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How to Avoid Overbuying Business Technology [Podcast]

Especially in the B2B world, it can be easy to get swept up in the excitement over new gadgets and features. Before you know it, you’ve got a full tech stack and are breaking your budget on things you don’t really need.

Charlie Lynch, the Global Director of Digital Engagement at FranklinCovey, joins the Content Experience Show to discuss his three tips that will help your business determine when you should invest in technology and how to choose what’s right for you.

With Lynch’s tips in mind, you’ll be able to make wiser and more effective decisions the next time you’re shopping for business technology.

In This Episode:

Why You Should Invest in People Before Technology

At FranklinCovey, one of the main things the team tries to focus on is building out structures and giving people frameworks to be more effective, instead of leaning on tech. Lynch explains how their main flagship tool is the book The 7 Habits of Highly Effective People. After nearly 30 years, people still come back to those habits because they work.

“Something that we really focus on at FranklinCovey is building out structures and giving people frameworks to be more effective.”


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Developing a Project Plan

Lynch explains that a project plan starts with knowing what you want and knowing your goals. In addition, you’ll want to avoid overbuying, making sure that you know what your budgets are, and what you want to spend.

“Have a project plan. Know your goals and the end result you want.” — @lunchmob

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How to Avoid Being Oversold on Features You Don’t Need

When shopping for a tool, it’s important to know exactly what you need going into the sales conversation. If you only have two people using it, focus on what those two people will need to use it for, rather than the multitude of extra widgets you may not ever use.

“Know exactly what you need, and hone in on those specific pieces. Not everyone needs an enterprise-level tool.” — @lunchmob

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For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream. 

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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