Tuesday, July 13, 2010

Enabling Technologies Shows Off Its Solutions Approach

There is a well worn phrase in technology circles that you're never wrong...just early.
That's because enterprise adoption of new and emerging applications takes time and there is only so much influence a vendor can have on the natural cycle of customer decision-making.   The challenge for purveyors of innovative solutions is to remain viable long enough to benefit once customer buying accelerates.

Enabling Technologies Corporation's Ellie Volerthum lives this challenge.  As the marketing lead for a 35 person professional services firm, Ellie has patiently informed and educated mid-market companies and government agencies about the benefits of unified communications.

Rather than focusing on "gee whiz" features and functionality, Enabling Technologies' to-market strategy is to align unified communications with a customer's specific business problem or requirement.  It's classic solution selling.

"Our job in the sales process is total education," Ellie explained during a sit down with me at the Microsoft Worldwide Partner Conference.  "We seek to cultivate relationships at the business level because senior executives can push adoption of unified communications across their organization."

What has been the result of Enabling Technologies' solutions approach to marketing and sales?

Microsoft has recognized the company as its Unified Communications partner of the year two years running.

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