The vendor market is increasingly commoditized. Between 2023 and 2024 alone, the number of independent software vendors rose from over 11,000 to more than 14,000. It is harder and harder to build products that are adequately differentiated.
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The shift squeezing vendors

In the history of CRM and then marketing technology (martech), vendors have developed offerings without critical understanding of the marketing or customer domains – delivering limited products and features. In an equally uneducated market, the use of internally conjured pseudo metrics to support sales was effective, but times are changing.

Today, companies are increasing their investment in staff education, and vendors must level-up their product development approach accordingly. In addition, managers, technical presales, and sales personnel require deeper domain expertise to engage customers more critically or risk being out-gunned – and out-sold – by those that do.

Recommendation

We recommend the Mini MBA in Customering for all all senior managers, product and sales leaders and their teams, and the Mini MBA in Customer Technology for all product development, architects, and technical pre-sales staff.

Make the Field Bell Institute part of your CPD and quality education program.