April 16, 2012 § 1 Comment
A while back, I described a series of the most common technical marketing mistakes that I’ve encountered over the years. The price of these errors and shortcomings is measured in lost revenue and unhappy customers. In one of the most notable instances, many sales opportunities hit a brick wall when the vendor is unable to make a persuasive argument that demonstrates a solid Return on Investment (ROI). Ironically, there may be ample data to back up this proposition, but there simply isn’t any supporting collateral. To add insult to injury, it’s often relatively straightforward and cost-effective to construct and deploy the necessary tools that make the economic case in favor of your product or service.
For example, Think88 recently completed an ROI calculator project for Sybase. The goal was to help customers comprehend the financial advantages of employing the new compression capabilities offered by Sybase’s Adaptive Server Enterprise (ASE) database platform. We created two versions of this calculator: one for anyone to use on the Sybase website, and another, more detailed edition – including pricing – to be used exclusively by Sybase sales representatives in one-on-one situations with their clients.
Accurate, honest, and concise ROI calculators such as this one can go a long way towards building a realistic business justification and then winning the sale.