Category Archives: enterprise

Don’t Call It a Pivot, We’ve Been Here For Years

The following is a guest post by Mark Trang, CEO and Cofounder of SocialPandas.

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Don’t call it a comeback, I been here for years
Rockin my peers and puttin suckas in fear

– LL Cool J, “I’m Gonna Knock You Out

Why businesses buy technology solutions (especially enterprise software) hasn’t fundamentally changed in our industry. Sure, there are more servers in the cloud, more SaaS subscriptions, and more smartphones in the workplace, but when you strip away all the technology advances and pricing models, the universal need of all businesses to grow revenue and manage costs remains unchanged.

So why has there so much attention around the “comeback” of enterprise-focused companies the past few months?

The enterprise space hasn’t gotten any sexier; the consumer web space simply became less sexy. Maybe even ugly.

This consumer web “un-sexiness” was led by the fall from grace of a number of high-profile companies like Facebook (when it didn’t achieve it’s stratospheric IPO goals), Groupon, Zynga, and others. The previously invincible “So-Lo-Mo” tagline of many B2C companies has become Not-So-Hot. And the “traction” bar required for follow-on funding (e.g. Series A, Series B) has been raised for consumer web companies.

Modern media (including Silicon Valley media) and financial markets (including startup investors) abhor a vacuum and have compensated with more attention and investment in more favorable markets, specifically the enterprise category. Even the talent pool of startup engineers and designers is also reflecting this shift of sentiment; I’ve recently spoken to dozens of candidates that are now open to roles at enterprise-focused companies like ours because their consumer web companies have hit a wall. These same folks would have shunned us 6-12 months ago in favor of founding/joining a pick-your-flavor-of-consumer-web startup. This phenomenon isn’t necessarily because these candidates love enterprise software but because they are now skeptical of ad-supported and e-commerce business models; they simply covet greener grass.

This field of greener grass has been shaped by a list of top performing 2012 IPOs led by B2B-focused companies including Workday, ServiceNow, Palo Alto Networks, Eloqua, and Splunk. 2013 is shaping up to be no different as many B2B leaders are all on the path to an IPO. The result? Early-stage investors are shifting their energy to enterprise-focused startups. Some have been investing in enterprise startups all along; others are now compensating (read: pivoting) for being overweight on too many struggling consumer web companies. This is causing a chain reaction where some startup teams are focusing on/pivoting towards the enterprise space to avoid the taint of “being a consumer web company” and has a secondary effect of a frothy rise in enterprise startup valuations.

What makes enterprise so different and seemingly resilient when compared to the consumer web world? I’d argue….nothing extraordinary.

The Business of Helping Businesses

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Abacus: first enterprise mobile device

Believe it or not, Apple didn’t invent the first enterprise mobile device and Excel wasn’t the first spreadsheet tool.

Many people forget that enterprise-focused tech companies of today have been doing what thousands of others have been doing for thousands of years: delivering tools and services to help other companies grow faster, cut costs, keep customers happy, and ultimately outperform competitors. Nothing special, right?

In fact, the business of providing tools and infrastructure for businesses is as old as the concept of business itself; in some cases, those supplying the proverbial “picks and shovels” in support of new industries end up as successful as the companies they sell to.

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Economic tablet: first accounting app

The earliest business “apps” date back thousands of years to support the most basic of business functions: accounting. Whether it was was counting crop yields or livestock, the practice of keeping track of stuff for business purposes exists today in the form of databases and ERP applications. In fact, many of the largest software companies in the world provide some form of accounting functionality. Coincidence?

So if enterprise apps have such a long history, how and when did consumer-oriented businesses become en vogue?

Who’s B2C’s Daddy?

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Trade and commerce has been the foundation of modern civilization. Societies specialized in the production/distribution of certain goods/services which were traded with neighboring societies.

