Saturday, June 28, 2008
Marketing guys should not blog...
I was looking at the blog of Ram Appalaraju of Azul Systems and wonder if he realizes that blogs aren't about thinly-veiled marketing material. At no time does he provide any opportunity for customers to engage in a conversation. In his own words:Let me highlight some of the problems and pitfalls that come up with the vendors when touting their product performance, so I figured I would do the same.
- In the case of Vega 3 it’s not a bad story: 70% higher performance than Vega 2, and a whopping 5X faster than Vega 1.
- It is also a hard point to prove outside of our own headquarters, although some customers may choose to compare their existing Vega 2 deployment to Vega 3.
- Typically customer use cases validate the benchmark or initernal company specifications (the two listed above), but then go much further in telling the whole story. It may be one thing that it’s 5X faster, but if it takes 10 weeks to get up-and-running it’s something different.
- However, these are usually the hardest pieces of product data to obtain because if the customers have achieved great things they want to hide it from their competitors, and often companies have strict policies on what information can be shared externally.
More importantly, there is not a single policy that prevents any of my peers from publishing a benchmark! However, there are hundreds if not thousands of contract clauses from many vendors that prevent me from sharing them. Of course, vendors would like for them to be published only if they are positive, but otherwise attempt to handcuff the enterprise if they aren't so shiny. I wonder if any customers of Azul would be shutdown if they published their own unfavorable information?
- I guess the point I'm getting at is that we marketers can throw a lot of "evidence" and supporting numbers at you (such as the above 3) to show how great our product(s) is, but unless a product meets your exact needs, our numbers and evidence don't provide much value. That’s the other fun part of my job: making sure the products meet your needs!
Am I missing something?
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