Lone-Wolf mindset leaves New Zealand technology companies behind
Selling model needs to change to grow technology sector to its full potential, finds annual study
Christchurch, 6 October 2014. Kiwi tech exporters are a long way behind their US counterparts in some key areas of
marketing and selling their products, particularly using ‘cloud’ or internet-based technology, finds the latest Market
Measures survey.
Conducted by marketing advisory firms Concentrate and Swaytech, the annual Market Measures survey drew data from over
300 New Zealand based technology companies on their approach to marketing and selling their products.
“At an average annual turnover growth rate of 38% our tech firms continue to do well,” says Owen Scott, Managing
Director of Concentrate, “but we remain a nation with a few large tech stars like Orion Health or Tait Communications,
and thousands of very clever, but small exporters.”30% of firms in the survey were over 10 years old, but over 70% of
them record annual turnover under $5 million.
The study found a ‘lone-wolf’ mind set dominates their approach to selling technology products. “They rely on a talented
sales person or sales team to do everything from finding prospects through to securing a sale, which restricts their
ability to efficiently grow a company of scale” Says Scott
The alternative is a more efficient, ‘pack’ approach – where a suite of indirect tactics are used to find, nurture and
qualify sales leads for the sales team to convert to customers.
“Benchmarks we have sourced from the world’s most successful technology industry, the USA, show indirect tactics (e.g.
direct marketing, advertising, email marketing, social media) deliver 80% of their sales leads, compared to 23% for the
average Kiwi technology company in this study,” says Scott.
“It is a stunning contrast and at the root of why we have such a long tail of very small companies, and not enough
hitting that magical $100 million annual revenue figure.”
“Faster and more sustainable growth comes from focussing on a market, undertaking indirect activities to warm that
market and qualify and generate sales leads for a sales force then to convert.”
Bob Pinchin, Director of Swaytech said the exciting aspect of the study is that much of this indirect activity can be
driven remotely over the internet, “In almost any business part of the buying process is conducted online, giving our
tech companies the opportunity to reach them cost effectively.” says Pinchin
The study found firms need to better embrace the internet as a channel to support their sales, produce the right kind of
marketing content for online channels, and use social media much more aggressively.
Copies of the report are available from www.marketmeasures.co.nz.
ends