Disruptive Marketing Technologies _amp; Guerrilla Warfare 2004 by dffhrtcv3

VIEWS: 4 PAGES: 50

									   Disruptive Marketing Technologies &
   Guerrilla Warfare 2004


              From Oracle to Salesforce.com to Arasys to
              TenFold… and beyond
                                           Rick Bennett
                                   rick@rickbennett.com

[Have presentations with full video/audio clips; will travel.]
August 1984 - Ancient History




         Disruptive Marketing Technologies
              & Guerrilla Warfare 2004
That was then …



                    $650 media cost
                    $1,000 creative fee
                    In the days before “advertisement” appeared
                    The phone rang off the hook.
                    My ticket to six-and-a-half years of adventure




        Disruptive Marketing Technologies
             & Guerrilla Warfare 2004
Oracle’s First “LAST”
  “I have a litigation staff; let ‘em
  litigate!”
  Demoralize generals in the
  opposing army.
  “Our use of Cullinet, Information
  Builders, etc. trademarks in this
  advertisement is the least of their
  problems.”




                       Disruptive Marketing Technologies
                            & Guerrilla Warfare 2004
If it works, keep doing it!




          Disruptive Marketing Technologies
               & Guerrilla Warfare 2004
“Ah, the good old days.”
 One blurb in New Times magazine
 simultaneously catches the eye of
  TV network assignment editors.
 •ABC’s Good Morning America
 •NBC’s Today Show
 •NBC’s Tomorrow w Tom Snyder
 •Mike Douglas
 •PBS’s McNeil/Lehrer debating
 the head of the ACLU
 •Front page of every Sunday paper
 in the country on 11/7/76

                       Disruptive Marketing Technologies
                            & Guerrilla Warfare 2004
“I live for this …!”


                  Vin Diesel
                 Movie Clip




           Disruptive Marketing Technologies
                & Guerrilla Warfare 2004
… and this is now, 2004.
  SPAM is illegal
  The trade press is dead
  Wall Street actually expects profits

… and Regis McKenna says the marketing
 function ought to be automated,
 including advertising!
             Disruptive Marketing Technologies
                  & Guerrilla Warfare 2004
Regis McKenna 2001 Predictions
   More and more of marketing will disappear into the network.
   Productivity tools will shift businesses from product models to
   product/value-added service models
   Customer interaction and support will increasingly fall into the
   CIO’s domain
   Changing roles:
    o   CEO becomes the “Chief Marketing Strategist”
    o   CTO becomes the “Chief Novelty Officer”
    o   CIO becomes the “CRM Guru”
    o   The computer becomes the “Chief Customer-satisfaction
        Officer”
   “Will my advertising agency become a software company?”




                  Disruptive Marketing Technologies
                       & Guerrilla Warfare 2004
                            HERE

                              here




Disruptive Marketing Technologies
     & Guerrilla Warfare 2004
The “mother” of all guerrilla ads



             Tony Schwartz’s
              “Daisy” ad clip




           Disruptive Marketing Technologies
                & Guerrilla Warfare 2004
Applying lessons from the past
So SPAM
is illegal.

                  Second Hand Lions
                      movie clip:
                     Shooting at
                      salesman.


                                                  Times
                                                  change.
              Disruptive Marketing Technologies
                   & Guerrilla Warfare 2004
Viral Marketing: My Quest




         Disruptive Marketing Technologies
              & Guerrilla Warfare 2004
The single best seller? WOM
1. Imagine “viral marketing” applied to e-mail:
1. “Thank you for buying our . . .”
2. “Click here and we’ll give you . . . for every one of your
   friends to whom you refer us.”
3. [upon clicking, their Email address book comes up with
   each name checked] “Just uncheck those who you do
   not want to send an Email.”
4. An e-mail will be sent from the referrer to all checked
   friends. Service is cc’d and paid per referral.

                   Disruptive Marketing Technologies
                        & Guerrilla Warfare 2004
For example, selling software
Step 1: The vendor
sends a thank-you note
to the new customer,
and the note contains an
offer with a “click here”
button.




                 Disruptive Marketing Technologies
                      & Guerrilla Warfare 2004
Explain “the offer”
Step 2: You tell your
customer how the
referral process will
work.




