SIOC Post profile for "AI3:::Adaptive Information"
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primary topic: Brown Bag Lunch: Of Flagpoles and Fishes
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Brown Bag Lunch: Of Flagpoles and Fishes
type: Post
has container: weblog
has creator: Mike Bergman
maker: Mike Bergman
created: 2012-11-16T15:09:49Z
content: The New Paradigm of 'Substantive Marketing' for Innovative IT This decade has clearly marked a sea change in the move of enterprise software from proprietary to open source, as I have recently discussed [1]. It is instructive that only a mere six years ago I was in heated fights with my then Board about open source; today, that seems so quaint and dated. Also during this period many have noted how open source has changed the capital required to begin a new software startup [2]. Open source both provides the tooling and the components for cobbling together specialty apps and extensions. Six and seven and even eight figure startup costs common just a decade ago have now dropped to four or five figures. When we see the explosion of hundreds of thousands of smartphone apps we are seeing the glowing residue of these additional sea changes. Dropping startup costs by one to three orders of magnitude is truly democratizing innovation. But something else has been going on that is changing the face of enterprise software (besides consolidation, another factor I also recently commented on). And that factor is "marketing". Much less commentary is made about this change, but it, too, is greatly lowering costs and fundamentally changing market penetration strategies. That topic -- and my personal experience with it -- is the focus of this article. This Friday brown bag leftover was first placed into the AI3 refrigerator on August 15, 2011. This reprise is unchanged from its original posting and still describes how Structured Dynamics undertakes its marketing. The Obsolete Recent Past Besides the few remaining big providers of enterprise software -- like IBM, Oracle, HP, SAP -- most vendors have totally remade their sales practices of just a few years ago. Large sales forces with big commissions and a year to two year sales cycles can no longer be justified when software license fees and the percentage maintenance annuities that flow from them are dropping rapidly. Today's mantras…
encoded: The New Paradigm of ‘Substantive Marketing’ for Innovative IT This decade has clearly marked a sea change in the move of enterprise software from proprietary to open source, as I have recently discussed [1]. It is instructive that only a mere six years ago I was in heated fights with my then Board about open source; today, that seems so quaint and dated. Also during this period many have noted how open source has changed the capital required to begin a new software startup [2]. Open source both provides the tooling and the components for cobbling together specialty apps and extensions. Six and seven and even eight figure startup costs common just a decade ago have now dropped to four or five figures. When we see the explosion of hundreds of thousands of smartphone apps we are seeing the glowing residue of these additional sea changes. Dropping startup costs by one to three orders of magnitude is truly democratizing innovation. But something else has been going on that is changing the face of enterprise software (besides consolidation, another factor I also recently commented on). And that factor is “marketing”. Much less commentary is made about this change, but it, too, is greatly lowering costs and fundamentally changing market penetration strategies. That topic — and my personal experience with it — is the focus of this article. This Friday brown bag leftover was first placed into the AI3 refrigerator on August 15, 2011. This reprise is unchanged from its original posting and still describes how Structured Dynamics undertakes its marketing. The Obsolete Recent Past Besides the few remaining big providers of enterprise software — like IBM, Oracle, HP, SAP — most vendors have totally remade their sales practices of just a few years ago. Large sales forces with big commissions and a year to two year sales cycles can no longer be justified when software license fees and the percentage maintenance annuities that flow from them are dropping rapidly. Today’s mantras are…
topic: Brown Bag Lunch
topic: Open Source
topic: Software and Venture Capital
topic: Software Development
topic: Structured Dynamics
links to: announcing-the-sporadic-friday-brown-bag-lunch
links to: discussed
links to: [1]
links to: [2]
links to: Friday brown bag leftover
links to: refrigerator
links to: August 15, 2011
links to: Structured Dynamics
links to: fish jumping into the boat
links to: [3]
links to: inbound marketing
links to: [4]
links to: content marketing
links to: [5]
links to: permission marketing
links to: [6]
links to: Apache 2 license
links to: MIT license
links to: APIs
links to: creative commons
links to: total open solution
links to: [7]
links to: TechWiki
links to: MIKE2.0
links to: Sweet Tools
links to: [8]
links to: open semantic framework
links to: googles.html
links to: David Meerman Scott
links to: Brian Halligan
links to: HubSpot
links to: b2b-content-marketing-report
links to: Seth Godin
links to: Part 2
links to: Part 3

Mike Bergman
type: User

Mike Bergman
type: Person

discussed
label: commented on
label: http://www.mkbergman.com/940/declining-it-innovation-in-the-enterprise/

inbound marketing
label: Inbound marketing

content marketing
label: Content marketing

total open solution
label: Part 1