disruptive marketing technologies & guerrilla warfare...
TRANSCRIPT
Disruptive Marketing Technologies &Guerrilla Warfare 2004
Rick [email protected]
From Oracle to Salesforce.com to Arasys toTenFold… and beyond
[Have presentations with full video/audio clips; will travel.]
Disruptive Marketing Technologies& Guerrilla Warfare 2004
That was then …
$650 media cost$1,000 creative feeIn the days before “advertisement” appearedThe phone rang off the hook.My ticket to six-and-a-half years of adventure
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Oracle’s First “LAST”
“I have a litigation staff; let ‘emlitigate!”Demoralize generals in theopposing army.“Our use of Cullinet, InformationBuilders, etc. trademarks in thisadvertisement is the least of theirproblems.”
Disruptive Marketing Technologies& Guerrilla Warfare 2004
“Ah, the good old days.”
One blurb in New Times magazinesimultaneously catches the eye ofTV network assignment editors.
•ABC’s Good Morning America
•NBC’s Today Show
•NBC’s Tomorrow w Tom Snyder
•Mike Douglas
•PBS’s McNeil/Lehrer debatingthe head of the ACLU
•Front page of every Sunday paperin the country on 11/7/76
Disruptive Marketing Technologies& Guerrilla Warfare 2004
“I live for this …!”
Vin Diesel
Movie Clip
Disruptive Marketing Technologies& Guerrilla Warfare 2004
… and this is now, 2004.
SPAM is illegalThe trade press is deadWall Street actually expects profits
… and Regis McKenna says the marketingfunction ought to be automated,including advertising!
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Regis McKenna 2001 Predictions
More and more of marketing will disappear into the network.Productivity tools will shift businesses from product models toproduct/value-added service modelsCustomer interaction and support will increasingly fall into theCIO’s domainChanging roles:
o CEO becomes the “Chief Marketing Strategist”o CTO becomes the “Chief Novelty Officer”o CIO becomes the “CRM Guru”o The computer becomes the “Chief Customer-satisfaction
Officer”“Will my advertising agency become a software company?”
Disruptive Marketing Technologies& Guerrilla Warfare 2004
The “mother” of all guerrilla ads
Tony Schwartz’s
“Daisy” ad clip
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Applying lessons from the pastSo SPAM is illegal.
Times change.
Second Hand Lionsmovie clip:Shooting atsalesman.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
The single best seller? WOM1. Imagine “viral marketing” applied to e-mail:
1. “Thank you for buying our . . .”
2. “Click here and we’ll give you . . . for every one of yourfriends to whom you refer us.”
3. [upon clicking, their Email address book comes up witheach name checked] “Just uncheck those who you donot want to send an Email.”
4. An e-mail will be sent from the referrer to all checkedfriends. Service is cc’d and paid per referral.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
For example, selling softwareStep 1: The vendorsends a thank-you noteto the new customer,and the note contains anoffer with a “click here”button.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Explain “the offer”Step 2: You tell yourcustomer how thereferral process willwork.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Now for the “patentable IP.”Step 3 (the patentableIP): Make it REALLYeasy with no typing tomake a referral. Theymust UN-check thosefor whom they doNOT want their notesent.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Patent-pending IP captures:
E-mail address of the referring partyE-mail address of the recipientDate referral madeAny depth of who-referred-who fornumerous creative remuneration plansAn ASP could get paid for referrals or,as negotiated, for sales results
Disruptive Marketing Technologies& Guerrilla Warfare 2004
… or is marketing ASP driven?
Looks like Regis was right. Damn!Why worry about IT infrastructure?Salesforce.com hits the big leagues.Partners like Arasys make this possible.(Now that I’ve filed for the patent, I’m letting them do a test)
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Guerrilla Warfare FundamentalsHis singular distinction of making the cover ofTime Magazine on two consecutive weeks:
9/2/96 9/9/96
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Political Wargaming
Randomly select to be “projectable”Ask hypothetical question 1st timeMix your best “pro” rhetoric with …Rhetoric from your best and brightestassigned to “be your competition”Ask hypothetical question 2nd timeBuild a complete media/demog profile
Disruptive Marketing Technologies& Guerrilla Warfare 2004
2004: The ASP Survey Generator
Bypass the IT departmentSuck the look-and-feel from yourclient’s site (patent application inprogress)Go into your management committeemeetings loaded for bear
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Markets for ASP surveys:
Customer attitudeConference attendeeMagazine or newsletter subscribersOn-line exams and quizzesProspects self-qualify themselvesWargame competitive scenarios
Disruptive Marketing Technologies& Guerrilla Warfare 2004
2004 Rhetorical Wargaming
Original Default
Regis was . . . uh . . . right!
