lean business – Page 6 – Cooper Mann Consulting

June 9, 2015

Marketing in Business: Everyone has something to say

Most business owners recognize the need to market their products in order to support sales of those products. What many business owners don’t recognize, however, is that there is a bit more to successful marketing, and it reaches throughout the business.

One aspect of marketing is the internal marketing – how the company communicates to and through the various functional organizations. Whether it is the announcement of new policies or descriptions of new products launching, internal communication and feedback loops are as essential as those involving customers, yet few businesses employ formal mechanisms to handle it.

Another element essential to making a marketing campaign a success is the follow-up. The feedback loop marketing receives in terms of campaign performance is great, but if sales and service are able to incorporate some of that intelligence into their efforts, sales calls become warmer and service is more enlightened to customer demands and needs.

Sam Saab, the CEO of Results Software, knows these things to be true because he works with clients having these experiences every day. Results CRM is more than simply a customer relationship management solution, but in that specific area the software functionality excels. Over the years, Results has been expanded and extended to handle a wide variety of business and information management requirements. Among the recent developments is the integration with Constant Contact, providing even more capability for small businesses to more intelligently manage their operations and get the most value from every business expenditure.

Following is an article which came from a discussion with Sam on this very subject, and which I am pleased to publish here because it makes sense.

Marketing in Business: Everyone has something to say

When someone talks about marketing it is the radio and TV advertisement, the advertisement in the paper or magazine, or even all those email newsletters that come in to the inbox which come to mind. Small business discussions about marketing generally center on branding, and finding the right message to “engage” with a prospective customer and turn them into a buying customer. What many business owners fail to recognize is that marketing has a presence in every aspect of the business.

Marketing is the message businesses tell their customers, whether it is the future customer (prospect), current customer or past customer (which is really just another kind of prospect). Marketing is also what they tell themselves and others in the business – the internal customers. It is marketing which gives voice to the organization, and provides the venue for the many parts of the company to speak to their respective constituents. Every department makes a contribution, and every department has something to say.

Business owners who recognize the value of giving voice to the various entities within the company understand that cooperation and communication go hand in hand. The development of a finely tuned machine means that everyone must work on the same page and towards the same goals, so centralization of content and managed distribution to relevant readers becomes the key to keeping the message on point.

Developing communications and drawing input from various areas of the business diversifies the message and creates interest where there was none before – all due simply to a change in perspective of the message. It is this understanding of when to change the perspective and voice, or to adjust or expand the message, which fuels ongoing marketing success. And while it is important to target the messaging towards the audience, it is equally important to present multiple facets to the message in order to gain the interest of different prospects as one never knows what subject matter or message will resonate with the reader. Essential is the follow-up on any campaign: follow-up with a sales approach or sending additional information or simply continuing communications.

Yet questions of relevance or interest of the message by the audience need to be answered, and the business needs indicators that reveal whether or not the information is being understood and accepted, or is even of interest to the audience. This is part of the value delivered in marketing and campaign management tools such as Constant Contact. But even if the messaging is on target and there is demonstrated interested, is the sales or customer management system in use designed to help sales follow-up and reach out to those audience members who expressed interest through accessing the material? Results CRM has this ability, and addresses the reality that too many businesses wait for inbound responses where outbound might be more efficient if only the information was there to help target the effort. Where service or support is the subject, does a response to the content suggest any follow-up or action? For a marketing campaign to be effective, it must discuss areas of interest and actionable subjects so that the audience is encouraged to read and to respond. For the business doing the marketing, the overall value of any campaign is reduced if there is no action taken or no intelligence gained from the response.

The integration between Results CRM and Constant Contact delivers the business benefits of connecting marketing communications and campaigns with sales, service and other business processes to support greater business and marketing intelligence. By providing users with the tools necessary to not only create communication campaigns but also to track and take action on the results of the effort provides a basis for gaining greater understanding of the performance of the communication and how it relates closely to sales and customer engagement. Connecting Constant Contact campaign information to Results CRM provides business owners and managers with an additional level of intelligence supporting decision-making and action.

Everybody in the company has something to say, and each “voice” may offer a message or idea that will trigger engagement with the customer, whether internal or external. When the company provides each entity in the organization with the benefit of a communications platform coupled with tools like Integrated CRM that are necessary to support analysis and action based on the performance and reaction to the messages, the company has begun to recognize the power and potential of what marketing may truly be.

