I’m a huge music fan. I’m also in marketing technology. Two things that don’t have much to do with each other — at least not on the surface.
Humble me for a minute.
Think about your favorite music set list. That amazing show where you saw your band play classics, rarities, and new covers. They seemed to pull it off with perfection right?
While bands can have new drummers, guitarists, or locations — the ensemble they have created is constant. The sum of their parts never change.
If you see Pearl Jam two nights in a row (I have, just sayin), the shows will be very different. Pearl Jam is known to create their set list sometimes moments before they take the stage. They adapt to the audience and the moment.
From the many guitars tuned for the right songs, to the acoustic and electric sets, to Kille (their long standing lighting director) — the ensemble is foundational to who they are.
In this respect, selling core technology isn’t much different.
In an ever changing consumer world, working with a brand should focus on your own ensemble. Business teams in 2019 need to adapt to today’s show, not just perform for it, for a range of audiences that include internal partners, influencers, etc.
Everyone has to understand what the technology really does for the brand from gaining new customers, to customer retention — and how organizations can benefit.
Communicating the whole software benefit, not feature by feature, will resonate. Not an algorithm, data set, or targeting technique alone. The tune always sounds better that way.
As a technology company seller, you are at the front end of education, integration, and application. The buyer is on the other end of translation. They need to grasp how your technology positively changes and improves their current operating rhythm. When they do, enabling your software becomes a no brainer.
Leaning into the ensemble your technology solves leads to much more than the latest remix. Playing the instruments just right, with the proper lighting, timing, and vocals — may very well make you the next rock star of your domain.
Adam Chandler
Co-Founder & COO, Eulerity