                 Disruptive Marketing Technologies
                      & Guerrilla Warfare 2004
Now for the “patentable IP.”
Step 3 (the patentable
IP): Make it REALLY
easy with no typing to
make a referral. They
must UN-check those
for whom they do
NOT want their note
sent.




                 Disruptive Marketing Technologies
                      & Guerrilla Warfare 2004
No SPAM.




           Disruptive Marketing Technologies
                & Guerrilla Warfare 2004
Patent-pending IP captures:
  E-mail address of the referring party
  E-mail address of the recipient
  Date referral made
  Any depth of who-referred-who for
  numerous creative remuneration plans
  An ASP could get paid for referrals or,
  as negotiated, for sales results

             Disruptive Marketing Technologies
                  & Guerrilla Warfare 2004
Is the ad agency the
computer… ?



       Disruptive Marketing Technologies
            & Guerrilla Warfare 2004
… or is marketing ASP driven?
  Looks like Regis was right. Damn!
  Why worry about IT infrastructure?
  Salesforce.com hits the big leagues.
  Partners like Arasys make this possible.
  (Now that I’ve filed for the patent, I’m letting them do a test)




                    Disruptive Marketing Technologies
                         & Guerrilla Warfare 2004
Guerrilla Warfare Fundamentals
 His singular distinction of making the cover of
 Time Magazine on two consecutive weeks:




       9/2/96   Disruptive Marketing Technologies
                                                    9/9/96
                     & Guerrilla Warfare 2004
Political Wargaming
  Randomly select to be “projectable”
  Ask hypothetical question 1st time
  Mix your best “pro” rhetoric with …
  Rhetoric from your best and brightest
  assigned to “be your competition”
  Ask hypothetical question 2nd time
  Build a complete media/demog profile
            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
On-demand … guerrilla warfare?




          Disruptive Marketing Technologies
               & Guerrilla Warfare 2004
2004: The ASP Survey Generator

  Bypass the IT department
  Suck the look-and-feel from your
  client’s site (patent application in
  progress)
  Go into your management committee
  meetings loaded for bear


            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
Markets for ASP surveys:
  Customer attitude
  Conference attendee
  Magazine or newsletter subscribers
  On-line exams and quizzes
  Prospects self-qualify themselves
  Wargame competitive scenarios

            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
  2004 Rhetorical Wargaming




  Original Default

Regis was . . . uh . . . right!

                         Disruptive Marketing Technologies
                              & Guerrilla Warfare 2004
Ray Lane’s “New World Order”
    (from his Enterprise 2001 speech)

   CEO’s Have To Ask…..

   -the right economic structure?

   -the right governance?

   -the right business processes?

   -the right computing architecture?
          Disruptive Marketing Technologies
               & Guerrilla Warfare 2004
Ray Lane #1: The Right
Economics
  “In an open world, who needs
  Windows?”  [I’d like to shake this author’s hand, if I knew who it was.]


  If 94% of the desktops are Microsoft,
  then OpenOffice.org has missed the
  boat!
  What does your organization spend on
  Microsoft Office upgrades each year?

            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
Ray Lane #1: The Right
Economics (continued)
                   What is a
                  “Privateer?”

                   What is a
                   “letter of
                   marquis?”




         Disruptive Marketing Technologies
              & Guerrilla Warfare 2004
Ray Lane #2: The Right
Governance
  Sarbanes-Oxley means there is no
  friends-and-family stock allocation on
  Salesforce.com’s IPO.
  There is a growing demand that public
  companies, as well as political entities,
  disclose offshoring initiatives.


             Disruptive Marketing Technologies
                  & Guerrilla Warfare 2004
Ray Lane #3: The Right
Processes
  Salesforce.com has legitimized the ASP
  model.
  Marketing-automation companies like
  Arasys have been invaluable to
  Salesforce.com by bringing them into
  BIG accounts like Allstate Insurance and
  Jackson National Life.