Over the past century, a shift from agrarian/industrial to information economies occurred in most of today’s first-world countries. Fewer and fewer people were tending fields and working in factories. Instead they joined the “white-collar” ranks of today’s information workers. This shift allowed for more people than ever to have both the increased time and income to enjoy discretionary goods/services, giving rise to the world of mass consumerism. Much of this shift was made possible by workplace automation which led to higher labor productivity. Only then did advertising and ad-supported business models (e.g. TV, radio, newspapers) become necessary, possible, and commonplace. Modern day ad-supported and e-commerce consumer web apps are an evolution of this. Because more people have more time than ever to be consumers, a whole host of products and services sprouted up around them to capture their time and money. And in the past decade, the internet has become the ultimate place where consumers could do both.

In a world where we are brainwashed as individual consumers to embrace things that are entertaining and trendy, we favor tales of overnight winner-take-all success vs. stories of ordinary accomplishments. We are addicted to home runs, not high on-base percentages. We celebrate the feeling of hitting the Powerball jackpot, not achieving modest but consistent returns from a mutual fund. We’ve been trained to be lean hackers, not pursue the longer conventional path.

So perhaps it’s not unreasonable to consider the way our preferences and tastes in our personal lives and modern popular culture are influencing and reinforcing our opinions of startup markets. This may explain why popular media (and frequently the VC community) been enamored with consumer web startups, despite their relative youth (in terms of the history and the actual age of founding teams).

When consumer web startups realize they won’t ever get an Instagram-type exit or can’t explain how they will ever generate revenue, their world starts to look more like Bravo’s “reality-show” version of Silicon Valley than the true story of how Silicon Valley really got it’s name. This isn’t a surprise since unlike Marc Zuckerberg, Robert Noyce never had a Hollywood movie made about him.

Living and working in the heart of this startup community in San Francisco, I’ve overheard many recent grumbles from consumer web entrepreneurs that it’s time for them to “go B2B” (meaning “back-to-business” or “back-to-basics” in their parlance) so they can “get traction” and raise their next round of funding. Their assumption is that pivoting towards the “ordinary” world of enterprise apps is less-risky and therefore easier to get traction/generate revenue. This couldn’t be farther from the truth (which I will cover in a future post).

For many of us in the B2B world, there is no “back-to-anything” since we’ve been here all along. And it’s not a pivot if you’ve always been moving in the same direction.

About Mark
Now CEO and Cofounder of SocialPandas, Mark started his software career as a webmaster at a time when many believed the world would end because of the Y2K bug. More recently, Mark was an early member of Salesforce.com’s platform team where he helped launch the Force.com platform and grow the AppExchange ecosystem. Mark was also VP & GM of Platform Technologies for LivePerson, where he launched and grew their API business. Mark was also an early employee at several SaaS startups and an enterprise software consultant at Deloitte. If there was a Noodle-of-The-Week Club, he’d be their supreme chairman and create a Michelin Star-equivalent rating system of the world’s top ramen joints. Mark holds a BA and MBA from UCLA.

 

Rebooting the Knowledge Navigator

The following is a guest post by David Gleason, Silicon Valley veteran and storyteller extraordinaire.

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Disrupting the Enterprise Experience by Starting with the User

After 30 years in the high-tech industry, I’ve come to believe that one of the great disruptions has been the transformation of the computer user, from someone who needed assistance, to the one who is calling the shots. No longer the passenger, the user is now in the driver’s seat and is setting the course. Successful entrepreneurs are those who, like the old joke about leadership, see a parade and run to the front of it, yelling, “follow me!”

In today’s enterprise, the user has evolved from being the source of input to the recipient of any desired output, anywhere, anytime without “directions.” This is part of what makes enterprise software so sexy at this stage – you can do almost anything with it, and you don’t need hand holding to get your work done.

When I entered this world as a technical writer in the 1980s, a knowledgeable friend, Rich Miller, told me: “The best way to create software is to start with the user manual — write what the program is supposed to do first, and then make the software conform to that.” He emphasized that this almost never happens, but it should — and the result would be a wonderfully easy-to-use product.

Today, the manuals are mostly gone, and in their place we are seeing an incredible explosion of user-centered design in areas that have long been hostile to the non-technical user. Giants like IBM, Oracle and SAP are improving the user experience on their systems, hosting content and forums on their websites,  and releasing smart phone apps that are snappy and cool and easy to use.