S.Saab

February 17, 2015

Confusing Value Propositions: Cloud Platforms and Hosted Applications

When a service provider is in the business of selling computing resources – like bandwidth, processors and memory, and disk storage – it makes a lot of sense to also leverage the value of software products and systems which drive consumption of computing resources. In short, they market and sell software that runs on the platform in order to get folks to buy the platform, no different from selling desktop and server software in order to sell the hardware to run it. It’s just that these days the hardware and networking components are often referred to as the “platform” or maybe “the cloud”.

Let’s face it… cloud computing platforms are just no fun if there’s nothing to run on them, and a hard drive has little value when there isn’t anything stored on it. Once there is something there – an application, data… something – then the part has actual value in terms of driving revenue. This is the difficulty and the basis for confusing value propositions when it comes to offering and delivering services in the form of a hosting platform. Once again: platforms are just no fun if there’s nothing to run on them. Is the value is really about the applications, not the platform? Or is the value in the platform, because it’s necessary for running the applications?

The truth is that both are essential parts of the entire “solution”, and the value of how the solution is packaged and offered is purely up to the purchaser to determine in terms of applicability to the business. When it comes to hosted application offerings for businesses, there isn’t a single one-size-fits-all approach that will work. Sometimes people want to purchase from different vendors and put their own solutions together, and sometimes folks want turnkey delivery of whatever they need. Even channel partners and value-added resellers are finding that, with diminishing margins and aggressive competition prevalent in the market, removing the time-consuming aspects of solution delivery becomes paramount to achieving some level of profitability on the work.

What this means is that providers are looking for ways to increase the overall value and usability of their solutions, and when it comes to platform services there are only two directions to look: automation to support self-service, and application software delivery to drive consumption and usage on the hosting platform.

So now we’re back to the applications again. There’s no way to avoid them, but there’s no great way for platform companies to engage with them, either. Working with business application software is sometimes complicated, often annoying, and can be exceptionally time-consuming and resource intensive. And there are few licensing models which make it really easy for hosts and ISVs (Independent Software Vendors) to work together. Then, of course, there is the desire for exclusivity on one side or the other.

Software companies don’t generally want to select a single platform provider for their software for a very simple reason: they don’t want to limit their potential user base. Now that Windows platform is available just about anywhere – on local computers, on mobile devices, from platform and infrastructure hosting providers – how does the ISV make a decision on a single delivery channel or model or provider?

Some lean towards working with hosting providers to create branded, point-deliveries of the application. Too often, however, this approach removes the ability for customers to benefit from other applications or integrations, eliminating some of the value of the solution and certainly curtailing benefits for integrating partners of the ISV.

Host it themselves? The last thing most software developers want is to be responsible for hosting and maintaining some other guys’ software products; they have enough to worry about with their own offerings. If the solution is standalone, maybe this approach works. But there are few solutions made for the desktop which don’t have some strange integration point with MS Office apps, Adobe reader, Internet browsers or other things prevalent on the user desktop.

There isn’t any proven or easy path for software developers, IT suppliers or small business customers looking to create mobility and managed subscription service around desktop and server applications, and there is likely never going to be a single story line that all will follow. This is among the reasons for the popularity of the “hybrid” cloud approach and growing importance of managed application hosting and ISV-authorized delivery models. Yet even key providers in those areas have a tough time really communicating what they do in a way that is meaningful to the buyer. Are they selling a platform, applications, or both? Folks in the industry know the jargon and how to use it, and are often skilled at adjusting their language in order to obfuscate or confuse certain sticky issues regarding software licensing in the cloud and other similar aspects of hosting. It’s no wonder that many customers remain confused as to what, exactly, they’re being asked to buy, and where the lines of flexibility and responsibility are drawn.

The applications justify the platform, and there are possibly multiple platform approaches to delivering the app. It is a confusing situation for business buyers of IT as well as for their resellers and suppliers, and the increasing number of options for how businesses approach purchasing and using information technology makes it unlikely that the process will become as simple as some suggest.

jmbunnyfeet Make Sense?

January 7, 2015October 9, 2017

Everything Old is New Again: Big Fat Phones and Desktop QuickBooks in the Cloud

Every year that passes leaves some reminder of the time – some person or occurrence which touches us and creates a lasting memory. 2014 delivered its share of memorable people and moments and proved again that social platforms such as Twitter and Instagram have become increasingly significant as people across the world organize, march or call for change. Yet even as change is demanded from us and often forced upon us, it is wise to remember that the pendulum eventually swings both ways. We want to have our cake and eat it, too, which is the ultimate no-win situation and causes us to constantly and consistently seek out the alternative. Like the puppy chasing his tail, we end up going round in circles. Harem pants and jeans torn from knee to thigh have come back in fashion, and even though they didn’t really work the first time, here they are again. It is inevitable.

