What if most B2B Software is doing it wrong?

As an experienced IT management consultant, I have seen firsthand the challenges businesses face when implementing new software systems. The adoption process can be long and arduous in many cases, and the final product may not meet the users' needs. This can lead to frustration, lost productivity, and even financial losses.

In one case, I worked with a large corporation trying to implement a new CRM system. The system was designed to help the company track its sales leads and customers. However, the system was complex and challenging to use. In addition, the users were resistant to change and unwilling to invest the time to learn how to use the new system. As a result, the adoption process was slow and costly. As a result, the company eventually abandoned the project, losing thousands of dollars in the process.

This experience taught me that ensuring the adoption process is, at least, just as important as the software selection itself. If the users are not willing to use the system, then the investment will be wasted and, in not a few cases, will be a failed attempt to transform the company. Therefore, it is essential to involve the users in the entire process, from selection to design and implementation, and to make them aware of the importance of a system that meets the most critical needs, even if it doesn't address all the caprices they could have.

SMEs are particularly vulnerable to the problems associated with software implementation and adoption. Those kinds of companies often have limited resources and cannot afford to waste time and money on a project that does not meet their needs. Therefore, SMES must choose a software vendor and integration partner that understand their needs and are willing to work with them to implement the system successfully.

Some flaws of the traditional approach of B2B software

The B2B software market is crowded, with a wide variety of products and services to choose from. As a result, thousands of software vendors are vying for the attention of businesses of all sizes. To stand out, many vendors focus on creating very "robust" tools with hundreds of features and constantly adding many new options to their products, regardless of whether or not customers need those features. This is a natural instinct, as it gives vendors something to market and sell. However, this approach can have a number of drawbacks.

First, it can lead to software that is difficult to use. When vendors add new features, they often do so considering the needs of their most frequent (power) users, which are frequently the vast minority. Even when it sounds counterintuitive, that approach has a big issue because doing so makes the work difficult for most users, who won't be able to keep up with the changes and, therefore, will resist adoption. This can lead to frustration and a decrease in productivity.

Second, focusing on adding new features can make it difficult for businesses to adopt new software or even a newer version of an already-in-use system. When there are too many features to learn, it can be difficult for companies to determine which features they need and how to use them to get up and running with the new product. This can lead to delays in implementing new processes and systems.

Third, a focus on adding new features can be expensive. When a product is constantly being updated, the total cost of ownership can increase because the vendor needs to grow the bill as much as possible to afford the development cost; it can be difficult for businesses to keep up with the cost of licensing and maintenance. This can be a significant barrier, especially for small and medium-sized enterprises.

A Different Approach for B2B Software Development and Subsequent Implementation/Adoption

There is a different (better?) way to develop B2B software. Instead of adding new features that only a minimal percentage of users will use, there's an immense opportunity for vendors who focus on providing an end-to-end integrated solution with a limited set of features essential for businesses to succeed. This approach would benefit most users by making software easier to use, easier to adopt, and more affordable.

When I say easy to use, easy to adopt, and more affordable, I mean including an excellent UX/UI, implementing automation and AI capabilities, providing clear and concise documentation, offering unlimited training and superb support, and making the software accessible from any device and from anywhere, even offline.

Finally, vendors should focus on building customer relationships to serve them better. This means listening to their needs and feedback and working with them to develop solutions that meet their requirements while helping them prioritize what's essential to leading a business process in this new VUCA (volatile, uncertain, complex, and ambiguous) world where knowledge-based work is becoming more prevalent than manual labor.

The Benefits of a Different Approach

An approach like the one mentioned in the previous paragraph to B2B software development would have several benefits.

First, it would make software easier to use. This would lead to increased productivity and decreased frustration.

Second, it would make software easier to adopt. This would lead to faster implementation and fewer delays, reducing the cost of opportunity.

Third, it would make software more affordable in terms of licensing, implementation, and support costs. This would make it more accessible to small and medium-sized businesses.

That approach implies the development of some new integrated suites focused on helping specific businesses streamline their end-to-end operations. This suite would offer a limited set of functionalities covering the entire lifecycle of a company, from sales and marketing to project/product delivery, customer service, and accounting. This would allow the vast majority of businesses to digitize and even automate their work without investing massive quantities of time and money in multiple disparate software systems.

Conclusion

The current approach to B2B software development needs to be fixed. It is leading to software that is difficult to use, difficult to adopt, and difficult to justify in financial terms. A different approach is needed, focusing on providing a limited set of essential features, making software easy to use, and building customer relationships. This approach would have several benefits, including increased productivity, decreased frustration, faster implementation, and lower costs.

As always, if you want to continue the conversation, feel free to comment here or follow me on Twitter @jorgelozanom