BizSlate: Weaving QuickBooks Into ERP for Small Businesses

Laurie:  Hi, this is Laurie McCabe from SMB Group and today I’m talking to Marc Kalman, who is the CEO and founder of BizSlate, which provides inventory management solutions for small businesses. So, welcome Marc!

Marc:  Thank you. Glad to be here today.

Laurie:  Thanks for coming. We’re here at the QuickBooks Connect conference, a very appropriate place to be talking about small business solutions. I’m wondering, before we get into the specifics of what BizSlate does, can you tell us about your role how the company got started?

Marc:  Sure Laurie. I’ve been in the supply chain technology field my entire career. I started off as a software engineer right out of college, did that for about nine years and had the opportunity then to move into more of the practitioner side of things where I was an EDI (electronic data interchange) analyst for a while, I was a supply chain specialist at companies like Coach Leatherware, and then I had the opportunity to direct a team for a nine division accessories business in New York City. From there, I started my last company, which was, and still is a successful EDI provider, Easy Come Software.

What we found was, because of our unique way of addressing the market for small businesses, we were upwards of 90% more efficient than any of our competitors as far as a supply chain capabilities around EDI were concerned. That led to our customers calling up after a while saying, “Hey Marc, this is great what you’re doing for us in the world of EDI. While in our case it might be 70% or 80% of our business, it’s two customers and we have a thousand customers and we’re using QuickBooks and we want to see our inventory and we can’t keep track of things correctly. And people are traveling and need access to real-time information quickly to make important decisions and keep up with the market.”

So it caused me to look at what was going on in the supply chain space for small businesses and I saw that it was a big problem. I’m very passionate about the space, I’ve been involved with it for a very long time and decided, you know what? I’m going to go do something about it and so here we are.

Laurie:  So, what specifically does BizSlate do?

BizSlate_Logo2Marc:  So, we obviously we do integrate with QuickBooks, predominantly focusing on QuickBooks Online right now. That seems to be the direction that QuickBooks is pushing everybody towards anyway, and we want to be the forefront of that.

Laurie:  Right. And new companies are starting more with cloud-based offerings.

Marc: Exactly. We are web-based, and we focus on helping small businesses improve how they manage everything–customers, orders, vendors, inventory, logistics of the supply chain–and give them the tools that they need to succeed this very intense, omnichannel market.

Laurie:  Does it plug right into QuickBooks, Marc?

Marc: It does, seamlessly. We connect right to QuickBooks through APIs, so as you process documents in our system, let’s say like you post invoices or you receive inventory, if you go into QuickBooks you would instantly see those transactions.

Laurie:  It sounds like it kind of fleshes out QuickBooks beyond accounting and basic financials into what other companies would call ERP or Enterprise Resource Planning, with functionality that manufacturers or distributors might need.

Marc:  Correct. And you know, QuickBooks is great from an accounting system perspective. But certain businesses, particularly product-related businesses that have to track inventory, as they evolve, the operations aspect of QuickBooks doesn’t always keep up with the rate of growth. This causes companies to start looking outside of QuickBooks, at companies like MAS 90 or Dynamics. And until now, QuickBooks really hasn’t had a lot of defense against that. In fact we just did a demo for someone earlier and they said, “You know, QuickBooks plus BizSlate equals NetSuite.”

Laurie:  What are you finding in terms of the sweet spot of customers that are interested in BizSlate? I would expect you have a lot of QuickBooks users that say, “I like QuickBooks but I need more.” Any other kinds of people coming by that are interested?

Marc: There are two key areas that customers are attracted to us. One is what you just described, where someone is using QuickBooks, loves it, or their accountant wants them to stay on QuickBooks. They don’t want to have that disruption of having to change the whole system, they just want to expand functionality. We give them a nice path to be able to do that with a system that will help them not just today, but sustain them for the future. Also, the power that we offer is at a very affordable price. So we also find companies that use solutions like NetSuite that maybe aren’t capitalizing on all of the capabilities that NetSuite offers, or it’s too complex, it’s too big, it’s too expensive. This is an opportunity for them to get the same efficiency but easier, and more affordably.

Laurie: Is there a sweet spot in terms of company size for BizSlate?

Marc:  We are primarily focusing on businesses that are fifty million in revenue or less. Industry-wise, we have a lot of traction in apparel, footwear, also housewares, consumer goods, and electronics

Laurie:  A lot of companies are targeting small businesses who are outgrowing QuickBooks. So why BizSlate? What makes you different?

Marc:  That’s one of my favorite questions. Because we get it. We understand small businesses. Small businesses today are understaffed and overworked. People are doing fifteen different jobs at the same time and that’s on a good day. They don’t have time to sit in front of a computer processing documents. Every single person at that company needs to focus on the growth and profitability of that organization. It’s actually detrimental to the business in a very aggressive market to have people who are wasting time on a lot of data entry.

