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Lessons from LucidEra on BI for the mid-market

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Here are two tips from LucidEra veterans Ken Rudin and Darren Cunningham about BI in the mid-market: Forget “freemium” — the new term for free service leading to paid service — and be wary of users’ ability to analyze data.

Rudin co-founded the company and in June saw it fold for lack of renewed funding — in spite of what he described as “extremely happy customers” and a rapidly growing base. At the end, Rudin was chief marketing officer and Cunningham was vice president of marketing.

Unlike in sales to enterprises, the mid-market customers LucidEra pitched typically lacked skill in data analysis and had little time to learn.… Read the rest “Lessons from LucidEra on BI for the mid-market”

Does jargon sell tech products or not?

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Those of us in the tech world who shun jargon may forever remain an underclass. We may never rise to the mainstream, where today tech-centric vendors rule. So I’m delighted when I meet another one of our clan who declares proudly his rejection of tech-speak.

Don Farber, vice president of sales and marketing at KnowledgeSync, says that to reach business customers, you have to use words they understand. For many buyers in the mid-market, that means avoiding any jargon at all.

Here’s how he orders a steak: “I ask for ‘pink in the middle.’ When the waiter asks me, ‘Rare?’ I say, ‘I don’t care what you call it, just give me a steak that’s pink in the middle.'”… Read the rest “Does jargon sell tech products or not?”

Play terminology by ear when selling to the mid-market

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Those who sell BI software to mid-size companies get to be good at nailing down what shoppers want. These shoppers are smart and hard working. But when they shop for technology, the shopping list may be just a problem, a wish, or a fantasy—known only by a description.

I just spent Monday and Tuesday helping a client sell his BI software at Sage Summit in Denver. I also wandered around to other booths.

Don Farber, VP of sales and marketing at KnowledgeSync, which among its products is automatic alerts, describes a common conversation: “I tell him he may need alerts, and the guy says, ‘No, I don’t need alerts.… Read the rest “Play terminology by ear when selling to the mid-market”