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane’s “New World Order”(from his Enterprise 2001 speech)
CEO’s Have To Ask…..
-the right economic structure?
-the right governance?
-the right business processes?
-the right computing architecture?
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #1: The RightEconomics
“In an open world, who needsWindows?” [I’d like to shake this author’s hand, if I knew who it was.]
If 94% of the desktops are Microsoft,then OpenOffice.org has missed theboat!What does your organization spend onMicrosoft Office upgrades each year?
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #1: The RightEconomics (continued)
What is a“Privateer?”
What is a“letter ofmarquis?”
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #2: The RightGovernance
Sarbanes-Oxley means there is nofriends-and-family stock allocation onSalesforce.com’s IPO.There is a growing demand that publiccompanies, as well as political entities,disclose offshoring initiatives.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #3: The RightProcesses
Salesforce.com has legitimized the ASPmodel.Marketing-automation companies likeArasys have been invaluable toSalesforce.com by bringing them intoBIG accounts like Allstate Insurance andJackson National Life.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #3: The RightProcesses (continued)
Flash animationrejected by Marc
Benioff atSalesforce.com
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #3: The RightProcesses (continued)
Thanks to Larry Ellison’s best friend, Steve Jobs,we all have complete movie/sound studios on our
desks and even on our laptops.
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #3: The RightProcesses (continued)
Marc Benioff didn’t buy my idea,
but it’s okay to plagiarize from myself!
Flash ad forFertileEarth.comderived from theone rejected byMarc Benioff
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Ray Lane #4: The RightComputing Architecture
What does it take to move thediscussion from “just interesting” to“a matter of survival?” Wordstar, anyone?
What if it became as ridiculous tooffshore applications development as itwould be for a CFO to farm outspreadsheet design and development?
Disruptive Marketing Technologies& Guerrilla Warfare 2004
.xls file ExcelNo testing
Ray Lane’s spreadsheet basics
Design yourspreadsheet
Excel.exerenders
your spreadsheet
Your spreadsheetdescription
ExcelNo requirements
Disruptive Marketing Technologies& Guerrilla Warfare 2004
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40,T1.c141,T1.c142,T1.c144,T1.c146,T1.c148,T1.c150,T1.c152,TO_CHAR(T1.c1
53,'YYYY/MM/DD'),TO_CHAR(T1.c154,'YYYY/MM/DD'),T1.c155,T1.c157,T1.c158,TO_CHAR
(T1.c159,'YYYY/MM/DD HH24 MI SS'),TO_CHAR(T1.c160,'YYYY/MM/DD HH24 MI
SS'),T1.c161,T1.c162,T1.c180,TO_CHAR(T1.c185,'YYYY/MM/DD'),TO_CHAR(T1.c186
,'YYYY/MM/DD'),T1.c187,T4.PHONE_NUMBER1,TO_CHAR(T4.VALID_START_DATE_TIME,'YY
YY/MM/DD'),TO_CHAR(T4.VALID_END_DATE_TIME,'YYYY/MM/DD'),T4.VALID_EDITION
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c183,T2.VALID_END_DATE_TIME c184,T2.VALID_EDITION_ID c193,T3.NAME
c166,T5.VALID_START_DATE_TIME c195,T5.VALID_END_DATE_TIME
c198,T5.VALID_EDITION_IDc201,T6.VALID_START_DATE_TIME c204,T6.VALID_END_DATE_TIME
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c196,T7.VALID_END_DATE_TIMEc199,T7.VALID_EDITION_ID c202,T8.NAME1