When some vendors target small businesses, they just don’t understand what these small businesses need. They say that they do, but they don’t. These providers, what they say is, “Well, for a small business it has to be affordable,” right? It does. Has to be easy, and it has to be easy, right? But to get there, the typical provider does that by removing value. But this removes ROI. So where BizSlate is different is we bring enterprise value, the kind of tools, the intelligence that small businesses really need to be able to capitalize on the market. But we do it in a way that is affordable and easy and gives them tools that to really rev the business up and focus on things that are more important to the company.

Laurie:  I think you hit the nail on the head. Time is usually the most precious resource for many small businesses. So how long on average does it takes somebody to get up and running on BizSlate, and how do you help them get productive more quickly?

Marc:  Every customer’s a little different. There are different levels of complexity. We start our promise to our customers with ease of use by making sure that the software itself can be learned and trained and used without anybody ever having to teach somebody something. Now that said, that doesn’t mean we don’t support our customers. In fact, I believe we’re one of the few, if not only, providers of this type that offer free unlimited phone support.

Laurie:  That’s a big deal.

Marc: Because we want to make sure our clients succeed, it’s not just about selling software here.

Laurie:  Yes, in a subscription model you really want to keep them once you get them.

Marc:  Exactly. And we’re passionate about small business, I come from the space. Half the employees at BizSlate come from the space. We are really here to make a difference and we want our clients to be successful. As great as our software is, we want to be known for the service that we offer and really make a difference.

Laurie:  Last but not least, is there anything here at QuickBooks Connect that you’re highlighting that you’d like to just give a shout out for?

Marc:  We have two very exciting themes here at the show. Number one, we just found out that we were selected as one of the top twenty cloud providers of 2015 by CIO Review magazine.

Laurie:  Congratulations.

Marc:  Thank you, we’re very excited. Also we’re just finishing up QuickBooks partner certification. In about a week or two, we should be listed on so everybody will be able to find us.

Laurie:  That’s great. It looks like you’re having a good time at the show too.

Marc:  I’m having a great time. I’m meeting lots of great people, having great conversations, and excited to see that there’s a lot of interest for what we’re doing.

Laurie:  Well Marc, thank you so much for talking to me today and sharing this information so people can learn more about BizSlate and connect with you.

Marc:  Thank you.

Intuit: Finding New Footing In the Small Business Cloud

For Intuit, small business is big business. The company has long dominated the very small business, or VSB (1-19 employees) accounting market in the U.S. (Figure 1), and in the last few years, has also been campaigning hard to win global business against incumbents in countries such as Canada, U.K., India and Australia.

Figure 1: U.S. VSB Accounting Solutions Purchased/Upgraded in Last 24 Months


Yet Intuit has had a mixed track record in terms of evolving from a traditional package software model to a cloud-based services and platform company. Although Intuit initially launched QuickBooks online in 2004, the vendor seemed conflicted about how best to navigate its own transition to a cloud based business model for several years. However, it started getting serious about the cloud a few years ago, and today QuickBooks Online has grown to serve over 1,150,000 small businesses.

Meanwhile, the company has continued to wrestle with how to grow its business beyond its core QuickBooks franchise. This past summer, Intuit announced plans to divest several businesses, including its original Quicken consumer finance product; QuickBase, a collaborative workspace to build custom apps; and Demandforce, an automated marketing solution for small businesses. In addition, the vendor laid off about 5% of its workforce this past August.

Given the opportunity to attend this year’s QuickBooks Connect conference, I was curious to learn more about Intuit’s transformation strategy, and how it will grow its small business footprint. At the event, Intuit emphasized plans to:

  • Double down on small business financial management-related services that leverage the QuickBooks Connect platform. With plans to take Quicken, QuickBase and Demandforce off its plate in the works, Intuit can free up resources to concentrate on innovation in small business financial management. The vendor announced new solutions to help retailers and e-tailers automatically connect QuickBooks to inventory and sales data across multiple channels. This includes integrating data from e-commerce providers like BigCommerce and Shopify, as well as integration for QuickBooks Point-of-Sale. Intuit also showcased a new QuickBooks financing option, offered in partnership with OnDeck. The QuickBooks FinancingLine of Credit uses small businesses’ QuickBooks accounting data to qualify applicants for lower-rate loans than those available from traditional lenders. Intuit also highlighted its partnership with Fundbox, which provides advanced payments for outstanding invoices in QuickBooks to help improve cash flow.
  • Bet the future on the cloud and big data. While Intuit will not abandon desktop users, it has shifted its resources (and partner ecosystem, see the next bullet) to the cloud. According to Intuit, QuickBooks Online accounted for 60% of new sales in FY15, and the company expects that to jump to 70% in FY16. As it transitions more customers to the cloud and the QuickBooks platform, Intuit gains access to more customer data that will enable it to create–and monetize–a broader array of financial services for small businesses.
  • Ramp up its ecosystem and platform play. Over the past year, Intuit has grown the number of third-party apps that integrate with the QuickBooks platform from just over 300 apps to more than 1,500. At the event, Intuit announced that it has set up a $4 million co-marketing fund to help developers promote apps developed on the QuickBooks platform. Through the program, the vendor will double developer partners’ marketing investments of $10,000 to $20,000. For example, if a partner spends $10,000, Intuit will double the match to $20,000.
  • Boost its focus on the self-employed sector. Last fall, Intuit announced QuickBooks Self-Employed, its somewhat late counter to rival Freshbooks, which launched in 2003, and now claims to have over 5 million users (though Freshbooks doesn’t disclose the number of paid subscribers). Designed to provide the rapidly growing self-employed segment with tools to organize and manage their finances, QuickBooks Self-Employed enables users to connect bank and credit card accounts to import transactions, and categorize them as either business or personal. The solution also automatically assigns them to the proper IRS Schedule C deduction category. According to Intuit, QuickBooks Self-Employed currently has about 25,000 paid subscribers. At QuickBooks Connect, Intuit highlighted a new partnership with Stride Health, which integrates Stride Health’s personalized approach to managing health insurance, healthcare and compliance within QuickBooks Self-Employed.
  • Strengthen its accountant solutions and network. Intuit introduced Trial Balance within QuickBooks Online Accountant at the event. The solution helps accounting professionals save time by pre-mapping most of the accounts from QuickBooks Online Accountant to an Intuit Tax Online form, reducing or eliminating manual data import, export and entry work. It also gives accountants one, centralized location to store the work they perform for clients. Intuit also launched a New ProAdvisor Fathom Partnership, designed for accounting professionals who want to deliver more frequent, engaging advisory and management reporting services. The new partnership provides ProAdvisors with exclusive benefits, including a free Fathom single company license for life, discounts of up to 50% off licenses for their clients and dedicated support for ProAdvisors and their clients. Intuit also hosted a special VIP event for key accountant partners. Intuit used the VIP event to provide partners with deeper insights into Intuit’s plans, and to tap into partner ideas and recommendations to strengthen QuickBooks small business and accountant solutions and programs.
  • Grow globally. Intuit currently provides localized versions of QuickBooks in the UK, India, Canada, Australia and Singapore, with plans to launch in France and Brazil later this year. Intuit’s commitment to global expansion was underscored by a large accountant and developer representation from these countries, especially the UK, Canada, India and Australia.


Intuit has traveled a somewhat rocky road to the cloud, but now seems to be finding its footing. It has elevated QuickBooks Online to flagship status; significantly ramped up developer activity on the QuickBooks platform; is gaining awareness and customers in new geographies; and continues to have a large, loyal accountant network.

This doesn’t mean all will be easy climbing from here on in. Intuit needs to play an aggressive catch-up game in the race to win self-employed customers. Furthermore, while Intuit is focusing on helping small businesses better manage their financials, VSBs (businesses with 1-19 employees) seem more concerned with business growth. According to SMB Group’s 2015 SMB Routes to Market Study, VSBs rank growing revenue and attracting new customers as their top two business challenges–ahead of improving cash flow, maintaining profitability and obtaining financing (Figure 2).

Figure 2: Top U.S. VSB Business Challenges


Meanwhile, competition for customers in new geographies will be fierce and nuanced with global complexities. And, in all cases, Intuit is competing for limited IT dollars: 62% of VSBs spend just $1,000-$9,999 on IT annually (SMB Group’s 2015 SMB Routes to Market Study).

Figure 3: U.S. VSB Annual Technology Spending

Slide3However, Intuit’s tack to build new, data-driven services for small businesses–such as its new lending service–provides the company with an exciting opportunities to disrupt the status quo and create new revenue streams, such as Intuit is doing with QuickBooks Financing. While other companies may launch similar services, Intuit’s dominant market share in the U.S. provides it with a unique advantage. While its too soon to know how this will actually play out, Intuit’s ability to capitalize on this potential will likely prove to be the biggest factor in spurring the company to the next level of growth.

Note: Intuit hosted me at QuickBooks Connect and paid for my travel expenses. 

Cloud Cover: Cloud Management and Security for SMBs

Cloud solutions already play a big role in most small and medium business (SMBs), with SMB adoption of cloud solutions gaining momentum across many solution areas (Figure 1). For many SMBs, the cloud offers a way to use new solutions to help grow the business despite limited IT resources and budgets.

Figure 1: SMB Current and Planned Solution Deployment Methods

Benefits such as cost effectiveness, flexibility, and easier and faster deployment are driving SMB adoption of cloud applications and storage solutions (Figure 2). The cloud gives SMBs the opportunity to harness more of the solutions that they need to get ahead–solutions that many would never have been able to deploy and manage on their own.

