Dennis Blanchette describes how Ensure Technologies evolved from primarily research to aggressively pursuing opportunities to commercialize its software. His focus is on figuring out how the buyer buys security products and then finding the right partners for Ensure to achieve higher sales.
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In this six minute segment (download iPod compatible, 32MB), Dennis Blanchette outlines Ensure's 10 year history to date. Ensure spent the first few years working out the kinks in its RFID technology and determining potential markets. It then rolled out to beta customers. For the past 3 to 4 years, the company has been focused on commercializing its products.
One area that Dennis is trying to emphasize is enterprise sales. They are willing to spend more money and purchase at much larger volumes. Some important points:
- Penetrating the enterprise frequently requires partnerships with other vendors, so that Ensure is part of a complete solution. Enterprise buyers buy complete solutions, not just components.
- Partnerships now account for 40% of Ensure's business, and Dennis expects to see that number move to 60% over the next couple of years.
- Ensure now has around 500 customers with thousands of users. One Enterprise customer alone could add 50,000 users to that total and increase revenue substantially, a not too different experience from that described by Dave Henderson at Autowatch.
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