Become a vending machine for your customer & own the ecosystem

Marketing, Marketing Ecosystem, Positioning, Product Management

Today I was taking the Breakthrough DNA training for Profit Activator number 5&6. This is a training run by Dean Jackson. I have written about Dean multiple times earlier also and highly recommend his podcast “morecheeselesswhiskers “.

Dean has systematized the marketing process into a 8 step process called Breakthrough DNA.

While doing the training I had an epiphany on how a technology services company could utilize the concepts being taught in the training .

I have been talking about the”infrastructure” that needs to be available to make any technology useful. So if you don’t have telecom bandwidth then SaaS based solutions cannot be successful.

But if you look at it another way, if you could become a vending machine (another idea from Dean Jackson and Joe Polish) for your customer .

If you identify what comes before, what comes after and what comes during the usage of your service and you become the supplier of that service through your partners, then not only will you be able to grow your business more rapidly, you will also reduce the resistance points for the customer.

Even if your product or service is not the center of the universe in your ecosystem, by following this strategy you can move the ecosystem in your direction.

Let’s say you sell “backup” software. You could sell the tape drives and tape libraries. You could provide multi layer backup via cloud and sell the customer the cloud service and so on. This way your business grows rapidly and the customer has the comfort that since you are putting everything in place, it will work.

I will definitely think on this aspect more for my own areas, suggest you also think.

Till next time then.

Carpe Diem!!!

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