Marketing Investment

Any investment in marketing needs to be reviewed in terms of measurable metrics . Ultimately it has to show results .
Results in terms of number of new logos acquired, amount of new / incremental revenue it brought, etc.

Repeating the mantra “Cloud first” is not marketing. It is similar to the shouts that participants of a crowd gathering make. Such shouts may make some noise as long as the shouting continues but it does not create any lasting brand equity .

What is Teradata’s brand equity ? If we are perceived good in terms of hybrid solutions but instead marketing spends $$ on shouting “Cloud first” , that money is not only wasted but also creates brand confusion.

If marketing efforts for the past three years are not able to move the company a bit, it is about time the CMO owns the responsibility and moves out .

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7 replies (most recent on top)

First best step is to remove CT & ME from their positions - those two are literally the "mean girls" of Marketing who don't bring anything new to the brand.

Why is it taking so long to get rid of the marketing management and contractors? You know the definition of insanity...keeping the same losers on the payroll and expecting success.

All they have to show is NPath, last innovation that may have worked in early 2010s but is of no relevance in 2020s. It doesn't"t matter how many videos in fancy shirts they post online - well done Siri. Sorry CTO, think of sth else than burning man excesses

I joined TD engineering when they were spun off TTI, a division of Quotron circa 1978. The only "marketing" plan was to sell enough DBC1012 hack monsters into IBM mainframe sites to make TD look sufficiently real to entice some Sugar Daddy into acquiring the mess at a premium, thus making all us startup monkeys rich. AT&T took the bait circa 1990. If not for that, TD would have joined the "how not to..." list along with DRI, Osborne Computer, etc. I guess you all have finally arrived. Glad I missed the ride.

CT measures marketing investment by how many expensive meals the Bay Area marketing agency will treat him to.

Teradata has not had anything s-xy on the truck since the bynet. Every so-called innovation since was an incremental improvement. Revenue was driven by floor sweeps, new customer acquisition and the attendant professional services engagements to drive implementation.This was sufficient until around 2013, before Teradata penetrated virtually every major corporation in every vertical. Now they are left with floor sweeps and transition to the cloud for existing custoomers. The bynet was a cash-cow for Teradata that served as a thinly veiled excuse for lack of new product innovation.

This company doesn’t have a marketing problem. 9 out of 10 existing customers would like to leave Teradata and there’s nothing s-xy on the truck. Go look at PMs/PS, the product roadmap, or unengaged AEs.

Thread regarding Teradata Corp. layoffs

Marketing Investment

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