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c191,T9.HIERARCHY_TYPE_ID c177,T9.NAME c179,T10.ORGANIZATION_TYPE_ID c178,T10.NAME c171,T11.VALID_START_DATE_TIME c197,T11.VALID_END_DATE_TIME c200,
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T0.EFT_ACCOUNT_NUMBER c18,T0.ACCOUNTING_CONTACT c19,T0.COMMERCIAL_LINES_CONTACT
c20,T0.PERSONAL_LINES_CONTACT c21,T0.COMPUTER_SPECIALIST
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c53,T0.PERSONAL_MIX_PERCENT c54,T0.COMMERCIAL_MIX_PERCENT
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c59,T0.YEAR3_VOLUME_EXPECTED_AMOUNT c60,T0.YEAR1_EXPECTED_GROWTH_RATE
c61,T0.YEAR2_EXPECTED_GROWTH_RATE c62,T0.YEAR3_EXPECTED_GROWTH_RATE
c63,T0.FINANCIAL_STATEMENT_FLAG c64,T0.PERPETUATION_PLAN_FLAG c66,T0.MARKETING_PLAN_FLAG
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c82,T0.YEAR2_PROFIT_SHARING_VOLUME
c84,T0.YEAR3_PROFIT_SHARING c85,T0.YR3_RLTV_T_APPNTMNT_CODE
c86,T0.YEAR3_PROFIT_SHARING_VOLUME c88,T0.YEAR4_PROFIT_SHARING c89,T0.YR4_RLTV_T_APPNTMNT_CODE
c90,T0.YEAR4_PROFIT_SHARING_VOLUME
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c112,T0.PERSONAL_LINES_MGR_NAME c114,T0.PSC_FEE_AMOUNT c115,T0.PRSNL_LNS_MGR_APPRV_DCLN_DT
c116,T0.PSC_FEE_PERCENTc117,T0.CMMRCL_LNS_MGR_APPRV_DCLN_CODE
c118,T0.AGENCY_APR_SCORE c119,T0.COMMERCIAL_LINES_MGR_NAME
c121,T0.CMMRCL_LNS_MGR_APPRV_DCLN_DT c122,T0.MRKTNG_BRNCH_MGR_APPRV_DC_CODE
c123,T0.MARKETING_BRANCH_MGR_NAME c125,T0.MRKTNG_BRNCH_MGR_APPRV_DCLN_DT
c126,T0.HM_OFFC_OFFCR_APPRV_DCLN_CODET0.HOME_OFFICE_OFFICER_NAME
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T0.TRAVEL_CREDITS c135,T0.TRAVEL_CREDITS_NEEDED c136,T0.BANK_ACCOUNT_NUMBERc137,T0.AGENCY_ID c138,T0.BACK_GROUND_CHECK1 c139,T0.BACK_GROUND_CHECK2 c140,T0.BACK_GROUND_CHECK3 c141,T0.PRESIDENT_COUNCIL_FLAG c142,T0.SOUTHERN_STATE_FLAG c144,T0.ACCOUNT_PAYMENT_STATUS_CODE c146,T0.LABEL_ADDRESS_TYPE_CODE c148,T0.SUSPENSE_FLAG c150,T0.SUSPENSE_REASON_OTHERc152,T0.SUSPENSE_START_DATE c153,T0.SUSPENSE_REVIEW_DATE c154,T0.DIVISION_CODEc155,T0.SUSPENSE_ORGANIZATION_ID c157,T0.CREATED_BY c158,T0.CREATION_DATE_TIMEc159,T0.LAST_UPDATE_DATE_TIME c160,T0.LAST_UPDATED_BY c161,T0.LAST_UPDATING_PROCESS c162,T0.MASTER_AGENCY_FLAG c180,T0.VALID_START_DATE_TIME c185,T0.VALID_END_DATE_TIME c186,T0.VALID_EDITION_IDc187 from TFOR_ORGANIZATION T2,TFOR_ORG_TYPE T3,TFOR_ORG_HIERARCHY T5,TFOR_ORGANIZATION T6,TFOR_ORG_HIERARCHY T7,TFOR_ORGANIZATION T8,TFOR_HIERARCHY_TYPE T9,TFOR_ORG_TYPE T10,TFOR_ORG_HIERARCHY T11,TFOR_ORGANIZATION T12,TFOR_HIERARCHY_TYPE T13,TFOR_ORG_TYPE T14,PPAC_AGENCY T0whereT0.AGENCY_ID=T2.ORGANIZATION_ID andT2.ORGANIZATION_ID=T5.ORGANIZATION_ID and 2=T5.HIERARCHY_TYPE_ID andT5.PARENT_ORGANIZATION_ID=T6.ORGANIZATION_ID and--T6.ORGANIZATION_ID=T7.ORGANIZATION_ID and 2=T7.HIERARCHY_TYPE_ID and--T7.HIERARCHY_TYPE_ID=T9.HIERARCHY_TYPE_ID and--T7.PARENT_ORGANIZATION_ID=T8.ORGANIZATION_ID and--T8.ORGANIZATION_ID=T11.ORGANIZATION_ID and 2=T11.HIERARCHY_TYPE_ID and--T11.HIERARCHY_TYPE_ID=T13.HIERARCHY_TYPE_ID and--T11.PARENT_ORGANIZATION_ID=T12.ORGANIZATION_ID /* this is it */--and T12.ORGANIZATION_TYPE_ID=T14.ORGANIZATION_TYPE_ID /* and this */--and T8.ORGANIZATION_TYPE_ID=T10.ORGANIZATION_TYPE_ID /* and this */--andT2.ORGANIZATION_TYPE_ID=T3.ORGANIZATION_TYPE_ID and--and T5.VALID_START_DATE_TIME--<= TO_DATE('2000/10/09','YYYY/MM/DD') and T5.VALID_END_DATE_TIME > TO_DATE
