Customer Success: Aligning Marketing & Sales

There’s a great new case study on the Socialtext web site exploring how Amsterdam-based publishing giant Elsevier is using Socialtext’s collaboration platform to significantly improve coordination throughout its global sales and marketing teams. I’m delighted with this use case, because it encapsulates three key vectors I believe are essential for successful SaaS implementations: 1.  It’s […]

Why Do Enterprise 2.0 Pilot Projects Succeed or Fail?

In an excellent new blog post (8 Guiding Principles for Pilot Projects), Ross Dawson takes a look at pilot projects for enterprise 2.0 tools, and provides an overview on how to build and assess effective pilots. The pilot project is just one of the elements in Dawson’s useful Enterprise 2.0 Implementation Framework (shown below). I’d […]

Beyond the Use Case

I work in the Professional Services group at an Enterprise 2.0 software vendor, so I’m well aware that most companies licensing our collaboration platform do so because they have a specific application in mind – a use case. But lately, I’ve started to suspect that too much attention is given to the use case throughout […]

Let’s Stop Talking About Adoption

As more and more organizations start using social media tools, I’d like to propose a modest change in the way we talk about the “adoption” process. Let’s start calling it something else. Over the past year and a half, I’ve helped over a hundred organizations implement social networking tools, and have fallen easily into the […]