The new “speed” conversation
When you’ve been writing marketing about tech companies since the dawn of the millennium, as I have, you hear the topic of speed come up a lot. And rightfully so. It is, of course, a vital metric and, in a marketing sense, a crucial differentiator when selling your product to the masses.
5X faster than the competition.
It’s been interesting to watch those performance metrics explode. But a funny thing has happened to the speed discussion. More and more, it’s not really in terms of the measurable, like speeds and feeds. Now, it’s more conceptual. It’s about how fast you’re innovating or responding to changes in the industry landscape and with the demands of customers. This is the direct result of technology no longer servicing the business, but driving the business.
Yeah, your stuff is really fast. But everyone’s stuff is really fast, so it’s not as much of a focus of differentiation anymore. How many of us even seriously consider the performance specs of a laptop before buying it…with one click…on Amazon Prime…hoping you ordered it fast enough so it comes tomorrow and not — gasp — the day after tomorrow.
“Oh! I can get it same day? Meh. How many hours is that going to take?”
It’s not about being fast, because fast is a given. It’s being fast all the time, and being faster to innovate, and being fast enough to stay just ahead of the competition. Because, let’s face it, pretty much no one gets out way ahead and stays there.
Yeah, tech marketing is way different these days. And so much more exciting.
On this trip together
One company that’s very exciting these days is Okta, an identity management company and an AppDynamics customer. They use AppDynamics application performance management to help them follow through on what Hector Aguilar, Okta’s CTO and SVP of Engineering, describes as their “always on” culture. “Always On” even appears in the tab on your web browser when you go to okta.com.
We’ve recently posted a video that was featured at AppSphere 2016, as well as written a success story about our great relationship with Okta.
In the video, Mr. Aguilar payed us one of the most flattering and clever compliments we could have hoped for:
“If we don’t have AppDynamics, where we’re using it, it would be really like driving a car at 100 miles per hour with your eyes closed.”
And there it is again — speed. But not of their product (which is, of course, always on), but the speed in which Okta is moving within the industry. The speed at which they have to operate to meet the expectations of their customers — and their customers’ customers, employees and partners, who are all touch points of Okta’s solutions.
We’re incredibly proud to be helping Okta and other industry leaders concentrate on this incredibly fast-moving, twisty road that we’re all on together.