Not understanding your own technology is one way to damage your ad technology companies reputation.
In the ad technology business, sales people who represent new emerging technology sometimes have no idea how it really works, and are just selling marketing speak. These salespeople present a deck, promotional material, perhaps even deliver a demonstration of the technology, and sometimes these salespeople get a deal sold.
But when a client actually subscribes, buys, or deploys, the technology and it doesn’t work as described, the salesperson is often times at a loss. This happens — a lot, it’s called selling false expectations. It gets worse if the buyer bragged about it to his/her boss, or promised a client it could do what the salesperson told it would. And then it doesn’t.
Then again, the technology could work exactly as promised but it’s not grounded in sound marketing principles, so it never actually hits the right note with customers or your business.
This type of naive selling, where a sales staff doesn’t understand their own technology will end up creating an extremely bad reputation for your company, and it happens very fast. Our media community is still very small, and the moniker of “over promising and under delivering” are the kiss of death for any start-up.
To avoid making these mistakes, make sure that your salespeople have access to the technology staff, receive extensive training, and are not just “the sales people” but rather experts on how your technology works, and how it benefits your potential clients. Make sure you have someone on your end who also understands the technology and can ask the tough questions of your own company.
Also be wary of the sales that are generated by people who may have over promised on the technology. Know what the benefits are as well as the risks, and have contingency plans in place.