Blogs

Okay, I get it.

Seth Godin says we should only market to those that agree with our philosophy. I agree. I don't need Google-like market share.

However, I need to find those people.

The unfortunate part, for B2B sales is that companies and executives are still slow to embrace the social Web. It makes it harder to see their core beliefs. This is the real opportunity for intelligent social media monitoring software.

You see it's easy to grab keywords out of Twitter streams. It's not even too hard to tally a sentiment based on positive and negative word counts.

The hard part is plucking out trigger events from the noise. Finding those key transitions, projects, or patterns that tend to indicate sales opportunity. You see businesses tend to buy when they are in a state of change.

Do you know how to detect that?

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Join the Kaleidico community (you don't even have to be a customer) sign-up for our RSS feed or get updates via email. I would also love to meet you on Twitter too. Follow me @billrice. If you want more information about our software or services call us at 866.667.5253 or visit www.kaleidico.com.

My current reading list, driven by a Christmas gift, is headlined by a new book by Seena Sharp entitled Competitive Intelligence Advantage. Very early on in the excellent work she makes a statement that really touched a nerve with me- “Unlearn what is no longer true.” I would argue that most have never contemplated that statement.
 
Everyday we are programmed to make decisions based on what we know are facts—our own product strengths and weaknesses, competitive advantages as well as our competitors, and even who our perceived competitors are. But what we don’t think about is whether these assumptions are valid.
 
How often businesses tilt at windmills when their perceived competitor is no longer a formidable foe or has exited their specific market. Sales teams and marketers continue with assumed positions, spending good dollar after bad and chasing prospects based on faulty premises.
 
Technology has pushed this process further, faster. Questioning what we think is true and “unlearning” it is a critical step to managing resources and gaining or holding a competitive edge.
 
One of Kaleidico’s past clients, a multi-billion dollar corporation, was focused solely on those competitors they knew had always been ahead of them or beside them. But due to technology, many smaller more agile companies were quickly gobbling up new clients. Unlearning what was no longer true- that the only competition were the major names- was needed in order for the company to refocus their strategy.
 
What’s no longer true in your business that is costing you revenue and clients?