The Rona and Weird Fumes of Content Marketing
October 8, 2020
My suspicious nature kicked into a higher gear when I read this sentence in the Fast Company essay “This One Concept Will Transform the Future of Work Post-COVID-19: Soon We’re All in This Together Will Become This Is a Crisis and We’re Fighting It Together.”
Right now, at SAP, we are transitioning our entire marketing events over to digital, while at the same time creating the processes, acquiring the skill sets, and building the new technologies in order to do so.
The author is an employee of SAP, the IBM-esque outfit which coverts a licensee to its systems and methods for doing “work.” I think of SAP as the company which developed the Trex search system. Whatever happened to that? I may have to look into its fate, but SAP is not a company evoking keen interest here in Harrod’s Creek.
What is interesting is this Transform the Future of Work essay.
One idea in the write up is that some companies cannot complete a digital revolution. I agree. The question becomes, “What does a company have to do to make effective use of new technology?” The answer appears to be: License SAP. That’s super if one has money, time, resources, and knowledge of exactly what to do to reach an SAP representative and cut a deal.
The write up features a number of interesting references. These are “stories” and the implication is that each of the named entities has mastered the revolution and is zipping to the future.
The write up explains:
The root problem here is that many businesses don’t think, when things are going well, that they need to invest in other aspects of the business. Even here at SAP, the conversations we were having at the end of 2019 were “How can we turn our 25,000-person event into a 50,000-person event?” It’s not until physical events get shut down altogether that you realize you should have been asking a different question.
Yeah, right. SAP is part of the transformation. Content marketing is more important than the Rona revolution. I am not convinced that SAP has:
- The ability to predict the future
- The technology to deal effectively with the work modalities now in place
- The track record to convince a small or mid sized business to embrace SAP when there are other options available.
Nice try at sounding like a real management consultant. Sorry, no cigar for you. There’s plenty of smoke in the air now.
Stephen E Arnold, October 8, 2020
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