Figure 2: SMB Drivers For Cloud Adoption


But as cloud adoption grows, so does the complexity of managing and securing data in the cloud. As SMBs start to utilize a mix of public, private and hybrid clouds to meet different requirements, managing multiple solutions across multiple types of clouds can strain SMB resources. Many struggle to gain a holistic view of cloud performance. Compounding the situation, as SMBs spread data across multiple cloud environments, challenges to locate and safeguard data increase. In fact, SMB Group’s SMB Group 2015 Routes to Market Study shows that medium businesses rank security as their second most pressing technology challenge, and for small businesses, security is #1.

So how can SMBs continue to take advantage of new cloud solutions that help move the business forward, and at the same time, more easily manage and protect their data in this increasingly dispersed cloud environment?

Take Ownership of Your Cloud Strategy 

Because cloud solutions are typically easier to acquire and start using than traditional on-premises applications, many SMBs have taken a tactical approach to cloud adoption. It’s likely that corporate, line of business, small groups and individuals have all “turned on” cloud solutions for different purposes.

Think about it: the odds are good that you’re using public cloud services, such as Microsoft Office 365, Google Apps for Work, or Dropbox, and maybe using a platform-as-a-service like, and an , or Infrastructure-as-a-service like Amazon Web Services to run a traditional financial application, or for testing and development.

There’s nothing wrong with using a mix of cloud services and deployment options. But an ad hoc, siloed cloud approach can quickly spiral out of control–leaving you with poor visibility, a lack of control and management, and potential security risks.

Take a step back and inventory who is using what and why. Then look ahead to develop a more proactive and strategic cloud strategy that aligns with business goals, applications and workloads, IT resources and budgets, as well as your requirements in areas such as compliance, security and performance.

Consider the differences (Figure 3) between public, private and hybrid clouds. Clouds come in different shapes and sizes. Understanding the differences can help you determine which type of cloud deployment is best suited to your business goals, workloads, resources and security requirements. There’s no one size fits all answer; even for the same application and workload, a private cloud may be the right option for one organization, while a public software-as-a-service (SaaS) might be best fit for another.

Figure 3: Different Types of Cloud Application Deployments


Increasingly, SMBs are exploring a hybrid cloud model, in which some resources run in the public cloud, while others run in a private cloud. This approach is gaining momentum in situations where organizations want to use a public cloud/SaaS app, but security requirements dictate keeping some resources/data behind the corporate firewall; or companies need “burst” capacity for peak times, or have different needs for different data types/users.

Take Control of Cloud Security and Management

securityAs SMB reliance on cloud solutions rises, so does the need for better management and security. Solutions such as Dell Cloud Manager, featured at Dell World 2015, can help SMBs simplify and streamline cloud management of their cloud across multiple applications running in different private and public cloud platforms. Instead of having to juggle management dashboards from multiple cloud providers, Dell Cloud Manager gives IT a way to manage heterogeneous clouds from a single pane of glass. With this type of cloud management solution, SMBs can monitor, manage and govern existing cloud solutions, and bring new solutions into a centralized environment more easily.

Protecting your data–regardless of which cloud, on-premise system or network, or user device–also creates new security challenges. To address these concerns and protect data wherever it goes, Dell showcased new, more comprehensive security solutions. Some are designed specifically to address cloud challenges, such as:

  • Dell One Identity Cloud Access Manager 8.1, which enables secure access to all internal and cloud-based web applications, enforces security policies and controls. This new version also incorporates SaaS-based, multi-factor authentication.
  • Dell Data Protection, Cloud Edition 2.0, which allows businesses to encrypt their data and apply policy controls to data as it moves from endpoints to leading public cloud platforms, such as Google Drive, Microsoft OneDrive for Business, Box and Dropbox.
  • Dell SecureWorks, which now includes a new, on-demand Emergency Cyber Incident Response (ECIR) capability for clients using AWS. The solution helps organizations investigate cyber incidents affecting assets deployed on the AWS Cloud, and more easily and efficiently and contain, mitigate cyber incident response investigations.

Be Prepared for the Future

As SMBs rely more on cloud solutions to run their businesses, the requirements to manage, secure and protect data across different cloud environments will continue to rise. While an ad hoc approach to the cloud may provide a quick fix, it won’t provide the visibility and control needed for sustained, long-term success. By taking a proactive approach, SMBs can build a cloud strategy that not only provides a tactical fix to immediate challenges, but also helps ensure that you can securely scale and adapt it to meet future needs as well.

This post is sponsored by Dell.  

Automation and Insight: Intacct’s Focus for Dreamforce 2015

This video interview was recorded on September 16, 2015, and originally posted on SMB Group Spotlight.