Small companies are carving successful businesses out of niche markets that once were the hidden domain of IT departments, like the help desk (Zendesk), travel and expenses (Concur), file sharing (Box), social collaboration (Jive) and many others.

Three decades ago, the question an entrepreneur was likely to ask was: Which markets or functions are most underserved by enterprise software?

Today those wishing to disrupt the enterprise software world are asking: which users are underserved by this same software, by the user experience, in fact, by the overall methodology used by the big enterprise software providers?

My personal experience tells me that the user has been put in control with the rise of the Internet, the browser and most recently, the smartphone with its apps, ecosystem, and “always on and at hand” availability.

Making Sense of Command-line Applications

My first job in the early 1980s was as a technical writer at ASK Computer Systems, a disruptive company in Silicon Valley that provided software for manufacturers to track costs, parts and projections. Customers included startups Compac, Sun Microsystems and Kurzweil.  The product, called ManMan (for manufacturing management), ran on HP 3000 and VAX 750 mini-computers which you accessed through terminals. Mini-computers were the disruptive hardware of their day, requiring far less expense than mainframes.

Using the ManMan system involved command-line data entry and multiple choice options, and the documentation was critical to understanding the product, how to use it and also how to track the constant software upgrades. Our pubs group cranked out thick binders of documentation, and we shipped updates to customers with individual pages containing edits that could be inserted into the binders.

In those days, the IBM PC was still a very new thing, underpowered and also command-line based. There were very few apps – unless you wrote them yourself. A big part of the tech writer’s job was to understand the user as someone who was mystified by technology. This meant explaining things in clear and simple language that most anyone could understand. Good documentation and training courses were essential to making enterprise software work.

The Rise of the GUI

The next disruption came with the rise of the graphical user interface (GUI) as a new and exciting approach to making computers both more visually rich and much easier to use. The operative word became “intuitive,” meaning you didn’t need to read the manual … at least in theory.In fact, Apple’s first Macintosh User Guide actually showed the reader how to “click and drag” with red arrows and detailed written instructions, since most users had no idea what it meant.

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“Click and drag” in the first Macintosh User Guide

Microsoft was converting command-line DOS to visually richer Windows as the computing choice for millions of enterprise workers, growing its developer platform and providing programming tools that encouraged software engineers to create thousands of powerful and useful apps that were easier to use, better at displaying information, and more timely than anything that ran on mainframes or mini-computers and required dumb terminals for display.

In 1992 — 3 years after the fall of the Berlin Wall — I attended Esther Dyson’s East-West High Tech Forum in Prague, along with hundreds of excited young entrepreneurs and engineers turned business people from Eastern European countries like Poland and Hungary.  Their world had been disrupted, state enterprises were being privatized and markets were being created in front of our eyes.

At a lunchtime presentation, Bob Epstein, VP of Sybase, showed the audience a database screen full of numbers, then converted it to a map of an oil pipeline where he clicked on a location and pulled up the information on flow and volume. He said, “we have to stop making the work look like the data, and make the data look like the work.” Now this was revolutionary! And very disruptive — you could actually make data look like something in real life.

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David at the 1992 East West Conference

Soon, all the big database companies including Oracle, Sybase, IBM and others, were moving to a rich GUI for easier use but also to be able to display more data.

The World-Wide Web

By 1995, we had shed the terminals, command lines and binders. It was all about the PC, shrink-wrapped applications and paperback books as Windows 95 took center-stage. Tim Berners-Lee had created the HTTP protocol and the World Wide Web;  the Internet is poised to become the next engine of disruption.

What I find most interesting is the way so many pieces came together and coincided with key turning points in hardware, software, business and even the fall of empires and the rise of new nations and markets. A new generation of users was accustomed to computing technology from their earliest years, so software developers could  keep adding features and functionality. As the Web expanded, the skills learned on the PC were transferred to the browser and the desktop computer was the single device for most users most of the time.

Everything at Your Fingertips

Today, the shrink-wrapped boxes of application software are largely a thing of the past. PC sales are flat and smart phones and tablets are growing at many multiples faster rate. Users are demanding much more than easy-to-use apps; they want massive amounts of dynamic, meaningful data at their fingertips — data that is relevant to whatever they are doing, and where ever they are, right now.