            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
Ray Lane #3:
The Right
Processes
(continued)




        Disruptive Marketing Technologies
             & Guerrilla Warfare 2004
Ray Lane #3: The Right
Processes (continued)


            Flash animation
           rejected by Marc
               Benioff at
            Salesforce.com




         Disruptive Marketing Technologies
              & Guerrilla Warfare 2004
Ray Lane #3: The Right
Processes (continued)




 Thanks to Larry Ellison’s best friend, Steve Jobs,
 we all have complete movie/sound studios on our
          desks and even on our laptops.
               Disruptive Marketing Technologies
                    & Guerrilla Warfare 2004
Ray Lane #3: The Right
Processes (continued)


                 Flash ad for
               FertileEarth.com
               derived from the
                one rejected by
                 Marc Benioff

       Marc Benioff didn’t buy my idea,
    but it’s okay to plagiarize from myself!
             Disruptive Marketing Technologies
                  & Guerrilla Warfare 2004
Ray Lane #4: The Right
Computing Architecture
  What does it take to move the
  discussion from “just interesting” to
  “a matter of survival?”             Wordstar, anyone?


  What if it became as ridiculous to
  offshore applications development as it
  would be for a CFO to farm out
  spreadsheet design and development?

            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
Ray Lane’s spreadsheet basics
   Design your    Your spreadsheet                       Excel.exe
   spreadsheet      description                           renders
                                                      your spreadsheet




     Excel            .xls file                          Excel
No requirements                                        No testing

                  Disruptive Marketing Technologies
                       & Guerrilla Warfare 2004
3 Major News Mags Last Week




         Disruptive Marketing Technologies
              & Guerrilla Warfare 2004
. . . and a cartoon strip