--('2000/10/09','YYYY/MM/DD') and T7.VALID_START_DATE_TIME <= TO_DATE--('2000/10/09','YYYY/MM/DD') and T7.VALID_END_DATE_TIME > TO_DATE('2000/10/09',--'YYYY/MM/DD') and T2.VALID_START_DATE_TIME <= TO_DATE('2000/10/09',--'YYYY/MM/DD') and T2.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') andrownum > 0and (/*(T3.NAME like hi%' or T3.NAME like Erg%' or T3.NAME like erg%' or T3.NAMElike 'AG%') and */upper(T3.NAME)='AGENCY')and (/*(T10.NAME like Br%' or T10.NAME like 'Br%' or T10.NAME like bore%' or T10.NAMElike 'BR%') and */upper(T10.NAME)='BRANCH')and (/*(T14.NAME like 're%' or T14.NAME like 'Re%' or T14.NAME like bore%' orT14.NAMElike 'RE%') and */upper(T14.NAME)='REGION')and (/*(T13.NAME like 'ma%' or T13.NAME like 'Ma%' or T13.NAME like ma%' or T13.NAMElike 'MA%') and */upper(T13.NAME)='MARKETING')and T9.HIERARCHY_TYPE_ID=2--and T11.VALID_START_DATE_TIME <= TO_DATE('2000/10/09',--'YYYY/MM/DD') and T11.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD')--and T6.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and--T6.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and--T0.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and--T0.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and--T8.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and--T8.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and--T12.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and--T12.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD')) T1,TFOR_ADDRESS T4--where T1.c167=T4.ORGANIZATION_ID(+) and '1'=T4.ADDRESS_ORDER_CODE(+)-- and t4.VALID_START_DATE_TIME(+) <= TO_DATE('2000/10/09','YYYY/MM/DD') and--T4.VALID_END_DATE_TIME(+) > TO_DATE('2000/10/09','YYYY/MM/DD')Order By T1.c185 ASC
•1 SQL statement•14 tables•58 where clauses•206 columns•11,000 characters
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Store in anyRDBMS(.xls file)
Universal ApplicationRendering Engine
(Excel.exe)
Ray Lane’s Universal Application
Define yourapplication
Universal Applicationrenders
your application
Yourapplicationsdescription
No DesignSpecification
(Excel)
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Universal Application Implicatons
SPEED: Automates 90% of the processQUALITY: Renders perfectly every timePOWER: Every application has featuresyou’d never think nor ever afford toinclude
And …
Disruptive Marketing Technologies& Guerrilla Warfare 2004
… the ultimate implication:
Offshoring applications development isas ludicrous as a CFO’s farming outspreadsheet design and development tothe IT department
So who has a universal application?
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Yes, Virginia,there is sucha thing asinnovation!
Disruptive Marketing Technologies& Guerrilla Warfare 2004
I am not jingoistic. AsTony Schwartz oncesaid: “You’re going topay me handsomely,and I’ll be whateveryou want me to be.”
Lee Marvin movie clipfrom XICat Balou:
“I ain’t got nothin’against Injuns.”
Disruptive Marketing Technologies& Guerrilla Warfare 2004
Same old war; new weaponsEverybody has high broadbandwidthGive away single-user/development-only licensesSell VersionONE two-week miracles toself-qualified customersQ: How to turn VersonONE into deploy?A: Write a check. PeriodCommon cause, common enemy
Disruptive Marketing Technologies &Guerrilla Warfare 2004
Rick [email protected]
From Oracle to Salesforce.com to Arasys toTenFold… and beyond
Some “traveling music” for IT that can’t innovate:
MP3 song: Katmandu
[Have presentations with full video/audio clips; will travel.]