Did you ever wonder why TRUST by the consumers contribute 25% of Apple’s Market Cap – which is like $205B? Tomasz Tunguz wrote on what trust means in business – “Brands are so valuable because they are the encapsulation of years long efforts to engender trust. …. Trust accelerates sales cycles, creates long term defensibility, and increases the value of a business overall. It’s the core purpose of marketing.”
Do you wonder why we insist on tracking our customers surreptitiously? A few years back when it became possible to see when someone opened your mail or which document she looked at, which page for how long etc it was novel and exciting. We were not reeling under Cambridge Analytica and numerous privacy breaches. We were not answerable under legislations like GDPR or CCPA.
A lot of SAAS founders I talk to scoff at explicit permission to track user action and think this is okay (I send my deck too!) while speaking eloquent about the need for TRUST to sell. But does it really serve any purpose? Or are they merely vanity matrix for sales? A equivalent of APP download numbers without DAU? 90% of the SalesTech SaaS are guilty of surreptitious tracking.
It’s time to come clean.
Where I learnt this #394
TRUST IS AT THE CORE OF SOFTWARE MARKETING