Laurie: Today I have the opportunity to talk to Rob Reid who is CEO of Intacct, which is a cloud-based financial management solutions company. We’re here at Dreamforce 2015 for this SMB Spotlight. Rob, I’m delighted to be speaking with you.

Rob: It’s a real pleasure. It’s always good to see you.

Laurie: Thanks and likewise! Before we kind of get into some of the specifics of what Intacct is focusing on at Dreamforce, can you provide a quick review about Intacct–who you are and what you do?

Rob:  Sure. At Intacct we deliver ERP solutions for midmarket firms. We focus on being best in class and complementing other best in class applications like Salesforce. So connecting the front office and back office seamlessly is one of the things that we really focus on at Intacct . We’re doing that for midmarket firms that are typically going through a lot of growth that want to automate their processes so they can invest in their mission. You know, so maybe they can hire more engineers, or if they’re a not for profit going on out and really helping the world. We help them eliminate some of the costs of running the business so that they can go and attempt the big things.

Laurie: Yes, helping midmarket companies to automate a lot of backend processes. So how did you arrive at this focus?

Rob: So you know the industry has pretty much segmented for while when we got into the market several years ago. There were solutions initially for enterprise corporations, such as Oracle and SAP. And because there are millions of very small businesses in the United States and across the world, businesses like Intuit went after that arena. And requirements are significantly different between what a large enterprise needs and what an owner/operator needs. But in the middle market, in the past, it was pretty much Microsoft and Sage with offerings there to help those organizations grow and to try to become larger companies. And unfortunately, Microsoft and Sage didn’t migrate to the cloud too quickly. The cloud changes the economic model, it’s a more cost-effective, easy to use type of environment, and enables much better reporting than ever before. So organizations like Intacct went on in to that sector to take advantage of cloud, and it’s been working great for us. We’ve been achieving 40% growth for the last four to five years. We now have 9,000 customers in locations all over the world in every continent other than the Arctic, and it’s just working for these organizations.

Laurie: Here at Dreamforce, you have some announcements or focal points that you’re highlighting here at Dreamforce. Could you talk about that?

Rob: I’d be glad to. At Dreamforce we’re showing Intacct Subscription Billing capability, which allows you to automate the subscription billing practices that you have. So many different industries are moving to subscription billing, they need an adaptive way to do the monthly billing and then connect that from a revenue recognition perspective. So we offer Intacct Subscription Billing, on top of the Salesforce1 platform. It’s totally integrated in with Salesforce, so there’s a seamless flow from the front office into the back office, so you’re accurately billing your customers. In turn, customers are happier, and will pay the bill faster. We’ve tied the revenue recognition requirements in and automated the whole overall process.

Laurie:  You’re absolutely right, even products now are on subscriptions, like on Amazon I have certain things set up for subscription, like vitamins, because I know that I’m going to need them every so often. I think that subscription capability is going to be key for a lot of companies.

Rob:  I’m glad you brought that up about getting your vitamins and other consumer things, but I want to clarify that our subscription billing solution is really focused on B2B type organizations. There are solutions from our partners that do a great job for the B2C area.

Laurie: So you integrate with partner solutions to handle the subscription billing in a B2C environment. Ok, what else is Intacct focusing on here?

Rob: In addition to automation to help organizations take out costs, they need to know exactly what’s going on with regard to revenue and their overall performance. They need to get information to the management team and all the employees about what’s going on in real time. They need empirical data to make both strategic and tactical decisions. If they can see what’s happening, they can spot opportunities and go after them. Or if all of a sudden there’s a new issue starting to bubble, you’ll see it and you can hone in on it. So we have delivered the Intacct Visual Board Book to give organizations the ability to see not just gap performance measures, but the operational measures that go on all the time. In today’s world, many times the operational measures are more important than the gap measures.

Laurie: If you can see where you’ve got either an opportunity or an issue and fix that or address it right away it’s gonna make a big difference.

Rob: Yes, and since we’re here at Dreamforce, there are a lot software companies here, and the change in monthly recurring revenue is actually the most comprehensive way to look at a software company’s health. Looking at revenue from the past, you’re always looking at things in the rearview mirror. When you’re seeing changes in real-time, you know exactly what’s happening. For instance, one of the challenges for most subscription-based software companies is the cost of customer acquisition. Well at Intacct, we’re providing you that information in real-time. Our Visual Board Book it’s keeping track of cash, it’s keeping track of what your customer lifetime value is, all that’s automated and provided visually. Everything is data-driven so that you make the right decisions. So as important as it is to have a financial management system to automate your processes, I think it’s even more important to be able to have the empirical data to make the right decisions.

Laurie: Right, have the insights and get everybody on the same page instead of everybody having a different opinion about what to do.