The enterprise services that power these apps have become quite amazing in their scope and power, but once again, we are seeing the best and most successful services are those that provide the easiest, most intuitive experience to users.  A great new service like Box.com is much more than file sharing — it’s an easy-to-learn experience because it builds on what most users already understand — the Web model of file access integrated with Tasks, Message, Chat and Group Collaboration — and lets you do things that you otherwise couldn’t do, and you can do them on any device or platform.

This time around the focus isn’t so much on teaching the user, but more on catching up with what the user has been wanting now for a while. So while the User Experience is still central, it’s a much more experienced, mature and sophisticated user that is demanding these new accommodations.

What does the future hold?

Twenty five years ago, Apple created a model of what the user experience could be like when data was abundant and accessible. It was called the Knowledge Navigator and the user simply told the computer what he wanted, and the system figured out where to find what was needed.

If you look at the trajectory of the past 3 decades, it’s hard not to conclude that the power of the user will grow, perhaps exponentially. I can see a future where the user no longer has to navigate applications or websites. Rather, we could be entering an age where the user simply tells a system or network of systems what she wants to do and the smart system finds the right tool for the job. It’s the realization of the Knowledge Navigator vision, an extension of making the data look like the work – and in an age of rich, dynamic, smart data, what could be more logical and useful than a system that can take your command and execute your wishes?

What are your thoughts on where the user experience is going?

 About David
David is a writer and senior content manager specializing in developer marketing and technical content creation for platforms, APIs and mobile. He has a life-long interest in the dynamics of change. His greatest thrill was meeting Russian physicist Andrei Sakharov in Moscow in 1988 with Apple executives on the 20th anniversary of the publication of Sakharov’s unauthorized book, Progress,  Coexistence and Intellectual Freedom. Sakharov’s book was a starting point for the social, political and economic upheaval that led to the fall of the Soviet Union, certainly a major disruption in world history.

In startups, MBA is a four-letter word

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Image courtesy of ecquire

Last week my company, SocialPandas, was part of the inaugural class presenting at the Alchemist Accelerator’s demo day. Breaking with the predominantly B2C models, Alchemist is focused solely on enterprise startups.

As we wrap up the six month program, I’ve been looking back at our journey since inception in late 2011. Early on when we considered programs like YC and AngelPad, we knew we didn’t easily fit the blueprint. Two business founders with MBAs [egads, NO!] and a CTO who has been coding for 33 yrs [is he in the computer history museum?], all well over the age of 30 building for the enterprise [oh sorry, I fell asleep]. We’re not standard accelerator material, and frankly, that’s for the best. A group fresh-faced techies need a completely different type of program than a battle-hardened veteran crew turned first-time founders. I’m confident I can learn something from any founder, but I’ll get the most relevant advice from those who’ve already walked a mile in my shoes and lived to tell the tale. I will say Alchemist delivered in spades on that front. (Kudos, Ravi.)

Like most accelerators, Alchemist’s must-have criteria for admission is a “distinctive technical founder.” Even with the new enterprise renaissance where business execution is critical, the highly disproportionate weighting of technical vs. business founders and the debate of education vs. experience remains the same.  It confounds me that these discussions exist at all because my answer to “What do I need to create a successful company?” is E) All of the above.

On the education vs. experience debate, I can see merit in both arguments. I feel fortunate to have both. I’m the first to admit I find many MBAs loathsome (and vice versa). And while I don’t go around broadcasting my four-letter word degree, you’ll never hear me apologize for it either. I worked my butt off to get from the trailer park to a Top 10 business school. The only thing I’m sorry for is those who summarily dismiss what that demonstrates about my drive, intellect, and character. Want to invest your time and money in someone who appreciates the value of a dollar and will fight to the death to make her dreams a reality? You found her.

As a business founder, I fully appreciate the impact of a strong technical founder, but I fail to see these skills as mutually exclusive nor can they exist in a vacuum. You can build the most elegant, powerful product ever, but if no one ever uses it or it can’t be monetized in a sustainable way, does it really matter? Someone can mockup PowerPoints and sell vaporware for only so long before investors and customers wanna get their hands on the real deal. Why is this the value of one over the other even a question? You can’t build a sustainable business without both.

