Marketing 102

All of us fortunate enough to have attended college probably shared a similar experience. We took the infamous 101 course in something that wasn't our major and did well. Hence, when we needed an easy class, the 102 course was an obvious choice. After all, how hard could 102 be? The answer: very hard.

Geology 101, a k a "Rocks for Jocks," was my learning experience. Every first semester it introduced scholar athletes to the differences between a football and spherical igneous materials. Second semester, however, the fine print I didn't read stated that Geology 102 was for geology majors.

I was stuck. This course was harder than anything in my major. Funny thing is, I loved it. Much to my amazement, I learned things that have stayed with me for life. So what does this have to do with telecommunications?

Look at the following list of words and phrases: scalable, standards-based, interoperable, low cost of ownership, 7x24 service, open, easily managed, price/performance leader, intuitive, robust, future-proof, multimedia-ready, and "backed by the most customer-focused company in the industry."

What's the product? What's the company?

Is this a new switching router from Cisco, Windows NT 5.0 from Microsoft, Definity ECS from Lucent, asynchronous transfer mode service from Sprint, an AT&T Solutions services offer, the Java operating system from Sun, an Internet gateway from Siemens, a Web phone from Northern Telecom or all of the above?

The correct answer is all of the above. The recent Networld+Interop show proved that convergence is here. The proof was in the identical nature of everyone's message and the capabilities that were on display.

The information technology marketplaces are mired so deeply in the buzzwords of "Marketing 101" that vendors have lost their ability to differentiate themselves and their products. They've even lost the ability to differentiate products from services. Sustainable value is not created by fooling yourself into believing that arranging the words of the day in a clever way enables customers to discern what makes you special. That kind of exercise is fodder for a Dilbert cartoon.

On purpose or by accident, someone needs to stumble into Marketing 102 during the second semester when majors take it. Case in point: Somebody needs to be educated that the words and phrases from the above list are admirable attributes-and also necessities if you want to be a player. They are checklist items, not differentiation points. Worse yet, through overuse, misuse and abuse, they have become meaningless. The big lesson from Marketing 102 is that "nothing beats the proof!"

We all know credibility begets customer interest and interaction, which beget sales, and sales beget more sales. It is time for the telecom sector to roll out the proof points behind product and service claims.

The telecom sector has proof that its networking offers are more available, affordable, reliable. What the sector has lacked is the ability to imprint this proof on the multimedia buyers of tomorrow, and for that matter on the computer press, which has that audience's mind share. What the sector has lacked is the boldness to set its own marketing course instead of heeling to the dictates of the computer industry.

There is an old adage about lawyers preparing for trial that advises, "If you can't pound the facts, pound the law; if you can't pound the law, pound the facts; and, if you can't pound either, pound the table." While the computer industry pounds the table, it would be nice to see the telecom industry at least attempting to pound the facts. Facts make a more compelling case than pounding the table.

By the way, there is a proof point for reincarnation, or at least of a spirit inhabiting the soul of someone who is still here.

It is no accident that WorldCom chief Bernie Ebbers is after MCI. Think about it. As George C. Scott in the movie "Patton" said when he defeated the German tank forces in Northern Africa, "Rommel, you _____. I read your book!"

If nothing else, Mr. Ebbers, read Mr. McGowan's book.