Information technology trends follow similar patterns, and what was once in high fashion may now be considered as “legacy”. Perhaps the better word is “classic”, as these legacy solutions often represent the standards by which new solutions will be measured. Eventually, the properties of the classic or legacy solution wind up in the new breed, because this is what the market has come to expect and/or demand. Even when entirely new standards are believed to be adopted, the truth is that years of learning and experience will often find the path previously traveled by others to be the right path.

It seems like so long ago when some said “the desktop is dead” and that all applications would be used by every device via the web, but not run on the device. Well, there are quite a number of web-based applications and services delivered in just that manner, but there are also lots and lots of computers out there with software still installed on them, happily working away for their users (there’s an app for that, right?). The desktop isn’t dead at all, it seems, and what’s more – there are trends to extend the capability and reach of the desktop to the web rather than replacing the desktop with the web. Application integration, process integration, interoperability, functionality and modality – all these factors and more have become the underlying drivers for extension of and hosting for desktop applications, and are the areas where SaaS and web-based application service has not delivered as expected.

The idea of having no software on the computing device is kind of silly, when you think about it. Computers continue to get more powerful and have more capability than ever. Heck, even phones are getting fatter and bigger again. The best phones these days are the ones that rival tablets and laptops in size and have lots of apps to run.

Microsoft Office, too, hasn’t gone anywhere, really. It’s still firmly attached to most workstations whether they’re iPads or Macs or Windows systems. Web-based productivity tools are certainly gaining in use, but not nearly as widely as some would believe. Office productivity continues to live on the desktop, and ties many users to desktop computing for that very reason. Use CRM in the cloud? I’ll bet you still export data to Excel or Word on the PC. Use accounting in the cloud? A lot of reporting still goes through Excel, trial balance systems and the like. The universe of web-based and SaaS apps is getting larger, but it hasn’t yet become the center of the universe for most established businesses. Net-new customers and smaller businesses are adopting SaaS due largely to cost and to the success of the marketing message, but use and direct experience with the product applied in the business setting often demonstrates that adoption of a more flexible (malleable) or functionally rich solution is indicated. The business likes the mobility, remote access and managed service, but not the actual SaaS application. So, hosting becomes the better alternative and the business is able to use the software that works for the business, and use it in a manner that allows the business to take advantage of remote and mobile capability, subscription service, and more.

I really have no gripes with web-based and SaaS solutions. In fact, some of my best friends use SaaS 🙂 The message I’m trying to convey is simply that, regardless of what the media and marketing may tell you, things don’t always change as quickly as it seems. Yes, there is a movement towards cloud solutions and online working models. Yes, there is change in how information technology is obtained and used. And equally true is the reality that only a portion of the market has adopted these changes and new philosophies. By the time there is “complete” adoption, there will be a new standard or approach being marketed and we will be in this place once again. Is there wide recognition of the benefit for mobility and remote capability? Sure there is, but it is also accompanied by the understanding that tried and true solutions will continue to deliver the functionality and capability businesses rely upon, even as new models for delivering them come about.

Make Sense?

Here are some of the most popular articles from CooperMann.com in 2014. Surprisingly enough, the most popular were articles about QuickBooks and the Cloud, a subject I’ve been writing about for many years. In fact, some of the most popular of my QuickBooks/cloud articles are from 2013 and they remain among the most frequently viewed even today. Search and view metrics indicate that the topic’s popularity is not likely to diminish soon, so plan to hear more about how businesses are using QuickBooks (and other desktop and network applications) in the cloud, but aren’t using Online editions to make it work really well.

The concert hall at the Sydney Opera House holds 2,700 people. CooperMann.com blog was viewed about 19,000 times in 2014. If it were a concert at Sydney Opera House, it would take about 7 sold-out performances for that many people to see it.

November 18, 2014December 2, 2014

Courier or Messenger as Contractor or Employee? Compliance with Department of Labor

When it comes to dealing with the Department of Labor, there is only one prudent approach: keep meticulous records and self-audit regularly. It’s not that the DOL is a particularly frightening group, but increasingly public conflicts suggesting wage theft and avoidance of employer responsibilities continue to shine a bright light on the gravely imperative nature of keeping the right records and operating within the proper constraints. It is the DOL’s persistence in the auditing of independent contractor relationships which has put a tremendous amount of pressure on businesses which operate with primarily contracted workers.

