This post is going to break a blogging rule. I’m going to cover 2 topics. Gasp. If you want to know “How did Salesforce Admins solve the email integration problem?” Here’s the short answer: They pointed out the technical underpinnings within our product and told us “that’s what we need!.” The longer answer requires some background and is my other topic which answers the question “Hey, how was Dreamforce?”
As a bootstrapped start-up, deciding to attend and exhibit at a major conference is not easy. I made the decision despite believing that big events are one of the least productive ways to fill a pipeline. Over my career, I’ve attended and exhibited at hundreds of big events, they simply are not the best lead generation tool. In order to make an event worthwhile, you must have multi-dimensional objectives.
Tiny Booth. Big Story. Openera exhibited at Dreamforce 2011, Salesforce.com’s annual user conference in San Francisco a month ago. Our objectives included:
The question we keep asking ourselves is this: “was it worth it?” Immediately after exhibiting at an event like Dreamforce it is hard to tell if it was worth the time, money and effort. With a month of activity behind us since the event we know a lot more than we did when we wrapped up Dreamforce.
Measurable Results With over 1500 leads, hundreds of sign-ups and roughly 5 solid, multi-user opportunities poised to close, we can say it was definitely worth it. I couldn’t have said that the day after the event. If I measured solely based on our pre-event objectives however, we failed.
Unrealized Goals or The Missing Execs
One of our unrealized goals was to meet with a good percentage of the 1/3 of the attendees that were supposedly Directors and VP’s of sales to validate our GutCheck offering. (GutCheck solves the “I don’t trust my sales reps forecast” problem.) The vast majority of attendees we spent time with were Salesforce admins or integrators. VP’s and Directors of Sales were not walking the floor of the exhibit hall, they were sitting comfortably in the executive lounges sipping espresso’s. This was a major disappointment.
Of all the people we spoke to, only about 20 people actually ran sales teams. So, I am not comfortable making assumptions based on such a small sample audience. However, here’s what they had to say: of the sales leaders that we had an opportunity to explain the GutCheck value proposition, almost all agreed with the statement that “sales rep’s forecasts aren’t very reliable or trustworthy.” Roughly 80% of the sales leaders that didn’t trust their reps forecasts, would invest in a tool like GutCheck to validate forecast accuracy. A small percentage (ok, it was one vocal person) didn’t believe that we could do what we say we can do. (I love a challenge!)
Salesforce admins rock. They changed our minds and helped us focus.
Surprisingly, the vast majority of system administrators we spoke with considered forecast accuracy only “a minor problem.” Even though they agreed with the statement that “forecasts aren’t reliable” and “what sales reps enter into their forecasts don’t reflect reality.”
Salesforce admins we spoke to care about the integrity/interoperability of the system, data quality/completeness and user adoption. Salesforce Admins & Integrators got excited when we explained how we GutCheck a forecast. The fact that we automate the ingestion of email conversations and content into Salesforce was of high value. They didn’t necessarily care about the GutCheck value proposition, they cared a lot about the underlying technology (SmartCloud) that enabled GutCheck.
Salesforce Admins Solved The Problem of Email Integration | Because of this real world feedback, validated by our pipeline activity and follow-up conversations, Openera is adjusting/focusing our development. Although GutCheck relied on SmartCloud, we are focussing on SmartCloud for Salesforce to solve the email conversation and content problem first. We still believe that sales leaders responsible for forecasting want a solution to poor quality forecasts. For now, our focus is on SmartCloud. (Note: GutCheck will continue as a value-added, packaged service offering through our SmartCloud implementation partners and through the AppExchange relatively soon.)
Build – Measure – Learn
With lessons learned from the lean start-up model, championed by Steve Blank, Eric Reis, Ash Mauria and others, but modified for the enterprise, we have consumed customer data and altered our development strategy. Was it a pivot? Not really. But the insight into our customers motivations informed our decision to focus our development efforts on the immediate, high value pain point of email conversation and content integration with Salesforce. I’ve estimated the amount of development time this decision has saved, and it far outweighs our investment. Coupled with our post-event research, we are able to make this decision based on data pulled from a great sample audience, not just our gut. That alone made Dreamforce worthwhile.
