A blog by Oleg Shilovitsky
Information & Comments about Engineering and Manufacturing Software

5 Overused Buzzwords in PLM marketing

5 Overused Buzzwords in PLM marketing
Oleg
Oleg
27 May, 2013 | 2 min for reading

Technology field is deeply surrounded with different type of buzzwords. The terminology is a complicated part of enterprise software and PLM marketing is probably one of the most confusing zones. In general, buzzwords don’t mean something bad. However, when overused can lost their meaning for customers.

As part of having fun and blogging process, I’m following lots of other blogs and social media channels about PLM. I decided to come with a list representing the most overused PLM marketing buzzwords. This is not statistical research, so don’t blame me for accuracy. Also, these buzzwords are not unique for PLM and you can meet them in other fields as well. Here is here is my top 5 list – 1/ Value proposition; 2/ OOTB; 3/ Experience; 4/ Community; 5/ ROI.

1. Value Proposition – a promise of value as a result of specific product, component or technology usage. Value proposition is usually comes as a result of analyzes of benefits, cost and values of product/ technology to organization. The biggest problem of value prop definition in PLM is related to the cost. It is usually missing. The term is overused without specific characteristics applied to an organization.

2. OOTB (Out-of-the-box) – represents an ability of software and/or components to be implemented without specific customization and/or development services. Usually assumes features that can be used immediately after the installation. The problem of OOTB is over-promise of OOTB features with following consulting and service agreements.

3. Experience. The original concept of “experience” is coming from the ability of user to know how to use a particular software. For the last few years, “experience” became a powerful, but unfortunately very overused term claiming practically everything in terms of how to improve use of software including sales process and end user interface.

4. Community. The term comes from outside and not specifically related to software world. Usually, it is group of people sharing common interest. During the last 10 years, community term transformed into a measurable characteristic representing the group of people using your software. The problem of the term is the absence of a precise way to measure “community value”  in enterprise software. It is different from Facebook and other social networks.

5. ROI (Return of Investment). Another very general term used to calculate the efficiency of investment measured as proportion of benefits of investment and cost of investment. The higher is better. The problem of PLM ROI is to be calculated on very long period of time without specific tangible benefits.

What is my conclusion? People are tired of overused expressions and buzzwords. Count all marketing buzzwords in the marketing campaign you plan to run next week – probably you need to review the content to make your marketing more human and meaningful. Just my thoughts…

Best, Oleg

Recent Posts

Also on BeyondPLM

4 6
23 May, 2016

Innovation platforms is a new trend in engineering and manufacturing software. Read my earlier article Sweet Dreams about Product Innovation...

19 August, 2010

Summer is vacation time. I spent first week of August in Orlando Disney Word with family and my photo camera....

11 December, 2011

I’m a bit late with my top 5 review for November. It was a tough month for me because of...

6 March, 2023

I’m continuing to digest my 3DXW23 experience and what I learned. Design, engineering, and manufacturing are undergoing a radical transformation....

25 June, 2018

Last year I asked in one of my articles – Is PLM business Amazon Proof?  If you run a business,...

5 March, 2010

I had the chance to read Jim Brown’s post about SAP achievements in PLM. As usual, when PLM and ERP...

30 May, 2012

Social, Community, Website, Engineers, Challenges, CAD, MCAD, 3D Viewer… Everybody in CAD/PLM business understand, viewer is an important component of...

2 September, 2013

It has been long time since I discussed PLM and social trend on my blog. Social is going mainstream these...

27 March, 2015

I attended Develop 3D Live yesterday in Warwick UK. It is probably the only vendor independent event focusing on CAD, 3D,...

Blogroll

To the top