The issue is not exclusive to any particular industry, but it seems that there are numerous rich targets in the area of logistics, as recent decisions impacting FedEx and UPS reflect. Described in an MSNBC article quoting David Weil’s book “The Fissured Workplace”, the decisions supporting the DOL in the 9th Circuit “further undermine the “devolution of the proletariat” — corporate America’s ongoing effort to shed front-line, often low-wage employees through independent contracting, subcontracting, and franchising arrangements”. The two federal appellate decisions disputed FedEx’s contention that its drivers in California and Oregon were properly classified as independent contractors. While there are many situations where the argument supports fair treatment for workers who operate more as employees than contracted workers, there is an equally substantial base of business where the performers are contracted and independent and should remain free to operate as such.

One of the industries directly in the crosshairs of the Wage and Hour Division of DOL is the courier and messenger industry. Couriers and messengers pick up and deliver messages, documents, packages, and other items – generally between offices or departments within a business, or directly to other businesses or individuals – and do this while traveling by foot, bicycle, motorcycle, public transportation or private vehicle. The Bureau of Labor statistics in 2012 indicated that almost 25% of those classified as couriers and messengers were local messengers and delivery providers, and that the highest concentration of these providers is in New York.

So what’s the deal with DOL versus courier/messenger services and their clients as it relates to the “contractor independence” issue? Well, the initial approach by the DOL is often to consider the hiring authority (the client) as a Professional Employer Organization or simply as an employer. This approach is often forwarded regardless of the provider’s owner/operator status, and may be due to a lack of supporting evidence that the courier was actively soliciting additional business from other sources (which is generally not the problem of the client, but in this case could be). There is a requirement to substantiate not only the client’s position that he is not the employer, but to satisfy recordkeeping for the courier or messenger, as well, proving independence and having the necessary paperwork and proof to support the claim.

In a business where people are frequently on the move, scheduling jobs between pickups and deliveries, there isn’t a lot of time to spend filling out paperwork and getting written agreements. These folks are working even as they’re scheduling more work, and a lot of this activity is done via text or telephone while riding a bicycle. The circumstances of how this industry works makes compliance a particularly difficult task, and the DOL doesn’t have to schedule audits and compliance visits – they can approach a business at any time and request to review records, observe activities, and more.

Given the frequency of such investigations and audits, every business in the industry should be looking for a simple and foolproof solution to keeping the right paperwork and records that will support the business operator claim of independence and protect them from unnecessary cost or litigation. This is where an accounting professional or consultant may provide assistance, identifying the tools and developing the processes to ensure proper reporting and compliance with regulations on both sides of the transaction. Without the proper documentation and evidence supporting the position of the client as well as the provider (the courier/messenger), both parties may end up finding themselves in an unintentional and costly relationship.

jmbunnyfeet Make Sense?

November 4, 2014

Retaining Productivity while Empowering the Remote and Mobile Workforce

http://wp.me/p2hGOJ-J7

A lot of the marketing and discussion around why businesses should use the cloud for IT service is focusing on creating anytime, anywhere access to business data and improving overall IT performance. By deploying applications to remote desktops and hosted systems, business owners are recognizing the benefits of outsourcing IT service management to professionals who can spend their time actually managing IT. Focus is able to remain on the business operation and not the technology supporting it; the main office and remote locations are able to work with the same systems and information, and users are able to access information while at home or on the road. Bringing workers together with the same applications and data means new levels of productivity can be achieved regardless of where the work gets done.

Yet the perceived value of “working in the cloud” and the reality remain somewhat disconnected for many mobile business users. The confusion and frustration many users experience with connected, online working models has quite a lot to do with the realization that they don’t simply need remote access or virtual office solutions to bring them together. Users want solutions that help them get their work done even when they aren’t working on a traditional computer. When a computer is available, that’s great. But users want to be able to work from their tablets and smartphones, too. Have you ever tried to login to a remote desktop from your phone, or to see a full screen of data when the keyboard takes up more than half of the view? It may technically function, but there’s no way to get anything useful done with that little teeny weeny screen, and that’s a problem.