A VIDEO | I’ll leave you with this ‘work-in-progress’ video of what we did the first thing in the morning before Mark Benioff’s keynote. We wanted to wake the groggy, hungover masses up and get them to smile. In case you were wondering, Metallica was the headliner for the after party…reportedly paid $1.4M to play the event… so for this preview, I borrowed a track from them for this “work-in-progress” version of the video. Obviously, we’ll use royalty free music for the official version… when it’s ready for release. Enjoy.
Meet Aaron Levie. He’s 25 years old and running one of the un-coolest, cool companies in the valley. He is CEO of Box, the cloud content management company, and he is not shy about wanting to take out SharePoint. After meeting Aaron in San Francisco at Boxworks, the company’s first user conference, I encourage you to watch this company. If you know anything about Enterprise software, you know it’s in the midst of a big disruption. Companies like Salesforce.com have lead the way for Box and other disruptive enterprise software. (Full disclosure, Openera is a Box partner. SmartCloud automatically saves email attachments to many cloud services, including Box and Salesforce.com.)
Why Box? Why Now? SharePoint represents everything that Box is not. Complicated, restrictive, expensive to manage, difficult to upgrade and mostly despised by users. Calling SharePoint customers “users” is not accurate because SharePoint has an adoption problem. Customers don’t actually use SharePoint. It’s imposed upon them. It’s available to search for mostly stale content… if the content has actually been put in SharePoint, you will find something. If not, you are out of luck amigo. (This is the problem Openera helps Box with – make sure your company’s most important, relevant content is actually IN box, not in your inbox. That’s a mouthful.)
How pervasive is the problem that Box is addressing? It presented itself at Dreamforce, Salesforce.com’s annual user conference, which one might expect. Content Management is still a big problem within the Salesforce ecosystem. Salesforce’s own content management is one of Salesforce.com’s least adopted offerings. Box can and will play a big part in this world. Unlike the most well-known cloud content management service, Dropbox, Box has a higher level of security, more administrative controls, a developing partner ecosystem and enterprise features that adress both IT and user needs. Dropbox implementations are often rogue and not sanctioned by IT.
Box understands enterprise customers. I didn’t expect the issue of cloud content management to be addressed by the mobile industry while attending GigaOm’s Mobilize conference the day before Boxworks, but it was. One of the speakers asked the audience to “raise your hand if you use Dropbox at work.” Almost all hands in the auditorium went up. When asked “How many of your IT departments know about it?” I saw two or three hands go up. That was good news for Box. Why? Because Box understands the Enterprise. They aren’t trying to circumvent IT, they are making IT super heroes.
Box understands the importance of a strong partner ecosystem. There were glimmers of brilliance in the delivery of announcements at Boxworks. Aaron and his team announced several key new features that are important to make Box an attractive alternative to SharePoint. BoxSync, Security, and Social Features. But it was the litany of partner announcements that showed us where Box is going. Each partner paraded on stage brought a critical element to the box solution.
The big integration announcement was with Salesforce.com‘s Chatter, but Jive and Yammer were there to show off their collaboration platforms and how they seamlessly integrate with Box as well. Okta rocked the audience to spontaneous applause simply talking about their solution to a huge problem for companies and users of cloud services – single sign on! But it may have been the announcements with Motorola and HP that could make the biggest impact on Box adoption in the enterprise. Box will be pre-installed on all HP Business PC’s and all Motorola tablets. Next year at Boxworks, we at Openera hope to elicit spontaneous applause from the audience when we announce how we have solved the problem of getting your companies most valuable content out of your inbox and into Box… without changing user behaviour.
Microsoft, Oracle, SAP… they aren’t going anywhere, but the clock is ticking.
Among the speakers at Boxworks, it was Geoffrey Moore and Mark Andreessen that perhaps added the most poignent arguments for Box’s bright future. Both, in their own way, articulated how the dominant players in the market, Microsoft, Oracle, SAP and others aren’t going anywhere, but their time of dominance is over.
The rise of the nimble, strategic and forward thinking IT department is upon us. Companies like Box will accelerate growth because IT must be more responsive to business needs. Users demand the same user experience they have with facebook, LinkedIn, Google and other cloud tools they have become to rely on. The incumbent players simply cannot compete and move fast enough given the complexity and deep roots within organizations. Again, this is good news for Box and maybe the reason Aaron is so vocal about taking on SharePoint.