           Disruptive Marketing Technologies
                & Guerrilla Warfare 2004
Select T1.c167,T1.c163,T1.c164,T1.c165,T1.c181,          T11.VALID_EDITION_ID c203,T12.NAME1               T0.TRAVEL_CREDITS c135,T0.TRAVEL_CREDITS_NEEDED c136,T0.BANK_ACCOUNT_NUMBER
                                                                                                           c137,T0.AGENCY_ID c138,T0.BACK_GROUND_CHECK1 c139,T0.BACK_GROUND_CHECK2 c140,
T1.c182,TO_CHAR(T1.c183,'YYYY/MM/DD'),TO_CHAR(T1.c184,'YYYY/M c172,T12.VALID_START_DATE_TIME c173,         T0.BACK_GROUND_CHECK3 c141,T0.PRESIDENT_COUNCIL_FLAG c142,
      M/DD'),T1.c193,                                    T12.VALID_END_DATE_TIME c174,T12.VALID_EDITION_ID T0.SOUTHERN_STATE_FLAG c144,T0.ACCOUNT_PAYMENT_STATUS_CODE c146,
                                                                                                           T0.LABEL_ADDRESS_TYPE_CODE c148,T0.SUSPENSE_FLAG c150,T0.SUSPENSE_REASON_OTHER
T1.c166,TO_CHAR(T1.c195,'YYYY/MM/DD'),TO_CHAR(T1.c198,'YYYY/M c192,T13.NAME c176,                          c152,T0.SUSPENSE_START_DATE c153,T0.SUSPENSE_REVIEW_DATE c154,T0.DIVISION_CODE
      M/DD'),T1.c201,                                    c175,T0.AGENCY_CODE c1,T0.DOMICILE_STATE_CODE     c155,T0.SUSPENSE_ORGANIZATION_ID c157,T0.CREATED_BY c158,T0.CREATION_DATE_TIME
TO_CHAR(T1.c204,'YYYY/MM/DD'),TO_CHAR(T1.c205,'YYYY/MM/DD'),T c2,T0.ENTERED_DATE c4,                       c159,T0.LAST_UPDATE_DATE_TIME c160,T0.LAST_UPDATED_BY c161,
                                                                                                           T0.LAST_UPDATING_PROCESS c162,T0.MASTER_AGENCY_FLAG c180,
      1.c206,TO_CHAR                                     T0.TAX_IDENTIFIER c5,T0.ENTITY_TYPE_CODE          T0.VALID_START_DATE_TIME c185,T0.VALID_END_DATE_TIME c186,T0.VALID_EDITION_ID
(T1.c196,'YYYY/MM/DD'),TO_CHAR(T1.c199,'YYYY/MM/DD'),T1.c202,  c6,T0.AGENCY_TYPE_CODE c8,                  c187 from TFOR_ORGANIZATION T2,TFOR_ORG_TYPE T3,TFOR_ORG_HIERARCHY T5,
      T1.c168,TO_CHAR                                    T0.BROKER_FLAG c10,T0.ESTABLISHED_DATE            TFOR_ORGANIZATION T6,TFOR_ORG_HIERARCHY T7,TFOR_ORGANIZATION T8,
                                                                                                           TFOR_HIERARCHY_TYPE T9,TFOR_ORG_TYPE T10,TFOR_ORG_HIERARCHY T11,
(T1.c169,'YYYY/MM/DD'),TO_CHAR(T1.c170,'YYYY/MM/DD'),T1.c191, c12,T0.PURCHASED_DATE c13,                   TFOR_ORGANIZATION T12,TFOR_HIERARCHY_TYPE T13,TFOR_ORG_TYPE T14,PPAC_AGENCY T0
      T1.c177,T1.c179,                                   T0.OTHER_BUSINESS_INTERESTS c14,T0.EFT_FLAG       where
                                                                                                           T0.AGENCY_ID=T2.ORGANIZATION_ID and
T1.c178,T1.c171,TO_CHAR(T1.c197,'YYYY/MM/DD'),TO_CHAR(T1.c200 c15,T0.EFT_VENDOR_NAME c17,                  T2.ORGANIZATION_ID=T5.ORGANIZATION_ID and 2=T5.HIERARCHY_TYPE_ID and
      ,'YYYY/MM/DD'),                                    T0.EFT_ACCOUNT_NUMBER c18,T0.ACCOUNTING_CONTACT c19,
                                                                                                           T5.PARENT_ORGANIZATION_ID=T6.ORGANIZATION_ID and
                                                                                                           --T6.ORGANIZATION_ID=T7.ORGANIZATION_ID and 2=T7.HIERARCHY_TYPE_ID and
                                                         T0.COMMERCIAL_LINES_CONTACT
T1.c203,T1.c172,TO_CHAR(T1.c173,'YYYY/MM/DD'),TO_CHAR(T1.c174                                              --T7.HIERARCHY_TYPE_ID=T9.HIERARCHY_TYPE_ID and
      ,'YYYY/MM/DD'),                                          c20,T0.PERSONAL_LINES_CONTACT c21,          --T7.PARENT_ORGANIZATION_ID=T8.ORGANIZATION_ID and
T1.c192,T1.c176,T1.c175,T1.c1,T1.c2,TO_CHAR(T1.c4,'YYYY/MM/DD
                                                         T0.COMPUTER_SPECIALIST                            --T8.ORGANIZATION_ID=T11.ORGANIZATION_ID and 2=T11.HIERARCHY_TYPE_ID and
      '),T1.c5,T1.c6,                                          c22,T0.COMMERCIAL_LINES_CLAIM_CONTACT c23, --T11.HIERARCHY_TYPE_ID=T13.HIERARCHY_TYPE_ID and/* this is it */
                                                                                                           --T11.PARENT_ORGANIZATION_ID=T12.ORGANIZATION_ID
                                                         T0.PERSONAL_LINES_CLAIM_CONTACT
T1.c8,T1.c10,TO_CHAR(T1.c12,'YYYY/MM/DD'),TO_CHAR(T1.c13,'YYY                                              --and T12.ORGANIZATION_TYPE_ID=T14.ORGANIZATION_TYPE_ID /* and this */
      Y/MM/DD'),T1.c14,                                        c24,T0.EFFECTIVE_CONTRACT_DATE c25,         --and T8.ORGANIZATION_TYPE_ID=T10.ORGANIZATION_TYPE_ID    /* and this */
                                                                                                           --and
                                                         T0.REVISED_CONTRACT_DATE
T1.c15,T1.c17,T1.c18,T1.c19,T1.c20,T1.c21,T1.c22,T1.c23,T1.c2                                              T2.ORGANIZATION_TYPE_ID=T3.ORGANIZATION_TYPE_ID and
      4,TO_CHAR(T1.c25,                                        c26,T0.AGENCY_ACCOUNTING_STATUS_CODE c27, --and T5.VALID_START_DATE_TIME
                                                                                                           --<= TO_DATE('2000/10/09','YYYY/MM/DD') and T5.VALID_END_DATE_TIME > TO_DATE
                                                         T0.ACCOUNTING_STATUS_CHANGED_DATE
'YYYY/MM/DD'),TO_CHAR(T1.c26,'YYYY/MM/DD'),T1.c27,TO_CHAR(T1.
      c29,'YYYY/MM/DD'),                                       c29,T0.AGENCY_STANDING_CODE c30,            --('2000/10/09','YYYY/MM/DD') and T7.VALID_START_DATE_TIME <= TO_DATE
                                                                                                           --('2000/10/09','YYYY/MM/DD') and T7.VALID_END_DATE_TIME > TO_DATE('2000/10/09',
                                                         T0.STANDING_CHANGED_DATE c32,T0.TOTAL_LOCATION_COUNT
T1.c30,TO_CHAR(T1.c32,'YYYY/MM/DD'),T1.c33,TO_CHAR(T1.c34,'YY



