Most file sync and share/file collaboration vendors want to add the enterprise suite to their client list. A lot of them started their business hoping to do so. But selling to the enterprise is a whole lot different than starting up with a consumer freeware offering — even if you’re Dropbox.
Here is what Enterprise File Sharing (EFC) want-to-be vendors need to do:
- EFC vendors must spend the resources to educate enterprise IT. BYOD issues and security concerns are the hooks; enterprise-scale file collaboration is the solution. Focus on the dangers of uncontrolled personal device proliferation for security, governance, and information management. Follow up with EFC product problem solving and value-added features such as enterprise search and expanded collaboration for business value. If you need help creating content for this market let’s talk.
- Concentrate on meeting the Five Factors as the mark of an industry leader and differentiate your messaging in a crowded market. For example, some EFC products with robust private cloud support are optimized for financial services, while others are excellent at smoothly replacing consumer file sharing products throughout a large mobile workforce. Know your differentiation and communicate it to an educated IT audience.
- Understand how to sell into the enterprise. Startups in particular are hampering themselves by being unwilling to pay for the resources for long sales cycles. Vendors run by seasoned executives know this but other vendors do not. The ones who don’t get it are some of the coolest new product companies around, and they can stay cool until they are summarily acquired or close their doors forever.
There is a huge amount of opportunity in this swiftly changing field. EFC vendors can relieve file sharing pain, can give users device freedom, and can grant IT real control. They can do this securely and with scalability. Vendors must remember that individual users may open the door to file sharing products but enterprise IT signs the deal. EFC vendors must be prepared for enterprise requirements for scalability, usability and governance, and for innovative technology within a highly secure environment. They must also be prepared for the length of the enterprise sales cycle and must invest in R&D and marketing accordingly. The more education and investment that vendors undertake at this stage the more their efforts will pay off.