“How many of your companies are running SharePoint 2007?….. pause… now, how many of you are running an outdated version of Box? Trick question. You get my point.” -Aaron Levie, CEO Box at Boxworks 2011, San Francisco
Do you think Box can win in a head-to-head battle against Microsoft? Even though Openera and SmartCloud are agnostic and work with all cloud services, we are rooting for Aaron and his team to deliver a great user experience to the enterprise. It’s about time.
Several months ago I decided to bring my startup from Ottawa, Canada and exhibit in Startup Ally at TechCrunch Disrupt. What better place than Disrupt to absorb insight, meet visionaries and explore the highs and lows of startup culture, funding and innovation? I was going to consider entering the battlefield for Disrupt NY 2012 if I felt it was going to help propel my company forward. This was before Arringtongate and the drama over journalistic integrity, CrunchFund, conflict of interest, infighting and the rest of the crap that ultimately overshadowed Disrupt San Francisco 2011.
I regret the decision to spend my precious start-up cash exhibiting at Disrupt. It was a waste of time, money and being away from my family. It was a side show. A carnival.
My advice to other entrepreneurs? Save your cash, Disrupt is dead.
Here are the facts: Michael Arrington is not the victim. Arriana Huffington is not the vilain. TechCrunch is a blog. It’s a very influential site with a lot of opinionated and influential bloggers who think they know where technology is going. They aim to be the voice of technology startups. It is also a blog that is tightly associated with several angels, investors and venture firms. Some investors work(ed) for TechCrunch. There are conflicts of interest, be them disclosed or not. None of this matters. It’s all noise. Throughout the drama, there was very little discussion about the disruptive start-ups TechCrunch is there to cover. Most of the actual coverage felt like an afterthought. There couldn’t be any meaningful discussion. It was completely overshadowed by the self indulgence and central focus of the event: the dark cloud of Arringtongate. Entrepreneurs like me who paid to participate asked themselves and each other this question:
“Why did I spend money to be here?”
The silver lining? I spent time getting to know some truly disruptive start-ups. I wrote another, more positive blog about that experience. I met some great founders and validated my vision. (albeit, against a heavily B2C, social media & gaming biased crowd.)
I went into TechCrunch Disrupt with eyes wide open…
…I walked away shaking my head.
Don’t get me wrong, Disrupt is a great platform and I am certain one of the competing brands will readily fill the void. I don’t know how tight Arrington’s non-compete is, but if I were running one of the many similar start-up launch events, I’d hire Arrington in a heart beat. I bet you get Paul Carr to moderate too!
Did you go to Disrupt? What did you think? Would you recommend to another start-up to exhibit or attend?
According to an infographic CCLoop published, sourcing information from Mashable, “The Social Break-Up” by ExactTarget, and Neilsen Research (to name a few) an estimated 2.8 Million emails are sent every second. That’s 90 Trillion emails each year, and email usage continues to grow in both Consumer and Business markets.
Infographic by: ccLoop
It also cites “Attachment Chaos” as first of the Top Four Email Annoyances, and I bet your inbox contains more content than it should. I bet there are files, reports, presentations and other critical documents that aren’t being formally managed (even if you are required to do so). I bet you don’t save attachments as they come in, and spend … no – WASTE your valuable time searching for attachments when you need them.
I say this with confidence, because last month Openera issued a poll asking “How do you Manage your Attachments?”. While it came as no surprise to us, almost 65% of those polled indicated they search for attachments later when they need them.
There is a lot of noise in your inbox, which can result in lost attachments, missed opportunities and other headaches. To be on top of your game, you need to properly manage all of your documents and be able to access them on the spot. So why is it we keep using our inbox as a content management system?
Are we too lazy to save attachments as they come in? Maybe. It’s more probable that we’re too busy to be spending too much time worrying about saving stuff where it’s supposed to go, when we think we can just look for it later when we need it.
Sure, there are a number of ways you can “manage” your content in your inbox(es): Creating and managing multiple folders, setting up custom search filters, or being incredibly diligent in saving each and every attachment as you see it. No matter how you slice it though, each is very manual and time consuming.
Isn’t technology supposed to make your life easier? When it comes to your inbox, or inboxes, don’t you wish your stuff could just go where you want it to?
