What’s this all about?
In the old days, R&D was about features, marketing was about promoting products to prospective decision makers, sales were about getting big deals, and service was about implementing and fixing things. Today, it’s all about growing end-user consumption and selling microtransactions to consumers.
The risk is on us, and our reward only happens if our end-users are successful.
Success doesn’t magically happen… Product marketing must design for it, development must build for it, services must contribute heavily to consumption research, marketing must translate the findings into offers, offer management technology must deliver it, services must access it during every service transaction…
In short, consumption is everything. If end-users underutilize our software, chances are that at some point the company we code for, won’t be able to pay for our services. We are all responsible for crafting successful software. From developers to sellers, everyone is liable to provide feedback, insights and value to the end-users. This is a team effort and can be supported through practices like DevOps, Business Intelligence and Artificial Intelligence. This requires communication and collaboration. It’s time to forget about silos and to move from a one-time sale to a pay-per-use model. Continue Reading…