Earlier this year I had a conversation with a shareholder from a Facebook-marketing tool. The meeting was about something totally different, so it was a conversation every opinion was free to come to table.
He asked what tool we use with our agency, and I named the tool. It was not his tool.
He asked if we considered the tool he invests in. And I did, we had tried it, a couple of years ago. But it was not for us. It wasn’t ready for our workflow and the way we optimize campaigns.
Most often in sales pitches for tools, sales people talk about the possibilities of the technical solution. And customers appeal to that. They buy it for the possibilities.
But what’s actually the case is the implementation. What are the processes behind it? Do you use the basis functionalities properly and with the right frequency? And so for the power functionalities? I’ve seen Hubspot do this, they are one of the companies that fully understand this.
Specs are only relevant if you intend to use them.