Don’t sweat marketing measurement

Any marketing measurement system based solely on circulation, clicks, impressions, advertising equivalency or whatever is flawed.
The only measurement that matters is measurement that truly shows how effective you are at reaching your customers.
Traditional B2B marketing measurement is especially tough because anything you do impacts everything else you do. How does your PR impact your […]

Aside from Microsoft, who offers the best partner program targeting SharePoint developers and solution providers?

I’m researching partner programs that target SharePoint solution providers and developers on the Sharepoint platform. Aside from Microsoft, which ISVs have the best programs? What makes these programs attractive to solution providers? Is it the discounts, demo software, marketing assistance, other? Any feedback is appreciated. Email me at benbradley (at) bwmginc (dot) com

I get interviewed by the ITA

It must have been a slow news day for the ITA but I am thankful for the attention all the same.
Here is a link to the Illinois Technology Association’s website and my interview.
The text of the interview is below:
ITA: In 10 words or less, what pain does Bradley Wiltjer solve?
Ben Bradley: More qualified prospects in […]

Trust makes the phone ring

Every month Stan Kania, founder of Software-Link, a Sage Software VAR, gets a call from one or two new ERP or CRM vendors.
“We have a good reputation. Other ERP and CRM vendors want us to sell their products,” said Kania. “But by staying loyal to the Sage family, we receive a high percentage of […]

In the sales process, help your customers and embrace the FUD

Step inside the mind of your prospective customer – the buyer of IT services and products- and you’ll see every possible flavor of fear, uncertainty and doubt (FUD).
You’ll see fear of switching from the evil they know (their existing VAR) to your business. You’ll see the natural doubt any buyer has against a new […]

New Maister Article on Client Relations

Because of prior poor experiences - or the generally bad caricatures that exist about many professions - clients are often suspicious (at least initially) of the motives of their service providers. Whatever your profession, you need to be prepared for the fact that, at the beginning of every new relationship, you must avoid confirming other […]

Maister on strategy

The article, by David Maister, argues that many firms are incapable of pulling off any strategy because their members have not yet decided if they wish to enter into a joint, collaborative activity-building for the future.
http://davidmaister.com/articles/4/103/1/
In many organizations, there are Mountain Lions who want to be independent and bet on their ability to “kill meat […]