In our world of “I can’t make a move unless I can prove ROI” we may have actually prevented more good business from being done than stopped bad business from taking place. It’s just a theory I have and there is no empirical evidence to support the claim. I just make observations based on reality and to me that looks like it’s a solid assumption.
So why would we do such a thing? Well, we like to make decisions based on safety rather than best judgments. Because of our current economic malaise we tend to turn to three other letters to guide out business decision-making. Those letters are FUD (fear, uncertainty and doubt). It’s real easy to make decisions based on these standards because there is always room to say no. No is the easy way out.
FUD can be the great equalizer of ROI. Because of the fear that something as ‘new’ as an ORM solution wouldn’t be directly traceable to business events that make money (or prevent the unnecessary wasting of money) people shy away. They settle for inferior ORM ‘solutions’ that are free and their results reflect their level of investment. As a result, they can even be soured to real online monitoring that is robust enough to truly impact the bottom line.
Nowhere is this problem more troubling than in the SME (small and medium enterprise) space. This kind of company has between 100-1000 employees and revenues can range from $25 million to $500 million. Based on those numbers one would think that an investment to protect your business from the pitfalls of the online world would be prudent. Honestly, what is $4,500 for a year when it could make thousands or save thousands as well?
I spoke with someone today who gets it. In fact, I am probably going to talk to this person again just to learn more about how he got to the point where he helped an SME fully embrace all things Internet, including ORM, and is succeeding. It’s not some high-flyer e-commerce play that is all about buzz and branding and whiz-bang social media acts. Nope, far from it. This company is a B to B play that is highly technical and is far from sexy. They get it though, and they are seeing bottom line impact because of this online crusader who believes enough to fight through everyone’s FUD. He is showing ROI instead and winning the hearts and minds of those that can do something else: they can promote him.
So what are you doing to move the needle with your online activities? Are you doing just enough to get by because of fear, uncertainty and doubt? Why not step out and test a real ORM platform (OK …. like Trackur!). We’ll give you 10 days to test drive it and back it with a full money back guarantee. You see, we don’t suffer from FUD because we know that ORM drives ROI. Why else would we be in the business?
Don’t let FUD get in the way of some good old fashioned ORM ROI! Contact us today!
