5 Simple Tests to Improve Open Source Sales Messaging and Lead Qualification

Yes or no: When deciding to adopt open source software, intellectual property issues and security is a concern for my company. Now does answering yes mean that you are more likely to be American than European? According to Forrester, the answer is "Maybe Yes."

In their recent study Open Source Adoption: Notes From The Field, Forrester Research highlights a number of potentially fascinating insights in to the minds of those considering open source adoption. The study set out to interview European professionals who were considering or who had previously adopted an open source solution. In some instances, like the one above, they found cultural differences. Most importantly, the study succeeds in giving open source companies many ideas for improving their message and lead qualification. Here are 5 hypotheses open source companies can start testing tomorrow morning:

Hypothesis 1: When selling products like Openbravo Network (Professional Edition of our 3rd Generation ERP), messaging is more effective when prioritizing advantages for American and European audiences like this:
- USA: Legal Support for IP issues and Security > Included Software Support > Total Cost of Ownership
- Europe: Included Software Support > Legal Support for IP issues and Security > Total Cost of Ownership
Forrester said it: The amount of people in the United States concerned with Security is 71%, compared to just 45% for Europeans.

Hypothesis 2: It is more effective to play up open source as a huge product benefit in Europe than in America.
Forrester said it: Europeans are much less negative about open source than Americans, and more open to adoption.

Hypothesis 3: Add the question "Have you implemented an open source product in your company before?" to your End Client Lead Qualification Survey. At the end of 6 months, there will be a positive correlation between "yes" responses and qualified leads.
Forrester said it: Companies with initial success in open source are more likely to go after bigger investments.

Hypothesis 4: When visiting a potential end client you know has implemented an open source technology, ask the CEO "So has your company adopted any open source technologies?" If non-technical, greater than 50% of CEO's will say no.
Forrester said it: IT Decision makers are the ones adopting open source technologies, not CEO's. As such, CEOs may still fear open source without any idea of the cost savings and innovation occurring in their office. (Side note, they didn't say it, but I think they meant it: aiming marketing material to technical audiences rather than business audiences still seems to work).

Hypothesis 5: Improve the quality of your marketing information to clearly state the open source cost advantage in a PDF. The actual success measure is time elapsed before sales department starts asking for printed versions.
Forrester said it: After getting over the fear of open source, cost becomes a main driver.

The article gained notice from Matt Asay, who rightfully noted the shortcomings. While keeping this in mind, the article highlight some open source sales lessons that can be tested across borders or at home.... something that Larry Augustin is focusing on today.