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Yes, but what does it do?

June 8th, 2010 - 10:24 pm in Observations

I was in a briefing call today by a large software vendor, it wasn’t a one to one briefing there were a few of us on the call – I am not going to say who they were and if you know I’d rather you didn’t either.
I am sure the point I am going to make can be applied to lots of briefings and is no way a reflection of quality of their product, services or makes them evil people. I just saw a slide, that for the good of product marketing, analysts relations and mankind – must be shared and well, I guess shamed.
Here are the bullet points, in verbatim:

  • Moving ECM from “Point” to “Platform”
  • Low Cost of Ownership
  • Unified ECM
  • High Return on Investment
  • Leveraging Fastest Growing Middleware Stack
  • Effective Standardization
  • Content Platform for the Enterprise
  • Improved Business Responsiveness
  • Content Management for Enterprise Applications and Portal
  • Risk Mitigation

I don’t think I am breaking any NDA by sharing that, as this says absolutely nothing.

Also, you may say – “but Truscott, you hilarious young man, you’ve taken it out of context” – but trust me. I didn’t.

The rest of the slides said it was big, enterprise, billions, DOD compliant and leading – with lots of architectures and TLA’s….

I can see the value in big, but being big doesn’t absolve your responsibility to be valuable and being able to put that in a form I understand – or more importantly in a form a business user, the guy that writes the cheques, a visitor to your website or shareholder understands.

I spent 30 minutes thinking – Yes, but what is it for? What does it do? How does it help?

What do you think?

Image of robot by KB35 reproduced under creative commons license.

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Comments

  • irina_guseva says:
    June 8, 2010 at 11:16 pm

    not to forget “strategic” RT @IanTruscott: But what does it do? Was on an analysts call 2day, my observation: http://bit.ly/avhtgv #ar

    This comment was originally posted on Twitter

  • Peter says:
    June 8, 2010 at 11:27 pm

    Let me guess – it was all of them?

  • kimberlymccabe says:
    June 14, 2010 at 9:42 pm

    Reading Yes, but what does it do? http://bit.ly/cT9wRm by @iantruscott (bad product marketing) #ecm

    This comment was originally posted on Twitter

  • JayGilmore says:
    July 17, 2010 at 11:07 am

    Just read this: http://bit.ly/b7FFSh by @IanTruscott. Call me to the carpet if you see any thing from me like that

    This comment was originally posted on Twitter

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