Rob: You know, you and I have known each other for a long period of time. I’ve been in Fortune 500 companies and I’ve never had more information to make the right decisions than I have right now at Intacct. We use Salesforce, we use Intacct, we use Marketo, we have about 30 different cloud solutions that we’ve integrated in together. We’ve got dashboards on everything and know what’s going on in the real-time.

Laurie: So these capabilities help you grow a business and sustain a business.

Rob: Yes, and that draws us back to that midmarket. According to The Economist, 89% of all the jobs created in our economy since the Great Recession are in the midmarket. The midmarket is driving our economy today. In fact, enterprise level new jobs have gone down 10% since the Great Recession. So we’re helping growth-oriented midmarket organizations take it to the next level. It’s just really an exciting time.

Laurie: We have known each other a long time Rob, and I know you have a lot of experience in business, and you were also honored with the Glassdoor CEO of the Year award last year. I’m looking forward to Part 2 of this interview, where we’ll talk about your management tips for midmarket businesses over and above automation and analytics.

Reduce Effort and Boost Confidence: Infusionsoft’s Goals to Help Small Businesses Improve Sales and Marketing

This video interview was recorded on September 16, 2015, and originally posted on SMB Group Spotlight.

Laurie: Today I have the pleasure of talking to Terry Hicks. I’m used to talking to Terry when he was at Intuit, but today he’s here in his new role as Chief Product Officer at InfusionSoft, which provides cloud-based sales and marketing automation solutions for true small businesses. I’m really happy to be talking to you today, Terry, and would like to hear what you’ll be doing in your new role. But before we get into this, you were at QuickBooks fifteen years or so. I’m really curious, you had a really successful role there, so what brought you to InfusionSoft? What inspired the change?

Terry: Well, I think one of the things that inspired me coming to InfusionSoft was really the passion for small businesses. Over my fifteen years at Intuit, I got a lot of personal energy, and felt like I was doing something good in the world, but I decided that it was time to take on a new challenge. Intuit’s a great company, I’ve learned a lot, but I just decided personally I wanted to take on a new challenge. I was very open-minded in what I was looking for, but the things that I wanted was a great group of people, who I really enjoy and trust and feel like I’d want to be in the trenches working with them every day. And an interesting problem to solve, where there is a big opportunity to make a difference. It could have been small business or some other space, but when I met the InfusionSoft team, I really connected deeply both with who they are, and the mission that they’re on. So once that happened, I just said, “Hey, this is the next right place for me.”

Laurie: That’s great. Tell us a bit about your role at InfusionSoft, and what you’ll be doing.

Terry:  InfusionSoft has an all-in-one sales and marketing software for small businesses and I’m the Chief Product Officer. What’s included in my role is the product management team and the design team, and also the payments business and the marketplace. So we’re looking at how we revolutionize all-in-one sales and marketing software for small businesses to make it much more appropriate from an experience standpoint, from a basic use standpoint, and solve these problems in a new and modern way.

Laurie: InfusionSoft already has over 30,000 small business customers, there are millions of small businesses out there, so is the challenge how do we get to that next level of growth?

Terry:  Exactly. A lot of what we are solving for is multi-system chaos. A lot of small businesses start using many, many tools to try to solve a problem. The may say, let me try this tool or let me try that tool, before really slowing down and starting to think about, what am I trying to accomplish in my business? So a big opportunity for us is to translate the years and years of expertise that InfusionSoft has to what we call the small business success method or life cycle marketing. We can translate that into both the product experience as well translate that knowledge and grow that knowledge through our ecosystem of experts. These expert partners help small businesses get started, and guide them to success with different strategies. That, I think that’s the big opportunity. It’s move more to, what are you trying to accomplish into the process from the start. As we build that into the experience of the product, it means less work for small businesses to achieve success.

Laurie: So if there’s one message you’re really hearing over and over and over again from the customers you see, like to really do this for me, what would that be?

Terry: Customers really connect with the potential benefits of InfusionSoft–such as I’m trying to grow to sales, I’m trying to get organized.

Laurie: Number one in our studies: Grow my business.

Terry: That’s right. And also saving time because small businesses are time starved, they wear all of those hats. So the number one thing is, I love all of those benefits, help me achieve them with less effort, with more confidence. Help me connect to the actions that I should take in my business to achieve those outcomes. So that really what we’re trying to do.

Laurie:  Make that roadmap more straightforward Okay. So what are the biggest challenges to do this. As we all know, software, whether it’s in the cloud or on premise, it can automate things for you, it can take care of things for you, but you still have to spend time getting things set up and configured for your business. So how do you overcome those challenges of really making that more drop-dead easy to use.

Terry:  Well, the number one challenge is when you have an existing base of customers, they’re comfortable with the way things work. And so, as you start to change, even though the benefit is very attractive, it is still reflected as change.

Laurie:  You’re talking about your existing installed base customers?

