So let me propose this... how about a Marketing Partner Program?
Category IBM/Lotus
So today we got the emails about how we can help spread the message of collaboration and Lotus through "viral" videos. We also got the new Smart Planet message.
And as one might have expected, the Yellowverse was suitably underwhelmed.
I had plans to come home this evening, review opinions, and try to offer some meta-analysis. But bottom line is that today was not an easy one, I had to deal with some issues, and the thought of trying to come up with a strong, rational 5-star blog post is just way beyond me right now.
But rather than grab a pitchfork and light my torch, I want to throw out something that drifted through my mind during the day as I was catching bits and pieces of reaction.
Perhaps having a Marketing Partner Program might provide some light and spark.
Before you lay your own meaning on top of "Marketing Partner Program", let me explain my direction here. Otherwise, this sounds like something that is WAY different than what I am thinking...
IBM has a Design Partner Program that they use to get input on technical direction of the Notes/Domino product. The group is made up of a number of high-profile members of the community who have no problems telling IBM where they're off-base and where they're on track. No, I'm not part of the program. But it appears that the program has made a difference in what you see when releases come out.
Translate that same concept into marketing. Take your front-line advocates out in the trenches, the ones who see and are affected by the message each day. Pair them with the IBM areas who are responsible for marketing messages. AGREE TO LISTEN TO EACH OTHER! Bring in your ad agency to talk to the group. Heck, spring some of that cash to bring in a Seth Godin for a retreat with this group. See what comes out of it.
This isn't a program to pay business partners to push products. It isn't an incentive program to sell licenses. It's a group designed to learn from each other and to ultimately contribute to the success of Lotus in the marketplace. We see things you don't. You see things from a perspective we don't normally inhabit. There has GOT to be a way to bring those two perspectives together to get the best of both.
Because at least from our perspective out here, it appears that we've hit the definition of insanity... doing the same thing over and over, expecting different results each time.
So today we got the emails about how we can help spread the message of collaboration and Lotus through "viral" videos. We also got the new Smart Planet message.
And as one might have expected, the Yellowverse was suitably underwhelmed.
I had plans to come home this evening, review opinions, and try to offer some meta-analysis. But bottom line is that today was not an easy one, I had to deal with some issues, and the thought of trying to come up with a strong, rational 5-star blog post is just way beyond me right now.
But rather than grab a pitchfork and light my torch, I want to throw out something that drifted through my mind during the day as I was catching bits and pieces of reaction.
Perhaps having a Marketing Partner Program might provide some light and spark.
Before you lay your own meaning on top of "Marketing Partner Program", let me explain my direction here. Otherwise, this sounds like something that is WAY different than what I am thinking...
IBM has a Design Partner Program that they use to get input on technical direction of the Notes/Domino product. The group is made up of a number of high-profile members of the community who have no problems telling IBM where they're off-base and where they're on track. No, I'm not part of the program. But it appears that the program has made a difference in what you see when releases come out.
Translate that same concept into marketing. Take your front-line advocates out in the trenches, the ones who see and are affected by the message each day. Pair them with the IBM areas who are responsible for marketing messages. AGREE TO LISTEN TO EACH OTHER! Bring in your ad agency to talk to the group. Heck, spring some of that cash to bring in a Seth Godin for a retreat with this group. See what comes out of it.
This isn't a program to pay business partners to push products. It isn't an incentive program to sell licenses. It's a group designed to learn from each other and to ultimately contribute to the success of Lotus in the marketplace. We see things you don't. You see things from a perspective we don't normally inhabit. There has GOT to be a way to bring those two perspectives together to get the best of both.
Because at least from our perspective out here, it appears that we've hit the definition of insanity... doing the same thing over and over, expecting different results each time.
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Comments
Posted by Tony Palmer At 20:47:14 On 05/05/2009 | - Website - |
By the way, in other industries, they just call this a "focus group." It's pretty normal.
Posted by Nathan T. Freeman At 21:21:48 On 05/05/2009 | - Website - |
Posted by Dan Sickles At 21:36:24 On 05/05/2009 | - Website - |
I'd also like the BP programme to acknowledge that there are two broad "streams" of BP:
1. Those who sell IBM software / hardware and;
2. Those who don't, i.e. those who are indy / small shop consultants and ISVs
Posted by Ben Poole At 00:17:48 On 06/05/2009 | - Website - |
Posted by Bill Malchisky At 00:54:30 On 06/05/2009 | - Website - |
<duck>Without applications Notes is no different from Exchange</duck>
Alright maybe a bit harsh but with applications it is much easier to make a distinction between between a mail system and notes
Posted by sean cull At 00:58:19 On 06/05/2009 | - Website - |
@2... re: focus group: I'll disagree with you there, as "focus group" has some baggage (at least for me) that I want to avoid.
I think of a "focus group" as a group of people a business brings in to get their opinions. At the end of three hours, they get their donuts, parting gift, sincerest thanks, and are sent packing. Said company then goes back, analyzes what they heard, decides whether the group was on target, and then does whatever they want to do with the conclusions.
See the "insanity" definition...
I'm envisioning (ideating?) an ongoing group, both sides committed to the success of the other, both sides learning from each other, and an understand of how we can complement the message together.
Sending me an email (repeatedly) asking me to spread the word... which approach does that sound like to you?
We're in the "collaboration" business. We push "collaboration" solutions to allow people and businesses to work together smarter, better, faster. We try to unlock the wisdom of the crowds to find the solutions that will work. Either that's true and we're all part of this solution, or it's false and we can pick and choose the areas in which to listen.
Posted by Duffbert At 03:49:48 On 06/05/2009 | - Website - |
Posted by Scott Hooks At 07:03:40 On 06/05/2009 | - Website - |
And 2nd, one that likes using them.
Ben and I agree on his points. Many of us do not sell licenses so get seats in the back of the bus, that is if we are even allowed on the bus.
And viral video's and advertising is because OTHERS want to forward it along, not because they are asked or ordered to by a vendor, owner or management.
Posted by Keith Brooks At 07:23:47 On 06/05/2009 | - Website - |
Posted by Eric Mack At 13:40:49 On 06/05/2009 | - Website - |
Posted by Mary Beth Raven At 19:12:05 On 06/05/2009 | - Website - |
Is see custommers runnaing away form Lotus Software almost daily..
Posted by Sander Zwart At 11:50:54 On 07/05/2009 | - Website - |