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Recent Commentary & Analysis from Jennifer Matt

Jennifer Matt is the managing editor of WhatTheyThink's The Web and Print blog.  Jennifer is also currently an independent consultant focusing on the intricacies of print enabled eCommerce (web to print). She has spent the last 16 years working exclusively on web to print technology solutions, starting with a joint venture between Adobe and Kinko’s in the early 90’s and most recently as the President of NowDocs.

Please offer your feedback to Jen. she can be reached at jen@whattheythink.com.

Displaying 1-24 of 39 articles

Premium Content Need to Scale Your Sales? Invest in Marketing

Published December 17, 2013

The online world enables good online marketing to escort prospects through the sales process (know me, like me, trust me, and pay me). Online marketing is a path to scaling your sales reach.

 

Premium Content Use Technology to Change Behavior

Published December 3, 2013

Technology promises great potential to create leverage in our business. Leverage isn’t created in the purchase of technology; real leverage comes from how the use of the technology changes the behavior of the people who use it.

 

Premium Content How Would You Sell Against Yourself in Your Largest Client?

Published October 11, 2013

When I interview print sales representatives and ask them why their customers do business with them, they almost always say because we have a great relationship, our service is great, and our people are great. Relationship selling is a very common way to sell.

 

Premium Content A Passive Print Business Doesn’t Work Anymore (Be Assertive)

Published September 24, 2013

The default for decades has been, when you want to communicate something (a marketing message, information, education, compliance message, etc.) you contacted your printer and discussed the timeframe, manufacturing specifications, and quantities. Printers could be passive

 

Let’s Proactively Evolve Print from Outbound to Inbound Marketing

Published August 27, 2013

Outbound marketing is promotion-based; spread the message about my company, my products, and my services to as many people as I can interrupt in the hope that some will find the message relevant. Print examples of this are blasting out huge direct mail campaigns to strangers, newspaper advertisements, and billboards.

 

The Software You Buy vs. the Software You Use

Published August 20, 2013

A 2002 Standish Group study of software projects found that 45% of features were never used and only 20% features were used often or always. We base our software investment decisions on the number of features a product has and then we fail to utilize 80% of those features. Does that make sense to anyone?

 

Make Great Software Decisions

Published July 30, 2013

We collectively make a lot of poor software decisions, according to my very bias and unscientific research we make way more mistakes in this area than we do with other business decisions. What is it about technology that causes a collective brain freeze when it comes to making good decisions?

 

Premium Content Printer’s Marketing Efforts: The Untold Story

Published July 23, 2013

For many years I cringed every time I heard someone in the print industry say, “printers need to become marketing service providers.” My initial reaction was always, are you kidding me?

 

The Pace of Change Around You

Published July 2, 2013

I was involved in an RFP-like process recently, the organization made the following statement which I haven’t stopped thinking about since it dropped into my consciousness.

 

Why Most Sales Pitches/Presentations Suck

Published June 18, 2013

The number one best answer to any question posed by a prospect during the sales process is a clarifying question (hopefully several of them). The two best clarifying questions are, “what business challenge are you trying to solve?” and “how would you define wild success?”

 

A Printer’s Online Infrastructure Investment

Published June 4, 2013

Doing business online requires an infrastructure investment. Your business needs to be able to control content, commerce, and customer engagement online from your home base online – your domain.

 

Premium Content A Real Commitment to Change

Published May 21, 2013

A commitment to real change requires real risk because you have to be all-in for it to work. Too many technology projects fail because nobody was committed to bring forth the change necessary for success.

 

Premium Content Technology’s ROI Requires People

Published May 7, 2013

Technology alone does not create value, differentiation, or competitive advantage. It has to be combined with strategy and execution (by your people) – that’s where real differentiation happens.

 

Premium Content Business-to-Business Commerce aka Web-to-Print

Published April 9, 2013

Business-to-business commerce may not be getting the headlines in the print industry, yet across all industries in the US it’s nearly twice the size of the business-to-consumer market. It’s vital that printers understand the B2B opportunity and not confuse it with jumping into a price war with retailers online.

 

Premium Content What Job Does Web-to-Print Do for Your Customers?

Published March 12, 2013

Web-to-print is a product that should do a “job” for you and/or your customers. When you look at technology purchases through the lens of “jobs” you focus on what’s really important.

 

Premium Content Your #1 Strategic Imperative: Build a Learning Organization

Published March 4, 2013

The greatest investment you can make in your business is to assure you living the example of a lifelong learner for your organization and then surround yourself with other lifelong learners.

 

Premium Content Buying Print Software: A How To Guide

Published February 12, 2013

Too many mistakes (big ones) are being made in our industry around software purchases at a time when nobody can afford expensive mistakes. Virtually all of these mistakes are preventable.

 

Premium Content Web Strategy vs. Web Technology

Published January 21, 2013

There is no shortage of talk about web-to-print technologies; there is too little talk about printer’s online strategies. Printers can talk for hours about how this or that web technology has failed them or this or that technology is what made all the difference.

 

Premium Content When Things Go (Sometimes Horribly) Wrong

Published December 7, 2012

We have a choice how we react to mistakes/failures. This is an area where we can learn from the technology startup world. Mistakes are learning events; sometimes very expensive but invaluable learning opportunities which should be analyzed to get everything you can out of them. Learning from mistakes requires you to remove the moral mindset to your reaction and replace it with an economic mindset.

 

Premium Content Print's Evolving Role in the Digital Economy

Published November 16, 2012

The print industry is facing a tectonic level change in the communication business. You have to chart a new course that takes these changes into consideration in order to remain competitive. There are many options; the only one that isn't viable is the status quo.

 

Premium Content Measuring Activity Instead of Results

Published October 19, 2012

Being busy does not equate to delivering results. We are so caught up in the culture of busy we forget to reflect on why we're doing what we do and how it contributes to the results we seek.

 

Premium Content Web-to-Print Acquisition Analysis: EFI Buys OPS

Published October 5, 2012

The web-to-print market is fragmented and hard to determine clear leadership or market share. EFI's acquisition of OPS consolidates the market (slightly). EFI's market share will grow, their product offering will be more comprehensive, and OPS will benefit from EFI's well developed channel partnerships.

 

Premium Content Expand Our Thinking About Web-to-Print

Published September 14, 2012

Web-to-print has to become the set of tools that enable printers to be competitive on the web. This is a whole lot more than a B2B business card site. It requires us to rethink the way we shop for solutions and partners.

 

Innovation: Easy to Talk About, Hard to Do

Published August 17, 2012

Who do we respect most in business? The individuals or companies who talk the best game or the individuals or companies who execute?

 

Hierarchy of Needs: Print Customers

Published July 30, 2012

Much like Maslow’s Hierarchy of Needs for humans, printers need to elevate their offerings above quality, service, and price in order to stay competitive.

 

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