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Escritos de Diego Bartolomé para acompañar a la vida

Posts Tagged ‘marketing

Important things

It’s important for others or because it’s related to you? Don’t get puzzled with this. Maybe you feel that what you are doing will change other people’s lives, but in fact nobody cares about it. Sometimes you feel a feature will be the key success factor for your product, but in real life nobody is using it. The main objective of your marketing tasks is to translate into products, services, or features those aspects that are important and meaningful for others, not for you, so that everyone will value your company as it deserves.

Written by Diego Bartolome

21/01/2013 at 21:02

Publicado en Entrepreneurial thoughts

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Sales

What is measured is done. So if you focus on cold sales calls, your team will do that, no matter the output. The same on meetings. The same on deals. The same on generated revenues. The same on profit.  So choose the metric you want to achieve. I’m pretty sure what is the best for any company, although at some lifepoint, you might be interested in a different objective due to your sales strategy. Selling more might in some cases not be beneficial for your start-up. And don’t confuse sales with marketing.

Written by Diego Bartolome

22/11/2012 at 16:29

Publicado en Entrepreneurial thoughts

Tagged with , ,

Marketing activities

Marketing starts with day -1 of your startup and it never ends. In a small company, marketing goes together with any out-of-the-building activity you carry out: a presentation, a demo event, an investors forum, a provider search, an interview to recruit talent, etc. The objective is not to close sales, but rather the positioning of your company/product inside potential clients mind. You are not interested in everyone, but rather just in those innovators that are eager to use what you are building. Others will come afterwards. And they are willing to generate a conversation with you, they are really curious about what you are doing, so they want you to pay attention to them. Don’t disappoint them. Make them trust you. And them move forward.

Written by Diego Bartolome

15/11/2012 at 09:25

Publicado en Entrepreneurial thoughts

Tagged with , ,

The best marketing

Even today, it’s still the word of mouth. How clients, partners, competitors, providers, and employees talk about your products and services is far more effective than anything you could say. Whenever you do a pitch, people will argue that you are selling, but if it’s one of your clients that explain how you helped them solve a problem, the credibility of what they say is significantly higher than yours. And their competitors will listen carefully to them. Hopefully they’ll contact you. Or one of your competitors. But that’s life.

Written by Diego Bartolome

18/10/2012 at 18:59

Promise

When you sell, you’re making a promise to the potential client that you will deliver what you are proposing. In big companies, sales people usually know less about the technology behind, so more time is needed to respond to the specific questions of the client. Since when they are big is because they have crossed the chasm, they are able to do it because clients already understand this and are buying from a market leader. But if you are startup, and you are struggling to find your early adopters, having sales people that do not have full details about your product or service is like committing suicide. Product development and market development shall work together to satisfy the client needs, i.e. making the promises come true. If you fail to do it, you’ll never cross the chasm. The mainstream market will always be too far away.

Written by Diego Bartolome

11/10/2012 at 09:24

Publicado en Entrepreneurial thoughts

Tagged with , ,

What marketing is about

Many years ago, marketing was supposed to lead to sales by overpromising. Even some brands today still do it. But then, when you underdeliver, you lose. No discussion. It’s much better to manage expectations differently.

If you are realistic about what you can do, and especially, what you can’t do, clients will appreciate it because you know what you are talking about. There is nothing worse in technology teams than sales teams that are not linked to technical teams. Everyone is devoted to the same objective: satisfying client expectations by solving their pains.

So solve a pain. On time. On budget. That’s all.

Written by Diego Bartolome

27/08/2012 at 14:28

Publicado en Entrepreneurial thoughts

Tagged with , ,

Producto mínimo o máximo

A la hora de llevar la innovación al mercado, muchas empresas tecnológicas (start-ups) pecan de intentar tener un producto completo para después lanzarlo al mercado. Para ello, recurren a las subvenciones disponibles en las administraciones y típicamente tardan entre uno y dos años (sino más) en desarrollarlo por las experiencias que he vivido de cerca. ¡Pero esto no funciona! Muchas de esas empresas, otrora supuestos líderes, se han convertido en seguidores o bien han cerrado …

¿Por qué? La respuesta es clara, ¡porque no han escuchado al mercado!

No hablemos de productos disruptivos que no existían antes, sino de innovación, es decir, hacer las cosas diferentes, nuevos usos para productos, productos desarrollados en nuevos mercados, soluciones especificas para solución de problemas, etc. Cualquier innovación con componente de I+D tiene que estar ligada al mercado. La I+D tecnológica (telecomunicaciones e informática, por ejemplo) es market-driven, las necesidades no cubiertas son las que mandan en los productos, muchos más que pensar qué podemos hacer en 5 años …

Desde mi punto de vista, hay que desarrollar el producto mínimo viable, es decir, el producto que aún sin acabar, permite a los clientes solucionar un problema real y ganan respecto a lo que antes tenían. Además de aprender escuchando al cliente, permite validar la idea en el mercado. Si hay clientes dispuestos a pagar, es que estás haciendo las cosas bien, a partir de ahí, dales un tiempo prudencial de margen para incorporar lo que necesitan, y ya estarás vendiendo. Hay que tener cuidado con los productos gratuitos a clientes, no son herramientas que hay que usar a menudo, aunque sí se pueden ofrecer descuentos significativos, y siempre serán clientes preferenciales por su condición de early-adopters.

En este aspecto, las personas de desarrollo de negocio deben interactuar de forma fluida con desarrollo técnico, ya que los primeros tienen el foco en la venta rápida, mientras que los segundos intentan muchas veces ir más allá de lo necesario. Es regla conocida que el 80% del producto está acabado en el 20% del tiempo, el resto son refinamientos, mejoras, corrección de bugs, etc, y eso es mejor comprobarlo en una aplicación real que con infinitos tests internos. Por eso, la dirección general debe compensar adecuadamente el valor de la persecución de un objetivo común: la satisfacción del cliente.

Habrá pequeñas victorias, un nuevo cliente implica nuevas funcionalidades y mejoras, más trabajo de desarrollo y por tanto más tiempo, y grandes derrotas, todo aquello que creíamos que era esencial pero que nadie está dispuesto a pagar, pero el camino habrá merecido la pena porque nuestra start-up habrá dado un salto cualitativo en el camino.

Written by Diego Bartolome

12/07/2010 at 18:13

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