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An Interview with David H. Deans

by | Nov 9, 2021 | Interviews,

David H. Deans

David H. Deans

Principal Consultant at GeoActive Group

Key Topics:SaaS, business technology, cloud computing, digital marketing
Location:Austin, Texas

David is the Senior Partner of David H. Deans & Associates, and the founder of GeoActive Group. He has worked within multinational telecommunications, enterprise software, cloud computing, and AI, new media, and ICT professional services industries.

How did you get to become an expert in your key topics?

I’m infinitely curious. During the past three decades, I’ve explored sources of wisdom in my chosen craft — market development within the Technology, Media, and Telecom marketplace — because it’s fascinating. I’m very passionate about driving digital business growth.

What sub-topics are you most passionate about?

Helping IT vendors in their shift from traditional B2B product marketing to creating compelling digital business-oriented narratives. For their customers, I also help senior B2B buyers find the actionable information and guidance they need to purchase complex IT solutions, enabling them to achieve their business objectives.

Who influences you within these topics?

I’m continuously reviewing the latest global B2B market research study findings from McKinsey, Bain & Company, Boston Consulting Group, plus many other leading or boutique management consulting organizations.

What challenges are brands facing in this space?

Traditional B2B IT vendors that previously sold on-premises deployed hardware and software to large clients will often struggle to make the transition to SaaS and cloud-native computing. I help them create compelling customer-centered value creation narratives that focus on business outcomes, rather than technology product features and functions.

What do you think the future holds in this space?

More large enterprise Line of Business (LoB) leaders will continue to be the key advocate and driver of new SaaS application business cases, and their enterprise IT organization will assist in the deployment and ongoing management. The C-suite and other senior business leaders will remain the primary decision-makers and key buyers of essential business transformation technology.

What brands are leading the way in this space?

The shift to business customer-centered narratives is a nascent market where no brand currently leads at this time. All the traditional major IT vendors are at a “work-in-progress” stage of the transition to elevate their product marketing and thereby move up the value chain to engage the LoB buying centers within large enterprises.

If a brand wanted to work with you, which activities would you be most interested in collaborating on?

IT vendor go-to-market strategy development, product marketing team coaching, and keystone narrative co-creation that’s captured in meaningful and substantive thought leadership. As a trusted adviser, I provide market intelligence and analysis to help my client’s CMO or CSO answer the “so what” questions that customers have about their offerings. I enable B2B marketers and sellers to craft a distinctive brand voice — so they become remarkable and influential opinion leaders.

What are your passions outside of work?

I stay active by taking long walks to refresh my mind and body — in preparation for the next big challenge!

What would be the best way for a brand to contact you?

By email.

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