But when it comes to selling information technology and services, is the “T” word an effective value promise, or a vague buzzword that sets both the buyer and seller up for trouble?
I’m curious to hear from other marketers about how your customers respond to the term, and whether it helps deliver more and better prospects.
According to the Oxford English dictionary, the primary definition of “transform” is “to change the form of; to change into another shape or form; to metamorphose,” with a secondary definition of “to change in character or condition; to alter in function or nature.” (Emphasis added.)
It is this second definition I think most people assume, and that gets marketers into trouble. It implies not incremental improvement but a fundamental, wide-ranging improvement that lasts.
Consider the idea of a “transformational” president. Franklin Roosevelt made the cut in the 1930s, some argue, by changing “the basic assumptions of national politics for a generation or more” in favor of a greater role for the federal government. You could argue Ronald Reagan was “transformational” in the opposite direction. Whatever your politics, both changes met the “transformational” criteria of being fundamental, wide ranging and lasting.
In a totally different vein, “Transformational Weight Loss” implies (and it seems the author tries to deliver) lasting improvement loss through fundamental, wide-ranging changes in lifestyle and attitude, not just in diet.
Transformation that doesn’t make the cut, I’d argue, is the South Carolina Department of Public Education’s “Office of School Transformation” whose goal is “to change the structure of schools to better serve students.” Their Web site seems to promise only tweaks to improve existing processes. Useful and valuable perhaps, but not transformation.
Are We Overselling “Transformation?”
In my own IT field, respected researcher Gartner advised outsourcing firms to ban the use of both “transformation” and “innovation” because “they will only lead to misaligned expectations.” For example, Gartner said, an outsourcer might lose money trying to solve problems it never agreed to tackle, while the customer wastes time and effort without achieving their goals. Or, “a customer might choose the lowest-priced provider and be left wondering where the innovation and transformation are.”
For what it’s worth, my small survey of PR and marketing respondents showed 40 percent agreed that transformation is a “fundamental, wide-ranging improvement that will last over time.” But a third believed marketers just throw the word around without thinking, and 22 percent said marketers use transformation as a synonym for “improve.”
In your experience, do customers get a warm and fuzzy feeling from the word “transformation” and click through to learn more? Or do they drop out of the sales funnel (or complain after the purchase) when they find transformation has been oversold?
Filed under: Content Marketing For IT Vendors
Like this post? Subscribe to my RSS feed and get loads more!