Digital Transformation is not just for Large Enterprises

Marketing Darwinism caught up with Kathy Visser-May, CMO of Acumatica, the world’s fastest growing Cloud ERP company. Kathy is a celebrated Marketer with experience traversing technology giants like Microsoft and PeopleSoft/Oracle and hyper-growth companies like Acumatica. Recently, she was named a CRN 2018 Woman in the Channel.

MD: Kathy, tell us a bit about Acumatica. We hear about the torrid growth. Any color you can add?

Kathy: Thanks Paul. Acumatica is focused on helping mid-size companies transform their business with a modern system that grows as they grow. The most forward-thinking companies are disrupting themselves to ensure they continue to be the architects of their future. This trend is affecting all industries, it doesn’t matter if you build buildings, manufacture auto parts, sell shoes online; disruption is happening, requiring companies to change how they operate and provide value to customers. As a result, the requirements of a mid market business to be competitive today are as complex as large enterprises were 10 years ago.

We have built a flexible, powerful, and secure platform that offers them speed and scale and connects their business in an end-to-end way. The growth is testament to the quality of the product and our unique licensing and deployment models that enable customers to scale as their business grows.

MD: You emphasize the Channel a great deal at Acumatica. Is it true that you are a 100%- Through-Channel company?

Kathy: For us, the Channel is our lifeblood. These amazing companies sell to and service customers with a deep understanding of their business needs across many industries and geographies. I like to say we don’t compete with our channel, we feed it. My team spends 50%+ of our resources and marketing dollars on creating high quality sales leads for our partners. Partners tell me all the time one of the reasons, in addition to our modern, cloud solution, they love selling Acumatica is because of our commitment to this model. We provide the Channel not only with technical knowledge but sales and implementation support as well. Such harmony is unheard of typically. So, yes, we are 100% Channel.

MD: You mentioned Digital Transformation. What does this mean specifically in the Acumatica context?

We love the phrase Digital Transformation but are also aware of its shortcomings. For many businesses, the phrase implies something arcane and something “other” than what they are doing. But when you inspect the issue, ask the right questions, and find out that these very organizations are migrating to the cloud, digitizing process, and unifying Business and IT, you realize that they are in fact doing Digital Transformation. In our conception, it’s about two things: Operations and Customer Experience. We help Medium-sized companies operate in a manner that allows them to spend their energies engaging with customers and conferring that constantly-improving experience that their rightfully demanding customers ask for. The core concept of the DX journey is that the system at the center of the business must be one that is capable of housing the data needed across the business operations and the ability to provide real-time data and connection across all systems. Systems that house islands of data that have to be synchronized and reconciled are no longer effective in the modern world.

MD: ERP can at times seem “old hat.” What about emerging technologies?

Kathy: There are a few things embedded in this question. For some, the idea of ERP might seem to be yesterday’s news but for growing companies seeking to improve their engagement and experience, ERP can very well be a fresh and new way to approach their business. We are adaptable, flexible, and natively Cloud-based not cumbersome and laborious to implement. Interestingly, emerging technologies, especially AI, are a core pillar of our business. 75% of our resources are technical and we never have and never will stop engineering new products that transform how businesses operate and deliver value to customers.

Written by Paul Dunay
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations. Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011). His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand. Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa. Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.