MyPOV: After another batch of mediocre virtual events, yeah, let's break sh!t. I'm ready for marketers to
accept that brandcasting is a failed virtual premise break a few things also. Barb's piece looks at the lessons from a recent event, Breaksh!t, where nine marketing experts shared one thing that marketers should stop doing. For example? Barb writes:
Andrew Davis listed a lot of bad habits marketers need to break, including unsolicited LinkedIn pitches, cold email outreach, pop-up email subscriptions, the word "engagement," and personalization in the form of "Hey <first_name>!" I can't argue with any of these.
Yeah, using my LinkedIn inbox as a dumping ground for hopes and prayers disguised as hypothetical services isn't so swell. Then there is the ever-present danger of "woke washed marketing." Barb again:
Katie Martell wants marketers to break 'woke washed marketing' and become a true ally. On her website, she explains woke wash marketing as the: 'Collision of marketing, advertising and PR with social movements such as feminism, LGTBQ+ equality, racial justice, gun rights, environmental protection and more - and the danger of brand pandering.' Think rainbows everywhere in June, or greenwashing to show the brand is environmentally friendly, or all the black backgrounds supporting Black Lives Matter(BLM).
Martell is working on a documentary on the topic. It's about how marketers have a pandering problem, aligning to social movements with no real understanding of what they are doing or genuinely standing up for.
Ouch. Does that mean marketers can never align with causes, or that social awareness is a foolish corporate undertaking? Of course not. But it sounds like Martell has a better approach. Look for our interview follow up on this. Barb also filed this meaty morsel: Welcome to the Revenue Marketing era - altered priorities ahead! Evidently, we are now in the third marketing era. What is that, you ask? Barb:
In the Revenue era, which we are technically in - Cancel argues that it started roughly in 2020 - everyone is a buyer. It is digital-first, offline-optional, and marketers are now dealing with digital natives. And it’s not only about marketing to prospects; it’s about marketing to everyone, including customers, the media and employees.
Yes, well, that's been the case in B2B for a long time. Yet most B2B buying models start with prospect awareness, even now. No, you can't trick me into blowing that fuse today; I've already posted a different B2B buying model, and will do so again.
Diginomica picks - my top stories on diginomica this week
- Samsonite packs for peak practice with Commerce Cloud as 'revenge travel' looms in the Vaccine Economy - Stuart on a brand that is totally ready for the travel surge. What is revenge travel you may ask? Yep, that's revenge on COVID-19 for messing with our travel plans. Does that apply to enterprise events? We'll find out in a few months.
- New Diversity & Inclusion alliance takes shape, but where is 'Big Tech'? - Cath on a promising alliance, though one that is missing a few key members. STEM readiness in underserved communities is one worthy goal noted here. Cath cites a spot-on quote from consultant Tony Mildon: "If you’re not prepared to put the work in and be held to account, it’s just market research." We'll see...
- How the Internal Revenue Service is thinking about taxpayer-centric digital services - Yes, you read that right, the IRS is thinking digital. Derek has the story, live from the SAS (virtual) Global Forum.
Vendor analysis, diginomica style. Here's my three top choices from our vendor coverage:
- Zoom Q1 revenues up 191% - more customers, larger customers and a new platform strategy - Yeah, Zoom's revenues aren't too shabby, but they aren't going to thrive in the long run as a video pure play. Zoom's CEO Eric Yuan updated Zoom's platform play; Derek is on the case.
- The opinionated Sapphire Now 2021 preview - my top questions SAP needs to answer - I got a few
semi-productive chips off my shoulderburning questions on paper as three weeks of Sapphire Now kicked off last week - updated with reader Q/A in the comments. Also see: Phil's Sapphire Now 21 - SAP SuccessFactors chief Jill Popelka on flexible working and the digital experience. Next up: my interview with SAP's John Wookey on SAP's business networks agenda.
- Brace yourself! Salesforce aligns WhatsApp with Marketing Cloud - Stuart rounds up the takeaways as Salesforce Connections kicks off. I'm not sure I'd want to integrate my personal WhatsApp into a marketing cloud, but Salesforce is right: unstructured chat data (often) has business relevance, especially as consumers look to chat as an corporate interaction channel.