To be clear, I am absolutely not suggesting business founders get a free pass to be technically illiterate or should go to business school. Likewise, I wouldn’t work with a founding engineer who can’t do a basic sales pitch. It’s your company, you better be able to sell it to investors and customers. And my advice to anyone weighing business school or starting a company against something else: pick the alternative.  If there’s hesitation, it’s not the right time for you to do either, especially becoming a founder.

I will say that my two year investment in grad school was a good one, as was working for multiple startups before founding my own. Business school helped me sort out and solidify what I’d learned haphazardly on the job during the boom and bust. And there is absolutely no substitute for the experience gained sitting in the front car of the startup roller coaster through good times and bad. If all that still lands me in the “nice to have” bucket until I teach myself Python nights and weekends, so be it.

Because Money is Sexy

Denis PombriantThe following is a guest post by Denis Pombriant, CRM industry analyst, author, and CEO of Beagle Research Group.

Why is enterprise sexy again? I take a long view of the question and position it within a macroeconomic trend.  The short answer is that enterprise software is sexy again because its time has come around again.  But here are some details to consider:

  1. More than anywhere else, enterprises live and die on the saying that they spend money for only two reasons: To make money and/or To save it.  So we are witnessing a paradigm shift, which your question alludes to.  Conventional, or I suppose we must call it legacy, enterprise software was built for a paradigm whose major attributes included client-server as state of the art, manufacturing as the primary business activity and one size fits all products.  That’s all gone.
  2. We are also at the end of a macroeconomic wave often called a Kondratieve Wave, or K-wave for short, whose major attribute was information technology (IT) as a competitive tool.  IT has become so much embedded in the fabric of business that it is no longer a disruptive innovation or differentiator.  You either have IT or you go out of business.
  3. The end of a K-wave usually brings a collapse of prices as everything commoditizes.  As your products lose their ability to command high margins, your only choice is to get lean or go home.  Companies that elect to go lean use information technology to shave cost.  Big companies need more technology than any others.
  4. The end of a K-wave (which can last 50-60 years) implies a new beginning.  But it takes time for a new wave to spin up to the point where it can support the huge demands of the enterprise.  Salesforce and NetSuite are each over ten years old and only in recent years have they become successful at penetrating the early adopters of the enterprise.  Social solutions are less than ten years old.  Twitter was founded in 2006 and Facebook in 2004.  It has taken a long time for them to scale to be able to support enterprise volumes and equally long to demonstrate value to the enterprise.
  5. The new enterprise business processes that will demand increasing amounts of these and other technologies are only now being built out.  Until there were tools resident in the cloud, able to collect and crunch massive amounts of data it was futile to try to imagine new business processes but now imagination can take wing.  A great example is Zuora, which has invented subscription management.  Zuora couldn’t have been imagined until cloud computing and SaaS became successful and companies became aware of the pain of doing business in a subscription world with manufacturing oriented ERP systems.  See my book, “The Subscription Economy: How Subscriptions Improve Business” and pay attention to the last chapter on metrics.  Most of the metrics don’t even make sense if all you know is ERP.

So, why is the enterprise sexy again?  Its time has come again.  There is a new business paradigm to be addressed and there is money to be made and saved by those who get there first.  Enterprise is sexy because money is.

About Denis
Denis Pombriant the founder and managing principal of Beagle Research Group, LLC.  His work appears in most major CRM publications both in print and online, in North America and in Europe.  His new research on social media adoption and benefits with Esteban Kolsky was published in August.  His new book, “The Subscription Economy — How Subscriptions Improve Business” is available on Amazon.  Pombriant is always working on a book and he maintains an active research, writing and speaking calendar.  He lives and works near Boston.

Special thanks to Craig Rosenberg, CEO and Editor of Funnelholic Media for connecting us with Denis.

 

Money, power, intelligence, and enterprise software that works is sexy as hell

The following is a guest post by Craig Rosenberg, CEO and Editor of Funnelholic Media.

