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The Performance Principle

Russell Rothstein

Listening to the Silent Majority

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In today's world of Yelp, social media, and near constant internet access, it seems like anyone with access to a computer can share their thoughts and opinions (whether you want them to or not). This seems true for nearly every aspect of our lives except for enterprise technology professionals. Here is a group of individuals, advanced in every other sense but cannot make themselves heard about the products they use on a regular basis (e.g. enterprise software, hardware, services). This is precisely how the young startup IT Central Station came to be.

The need to be heard is an important one and, even with the proper social technology support, there still seems to be a large and silent majority.

So I was interested to read the results of a new survey by TechValidate on the types of B2B enterprise technology customers and how free they are to talk about the products they use. They found that by far, the largest group is "Silent Satisfied Customers":

  • Silent Satisfied Customers: 90%
  • Occasional Named References: 7%
  • Frequent Named References: 2.5%
  • Super Customer Advocates: 0.5%

Silent Satisfied Customers are "customers who are happy with the product but can't/won't participate in named reference activities (can't get legal approvals, don't have time etc.)." We created IT Central Station to enable these 90% of silent users to finally be heard. They can post privately and anonymously so their company name and real identity are not revealed. You can also get information about pricing, such as our posts about Microstrategy pricing and Tableau pricing.

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Russell Rothstein blogs about cloud computing, performance management, business service management and related topics, examining how new technologies and business models impact the dynamic IT service management market.

Russell Rothstein

Russell Rothstein has spent his 20+ year career in the enterprise technology industry at the crossroads between technology and business. He has spoken at industry events including Interop, CloudConnect, CMG, Red Herring, and TeleManagement World. Russell is currently Founder and CEO of IT Central Station, a B2B social networking site that provides user reviews and ratings of enterprise software, hardware and services. Previously, Russell was Vice President of Product Marketing at OpTier, a vendor of application performance management (APM) solutions. Before joining OpTier, Russell was AVP Product Marketing at OPNET Technologies (Nasdaq: OPNT) where he helped lead the company’s focus into APM. He was co-founder and CEO of Zettapoint, a venture-backed enterprise software startup that was acquired by EMC, and ran marketing for Open Sesame, a Web 1.0 startup that was acquired by Bowne/RR Donnelley (NYSE:BNE). Russell began his career at Oracle, deploying Oracle Applications for Fortune 1000 companies. Russell received a BA in Computer Science from Harvard University, an MS in Technology and Policy from MIT and an MS in Management from the MIT Sloan School of Management. Follow Russell on twitter at @RussRothsteinIT .

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