We’ve read the dumb company: how to avoid the fork in the road (part 1 and part 2) and dead company walking: avoiding the graveyard (part 1, part 2, part 3, part 4, part 5, part 6, part 7 and part 8) articles, taken them to heart, admitted we’re making some mistakes and that we’re not doing some key functions as well as we could. Most importantly, we know we need to do more to avoid becoming a casualty of the next mass corporate extinction that’s coming. So, can you tell us what else can we do to avoid becoming a dead company walking (or, even worse, a zombie company^*)?

01) Get Help to Identify Where You Need Help

We’ve (kind of) said this many times, but we’re saying it again. You don’t know what you don’t know. Get help from an expert who’s been in this space for at least a decade (and seen what’s worked pre- and post- the last two consolidations), and preferably the last two decades (as this cycle is going to be the worst since the late 2000s and most of the new generation of “thought leaders” and “experts” might not have a handle on what’s coming). There’s still a few of us left. See this posting where the doctor freely directs you to long-time experts in the space (which include areas he’s not the best suited to help you and areas he is … if you’re offering a solid solution to an industry segment that is currently helping your customers, he’d rather you get help and survive than not).

02) Improve Blogger / Independent Analyst Relations

Let’s face it, you’re probably not going to get much help from the big analyst firms. They’ll take your money and throw you their standard research that is mostly useless to you (because you need research customized to your niche and your needs); then take more of your money and only give you a mostly useless write up (with limited reprint rights in that you could do the write up yourself, but then you won’t have the logo) in return; then take even more of your money and put you on the map that everyone knows mostly consists of the same big companies year after year (due to limited analyst time) who are usually paying customers (as the analysts know them best) and typically only suited for F500/G3000s (because they are high priced suites); and then, if you still have any money left, take the rest of it and write about whatever tech you want them to and provide great shill for your marketers. But not once will they tell you if you’re going in the right direction or help you innovate (only if it is the current perceived market direction). It’s not their model.

03) Double Down on Education

It’s not just about what your product can do, but what your customers need to know to advance on the Procurement maturity ladder (where the majority of organizations are still on the floor reaching for the first rung, despite all the work done in the 2000s on how to climb the ladder). You need to educate them on what they should be doing, why, and then teach them what types of technology can help them even before you tell them about your technology. As per our dead company walking: avoid the graveyard series, education first is how you win in the end. Pace yourself while your competition runs themselves into the ground and drops dead. Always remember it was the tortoise (who can live 30 times as long) that won the race!

04) Thought Leadership Trumps Marketing Madness

Not only do you need to double down on education, but once you walk them from where they are to where they should be, and show them how your solutions solves a significant number of their primary problems, you still have to show them the wonders that lie ahead and accompany them on their journey through the dark forest until they, one day, reach the light. You have to convince them up front you are going to do this, do this through the implementation, be there every step of the way through the first few months as they get their tech legs, and then always be there to lend a hand when they need it.

While it might be time consuming at first, this won’t be as time consuming or strenuous as you think on an ongoing basis if you teach them how to learn for themselves and solve problems, as time goes on they’ll call on you less and less. It will eventually just be a quarterly check in to see how things are going and offer new thought leadership to help them up their game.

05) Focus on the Community

Find where they are engaged and go there, or, if they don’t have a place to engage, create one and bring them to you. Do you have a local chapter of a professional association where senior buyers or procurement leaders regularly engage? If so, go there. And, most importantly, leave your tech behind. Just educate them on an important topic and what they should be doing to ensure they are handling it appropriately. Seeing a big problem in tail spend in your clients, educate them how to identify it, manage it, and track it before high priced or unapproved purchases get out of control. Seeing a lot of companies unprepared for a new legislative requirement about to come into effect, show them how to identify which relationships need to be better managed, which contracts might need to be updated, and how to identify which risk mitigations are appropriate. Etc. If you impress them with your knowledge, they’ll come to you if they need help identifying a solution. Then, if yours is the right fit, and they’re a private company, they might even skip the RFP.

Stay tuned for Part 2!