Terry:  Yes, that’s something we’re going to be very mindful of. The other thing is how do you build confidence? When the experience changes from building something from scratch to selecting from recommendations that are either tailor-made to look like you with your words, or maybe changing the activity a little bit, how do you build confidence that that’s the right thing for your business?. So whether it’s bringing the expertise of other experts into the experience, whether it’s providing reviews and ratings and performance metrics around it, that will be a big challenge because small businesses are skeptical. They don’t want to waste time or money on solutions that don’t work and could actually hurt their business more than help. So building that confidence is a big challenge.

Laurie:  I think we’ve all been there, no matter what size business, of trying things and it ends up to be such a time-sink and then you’re like, “This thing doesn’t work for me anyway.” So what are some ways you might address that challenge? I think a lot of small business owners have been burned already. They spend a lot of time if not money as well, but time is so key and it was just like, “This was just a big waste of time.” How will you circumvent that?

Terry:  Well, fortunately there are many patterns that exist in design that are successful. So just like our customers, we don’t need to reinvent all of those wheels ourselves. We can adopt many of the best practices that are out there in terms of getting started. Another big advantage though, that’s unique to InfusionSoft, is we have a large network of experts who help small businesses every day. Some of those experts actually work at InfusionSoft. So it’s really bringing those people and those personalities into the experience so for the customers who are more self-directed and inclined to analyze the recommendations and adopt them–they’ll be fine. But for the many who have a question mark of “Is this right for my business?” they’ll have more access to experts from the ecosystem of folks who already support InfusionSoft customers, as well as some of the key members of the InfusionSoft team that can help them get over that problem.

Laurie: So you can personalize it to your style and your preferences.  That’s great.

Well Terry, it was so great to see you again and congratulations on your new role. I’ll be looking forward to InfusionCon next March to see how everything’s going and catch up with some of the new things that you’re doing then.

Terry:  I really look forward to catching up with you. I’m sure we’ll have made a lot of progress by then and I’d love to share it all.

Are You Keeping Pace With Your SMB Customers?

The good news for tech vendors: SMBs are bullish on their own growth, and on using technology to help achieve that growth. The bad news: tech vendors may not be doing a good enough job helping SMBs understand, evaluate and buy the tech solutions that will best help their businesses.

SMB Group recently completed our 2015 SMB Routes to Market Study, which provides an in-depth look at U.S. SMB (small businesses: 1-99 employees, medium business: 100-999 employees) technology adoption, the decision-making process, and the buying cycle. Among the findings, we learned that “figuring out how different technology solutions can help my business” is the number one technology challenge for small businesses, and the number three challenge for medium businesses.

Figure 1: Top Three Technology Challenges for SMBs


SMBs need tech vendors to provide them with a more informative, consistent purchasing experience to help them punch through the confusions knothole. Though the priority rankings differ a bit between small and medium businesses, the top two asks for both small and medium businesses are for vendors to provide a consistent experience across online, mobile, offline and other channels and to more clearly articulate how the solution helps improve specific business goals. Number three for small businesses is the desire fro better real-time online chat/phone support to answer questions, while for medium businesses, its help in connecting with reference customers with similar needs.

Figure 2: Top Ways Tech Vendors Can Improve the SMB Purchasing Experience


The “SMB market” has always been a tough nut to crack as it actually comprises many different diverse markets. In addition to standard employee size and industry segmentation, SMBs vary widely in terms of business maturity, attitudes about technology, and a host of other variables. Furthermore, it’s a very volatile market: about 50% of new businesses fail within the first five years.

Today, these age-old challenges are compounded by the fact that the digital, social and mobile revolution raising SMB buyers’ expectations of tech vendors’ across solutions, marketing, sales add service.

As competition for SMB mindshare and market share continues to rise, tech vendors will need to work smarter to earn SMB dollars. Vendors need to do a better job of understanding the intricacies of the SMB market so that they can personalize content to nurture buyers along the their journey, providing them with an informative, helpful and consistent purchasing and service experience across channels.

Please contact Lisa Lincoln at (508) 734-5658 or for more information about the 2015 SMB Routes to Market Study (including a Table of Contents), or to order.


As The Cloud Turns: Dell’s 1-5-10 Cloud Roundtable

The roots of cloud computing date back to the late 1990s, but the “cloud” continues to evolve—as does the conversation about its impact on technology and business. So I welcomed the opportunity to moderate a discussion of cloud past, present and future at Dell’s recent 1-5-10 Cloud roundtable in Washington DC. Dell’s 1-5-10 series is designed to engage Dell customers, executives and influencers in discussions exploring the implications of major tech trends over the one, five and ten years

