“Values can set a company apart from the competition by clarifying its identity and serving as a rallying point for employees. But coming up with strong values – and sticking to them – requires real guts.” -Patrick Lencioni
Happy Anniversary, Tahzoo!
Nine years… What a pleasure spending time with each and every one of you today! We get to make millions of people happier every day. One person at a time, one account at a time, one project at a time, we are growing and building a great company. We set our course today and we have work to do. We are the best and what we do and we compete against the best in the world. Stay focused, keep building, orient the new people we are hiring, and remember what you will be most proud of when we have our 10-year celebration next year!!!
Let’s go be great!
“Look at a day when you are supremely satisfied at the end. It’s not a day when you lounge around doing nothing; it’s when you’ve had everything to do, and you’ve done it.” – Margaret Thatcher
We launched our first Software as a Service (SaaS) product! MarketerCX is a fully implemented version of our Enterprise Marketing Platform, pre-configured to meet the needs of marketers wanting to launch campaigns, manage assets, and deliver personalized experiences. The idea being, that we can help a client quickly execute campaigns and deliver a personalized experience.
The platform includes Marketing Resource Management (MRM), Marketing Automation (Email Marketing), Digital Asset Management (DAM), Analytics, and reporting. We will be adding to the platform over the coming months to include the MarkLogic product for a 360 view of the customer and ERSI for spatial data analysis.
We are addressing department needs with this offering. We see this as a beachhead into Fortune 500 clients which we can grow into full enterprise implementations over time. It provides us an opportunity to demonstrate the value of an integrated platform and Tahzoo’s ability to drive personalized experiences.
We will be teaming with Microsoft and Aprimo to take this product to market. We already have a small pipeline of customers who are interested in the product. I am excited about this new offering and I want to give a big shout out to Don Low, Bryan Fitch, and John Kottcamp for pulling the marketing together.
On a side note, have a great 4th of July!
“If you would attain to what you are not yet, you must always be displeased by what you are. For where you are pleased with yourself there you have remained. Keep adding, keep walking, keep advancing.” – Saint Augustine
My challenge to each of you is to make Tahzoo a recognized leader in Experience Design and Delivery. Our results, deliverables, and services must exceed our client’s expectations. We will consistently approach our clients with new ideas and surprise them about the many ways we can improve their business. We will know we are doing well because our clients will be excited about continuing to spend more money with Tahzoo. A consequence of doing these things well is that we will command a premium for our services and this will be reflected in the financial health of the company.
We are creating something that doesn’t exist. We are winning the trust of large accounts and doing work that is innovative and on the cutting edge. We need to keep pressing our advantage of driving change within our company and the market place. For our size, we are having a big impact on the direction of the market. With our current customers, plus what we have in the pipeline, we are poised to have a breakout year. Let’s set our sights higher and be bolder in our ambition to change the customer experience.
“The value of an idea lies in the using of it.” – Thomas A. Edison
I have been traveling this week meeting with Partners and Customers. I was particularly excited about my meeting with Aprimo and IBM. As part of the 2017 strategic planning, I am narrowing our solution and partner focus so we can provide a high level of service and quality to our customers and more robust training to our staff.
Aprimo has just been purchased from Teradata and the new company has the traditional MRM and campaign tools we’re all familiar with, however, they’ve added a product called Revenue which is a tool for channel management and campaign execution. This tool will be particularly useful in B to B to C scenarios, such as with financial advisor relationships or car manufactures with their car dealerships. Combined with our approach around the Content Hub this could be a powerful addition to our content strategy. We are in a good position to drive a productive and fruitful partnership in the coming years.
Secondly, I was invited to attend the IBM Watson conference on cognitive computing. What a tremendous event, I was so impressed with the product suites and positing. An old friend of mine is running the IBM marketing cloud business, she introduced us to a number of influential product management leaders. Many of the tools in the Marketing cloud will fit nicely into our managed services offering, especially when we expand beyond ILM and ALM to include marketing production services. We are definitely ramping up our partnership with IBM. They have the right customers for us with the right level of access to help us more quickly achieve our top 25 account strategy.
Let’s go be great,
Imagine you’re talking with a potential Client of Tahzoo’s and they ask you what does Tahzoo do? You could say we are a customer experience agency that helps our clients deliver personalized customer experiences at scale… then comes the awkward pause from the Client during which they decide to either say “that’s cool” or admit they have no idea about what Tahzoo does and then proceed to ask you more questions.
Or you could say to the Client… “We help our clients build deeper relationships with their customers. For example, for one of our clients, we increased traffic to their site by 50%, with the visitors spending almost 38 thousand hours on high-value content since we launched their new website”.
“We create happy customers and measure the results for our clients in lots of ways, number of pages being viewed per visit, increase in conversion rates and less time being spent on the home page… for all of our clients we help them achieve meaningful results for their business”.
Our Client is now excited about what we can do for them. A conversation ensues about their business goals… all the while we are sharing examples of results that we’ve delivered for similar clients. The dialogue is a give and take around their goals and our work. The Client becomes more confident we can help them and we talk openly about working together.
We don’t talk about practice areas, geographical distribution, or the commercials and rates. We talk about solving business problems and as such our capabilities are implied by example. As we discuss their goals we begin to shape an approach for working together, during this phase of our conversation I am looking for objections and concerns that may prevent us from getting a deal done. I ask a lot of questions about the decision-making process within the company and I am acutely aware of our clients’ body language and truthfulness.
I seek to resolve any objections or obstacles right then and there… better to get the hard stuff out of the way early than to spend a bunch of time on a deal that can’t or won’t get done… Everyone is happy and now we have a new multi-year multi-million dollar account.
This is how I sell Tahzoo… by reference and by asking questions. There is an old saying that goes people don’t care about how much you know until they know how much you care. The great thing about questions is they create interaction… there is another old saying that goes being interested in someone makes you interesting… and finally to quote my grandfather, “there is a reason God gave you two ears and one mouth”. Great consultants like great salespeople take the time to know their clients and they use questions to create energy and change.
Nothing is impossible, the word itself says I’m possible -Audrey Hepburn
As I was reviewing the pipeline with the sales team this week and it was exciting to see that we have 6 large personalization projects in the queue with existing clients. A core value proposition of Tahzoo is that we help our clients deliver a relevant and personalized experience. The notion of personalized experiences will become the dominant paradigm in marketing over the next few years. As we move from a mass-market model where the experience appeals to the broadest audience, usually by targeting the lowest common denominator from one to a few models, in which the experience is substantively different based on the needs of an audience, our clients will need to change the way they do business.
Dominique LeBlond is launching the personalization practice in response to this demand. This is a natural extension of the Next Best Offer program that some of you may have seen presented over the last few months. We have many examples of how we have helped clients with these challenges over the years but we need to canonize and drive some rigor into our approach. We’ve found that most personalization projects have several work streams that need to be addressed concurrently. A typical project includes most of the following capabilities; Management consulting, Marketing Strategy, Data Science, Experience Design, and of course Technology implementation to name a few. As we expand this capacity globally we need to make sure we have a common language, work breakdown structure, and deliverables. As part of the Next Best Offer program John Kottcamp is building out the marketing materials, case studies for sales enablement.
I asked Dom to check with the Forrester analysts to understand which company is the best in the world at large scale personalization.
If they don’t pick Tahzoo then we’ll work hard to make sure that we become the best in the world.