Software Pulse

Business Strategy for Software Executives

April 21, 2009

Steve Woods

Understanding Digital Body Language

Learning to recognize clues during the online sales process will improve the measurability of marketing - and its success.

By Steve Woods, Eloqua

As a software buyer progresses through the various phases of the buying process, he or she interacts with the vendor’s organization by seeking, receiving, using, and responding to information. In the past, all interactions were largely face to face or by telephone and the sales professional was able to read the subtle clues and nuances- the forward-leaning posture, the raised eyebrows, the tone of voice, and more.

Can that same level of interaction and interpretation be achieved in the digital world? Can marketers define and read a “digital body language” that offers consistently predictive clues and insights into buyer behavior? Absolutely.

Digital body language is an art and science that revolves around detecting and understanding prospective buyers’ signals and intentions to better communicate with them. The transition that began a decade ago with the arrival of the Internet and its many new sources of information will require a significant rethinking on the part of marketers, sales professionals, and the organizations they serve.


SF Bay Area Tech CXO Dinner

May 5 in Palo Alto, Calif.

Join your executive peers for a dinner and networking event for a stimulating discussion on “Innovation in the Era of Economic Uncertainty.” The forum of VP and C-level executives from large technology companies will be led by Marthin De Beer, SVP, Emerging Technologies Group (ETG), Cisco Systems, Inc. and M.R. Rangaswami, publisher of

Click here to register.

Oracle Buys Sun to Protect its Flank

Peter Goldmacher The $7.4 billion-dollar deal is done. Now Peter Goldmacher of Cowen takes a closer look at the implications of the Oracle-Sun merger in terms of Java, hardware and partnerships in this post to the Blog on M&A.

Achieving a 52x Return on Capital

Javier Rojas Javier Rojas of Kennet Partners speaks to “Jassi” S. Chadha of marketRx about how morphed his business model and an initial angel investment of $750,000 into a $145 million exit. Read how in this post to his Blog, Return Leaders.

R&D Globalization in China

Praveen Bhadada Praveen Bhadada presents the topline findings of a Zinnov study into the R&D market in China. Read more about captive centers and the service provider ecosystem in the Blog on offshoring.

Publish Your Perspective! wants your opinions. Send your thoughts on the enterprise software industry to editor, Maryann Jones Thompson ( and have your opinions published on our site.

R&D in the Downturn

Despite the economic downturn, many companies are reluctant to cut R&D activities, viewing them as a source of competitive advantage. Companies that gain the greatest benefit from R&D are actually expanding their programs. Read the findings and implications of this McKinsey Global Survey in this article from The McKinsey Quarterly.

TWTRCON SF 09 - The Twitter for Business Conference

May 31 at the Hotel Nikko, San Francisco

Companies are using Twitter to reach and engage customers, influence opinions and activate markets. Attend TWTRCON SF 09 and learn which applications will give you the opportunity to create revenue and customers, find out how to use Twitter to listen to what you customers are saying, and network and share ideas with leading business, marketing, media and PR executives, key Twitter developers and social media experts. Register with promo code SANDHILL and receive a 20% discount at

News Update: A Q1 Quandary

The recession dents Google's revenue; plus, Satyam gets bought, Sun gets dissed and NetApp gets fined. Read these stories and more software news of the week in the latest Software News Summary.

Poll: Digital Sales Effectiveness?

Will the effectiveness of online sales optimization techniques ever match that of a seasoned human salesperson?
Take our Pulse Poll >>

Last week, readers gave their feelings on what drives sales today.
Give us your opinion and see the results >>

More at

Full coverage of the Oracle-Sun merger.
Read the most important enterprise software industry news of the week >>

Venture fundings hit an 11-year low.
Monitor the latest software venture capital deals >>

Objective Corporation acquired U.K. SaaS provider Limehouse Software.
Size up last week’s software M&A deals >>

NaviSite named Brooks Borcherding Senior VP of Sales and Chief Revenue Officer.
See who’s made it to the top in our list of recent software executive appointments.

Send us your feedback on this newsletter and the site.

Parting Thought

“To change and to change for the better are two different things.”
— German proverb

Courtesy of Malcolm Kusher, The Kushner Group


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