Top Takeaways

  • IMG_2915The cloud means different things to different people–but “game changer” is the common thread. We kicked off the roundtable by asking participants to describe cloud in three words or less. Customers chose descriptors such as cost-effective, flexible, reliable and mobile. For instance, Edima Elingewinga, Executive Director, Information Technology at the United Nations Foundation, used mobile as a key descriptor, noting that “Cloud facilitates communication all around the world. That is critical, and that is what drove us to the cloud.” Meanwhile, Dell execs used terms such as digital services enablement, future-ready, and scalable to describe the cloud. However the group was in consensus that the cloud is a game-changer for businesses, government and non-profits.
  • us government sealFederal government adoption of cloud has slowed since the Cloud First policy was established. Cloud First is an initiative launched in 2011 by then US CIO Vivek Kundra. The policy mandated that government agencies had to evaluate a cloud computing option first, and had to have a strong rationale on why they could not use cloud before they could purchase traditional on-premises solutions. As Dell Director of Product, Cloud Management Systems James Urquhart noted, “If you look at this from 2010-2013, you’d have to argue that the federal government as a whole was ahead of the enterprise” with a top-down approach and mandate. But, despite early advocacy and some marquee cloud deals, federal adoption has been more sluggish than many had anticipated, as noted in a 2014 report from the US Government Accountability Office (GAO), CLOUD COMPUTING : Additional Opportunities and Savings Need to Be Pursued. David Lancaster, Dell Federal marketing executive, believes that this is due in part to different agencies having different requirements for different types of clouds—which makes the sourcing process complex and time-consuming. “The federal government is more concerned about private cloud because of security,” added Dr. Lon D. Gowen, chief technologist and special advisor to the CIO at USAID. According the GAO report, legacy migration concerns, cultural barriers and skills deficits also put a drag on adoption.
  • The silver lining in Cloud First is that it sparked adoption in the private sector. Government endorsement of Cloud First paved the way for the private sector to become more bullish on cloud adoption. As Edina Elinewinga, commented, “If the government can trust the cloud, we can trust the cloud.” As a result, private sector adoption is now outpacing that of the federal government.
  • cloud question markCloud computing decisions are becoming more strategic and complex. Whether in business or government, cloud conversations are evolving into discussions of how cloud computing can provide strategic business benefits. As Executive Director and General Manager of Dell Cloud Services Jeremy Ford commented, “The cloud is an enabler, not the point of the discussion. The more organizations view it as an enabler, the more successful they’ll be.” Dell Vice President and General Manager for Engineered Solutions and Cloud Jim Ganthier observed that the conversation is shifting away from “either/or” private or public cloud to one of an “and” conversation in an increasingly hybrid cloud computing world. As Dr. Phil Yang, director of the NSF Spatiotemporal Innovation Center stated, “Choosing the right cloud is like match making, you need to think of it like uber legos.” Participants agreed that most organizations will choose to utilize both public and private clouds, depending on a requirements, constraints and other considerations.
  • Cloud is changing the role of IT. As the cloud conversation shifts to business enablement, IT is increasingly expected to serve as a strategic advisor to the business. Edina Elinewinga said that she has become more of a technology broker in her role now. In addition, IT must assume responsibility for developing a coherent strategy to guide organizations in how to use and integrate different types of cloud deployment models and providers.
  • Cloud will become the fabric of our lives. Big Data and the Internet of Things (IoT) will drive cloud growth over the next 10 years, affecting every aspect of cloud decision-making—from infrastructure and management to strategy requirements. “Big data and IoT are examples of usage models that wouldn’t have been practical or enabled without the cloud,” observed Jeremy Ford. “In about 10 years, everything will be part of the cloud, and we won’t use the word cloud to describe what we are using,” according to Dr. Phil Yang. And Jim Ganthier predicts that “We won’t be talking about “the cloud” in the future. It will be all about the data generated and how we use it.”
  • digital securityPrivacy and security concerns will continue to be top of mind cloud concerns–and power issues will enter the discussion. Privacy and security issues will intensify as more devices, more data comes into play. Edina Elinewinga noted that she is focused on how to keep the work environment and data secure as more and more UN Foundation employees bring different technologies and applications into work. As cloud computing becomes more ubiquitous, power issues will also arise. Dr. Lon D. Gowen predicted, that we’ll need “power over the airwaves to enable future generations of cloud computing.

Summary and Perspective

The cloud conversation is increasingly centered on business problem solving, enablement and innovation. And, big data and IoT are likely to fuel exponential growth in cloud adoption and use cases beyond what most of us can even imagine today.

However, as cloud computing becomes a ubiquitous solution for more problems, cloud alternatives and issues are also becoming more numerous, nuanced. Cloud choices will also become more inter-dependent and related. As complexity and choice expands, brokerage services will become essential in helping most organizations navigate the cloud landscape.

As business reliance on the cloud grows, IT and business decision-makers must align to meet business requirements and optimize long-term security, agility and flexibility with cloud solutions. Both groups will also need guidance and education to build a common foundation from which they can engage to optimize their cloud investments.


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