Undersold

We just wrapped up our 2nd annual Tagetik North American Users Conference in New York, which was by all accounts, a great success. The event sold out more than a month in advance the final numbers came in at more than triple our attendance of last year.  With over 100 attendees from more than 30 customer companies and 10 partner firms it was tight quarters at the Off-Site NYC but that made for a very interactive and social experience for all.

Tagetik US User Conference

It was the first night, at our dinner on the Refinery Rooftop with its inspiring view of the Empire State Building (if it wasn’t for the clouds), that I heard something I’ve never heard in my 20 years in the software industry. One of our clients called over our VP of Services and said, “I need to talk to you. I was undersold!”  

In all my many years in the software business, heck my entire career for that matter, I have never heard this statement from a customer. Of course once I heard that I couldn’t help but eavesdrop on the rest of the conversation. He went on to explain that he never realized how powerful Tagetik is, and how much it could be used for. His company had purchased Tagetik for Budgeting and Planning, and it has been a great success for his company, but now thanks to hearing such great stories from his peers at the conference, he understood first hand how much more he could be doing with the product.  Now he wants to build out a roadmap to explore expanding into other areas like cash flow planning, profitability analysis, and financial and narrative reporting.

As “a marketing guy” I should be beating myself up that as a company we were not inundating this poor soul with reams of marketing collateral, value propositions, and case studies about all the great things we can do.  But on the flip side I am thrilled that we have a solution that goes beyond our customers’ expectations; thrilled that we keep our focus on the clients’ needs during the sale cycle and implementation; and thrilled that I work for a company whose focus is on delivering the best product for our customers rather than the best product for an exit strategy.

What this off-the-cuff conversation proved to me is how much more powerful it is to hear from your peers than from your vendor.  We in marketing like to think we have the power to sway a purchase decision but the reality is that we can only lead a horse to water but it is seeing the other horses drink (and seeing them survive and thrive) that makes them drink.  All the marketing spend in the world cannot create happy customers; that comes from people, product, and the successful outcomes not marketing spend.

So, I want to take this opportunity to publicly thank our customers for taking the time out of their busy schedules to attend our conference and make it the success that it was, but even more so for their contribution to current and future success of Tagetik. We will never take that for granted.

Oh and one more thing, we had a lot of fun!

Tagetik US User Conference

 

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