By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    AI analytics
    AI-Based Analytics Are Changing the Future of Credit Cards
    6 Min Read
    data overload showing data analytics
    How Does Next-Gen SIEM Prevent Data Overload For Security Analysts?
    8 Min Read
    hire a marketing agency with a background in data analytics
    5 Reasons to Hire a Marketing Agency that Knows Data Analytics
    7 Min Read
    predictive analytics for amazon pricing
    Using Predictive Analytics to Get the Best Deals on Amazon
    8 Min Read
    data science anayst
    Growing Demand for Data Science & Data Analyst Roles
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Price of Distraction
Share
Notification Show More
Aa
SmartData CollectiveSmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Uncategorized > Price of Distraction
Uncategorized

Price of Distraction

Editor SDC
Last updated: 2009/07/21 at 7:40 PM
Editor SDC
5 Min Read
SHARE

Over the weekend, I was telling the story of Informix (now part of IBM) and the number of databases it tried to market and sell. At one point in time, Informix marketed the following databases:

  • Standard Engine (SE) /OnLine 5 / IDS 7 / IDS 9 /RedBrick

It then aquired Ardent Software and added two more databases, UniVerse and UniData. While the company was looking to build a data warehouse focused organization, the database was taking less and less focus. There were a number of problems the company was facing.

  • There were not enough people at that time who could sell the complex technology well
  • The market was not really ready for the high end product
  • Each change in leadership elevated a different product to the forefront
  • A confused customer base
  • A skillful competitor in Oracle
  • A little SEC troubles

Informix itself is a great case study. At one point, I simply asked the question “what if we sell OnLine 5 and SE to remove the distraction?” Both OnLine 5 and SE were great products in their day, unfortunately those days were long past. Both products still did somewhat well in the VAR space and were highly profitable the late 90’s. My rationale was that we only …


Over the weekend, I was telling the story of Informix (now part of IBM) and the number of databases it tried to market and sell. At one point in time, Informix marketed the following databases:

More Read

big data improves

3 Ways Big Data Improves Leadership Within Companies

IT Is Not Analytics. Here’s Why.
Romney Invokes Analytics in Rebuke of Trump
WEF Davos 2016: Top 100 CEO bloggers
In Memoriam: Robin Fray Carey
  • Standard Engine (SE) /OnLine 5 / IDS 7 / IDS 9 /RedBrick

It then aquired Ardent Software and added two more databases, UniVerse and UniData. While the company was looking to build a data warehouse focused organization, the database was taking less and less focus. There were a number of problems the company was facing.

  • There were not enough people at that time who could sell the complex technology well
  • The market was not really ready for the high end product
  • Each change in leadership elevated a different product to the forefront
  • A confused customer base
  • A skillful competitor in Oracle
  • A little SEC troubles

Informix itself is a great case study. At one point, I simply asked the question “what if we sell OnLine 5 and SE to remove the distraction?” Both OnLine 5 and SE were great products in their day, unfortunately those days were long past. Both products still did somewhat well in the VAR space and were highly profitable the late 90’s. My rationale was that we only made $10 million a year on each and most of that was profit. We were shooting for the $1 billion plateau in annual sales and a $10 million product was a rounding error.

At the time I was the product manager for all of the legacy products, which accounted for approximately 50-60% of the companies revenues. I answered enough requests for OnLine 5 and SE to understand that they were a distraction to the sales force.

Going back to the Seth Godin blog on “don’t sell to bar owners” this is a perfect example where the sales force was not equiped effectively enough to sell the product line. And most importantly, the customer was confused into what they needed to buy.

  • Is your product strategy consistent and in line with customer needs?
  • Can your sales and marketing teams, concisely explain the positioning of each of the products?
  • Does the customer get what they need, or what the sales rep wants to push?
  • Do sales compensation plans align with customer need?

In the end, the lack of performance resulted in the company being acquired by IBM. All companies reach stall points, make sure your don’t create your own stall points. And if you do, recognize your actions and work to minimize the distraction and inconsistency.

Posted in Communication, Innovation, Operational Performance Management Tagged: Client Value, Communication, Focus, Inconsistency, Marketing Performance, Sales Performance, Simplicity


Link to original post

Editor SDC July 21, 2009
Share This Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

Data Ethics: Safeguarding Privacy and Ensuring Responsible Data Practices
Data Ethics: Safeguarding Privacy and Ensuring Responsible Data Practices
Best Practices Big Data Data Collection Data Management Privacy
data protection for SMEs
8 Crucial Tips to Help SMEs Guard Against Data Breaches
Data Management
How AI is Boosting the Customer Support Game
How AI is Boosting the Customer Support Game
Artificial Intelligence
AI analytics
AI-Based Analytics Are Changing the Future of Credit Cards
Analytics Artificial Intelligence Exclusive

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

big data improves
Big DataJobsKnowledge ManagementUncategorized

3 Ways Big Data Improves Leadership Within Companies

6 Min Read
Image
Uncategorized

IT Is Not Analytics. Here’s Why.

7 Min Read

Romney Invokes Analytics in Rebuke of Trump

4 Min Read

WEF Davos 2016: Top 100 CEO bloggers

14 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive
ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?