Chat with us, powered by LiveChat

How we help

Technical consultancy

Assurance and Security

Innovation

Getting AI Ready

Adopting AI can seem complex, but it doesn’t have to be. The secret to successfully implementing AI is putting the right foundations in place.

Find out how

What we do

Getting AI Ready

Adopting AI can seem complex, but it doesn’t have to be. The secret to successfully implementing AI is putting the right foundations in place.

Find out how

Explore

Brett Raynes – Marketing in the Cloud

2 min read
Share:
brett raynes marketing in the cloud

SUMMARY TRANSCRIPT:

“To answer the question about why companies haven’t differentiated is both a generic question of marketing and a question of the industry itself. You can look at any industry and a whole bunch of companies fail to differentiate themselves. And then they just wither over time. Differentiation is really really hard. If you read some of the Jack Trout ‘Differentiate or Die’-type books, you can look at all the different industries, whether it’s a pizza company or a high street retailer, differentiation is really hard. Generally.

So within the IT industry (which is actually a relatively young industry, compared to say, grocery or clothing), there isn’t always the skills in those businesses, the deep marketing skills to understand that point. And so they make points of differentiation that aren’t points of differentiation. And it’s an indictment (a little bit) of the marketing capabilities of those IT services companies. So they might be great at email campaigns, they might be great at datasheets and brochures and case studies and everything. But differentiation is probably one of the hardest things of all. Because it’s that thing about ‘the more you focus, the more opportunity you find’. And most businesses just want to cast the net wide. The sales department of a sales-led company that says ‘Well, we’ll just cast the net wide, we’ll fish for what we can and it’s all revenue isn’t it.’ But the marketing approach that’s very differentiated says ‘We have to go narrower and narrower and narrower and narrower. The narrower we go, the more we can penetrate, the more opportunity we find.’

I think there’s a battle going on between sales and marketing in that regard. And marketing often loses the battle, because they’re not driving the revenue. So I think it’s a generic marketing issue and a management capability issue, a leadership issue from marketing.”

Talk to our experts

Talk to our experts

Get a call back from one of our team to talk about your business.

  • Cloud Direct needs the contact information you provide to us to contact you about our products and services. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, check out our Privacy Policy.
  • This field is for validation purposes and should be left unchanged.

Read more like this