business or requirements. The "problem" includes marketing organizations that fail to recognize that while they get to aim the gun, only sales can pull the trigger. Across these three processes, companies are trying to shoot faster, shoot bigger bullets, or even aim at different targets when the real problem is eye-hand coordination - or aligning methods and messages. 

Selling technology requires three processes to align: (1) the customer problem solving process; (2) the vendor selling process; and (3) the marketing processes for communicating solutions. Gaps in these processes will cause finger-pointing within the vendor, raise the average cost of sales, lengthen the sales cycle, increase turnover of sales and marketing employees, confuse customers, etc. Few tech vendors are changing their internal methodologies to align these processes.

How are these gaps in your organization? How is your company addressing these gaps? We'd love to hear your experience!

(Next in this series, Forrester will introduce "portfolio management" as framework to help sales enablement professionals align these silos.)