We know how frustrating it can be to keep track of all of your attachments across multiple inboxes. We also know how annoying (and unnecessary) it is when someone says “we have a solution for that – but you have to completely change the way you work in order to use it”. This is why SmartCloud automatically tags and saves your important attachments precisely where you want them to go … without changing the way you work.
How are YOU managing your email attachments today? Leave us a comment, let us know what tactics or services you’re using to keep your inbox clean, and attachments organized.
And of course, you can Go Here to learn more about SmartCloud
Thursday August 25th was a day to remember for us at Openera, and we want to thank YOU for making it such an awesome day. The Openera Launch Party and GutCheck for Cancer Fundraiser was a huge success – which is a major reflection of the kick ass startup community we have here in Ottawa.
We have a pretty lengthy list of people to thank for making the launch a night to remember… so here goes (queue the music…):
– Bruce Firestone – Thank you for your inspirational words and being such a major supporter
of Ottawa startups/entrepreneurs.
– Dave Schellenburg from Live 88.5’s Morning Start Up – Thank you for attending the event and sharing a few words with the crowd, much appreciated!
– Devin and the Mill Street Brewery Team – Thank you for your sponsorship and for fueling our launch party.
– RedBull – Thanks for sponsoring and giving our launch party “wings”.
– Scott Annan (Mercury Grove) – Thank you for letting us use the Mercury Grove HQ as the launch party venue and for being an awesome supporter of Ottawa startups.
– The NetGen Team – Thank you for your speedy delivery of our simple story video and working with us on our landing page and mobile site, you guys rock!
– Everyone who donated to our fundraising efforts for the Canadian Cancer Society. Cancer sucks and every little bit we can donate will make a BIG difference.
A special thank you to each and every one of you that has been an Openera cheerleader along the way and has worked with us to get us where we are today. We can’t thank you enough for all of your support throughout this journey. We have a phenominal group of supporters, friends and family.
We have a really exciting month ahead as we embark on our launch in San Francisco. We will keep you posted on our adventures and remember, if there’s anything we can do for you while we are in SF, please, please, please let us know!
I’ve hired hundreds of employees over the years and a lot have been sales reps. I’ve always tried to find the right person for the right job. Don’t we all? However, once we’ve spent all that time and money finding and then hiring the right person, what do we do once they start? We ask them to change.
“ok, I know you were really successful selling your way, but spend the first 30 days learning our sales processes, methodologies and systems.” Sound familiar?
Why change high performing reps?
What made the last five high performing sales reps you hired great? Was it that they could follow a process really well? Take orders? Do what they are told to do? Or were they highly motivated, engaged reps who delivered results no matter what? They probably did things their own way and not the way everyone else did the job. You hire great salespeople because they can SELL. Not because they can do administrative tasks really well and keep their forecasts up-to-date.
So why do we always ask sales people to bend to the will of the process? If we are honest with ourselves, it’s because we want good forecasts. We want better visibility into activity, pipeline and manage a predictable revenue stream. That’s the dream, that’s why we buy expensive CRM systems. It’s not for the reps to be more productive, even though that’s what we tell ourselves and the team. Don’t get me wrong, CRM systems will increase productivity. CRM’s are vital for high volume, transactional, inside sale roles. But you don’t hire high-priced sales talent to fill those roles. Complex sales cycles demand that you hire performing sales reps that can navigate and manage a complex sales cycle. So, why would you try to change great sales reps and mess with the process that got them to that performance level in the first place?
Isn’t there a better way?
As someone having built and led many sales teams, I asked myself;
“how can I get the information I need, without changing the way reps work? How can we get technology out of their way?
“The best sales reps that I know have a laptop and a smart phone. They live in email, on prospecting calls and in client meetings. That’s exactly where I want them to spend their time. ”
To get the returns companies need on their sales rep investment, sales people must focus on what they do best – selling. Frustrating systems and time updating the CRM and massaging forecasts is valuable sales time – wasted.
Do your reps have to change the way they work to get you the information you need for a trustworthy forecast? What strategies, systems, or processes have you deployed to be able to forecast accurately, and how is it working out?
SmartCloud is a SaaS application that monitors messaging traffic and strips, tags and automatically saves important attachments to where it is suposed to be... without changing the way you work.