Digital Buyers

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The Internet seems so pervasive to us now as an information distribution and selling channel. But in reality, only the best-practice companies have fully optimized it as a platform to re-orient their marketing and sales efforts to the buyer. Anytime a new technology comes into the corporate world, it seems it goes through an adoption curve that has few rules, little process, poor management and no metrics. It takes a few years for these layers to be added and yet they are necessary for the full leverage and enculturation of the new technology. The Internet is no different and without these additional layers added over time, the organization cannot optimize the full potential of the technology.

The Ability to Share

The Internet, improved computing power, storage, broadband, cloud computing and new communication applications are allowing us to share like no time in human history. Whether someone is using e-mail, micro-blogging, instant messaging, their own website or a community site, there is constant sharing and collaboration taking place. The ability we now have to enjoy streaming conversations where there is little lag time has enabled more collaboration. Users are also getting information that enables faster cycles.

So as an example, a Digital Buyer could be on the phone with a provider discussing a solution while instant messaging a co-worker who is showing them new pricing from the provider’s competition. So a provider could be talking to their contact while their contact is having a few people feed questions that could shape the transaction. That’s empowered. Of course, a provider could have three people working with the sales representative from the provider’s side. One could imagine a classic split s...

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...d price of a personal computer from $3,000 to $500 in 20 years while enabling more robust applications and processing power.

• Storage – we’ve seen a gigabyte of storage move to costing almost less than 3 cents when it used to cost $1,000.

• Web-based Computing – Often referred to this as cloud computing. The IT analyst firm Gartner predicts the market for cloud products and services will vault from $46.4 billion last year to $150.1 billion in 2013. Cloud computing moves computing from an in-house application approach to a hosted applications and services computing model that can be accessed by a device. Even though for the near future many organizations will still have in-house solutions, web-based computing keeps the initial costs down and is seeing the highest growth. Look for more hybrid solutions in the future that combine in-house and cloud solutions.

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