It is this new multi-mode working environment which is testing the boundaries of usability for software developers and service providers alike. No longer may the assumption be that users will perform their job functions using a desktop or laptop computer, just as it is no longer assumed that a mobile phone will be used just for phone calls. Users want (and sometimes need) to be able to get their work done using their smartphones, iPads, Kindles, or other types of tablet, pad or surface computers. Applications designed to run on full size screens and desktop computers often don’t work well for users accessing them with other types of devices, even when the device is connecting to a remote desktop service.

Mobile device users are starting to face these usability barriers somewhat less frequently when visiting various websites. If you look at many reasonably modern business websites, you’ll find there is a “mobile” counterpart. The mobile website is often somewhat less functional than the full website, providing only essential information for the mobile viewer rather than the expanded content and functionality available on the full site. Yet the mobile site delivers a more pleasant and usable resource for the mobile device user, encouraging the user to visit the site more often.

Application software development can be approached in a similar manner, where essential functionality is presented for mobile users in a format usable by mobile devices, and where the full functionality and rich feature set might be available only in the full application interface. Even where legacy applications are concerned – those firmly tied to the desktop and network – there are likely options for extending some manner of functionality and access to remote and mobile devices, perhaps by using 3rd party integrated or connected solutions.

Many commercial software developers are successfully viewing this “web and mobile enabled” approach as a means to capture Software-as-a-Service buyers by providing some web-based and mobile functionality with attachments back to the data and applications residing on the LAN or hosting platform. This hybrid approach may actually present better and more options for businesses, as it embraces the concepts of mobility and device independence while at the same time retaining the features, functionality and productivity-enhancing working mode that only desktop applications have to-date fully proven… and the businesses can keep their own data to take with them and not be relegated to list-only extractions if they wish to change solutions.

This idea is not really new – the idea of providing users with the specific functionality they need (and not more) to accomplish their tasks and get their jobs done. The concept of Service Oriented Architecture has always spoken to this philosophy, advocating that the right approach to software is the one which orients the application, functionality and view specifically and directly towards the user and their role.

The new twist on SOA is that the orientation of the application should be based not only on roles and functionality. Modern business applications must also address device and modality, not assuming a particular form factor or platform of access, and having an understanding of the particular mode in which the solution exists or is experienced by the user. Mobile users want a useful experience on their mobile devices, and remote and local desktop users want the features, functionality and performance of desktop applications.

Website designers have figured out that visitors may access the website using any variety of computing devices, including smartphones, tablets, laptops and desktops. Understanding that each device has a different capability in terms of displaying and interacting with content, site developers have begun to include mobile site designs as a standard offering with business website services. Users accessing the site with smartphones and tablets are able to effectively navigate and view information on the site because it’s been formatted to fit the screen, and navigation and other action options are accessible from smart menus that are sized and placed for touch screen access. This approach is now finding its way in many business applications now that the applications are also “living” on the web.

The growing number of web and SaaS products on the market clearly demonstrate that mobility is a big consideration in modern application design. Unfortunately, productivity losses due to sluggish interfaces or complicated operating processes often offset the benefits of the solution, even though it may be both desktop and mobile “friendly”. Software companies rolling out new SaaS models to their existing desktop product user bases are finding that the desirability of the subscription model web-based solution may be somewhat less than expected. This may be attributed to the fact that users have become not simply accustomed to how they can make the desktop software work for them – they’ve become reliant upon that ability. Initial experiences with transitioning from desktop applications to SaaS has left many businesses with frustrations founded in overall productivity loss. I’ve even heard the term “productivity-sucking”, which I don’t think describes either a feature or a benefit.

There must be a balance found, where productivity is enhanced for both desktop and mobile users and where critical functionality is not sacrificed in order to facilitate a mobile capability. The goal is to empower the remote and mobile user to be as productive as the non-mobile user, and to do it without forcing changes which may impede rather than improve productivity of the overall organization.

Make Sense?

9 Growth Hacks Any Small Business Can Implement

In 1996, an email company named Hotmail launched with a small group of users. By the end of 1997, that company had 12 million users.How did they grow so dramatically in just year and a half? Well, they looked at their initial numbers and saw that approximately 80 percent of new users came by referral from current users.

To make the most of referrals, Hotmail created their iconic email postscript: “PS. I love you. Get your free email at Hotmail.”

That single line, added at the end of every email sent through Hotmail, drove millions of new users in an ever-widening ripple effect. Hotmail successfully created one of the first documented growth hacks.

via 9 Growth Hacks Any Small Business Can Implement.