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Crowdsourcing is sexy.  I took the question: “Why is enterprise sexy again?” to a number of enterprise software thought leaders to get their takes.  It was the best move I could have made.  Or put another way, I would not have said it better myself….

The result, three reasons why enterprise is sexy again:

 

  1. Revenue is sexy

“Because customers actually have money and will spend it. Because the problems that can be solved have real value”
— Chris Selland, VP of Marketing for Vertica from HP Software

“First, I think we’re seeing the crest of the replacement cycle rolling around, delayed by several years of recession. Money makes everybody seem sexy.”
— Chris Bucholtz, Editor in Chief for CRM Outsiders

  1. Software that actually works and delivers value is sexy

“For the first time ever, enterprise software is becoming flexible, adaptable and unshackled from the stringent control of central IT. Autonomy comes high on Maslow’s hierarchy of needs and modern enterprise software is enabling autonomy in spades. Given this fact, and the fact that these new, easy to use tool are finally allowing business units to remove technology as a blocker to achieving their strategic outcomes, is it any surprise that some would describe this as enterprise software being sexy?- I think not. Add to this the fact that, from the investment side, enterprise software companies are providing the returns that consumer plays sadly do not, and you have factors that both from a supply and a demand side perspective result in enterprise being different to what it ever has before.”
— Ben Kepes, Advisor, Investor, Commentator on Cloud Computing and Technology Generally

“Enterprise software vendors have a new sense of confidence: the current generation of tools is more refined and more aligned with user needs, and the vendors are becoming smarter about telling the story of how the software can help users. They’re increasingly skilled at using the language of the customer instead of the language of the software industry. To put it in dating terms, they’ve learned to say, “enough about me – let’s talk about you” – and then they’ve learned to talk about themselves in the context of the customer’s problems. And finally, you can’t underestimate the value of software that draws a straight line to ROI. Enterprise software does that very effectively.”
— Chris Bucholtz, Editor in Chief for CRM Outsiders

  1.  Money, power, and intelligence are sexy as hell

“Enterprise software spend is about $250 Billion each year, and growing circa 8% each year.  Money is sexy in my book.

Enterprise software lets companies do what they do, without it you would not be able to use your cellphone, get on an airplane, buy food, clothes, books, music, and most anything else.  Intelligence is sexy in my book.

Enterprise software uses technologies that most consumers don’t even know about (try WebRTC for real-time video and voice communications, in-memory analytics just from the recent batch) and hardware that makes grown men and women drool when they hear the specs.  Leading edge technology is sexy in my book.

Enterprise software has defined, limited, and ended more careers that most anything else in this world for people who underestimated it.  Power is sexy in my book.

Any way you look at it, money, power, intelligence – those are sexy attributes.  Aaron said it is sexy again because he has not had sufficient experience with it.  Enterprise software never stopped being sexy from the very first COBOL program (talk about a sexy language) implemented in time-share.”
— Esteban Kolsky, Independent Analyst on Customer Strategies and Principal and Founder of Thinkjar

 

About Craig
Craig Rosenberg is the CEO and Editor of Funnelholic Media.  Craig works with companies to design, build, and optimize their Demand Chain Strategy.  What is the Demand Chain?  Whereas the supply chain which has repeatable, metrics driven processes that deliver products on time, the Demand Chain is a systematic process built to predictably deliver/over-deliver revenue on time.  Craig helps companies with their overall Demand Chain strategy and advises them on the critical components such as online marketing, demand generation, social strategy, content marketing, inside sales, and sales processes.  

Craig speaks frequently at both live and virtual conferences and other events on a number of b2b sales and marketing topics.  He also contributes to e-books, webinars and a range other digital content. Many in the industry also know him as The Funnelholic. On his popular blog, Craig waxes poetic on topics of interest to those who live and work in the B2B Demand Chain from the top of the funnel to close.

 

Old School Marketing is Sexy, Social is a Flirt

The following is a guest post by Scott Mersy, Senior Director of Marketing at ServiceNow (NOW).

As a veteran of high tech marketing from B-DC (before Dot-Com) to today, I’ve witnessed the “death” of many a marketing tactic. We’ve all seen numerous proclamations that “email marketing is dead!” Meanwhile, it remains the bread and butter of virtually every B2B marketing toolkit.