                                                        •1 SQL statement
                                                                                                           --'YYYY/MM/DD') and T2.VALID_START_DATE_TIME <= TO_DATE('2000/10/09',
      YY/MM/DD'),                                              c33,                                        --'YYYY/MM/DD') and T2.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and
TO_CHAR(T1.c35,'YYYY/MM/DD'),T1.c36,TO_CHAR(T1.c37,'YYYY/MM/D
                                                         T0.TERMINATION_LETTER_DATE                        rownum > 0
                                                                                                           and (/*(T3.NAME like hi%' or T3.NAME like Erg%' or T3.NAME like erg%' or T3.NAME
      D'),TO_CHAR                                              c34,T0.TERMINATION_EFFECTIVE_DATE c35,      like 'AG%') and */upper(T3.NAME)='AGENCY')
                                                         T0.TERMINATION_COMMENT c36,T0.PRSNL_TRMNTN_LTTR_DT c37,
(T1.c38,'YYYY/MM/DD'),T1.c39,TO_CHAR(T1.c40,'YYYY/MM/DD'),TO_                                              and (/*(T10.NAME like Br%' or T10.NAME like 'Br%' or T10.NAME like bore%' or T10.NAME
      CHAR(T1.c41,                                                                                         like 'BR%') and */upper(T10.NAME)='BRANCH')
                                                         T0.PRSNL_TRMNTN_EFFCTV_DT                         and (/*(T14.NAME like 're%' or T14.NAME like 'Re%' or T14.NAME like bore%' or




                                                        •14 tables
'YYYY/MM/DD'),T1.c42,TO_CHAR(T1.c43,'YYYY/MM/DD'),TO_CHAR(T1. c38,T0.PERSONAL_TERMINATION_COMMENT c39,     T14.NAME
      c44,'YYYY/MM/DD'),                                                                                   like 'RE%') and */upper(T14.NAME)='REGION')
                                                         T0.CMMRCL_TRMNTN_LTTR_DT c40,T0.CMMRCL_TRMNTN_EFFCTV_DT
                                                                                                           and (/*(T13.NAME like 'ma%' or T13.NAME like 'Ma%' or T13.NAME like ma%' or T13.NAME
T1.c45,TO_CHAR(T1.c46,'YYYY/MM/DD'),TO_CHAR(T1.c47,'YYYY/MM/D c41,                                         like 'MA%') and */upper(T13.NAME)='MARKETING')
      D'),T1.c48,T1.c49,                                 T0.COMMERCIAL_TERMINATION_COMMENT                 and T9.HIERARCHY_TYPE_ID=2
                                                                                                           --and T11.VALID_START_DATE_TIME <= TO_DATE('2000/10/09',
T1.c50,T1.c51,T1.c52,T1.c53,T1.c54,T1.c55,T1.c56,T1.c57,T1.c5 c42,T0.BOND_TERMINATION_LETTER_DATE c43,     --'YYYY/MM/DD') and T11.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD')




