Jargon = Buzzkill

Do you ever see a marketing message that makes you cringe? I just got this invite to a webinar in my email. Title: Effectively Leveraging your Workforce Resources with Pervasive Business Intelligence Best Practices.

Business intelligence is evolving from traditional business intelligence to pervasive business intelligence, which empowers everyone in the organization, at all levels, with shared and aligned analytics, key success indicators, alerts, and feedback mechanisms. It requires some new thinking about architecture, data models and delivery mechanisms, but offers enormous potential benefits, including greater efficiency around visibility, regulatory compliance and process optimization.

Pervasive business intelligence promises to:

  • Transform every employee into an “organization-of-one” who is able to make the right decisions at the right time in order to increase sustainable competitive advantage
  • More effectively leverage the strengths of the whole organization by giving every employee the power to contribute to and enhance the shared and aligned key success indicators that have been set by management
  • Discover and drive new best practices and process optimizations from the bottom up, as well as the top down

Pervasive business intelligence is business intelligence for the rest of the organization. It’s the ability to take relevant information that is usually reported up to management and push it down to users. With pervasive business intelligence, metrics and processes are subject to continuous evaluation by user and participants at multiple levels and stages. From the CEO to the newest team member, everyone can work smarter when business intelligence is pervasive.

Pervasive business intelligence is business intelligence for the rest of the organization. It’s the ability to take relevant information that is usually reported up to management and push it down to users. With pervasive business intelligence, metrics and processes are subject to continuous evaluation by user and participants at multiple levels and stages. From the CEO to the newest team member, everyone can work smarter when business intelligence is pervasive.

Wouldn’t it be easier to say “Better decision making through effective communications” as the title? This paragraph is so jargon-laden I had to read it twice to get it, and then I was so frustrated I’m making a blog posting about it – so how does that bode for potential attendees?

I am sure that there is some cool product that will help me take advantage of “pervasive business intelligence best practices” behind this webinar, but ignoring that product for a moment, the webinar itself is a product and this is its marketing. Pull me in with a problem statement than I can identify with, not a description of features. Why do I care that everyone in the organization is “empowered with shared and aligned analytics and key success indicators?”

I would rewrite that email as:

Does your company decision making suffer because everyone isn’t on the same page?

Your employees try hard and want to make the correct decisions for your business. The data your employees need to make the right choices exists inside your business, but is either unavailable or spread too thin to be useful. In order to elevate this data to information and get everyone on the same page, we need to evolve from the old methods that rely on trading email and spreadsheets.

Work Smarter, Not Harder

  • If you are losing in the market because your employees struggle with to be decisive…
  • If your employees don’t have a 360 degree view of how their actions effect the company and vice-versa…
  • If internal innovations are being stifled by a top-heavy management burden…

You may benefit from a new communications method called “pervasive business intelligence.” This new method gives employees at all levels the information they need to make quick, confident decisions – which increases the agility of your business. Employees can also view and understand the impact of a decision on others in the company, increasing their accountability for each decision they make. Everyone in your company stands to benefit: from the entry level to the CEO. Attend our webinar to find out how to bring this new pervasive business intelligence method to your company today.

I wrote that in about 5 minutes, and I’m not a marcomm person. Yet it seems much more clear and jargon-free. I’d be interested to hear what you think and which you would respond to.

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