Today, there are hundreds – if not thousands – of blogs touting social media and inbound marketing techniques, almost to the exclusion of everything else. Nothing else matters, it seems. Just create great content, seed it where your buyers are, drive them back to your web site to get more super content, and watch the dollars roll in!

“Social Marketing” is certainly a critical piece of the B2B marketing puzzle. It’s one of the best channels to reach potential buyers with your messages, entice them to interact with you, and develop a relationship. However, B2B enterprise solutions are not to be bought via a shopping cart and with a credit card.

Social is a start, but nothing replaces the magic that happens when a compelling, complex product that solves real (and big!) business problems meets face-to-face marketing and sales engagement. Social can start a relationship and help sustain it, but truly sexy enterprises understand that the heavy lifting gets done by a strong sales team armed by a  marketing organization that “gets” field marketing.

These organizations lean on another tactic that “died” in 2001. However, unlike Webvan and other Dot-Com busts, event marketing is back and stronger than ever. There are more trade shows, conferences, meetups, seminars, workshops and forums than ever. Strong enterprise marketing organizations are taking those flirty social relationships developed with prospects online and driving face-to-face engagements prior to sales calls. Demoing the solution in person, answering specific individual questions that come up as a result of seeing and hearing what’s possible, and bringing current happy customers to the mix verify what’s said has much more power in person than online.

While tons of information exists online, nothing beats looking someone in the eye and connecting with them on ways to solve a business problem. When marketing helps drive deals by enabling field-based face-to-face engagement, that’s chemistry.

About Scott
Scott Mersy is a marketing leader with more than fifteen years experience, including the last twelve marketing enterprise SaaS and Cloud solutions. As Senior Director of Marketing at ServiceNow, Scott leads marketing efforts driving lead generation, field marketing, event marketing, and channel marketing. As Vice President of Marketing & Products at Genius.com, Scott helped develop and launch the company in 2004. He subsequently defined and delivered five products to market from 2005 – 2010. Scott led demand generation and marketing operations for web conferencing pioneer WebEx from 1999 – 2003, initiating many of the revenue-focused marketing processes now defining B2B marketing. Scott honed his skills during two years developing online marketing at Oracle and five years at Carlson Marketing Group. Scott holds an MBA from the Fuqua School of Business at Duke University.

Bill Wesemann: Sexy Has Come Full Circle

Silicon Valley veteran Bill Wesemann knows sexy. With over 30 years experience, Bill has done it all, from selling computing services in the pre-PC era, through running worldwide sales working for Steve Jobs at NeXT and an IPO at Genesys, to angel investing and advising today. Below, Bill shares his insights on how delivering and selling enterprise software has come full circle, as well as a surprising story about the darker days at NeXT.

How did you get started in technology?
“In 1981, I was a pitcher in the San Diego Padres organization in need of surgery.  (By the way, the lifestyle of a minor league baseball player is similar to working for a startup.  You sleep when and where you can, and if you win that night’s poker game, you upgrade to the buses’ spacious overhead luggage bin.) Waiting in the doctor’s office for my surgical consult, l picked up a copy of Forbes with an article that changed the course of my life. It featured the Top 20 information services companies, among which were several big players selling computing capability directly to end users, including Tymshare.  I decided on the spot that was my next step and before too long I’d landed the job I wanted in sales.”

What has changed since the sexy pre-PC era?
“What I find really interesting is what was sexy at the start of my career in the early 80s has come full circle.  What made Tymshare and its competitors so revolutionary was that the buyer was the end-user and didn’t have to be hardcore programmers to use our service.

Just prior to corporate adoption of the PC, Tymshare offered “fourth-generation” software that allowed analysts to quickly develop applications and empower the end user.  In addition to owning the X.25 packet network called Tymnet, Tymshare also had early versions of email for which we charged $0.25 for every 1K characters.  Can you imagine that cost structure today? Needless to say, with an uncapped pay-as-you-use model, the bills got very big, very fast. As companies struggled to contain costs and set standards, a new regime run by the freshly-created Director of MIS, emerged.  With increased PC adoption, early versions of fixed-price packaged software, and solutions moved in-house, the model unraveled. In 1984, Tymshare was sold to aerospace manufacturer, McDonnell Douglas.