                                                        •58 where clauses
      8,T1.c59,T1.c60,                                   T0.BND_TRMNTN_EFFCTV_DT c44,T0.BOND_TERMINATION_COMMENT
                                                                                                           --and T6.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and
T1.c61,T1.c62,T1.c63,T1.c64,T1.c66,T1.c68,T1.c70,T1.c71,T1.c7 c45,                                         --T6.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and
                                                                                                           --T0.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and
      3,T1.c75,T1.c77,                                   T0.SPCLTY_TRMNTN_LTTR_DT c46,T0.SPCLTY_TRMNTN_EFFCTV_DT
                                                                                                           --T0.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and
T1.c78,T1.c80,T1.c81,T1.c82,T1.c84,T1.c85,T1.c86,T1.c88,T1.c8 c47,                                         --T8.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and
      9,T1.c90,T1.c92,                                                                                     --T8.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD') and
                                                         T0.SPECIALTY_TERMINATION_COMMENT                  --T12.VALID_START_DATE_TIME <= TO_DATE('2000/10/09','YYYY/MM/DD') and




                                                        •206 columns
T1.c93,T1.c94,TO_CHAR(T1.c96,'YYYY/MM/DD'),T1.c97,T1.c98,T1.c c48,T0.NUMBER_OF_COMPANIES_ADDED c49,        --T12.VALID_END_DATE_TIME > TO_DATE('2000/10/09','YYYY/MM/DD')
      99,TO_CHAR                                         T0.NUMBER_OF_COMPANIES_WITHDRAWN                  ) T1,TFOR_ADDRESS T4
                                                                                                           --where T1.c167=T4.ORGANIZATION_ID(+) and '1'=T4.ADDRESS_ORDER_CODE(+)
(T1.c100,'YYYY/MM/DD'),T1.c101,T1.c102,T1.c103,TO_CHAR(T1.c10 c50,T0.LAST_YEAR_GROWTH_RATE c51,            -- and t4.VALID_START_DATE_TIME(+) <= TO_DATE('2000/10/09','YYYY/MM/DD') and
      5,'YYYY/MM/DD'),                                   T0.LAST3_YEARS_GROWTH_RATE c52,T0.TOP3_AGENCY     --T4.VALID_END_DATE_TIME(+) > TO_DATE('2000/10/09','YYYY/MM/DD')
T1.c106,T1.c111,T1.c112,T1.c114,T1.c115,TO_CHAR(T1.c116,'YYYY c53,T0.PERSONAL_MIX_PERCENT c54,             Order By T1.c185 ASC
      /MM/DD'),T1.c117,                                  T0.COMMERCIAL_MIX_PERCENT


