Social Business Software
The small medium business to enterprise have all been struggling to clearly answer this for years now: How do we measure this? When early majority businesses outside of Silicon Valley look at this social business software, they see a lot of stuff that screams “don’t buy” because none of it clearly fits into their world and/or urgently solves the big problems that matter. And don’t forget, they’re still trying to learn the basics while a ton of us are already burnt out on the same old stories. We make it hard on ourselves.
The longer it takes for us to communicate “what it’s for,” the longer it will take for social business software to be on everyone’s desk. The longer we don’t match the pragmatism of the workplace– from what and how we sell, to the way customers want to buy, to the way they want to try it– the longer it will take for the required herds to form that pull the rest of the market forward. And, most importantly, this is a category that requires enterprises to understand and embrace an extremely significant change in their behavior (so, how I DO Social Business?).”