
Summary Bullets:
• Enterprises and vendors need to resist the urge to spend too much time defining broad marketing terms when it doesn’t really matter.
• Get your vendors to narrow their pitch to your industry/use cases.
IT in its early days was driven by technical terms. Magazines and advertisements were overflowing with megabytes per second and POSIX compliance and IEEE specifications. But things changed and it soon became clear that IT was a driver of business and that non-IT managers would need to become an integral part of the decision-making process. The marketing changed to something less technical and more approachable. But sometimes the pendulum swings too far, with must-have marketing terms that get spread out so far that they become meaningless. Common terms become umbrellas for what need to be more focused discussions, whether it is from a technical or non-technical standpoint.
Continue reading “Narrow It Down!”
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