Last evening I started sorting out collected artwork to rehang in our new home. The one shown above definitely makes the cut and will be positioned where it’s hard to miss.
For those that don’t know, it’s the original of a print that was reworked as an SAP TechEd giveaway (forgotten which year - sorry) where the word ‘fucking’ was replaced by ‘freaking’ as a nod to some semblance of civility but without diluting the meaning behind the message.
Looking back, it was an event highlight to present the revised version to then SAP executive board members and to have sets presented to SAP Mentors with a mandate to give one to someone they felt would benefit. It was the reaction that mattered and which has resonated down the years.
And then I read Jon Reed and Brian Sommer’s exhortation to event planners penned just a week ago. It’s a painful read.
As I said on LinkedIn, Jon and Brian’s words leave me sad. The issues outlined are not new. They’re an ongoing laundry list at which some vendors will eye roll on the basis the authors sound like a broken record.
In my brief remarks, I said:
What vendors don’t understand is that when expectations are low, it’s hard to get analysts excited, even when there are good things to see and discuss.
The broader question for me is simple: did anyone REALLY miss the mega events? Did it make that much difference to pipeline?
The thrust of Jon and Brian’s remarks are aimed at keynote issues. In the past, vendors argued with me that these sessions are not aimed at media and analysts but customers and partners. I get the logic but I always found that response disingenuous. It assumes customers are stupid. It also assumes that customers don’t care or don’t read what ‘we’ have to say about these events. How wrong they are!
My experience at these events meant that in my final five or so years, I rarely attended keynotes in person. I preferred to catch them from the cheap seats while also planning what I’d be doing during the event to find value that could be passed on.
Looking back, I missed a trick. Instead of criticising event organisers from my blinkered perspective, I should have asked a basic question: what is the real purpose? Is this a customer conference or an extended flogathon? I know the answer and it changes my perception of how media and analysts might better approach the keynotes.
If it’s all about sales then expecting authentic customer panels or anything other than hyperbolic CEO speeches at keynotes is wholly unrealistic. We need to get over our own wish lists.
But then I also think that the optics can be so much better and provide media and analysts hooks for further discussion. If only vendors would remember that Job #1 is to be totally fucking amazing, not totally fucking dozy. By amazing, I don’t mean nodding furiously in the direction of market analysts by telling the world how awesome you are. Those remarks can be reserved for market day events.
As a customer there are three key things I want to take away from a keynote. Each should be easy to deliver and set me up for the remainder of the event:
A sense of comfort that I’m in good company in my vendor choice. Fresh, punchy and relevant reference stories is a good start.
A forward but realistic look at what’s coming that’s relevant to me and my business. Well thought through industry roadmaps are essential.
Action points I can take back that help add value to existing investments that keep my team excited. Telling me something I don’t know would be great.
In the meantime I’m happy to hear that I’m missing nothing and not dreading those tired, dreary keynote formats.