The Software Isn’t the Solution

By Matt Massey, CEO drive2 Inc.

Question. What lead generation, CRM, marketing automation, web analytics, lead management, data aggregation tool(s) are you using right now?

Next question. How did you evaluate the acquisition of those software products or solutions? Were they based on your overarching vision of what your sales and marketing infrastructure, sales and marketing strategy and tactical programs are or will be?

Overwhelmed? You're not alone, a lot of CEOs, VPs, Directors of marketing and even small business owners are as well!

There are a pile of software offerings out there right now. Too many vendors with too little differentiation. Over the next few years, I believe we are going to see a consolidation of companies and some stabilization in the market offerings.

This process will effectively level the playing field and lessen the HUGE confusion for marketers trying to evaluate the "right fit" solution for their organization.

But hold up a second. I'll be brave and say that the Software Isn't the Solution.

Companies need to put the infrastructure in place and refocus the organizational mindset, then define their process for tactical execution of marketing programs, THEN make the investment in technology to support tactical execution of marketing programs.

I believe the companies that will succeed in the lead gen/demand creation world will come from one of two verticals.

1. Software Companies that offer a one stop CRM, LEAD MANAGEMENT, MARKETING AUTOMATION, DATA AGGREGATION/ANAYLYTICS.
2. Services Companies that understand the infrastructure and process pieces - then as channel partners for the software vendor will implement the appropriate technology to support the infra and process components.

The services play for my two cents is where it's at! More companies need help to tackle the infra issues first, then the tactical execution second.

We work primarily with technology companies here in Canada. In virtually every instance, the primary challenge within the organizations we talk to is bandwidth - not tech bandwidth, people bandwidth.

Who has time? There just isn't enough time in the day for marketing and sales folks to build the vision, the infra, the programs, evaluate the software vendor offerings and implement all of the above. This situation is repeatable in small, medium and large organizations – trust me, we see it all the time. That's why we are placing our bets on the outsourced services model.

drive2 is a demand creation company. We develop performance driven, results-based lead generation and demand creation programs for technology and services companies. For more information on demand creation on how drive2 can work with your company, visit www.drive-2.com.