A recent post on LinkedIn by Robert Goodman asked Why has it gotten really hard to buy software?, which is a really good question, because, while it should be easier in the modern SaaS age, for an enterprise, it’s much, much harder.
Robert started his vent by noting that the companies I want to partner with on average do a bad job selling/explaining/connecting/not making me dislike them or generally making the process frictionless and the companies I have little interest in are incredibly responsive and almost stalkerish. He goes on to state that Most companies are still WAY too much about making their numbers at month or quarter end (a them issue, not a me issue) and this seems to dominate their “strategy.”
And I’m sad to say that he’s right. Not just because I’m hearing this from multiple buyers (on and off LinkedIn), but because, for the past year or so, most of the companies approaching me / having conversations with me are only interested in “how I can help them sell”, as if that’s the role of an analyst/product consultant. (Well, as I noted in Vendors Have Lured Big Analyst Firms Astray Because Buyers Don’t Understand They Get What They Pay For, this is probably what they expect if their only dealings have been with big analyst firms where it’s pay for promotion, and leads, and no real advice on product strategy and direction.) The majority are focussed on sales, and not on understanding what they have, whether or not it actually solves customer problems, and what is missing from their product, process, or marketing that is preventing them from selling.
The reality is that the’ve forgotten that you don’t sell by marketing, or doubling-down on the latest and greatest feature function your dev team just added, stalking your prey when they need time to digest, or threatening them that they made a bad decision when you don’t get selected (and/or trying to bypass the process by skipping the CPO and going direct to the CFO or CEO).
You sell by focussing on the customer. The successful vendors:
- take the time to understand the customer’s problem
- explain how they will solve it
- help the customer build the value case (especially if the customer needs help getting (additional) funding)
- work side-by-side with the customer until the solution is fully implemented and the customer is realizing the ROI while
- not making you feel like you are walking on hot coals through the entire process.
Moreover, when they reach out to an expert analyst/consultant, they would
- focus on understanding the market: who the customers are and what they want
- what they have and don’t have to serve that need
- how they could better position and market what they have so customers would be more interested
But the reality is that, with so many companies having taken too much money at too high a valuation during the last two M&A frenzies, we have the situation where, at many vendors:
- their ego is through the roof (because they think they are the only option of their caliber based on the raise) or
- they have to meet a ridiculous sales target to keep their jobs, and they don’t care about your value or experience, just getting the sale.
And that’s why we have the situation that Robert is complaining about where it’s really hard to buy software these days. We don’t have the space we had 20 years ago in ProcureTech post dot-com crash where every vendor was doing anything it could to prove value because investment (potential) was low and there wasn’t a single vendor with a ridiculous sales target … they were just focussed on survival and real growth.
Now, this isn’t to say all vendors are bad, or that you are guaranteed a bad experience … there are still vendors out there who didn’t get, or didn’t take, too much investment, have greater control over their own destiny, and will do whatever they can to make you successful. However, don’t be surprised if you end up with the experience with your initial shortlist that this is the exception and not the norm. In other words, do your best to track down the best, but don’t expect a chill experience every time.