By Sabo Taylor Diab, CTERA Networks
We live in a hyper-connected world. Global travel happens with relative ease and now, more than ever, we communicate on a rapid and widespread scale. Technology has enabled us to complete calculations so large that, if undertaken by a human, they might take months to complete. With software, these comps take minutes and the application of the ensuing findings is, for instance in the realm of medicine, saving lives by running scenarios for cancer patient outcomes.
Via our phones, computers, and tablets we see things that happen a world away or in the life of a friend 1,000 miles away in almost real time. TV brings us to the scene of an automobile chase as it unfolds while a social media share lets us know our dentist just became a grandmother for the first time. The software at the heart of the technology that enables this hyper-communication is constantly evolving and maturing because we as a society demand that it does.
It's been a year of evolution and revolution. The science of marketing and selling this technology also continues to evolve and this year became more complicated than rocket science. Arguably aerospace engineering — rocket science — is still a discipline Elon Musk and a group of visionary geniuses work on while we wait for outcomes. In the meantime, in software tech, the past year has brought a number of unpredictable and constantly changing variables to light with which the industry has had to grapple.
For software companies it is all about bringing the fastest, most scalable, reliable, and secure options to the marketplace whileadvancing customers to the next level so more can happen, more information can be shared, and more knowledge can be collected and saved. As a software developer and vendor, it is not enough to approach a potential client and claim your tech offerings are bigger, faster, bolder and safer than they were last year. You’ve got to prove your claim in the software business world, every single day.
There are several approaches and best practices a software business can absorb into its corporate culture in order to best position itself and its offerings in the competitive space of software tech. A great deal of this philosophy is played out in sales meetings with clients and in the marketing meetings that reach out to those clients. There are a few general tenants a software company looking to differentiate in the competitive landscape needs to consider.
Understanding your buyer is only one part of the equation. Forming a plan that ties your deliverables with your buyers and their challenges is just as crucial. Imagine your marketing operations as a tree where everything is connected and rooted in your buyers. Every campaign, content, and message is connected to provide the ultimate ecosystem for your customers and prospects to navigate.
Software solutions are at the heart of modern life as we know it. And as our world shrinks and software-enabled technology continues to bring humanity together, software organizations are compelled to constantly innovate. Innovation happens in all sectors of a company, including sales and marketing, where the push is always on to tighten and better understand buyers and provide them with what fits them best in perfect timing.
About The Author
Sabo Taylor Diab, Vice President of Global Marketing at CTERA Networks, has more than 20 years of experience in leading the penetration of markets for medium and large startups. Prior to joining the team in CTERA, Sabo acted as vice president of international marketing at INFINIDAT, where he took major part in building and developing the GTM strategy for the company. His studies of marketing and communications took place in Tel-Aviv University, Israel, and Goldsmith University of London, UK.