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Introduction

Marketer: “Well, it would improve our ability

to interact with our audience, among other

things.”

CEO: “That doesn’t tell me anything. Does it

bring in any sales leads? Will our reputation

increase? Are there any risks involved?”

Marketer: “That depends on a lot of factors.

If we...”

CEO: “You lost me. Come back when you

have a business case. Or when our

competitor starts doing it.”

If there’s one thing companies have learned from the past decade of technical innovation, it’s to think twice before investing in anything new that comes along – especially when it’s not clear what the costs and benefits will be. The days of corporations spending money on new technology just because ‘it looks cool’ or ‘everybody else is doing it’ are definitely over (for now, at least). Of course, making such a cost-benefit analysis is always difficult, but most innovations can at least be compared to their predecessors – making it easier to paint a picture of the impact they might have. A new multifunctional printer, for instance, could lower your printing costs, make your brochures look nicer, offer extra capacity – but in the end it’s still a printer. It will very likely print and scan stuff, but the chances that it inadvertently influences your sales process are minimal.

The fourth step involves looking at the noninfluenceable success factors for your own specific situation, and adjusting step 1 to 3 accordingly.

1. Identify possible benefits

2. Determine requirements

3. Evaluate alternatives

4. Adjust for non-influenceable success factors

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