Fast-forward 30 years, and with the advent of SaaS, cloud technologies, social, and mobile, and the end users are once again discovering their own solutions. With today’s multi-tenant SaaS architecture, the ability to deliver cloud services anywhere to any device, and cost-effective per seat or pay as you go pricing has taken the enterprise software industry by storm. As vendors like Salesforce.com have shown, it is more cost-effective, scalable, and flexible to use on-demand could-based software.  So we have come full circle, only this time the economics favor cloud-based applications.”

What’s sexy today?
“I think the rise of angel investors in the past decade has been very good for enterprise all around. Early stage investors can not only participate in advance of seed rounds, but can contribute more than money. Not only can I share domain expertise, but I am also a partner and true fan of the business and the founders.  While the interests of traditional VC models and what is best for the business can sometimes be at odds, angels can be more patient and understanding of the ups and downs inherent to an early-stage company. Because we can become personally involved with the business, I believe this trend will continue to have a huge impact on the success of a startup.”

You know this post wouldn’t be complete without a Steve Jobs story, right?
“Well, I figured.  Let me quickly back up to the time just before I went to work for NeXT and set the stage for a classic Steve story.

When Windows 3.0 put a GUI on enterprise applications, people could actually use them – talk about sexy for the enterprise!  Before applications were natively built with a GUI (think PeopleSoft in the late 80s), we sold tools to augment mainframe applications with a Windows or OS/2 GUI. I sold one of those companies, Viewpoint Systems, to KnowledgeWare, a computer-aided software engineering (CASE) company whose CEO was none other than hall of fame quarterback Fran Tarkenton.  When I joined NeXT, I went from working with a CEO who knew everything about sports and nothing about software to a CEO who knew everything about software and could care less about sports. Talk about 180-degree change!

I mention CASE because it sets the stage for a classic Steve Jobs sales call story.  You see, NeXT sold enterprise application development software, so he actually had to go on sales calls.  This particular meeting was a big one with the US Postmaster General. There we are in a room in Washington DC, 20 guys in suits and the two of us (Steve clad in his classic uniform, of course).  Their very first question was, “Steve, can you tell me what you think of CASE?”  I cringed, and a full 30 seconds of silence passed.  Steve then pretends he’s going to sneeze and says into his hand as loud as he can, “It’s bull shit”. I cannot describe the stunned looked on their faces. Another 30 seconds of awkward silence passes and I say, “Next question?”  I’ve got so many of these great stories, but we’ll save them for a future post.”

What did you learn working for Steve Jobs that applies to entrepreneurs today?
“I will say the time I worked with Steve at NeXT were tough times for him. Some had started to write him off and he was struggling to find himself.   Even through the darkest days, the only time I ever saw him really down was when he briefly decided to give up the user experience and adopt the Windows GUI over the beautiful object-oriented interface we’d developed at NeXT.  Obviously he ultimately didn’t have to do it, but he almost conceded.  It was his spirit and relentless drive that never allowed him to give up.

I believe that those that were fortunate enough to work for Steve at any point in time are the better for it. I have had the privilege of working for many great companies, but I look back at those days as the best of my career.  We worked every day with a singular goal of doing something unique and contributing to something special.  It may sound trite, but that type of culture and unwavering dedication makes financial rewards secondary.   We got up everyday to hit a grand slam.  We weren’t satisfied with a base hit and we never gave up.   I think this is an important lesson for any entrepreneur that faces the fire, you’ve got to double down on faith and push forward.”

About Bill 

Bill Wesemann is a Silicon Valley veteran with over three decades of experience in enterprise software. He began his career in technology in the early 80s selling computing services in the pre-PC era with several successful exits. In the 90s, he ran worldwide sales for NeXT, led sales at Genesys, which went public 1997, and was then CEO of NextPage.  For the past decade, he been an angel investor, advisor, and on the Board of Directors LivePerson (LPSN).