BPM Marketing – A Failure to Connect?

As we embark on another round of BPM navel gazing, otherwise known as the BPM conference season, I’m wondering whether the BPM Marketing community are failing to connect with our target audiences.

A couple of recent blog articles brought this to mind. This first article by Ian Gotts “Why does nobody care” highlighted the declining audiences at BPM conferences compared to huge audiences for CRM events.

This second post by Connie Moore highlights the failure of BPM to engage with the C suite, the majority of whom she says don’t really care about process and methodologies and are turned on by business outcomes, profit, market share, growth.

The role of marketing is to create connections. This is done by clearly defining the problem you are trying to solve and showing your prospect how your product or service does this (preferably with case studies to reassure the client). The two blog articles indicate that BPM is failing to connect.

Customers don’t buy BPM suites they buy solutions for business problems. BPM customers don’t wake up in the morning and say to themselves, you know I really need some complex rules, predictive analytics or social bpm. Instead they enter the office with problems they need to solve; transform customer support, drive increased revenue, lower service delivery costs or utilize their staff more efficiently.

Which brings me back to this year’s BPM conference season. How can we light a fire of interest in BPM and connect with our audience? I’ve an idea. BPM conferences regularly have solution provider sessions. These solution sessions however tend to be around the edges of the event, separate from the main conference tracks focusing on BPM technology and related topics like organizational change.

Conference organisers should flip this model on it’s head. Focus the event not on BPM technologies but on BPM Solutions, with solution tracks for Finance, Government, Telco, Retail etc. and push the BPM technology and theory sessions to the edge of the event. Let delegates see best practice elsewhere and learn from it, let them see what is possible with BPM rather than the potential of BPM. Then we’ll begin to connect.

Advertisements

One thought on “BPM Marketing – A Failure to Connect?

  1. How can we light a fire of interest in BPM and connect with our audience?
    You don’t Peter.

    http://bpmredux.wordpress.com/2012/03/08/what-the-fk-is-bpm-two-years-on/

    Like I’ve said, and have many others, Conferences are nothing more than cash generators and speed dating venues for both organisers and vendors alike. It’s a sad practice that really needs completely overhauled.

    And Customers don’t wake up in the morning thinking of BPM simply because they prefer to leave the house with a clear direction, sadly BPM is a wandering senile old man who left the house in his slippers with no idea where he’s going. Why ? Jargon.

    A post over 2 years ago and it’s still as fresh as the day it was written. Instead of marketing try educating.

    http://bpmredux.wordpress.com/2010/01/29/the-bpm-message-are-we-killing-it-with-noise-and-jargon/

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s