Acronyms, Are We Our Own Worst Enemy?

If I have learned anything from my 38 years in the computer industry is that there is no shortage of acronyms. This sometimes raises an interesting dilemma when Solution Selling. Terms like ECM, EDMS, & CMS many times mean different things to different people. Even simple things like Document Imaging can have a different meaning depending on the audience or even the vendor, just talk with someone in the copier business. A survey conducted a couple of years ago among Executives clearly identified that one’s understanding of ECM, Workflow, Records Management, etc were all over the map. To make matters even more confusing, vendors pick up on clichés and phrases that are representative of their own products and don’t necessarily reflect the terminology of a competitive product or the industry. Recently I was asked to do a demo on eDiscovery only to find out what I was really being asked was to do a demo of a Records Management Product. Bottom-line is you can’t ask enough questions when qualifying a new prospect and don’t assume because a certain terminology means something to you it means the same to the prospect.

Bob Garrido
Senior Account Executive
ImageSource, Inc.

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