Making sense of the madness. Introducing the Social Media Marketing Framework!

Over the last six months I have had a lot of conversations about how “useless Social Media is”. Well, I disagree and hopefully I have been able to convince many of the people that I was speaking with otherwise. The root of why they feel Social Media is “useless”, is that it is chaotic with constant change.  If you are not immersed in Social Media and have a plan to incorporate Social Media...

A SaaS Go-To-Market Segmentation Framework

While SaaS is a relatively new deployment option (since ~1998), it is still governed by the fundamental rules of B2B marketing: understand your customer (research), make sure that you connect with them (lead gen), and then provide them with a value proposition that they can’t refuse (product positioning). Sort of like the Godfather movie but without the terminal consequences. It’s a terribly summarized...

Only Possible With SaaS………

In a couple of my past posts, I pointed out that SaaS is not a one-size-fits-all deployment option. However, I do believe that there are some types of solutions that can only be effectively delivered as a SaaS solution – call it the “SaaS only” option. Typically, “SaaS only” is applicable when the software/service meets one of four functional criteria: (1) “SaaS only”...

SaaS – One Size Does Not Fit All

While getting my MBA from Kellogg, I co-founded a supply-chain and logistics software company (Celarix) that delivered the “software” as a web-based service. We launch the company in 1998, and we were one of the first in our space to offer a solution as a hosted application. When setting the strategy and defining the delivery model, I didn’t realize the buzz around SaaS that would come a decade...

Marketing Organization Structure 2.0

For the last decade or so I have successfully used the same marketing organization structure. With all the changes going on in marketing (e.g. new mediums, metrics driven evaluation, etc.) and the internationalization of my team, I’ve decided to spend some time analyzing and validating the structure. I organize based on the following work breakdown structure: Corporate / Group...