The World is Moving to Transparency

May 10th, 2010 by

By Pat Hinds

I watched an interesting interview video on CNNwith David Kilpatrick called, “How Zuckerberg controls Facebook”; the video is a promotion of the new book by David called the “The Face Book Effect”. The point that stood out in the video to me was the quote by David on his view that the founder of Facebook Mark Zuckerberg believes “the world is moving to transparency”. When I heard the comment I immediately thought of sales 2.0.

I did a quick search on the “the world is moving to transparency” and on the first page was an article “The IMFand Transparency: Moving Forward”. The article talks about the importance of global transparency in order to manage monetary crises. I think this position is supported by what is happening in Greece and the impact it is having on the global stock markets; the reaction in the market is a result of transparency or lack of transparency. If the IMF had more visibility of the situation into Greece earlier then perhaps the melt down in the market may have been avoided.

Back to the reason why I thought of sales 2.0 when I saw the video on CNN. I have stated in many of my blogs that the push to sales 2.0 is a result of the change in consumer buying habits as a result of the amount of information on the internet (vendor transparency). Sales 2.0 is about sales using information about your customer that is available on the internet (customer transparency) to better target your customer base and engage with the customer earlier in the sales process.

The 3 best examples of customer transparency are the companies website, business cards and Linkedin.

Website– A typical website includes products, services, customers examples, management team, press releases… The investment into a web presence can be utilized by sales people to provide the information required to target the most likely prospects for your products and services. Sales 2.0 tools like Insideview can help you better organize company information.

Business Cards– According to Wikipedia a Business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid. A business card typically includes the giver’s name, company affiliation (usually with a logo) and contact information such as street addresses, telephone number(s), fax number, e-mail addresses and website. Sales 2.0 tools like Jigsaw and NetProspect provide un presidented access to business card information.

Linkedin– The first social networking site for business people includes my name, company, blog, website, education, groups…. Linkedin is fully aligned with the Zuckerburg view of full transparency.

The world is moving to transparency and if companies want to compete they have to adapt to these changes.

Topics: Business Intelligence