How Do Enterprise Buyers Research New Software?

A few weeks ago, I wanted to know what role “social” plays in researching enterprise software.  Every one of the billion dollar companies that responded to my inquiry said that blogs, social networks (from Twitter to LinkedIn), and online forums weighed heavily in their initial research and opinion formulation process.  Of course, the traditional research houses (Gartner, Forrester, IDC)  are still the strongest sources of unbiased insights and strategic guidance on large enterprise software.  But, the emphasis on searching social sources for initial inquiries confirmed what I believe strongly –  if you’re selling enterprise software, you need to be a part of the conversation online.

After a very long-threaded discussion, we came up with this mapping to indicate where sources fit in the context of a very nuanced process to research new software players. See if it resonates with you.

This map courtesy of Joachim Stroh.

research

In related research news, I have had the pleasure this year to work with Jane McConnell on developing input to her annual Digital Workplace Trends report.  I suggested she develop a customized Digital Workplace Scorecard for this year’s report.  It will be very handy to track these scorecards over time as enterprises mature.  It can become a benchmark to demonstrate the material returns on transformation initiatives.  The research will be done in February,  and I’m looking forward to presenting it here in the U.S.  You have until October 28 to contribute to the survey.  Learn more here.

As you should know, we are working hard on Change Agents Worldwide.  We are currently testing our models in the market with customers.  Once we’ve moved a few customers through our unique approach to delivering on the business of world-changing, we will be making a formal announcement that explains our goals for the company.  As always, feel free to reach out to me with any questions.

Enterprise Suits Up for the Ride, but Seeks a Safe Landing

This is what would happen if Santa were an Enterprise App and he tried to automagically incorporate 2.0 grooviness overnight.

Santa as Enterprise App on 2.0 house

The irony just got the better of me… I’ve been wrestling with wretched old-school health forms all afternoon that will undoubtedly be, um, input or maybe scanned into some old-school enterprise system that will carefully set up my health insurance for 2008. If it weren’t Sunday, I probably could do some digging and figure out exactly what the “business process” is that will determine my paper-input-to-digital-imprint record through the labyrinth of enterprise systems. Will an outsourced provider be involved? Probably. A mainframe? Probably. A large-scale database? Oh yeah.

Have I enjoyed this process today? No. Was I able to customize my health insurance policy and my coverage according to my particular family’s health situation? Not in a 2.0 way. Was I able to choose a health insurance company by my review of doctors online and get recommendations from other insureds about which health insurance companies actually paid claims on time and answered questions with friendly, caring concern? Well, definitely not.

While I’ve been grousing about doing this all day, clicking on web sites, downloading forms, etc., I’ve had Snitter (a Twitter stream) up and have been keeping my eye on the chatter of the day. It appears Robert Scoble dared to ask why Enterprise Apps weren’t sexy, and well, you can imagine how my Enterprise Irregularguild” reacted to that. Nick Carr even got involved. It’s only Sunday too, so we’ll see where it goes. (See Dennis Howlett, Michael Krisgsman, Anshu Sharma, Vinnie Mirchandani.) Me? I agree with all of them, oddly enough. On the one hand, I’m having a miserable experience, and I agree with Nick Carr, and I really wish the health insurance company had more consumer-y features. New York Times Design Director Khoi Vinh expressed nearly the exact same sentiment with this post earlier this fall. I agreed with him then too.

On the other hand, for those of us who are working hard to try and transform, enlighten/educate enterprises on how they need to introduce some of this radical change to leverage innovation and wealth creation, we know what we’re up against. Enterprise applications are carefully managed fleets comprised of many battleships that simply cannot turn on a dime. Nor, would you want them to.

Should my son be rushed to the hospital in 2008 because he didn’t quite land that skating trick he’s been practicing in the street, I want to make sure all systems are go and the woman at the reception desk doesn’t get a message from my insurance company like this: 2.0 error