Kinaxis "Big Ideas in Supply Chain" virtual summit - use cases and analysis. The diginomica team dug into the problems global supply chains are facing, via our Big Ideas in Supply Chain coverage (with more to follow):
- Big Ideas in Supply Chain - Kinaxis CEO on supply chain planning myths and breaking down silos - Phil
- How Mars put customer insights first and flipped its supply chain script - Jon
- Clorox cleans up supply chain data and adopts concurrent planning with Kinaxis - Derek
A few more vendor picks, without the quotage:
- Bosch manufactures a data-driven culture with Salesforce Tableau analytics - Stuart
- Avoiding post-pandemic growing pains - the Safeguard strategy - Brian
- Zuora CFO Todd McElhatton on helping brands succeed with subscription - Phil
Jon's grab bag - Kurt examines NVIDIA's AI shifts in NVIDIA pivots to AI for enterprises. Whether AI will be bigger than the Internet isn't something I would squander a barstool conversation on (especially these days, when barstool convos are hard to come by). But NVIDIA has to feel good about what Kurt rightly calls "the insatiable need for AI hardware."
Finally, Gary wraps it up with a soothing type of use case, How Calm is using machine learning to keep us all mellow - though come to think of it, I may be beyond the reach of a meditation app...
Best of the enterprise web
My top eight
- The Colonial Pipeline Attack Is Your Boardroom Wake-Up Call - "Whether or not we hit the perpetual snooze button once again remains to be seen. But there is a way forward..."
- End-to-End Encryption: Important Pros and Cons - A much-contested technology, but one that deserves your CIO's scrutiny.
- Even in low-code software development, IT departments still need to hold users' hands - Joe McKendrick is back on the low-code beat, with something of a wake-up call, via a Creatio survey: "Only six percent of low-code development is done by business users without any IT involvement."
- Return to Office: Employees Are Quitting Instead of Giving Up Work From Home - Get ready for an elaborate/high stakes game of white collar chicken, as command/control employers look to call employees' remote-loving bluff. More fuel on this particular fire comes via a remarkable/problematic letter from Apple's employees: Apple employees push back against returning to the office in internal letter. I believe employees can prevail here, but only if they are prepared to leave - and do so. Hard to imagine Apple employees calling that particular bluff... In my view this is the key line in the Apple letter, as it nails down the crux of the debate: is the office essential for collaborative projects? "Orgs are rarely co-located within walking distance, let alone in the same building, meaning our best collaboration has always required remote communication with teams in other offices and across timezones, since long before the pandemic." Indeed - and yet, the return-to-office edicts are piling up.
- Revisiting the Revisiting of ShortLists - Should vendors sweat the short list? Perhaps, says Hank Barnes, but not in the same way. Short lists are not a short/final as they once were...
- The Role of Cultural Change in Business and Digital Transformation - In the end, it's about culture. Eric Kimberling of Third Stage explains how to tackle it.
- Chinese AI lab challenges Google, OpenAI with a model of 1.75 trillion parameters - I don't really sweat the global AI race, but make no mistake, this is about more than IT projects. This is a fundamental shift in, well, everything. Whether we wind up utopian or dystopian, we're gonna have "deep learning enhanced bathroom fixtures," and a whole lot more.
So I lost out on an auction:
An Italian Artist Auctioned Off an ‘Invisible Sculpture’ for $18,300. It’s Made Literally of Nothing https://t.co/fFxcZKBWpJ
-> I dropped out of the bidding at $18,000 :)
— Jon Reed (@jonerp) June 5, 2021
On the plus side, several folks offered me their NFTs:
I’ll sell you the NFT for $17,999.
— Nick Heudecker (@nheudecker) June 5, 2021
Lots of competition for the "stay classy" award this week, but I'll go with TikTok:
TikTok just gave itself permission to collect biometric data on US users, including ‘faceprints and voiceprints’ https://t.co/Qs9yydUKEJ
— Jon Reed (@jonerp) June 4, 2021
Brian Sommer had some fun (at my expense) on my video show:
— Brian Sommer (@BrianSSommer) June 4, 2021
Finally, the unexpected. United's supersonic jet announcement called my bluff:
I swore I'd never again fly United but it looks like I might be the fool in 2029 ;) https://t.co/ii4Kut1aAu
— Jon Reed (@jonerp) June 3, 2021
Yeah, those flights won't come cheap. Can I bring my guitar? See you next time...
If you find an #ensw piece that qualifies for hits and misses - in a good or bad way - let me know in the comments as Clive (almost) always does. Most Enterprise hits and misses articles are selected from my curated @jonerpnewsfeed. 'myPOV' is borrowed with reluctant permission from the ubiquitous Ray Wang.