Good for you! Admitting you might be a dumb company is the most important thing to do on the yellow brick road to enlightenment.

So what do you do next? In short you:

1. start by admitting to every mistake you are making and do something about it,
2. look for opportunities to improve that are logical next steps, and
3. never, ever forget the timeless basics.

Today, we’ll start with describing what you do when you identify, and admit to, one of the first five mistakes we chronicled in our re-introduction to our “dumb company” series and want to do something better. Next week, we’ll tackle the remainder of the mistakes before we move on to our eight-part series (each of which is worth much more than a piece of eight) on avoiding the graveyard if you are a dead company walking. After that, we’ll provide even more advice if you just want to be a smart company in two two-part series! In other words, SI has a lot of great helpful content lined up for you if you are a vendor that wants to successfully sail the choppy seas ahead (and not end up as another wreck on the ocean floor).

1) No More Perks

Unless you’re going crazy on perks, just leave them alone.

If a few are a bit crazy, reign them in to reasonable levels.

If they still eat up too much of your budget, find something else to cut. Start with the deadweight (and begin your search in the [micro] management suite). A useless or salary or two will go a long way to maintaining morale (and if you cut deadweight, morale will even lift).

2) No More Tech/SaaS

First, do a process time audit and figure out where your people are spending too much time on tasks that can be semi-automated to a significant extent.

Then, identify the appropriate solution to the problem and a set of potential SaaS tools to fill that solution affordably.

Then, Get SaaSy and do a SaaS audit, find the 33%+ overspend, cut it, and use that savings to get the SaaS your organization needs to be more productive and receive a return of at least $3 for every $1 spend on SaaS.

Finally, if your cloud costs are significant, Be Cloud Aware and do a cloud audit, tracking down what applications, or parts of your application, are chewing up the most CPU time. Then reign that in. Ongoing cloud costs add up faster than you realize!

3) NPD Can Wait (Sell What We Have)

Maybe heaven can wait, but hell waits for no man, and neither do the competition you don’t yet know about. No matter how good, or how bad, times are, your product must ALWAYS be improving. The minute you stop, the sales will stop as the customers will peg you as a dead company walking if you are not actively developing your product.

Segment all features into must, should and nice to have from a target customer perspective and make sure you are constantly working on the “must have” features, getting a decent number of the “should have” features that aren’t too time consuming to add into the plan, and prioritize any “nice to haves” that can swing a deal in your favour. If you have to slow down a bit because you can’t expand the team, that’s fine, just as long as you don’t stop.

Remember to keep dependencies in mind and structure development so that dependencies are always done first, to minimize release cycles.

4) No More Travel

Before you approve travel,

1. first do an audit of all travel reasons the company has seen. Then,
2. identify the direct and indirect ROI on past travel. Finally,
3. • determine where in a marketing cycle travel actually results in actual, qualified leads
   • determine where in a sales cycle travel actually results in a selection or sale
   • determine which conferences/workshops/training events helped product management or developers

Then deny all travel that does not fall into one of those buckets.

Next, for travel that does, look at the cost vs. the projected return and how it compares to the most successful travel of the past. If a conference only results in 10 real leads, and it will cost 100K, but there’s another conference likely to result in 5 real leads that will only cost 25K, deny the first request and approve the second.

If $$$’s are tight, then restrict all travel to

• small, focussed, cost-effective events that will generate actual leads or customer insights
• on-sites likely to close the deal
• low cost workshops where your product managers / developers will definitely improve their skills

5) Cut 10% Across the Board

Do a full budget review (keeping the dumb mistakes in mind) and cut the unnecessary expenses. They are MUCH higher than you think (because, when times are good, or you raise too much money, you don’t watch the small stuff and your unnecessary tail spend is just as bad as your clients).

Then, do a performance analysis (and blind peer review) of the teams across the department, especially the management teams, and cut the real deadweight.

Chances are, done right, there’s more than 10% that can be safely cut with no impact (whereas 10% across the board will damage morale to the point that the best talent might leave at a time they are the most critical).

Be sure to keep reading SI as Part 2 posts next week!