                                                        •11,000 characters
T1.c118,T1.c119,T1.c121,TO_CHAR(T1.c122,'YYYY/MM/DD'),T1.c123 c55,T0.BROKERED_BUSINESS_PERCENT c56,
      ,T1.c125,TO_CHAR                                   T0.SURPLUS_LINES_BUSINESS_PERCENT
(T1.c126,'YYYY/MM/DD'),T1.c127,T1.c129,TO_CHAR(T1.c130,'YYYY/ c57,T0.YEAR1_VOLUME_EXPECTED_AMOUNT c58,
      MM/DD'),T1.c131,                                   T0.YEAR2_VOLUME_EXPECTED_AMOUNT
T1.c133,T1.c134,T1.c135,T1.c136,T1.c137,T1.c138,T1.c139,T1.c1 c59,T0.YEAR3_VOLUME_EXPECTED_AMOUNT c60,
      40,T1.c141,                                        T0.YEAR1_EXPECTED_GROWTH_RATE
T1.c142,T1.c144,T1.c146,T1.c148,T1.c150,T1.c152,TO_CHAR(T1.c1 c61,T0.YEAR2_EXPECTED_GROWTH_RATE c62,
      53,'YYYY/MM/DD'),                                  T0.YEAR3_EXPECTED_GROWTH_RATE
TO_CHAR(T1.c154,'YYYY/MM/DD'),T1.c155,T1.c157,T1.c158,TO_CHAR c63,T0.FINANCIAL_STATEMENT_FLAG c64,
      (T1.c159,                                          T0.PERPETUATION_PLAN_FLAG c66,T0.MARKETING_PLAN_FLAG
'YYYY/MM/DD HH24 MI SS'),TO_CHAR(T1.c160,'YYYY/MM/DD HH24 MI   c68,
      SS'),T1.c161,                                      T0.LAST_YEAR_COMMISSION_INCOME
T1.c162,T1.c180,TO_CHAR(T1.c185,'YYYY/MM/DD'),TO_CHAR(T1.c186 c70,T0.SPCL_CMMSSN_CNTRCT_FLAG c71,
      ,'YYYY/MM/DD'),                                    T0.PSC_POTENTIAL_FLAG c73,T0.PROFIT_SHARING_CODE
                                                                   Disruptive Marketing Technologies
T1.c187,T4.PHONE_NUMBER1,TO_CHAR(T4.VALID_START_DATE_TIME,'YY c75,T0.YEAR1_PROFIT_SHARING
      YY/MM/DD'),                                        c77,T0.YR1_RLTV_T_APPNTMNT_CODE
                                                                        & Guerrilla Warfare 2004
TO_CHAR(T4.VALID_END_DATE_TIME,'YYYY/MM/DD'),T4.VALID_EDITION c78,T0.YEAR1_PROFIT_SHARING_VOLUME c80,
      _ID from ( Select                                  T0.YEAR2_PROFIT_SHARING c81,T0.YR2_RLTV_T_APPNTMNT_CODE
T2.ORGANIZATION_ID c167,T2.NAME1 c163,T2.NAME6                 c82,
      c164,T2.ORGANIZATION_TYPE_ID                       T0.YEAR2_PROFIT_SHARING_VOLUME
c165,T2.NAME2 c181,T2.NAME3 c182,T2.VALID_START_DATE_TIME      c84,T0.YEAR3_PROFIT_SHARING c85,
      c183,                                              T0.YR3_RLTV_T_APPNTMNT_CODE
T2.VALID_END_DATE_TIME c184,T2.VALID_EDITION_ID c193,T3.NAME   c86,T0.YEAR3_PROFIT_SHARING_VOLUME c88,
Ray Lane’s Universal Application
  Define your         Your                       Universal Application
  application      applications                        renders
                   description                     your application




  No Design      Store in any                 Universal Application
 Specification    RDBMS                        Rendering Engine
   (Excel)        (.xls file)                     (Excel.exe)

                 Disruptive Marketing Technologies
                      & Guerrilla Warfare 2004
Universal Application Implicatons

  SPEED: Automates 90% of the process
  QUALITY: Renders perfectly every time
  POWER: Every application has features
  you’d never think nor ever afford to
  include

 And …
            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
… the ultimate implication:
  Offshoring applications development is
  as ludicrous as a CFO’s farming out
  spreadsheet design and development to
  the IT department

  So who has a universal application?


            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
Yes, Virginia,
there is such
a thing as
innovation!



          Disruptive Marketing Technologies
               & Guerrilla Warfare 2004
I am not jingoistic. As                 Lee Marvin movie clip
Tony Schwartz once                       from XICat Balou:
said: “You’re going to                      “I ain’t got nothin’
pay me handsomely,                            against Injuns.”
and I’ll be whatever
you want me to be.”


              Disruptive Marketing Technologies
                   & Guerrilla Warfare 2004
The trade press is dead




          Disruptive Marketing Technologies
               & Guerrilla Warfare 2004
The new Bible




         Disruptive Marketing Technologies
              & Guerrilla Warfare 2004
Same old war; new weapons
  Everybody has high broadbandwidth
  Give away single-user/development-
  only licenses
  Sell VersionONE two-week miracles to
  self-qualified customers
  Q: How to turn VersonONE into deploy?
  A: Write a check. Period
  Common cause, common enemy
            Disruptive Marketing Technologies
                 & Guerrilla Warfare 2004
  Disruptive Marketing Technologies &
  Guerrilla Warfare 2004

[Have presentations with full video/audio clips; will travel.]

            From Oracle to Salesforce.com to Arasys to
            TenFold… and beyond
                                            Rick Bennett
                                           rick@rickbennett.com


     Some “traveling music” for IT that can’t innovate:
                   MP3 song: Katmandu

								
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