Consumers worldwide have an increasingly insatiable appetite for the latest and greatest technology. At home and work, they carry the newest smartphones and tablets, and manage their day-to-day activity and relationships with a growing number of local apps and cloud services.
Spiking demand for technology has created incredible growth opportunities for tech sector businesses. But as software, hardware, and online services companies compete for a bigger piece of the expanding technology market, their growth aspirations and their ability to differentiate over the long-term increasingly rely on a single asset — the knowledge of their people.
Attracting, training, and retaining the best and brightest employees is arguably the biggest challenge for every technology company — large and small. Without a tool that helps these organizations scale the knowledge of their experts, the company doesn’t stand a chance of keeping up with the pace of the market.
In a world where getting big quickly is essential and complete understanding of complicated technical architecture is a must, tech companies need a secret weapon to make continuous growth possible.
Fortunately many have already found just such a tool: video.
Today more than ever, your employees need to be subject matter experts. Experts in your customers’ organizations and challenges. Experts in the latest technologies and services-based business models. Experts in finding new sales leads. Experts in managing vendor relationships, sometimes in the face of channel conflict or inadequate support.
In a business environment defined by increasing competition, rapidly evolving technology, lengthening sales cycles, and cloud-based disintermediation, the knowledge of your employees is your greatest sustainable competitive differentiator.
So how do you equip your people with the knowledge they need to accelerate your business’ growth beyond the 11 to 15 percent industry average? Traditional approaches prioritize the use of face-to-face training and written documentation, but these neither scale nor adapt quickly enough to changes in the market. In addition to the cost of in-person training, studies show that just 7 days after your employees finish a training session, they’ll recall only 35% of what you shared. And while documentation provides employees with a resource that can be referenced over time, it often takes too long to write and falls out-of-date too quickly.
What technology providers need is a secret weapon that enables employees to efficiently acquire new knowledge and share it internally or with sales prospects and customers — and that’s where video has become a welcome ally.
This wasn’t the case just a few years ago. Video has traditionally been an expensive and complicated production, limited to the domain of AV experts outfitted with specialized hardware. Today, however, video has become as accessible as email thanks to a wave of easy-to-use video capture and management software, and the commoditization of HD cameras in our laptop webcams, tablets, and smartphones.
From driving more sales leads to increasing new employee retention to improving customer support, here are a few of the ways that you can use video to communicate with employees and customers, share knowledge, and accelerate top-line growth.
In our latest white paper, The Tech Industry’s Secret Productivity Tool: Video, we explore more about how organizations can incorporate video as part of building a knowledge-based competitive advantage — and spotlight 9 important ways today’s leading technology companies are already leveraging video to drive innovation.