Globalise the Verticals
It means engage with and treat your customers as they want to be engaged, i.e. as global companies, not as individual geographic entities.
It means exactly the opposite of that. The ‘vertical’ is where you treat customers specific to their, industry, geography etc.
Globalizing the vertical means identifying processes that can be delivered consistently regardless of the specifics of the vertical, which are not the customer facing ones.Posted 2 years ago
A “vertical” usually means a niche product with a narrow customer base- it’s not broad so it’s tall.
Wrong again. A vertical is a market, nothing to do with products, and simply describes a boundary within which you’ll find companies or organizations with common characteristics. So Financial Services is a vertical, and so is Russia.Posted 2 years agoNorthwindSubscriber
phil56 – Member
Wrong again. A vertical is a market, nothing to do with products
A market that’s nothing to do with your products eh? Interesting concept. One that’s sadly prevalent in marketing but everyone else realises that a market is just where you sell your product.Posted 2 years ago
What is more enlightening is that no one seems to be able to agree on what it does mean, which confirms that it’s basically just complete and utter marketing BS.
Actually, despite the evidence on this rather narrow vertical, there are a great many people who understand this completely, and use this understanding successfully.Posted 2 years ago
there are a great many people who understand this completely, and use this understanding successfully.
I don’t doubt it. The problem is, they all work in Marketing or Middle Management. The other five nines of the population read pish like this and just go, “eh?”
It’s problematic not just because it’s obscure to most readers, but because it’s perfectly possible to convey the same message in non-gibberish sentences. It’s pointless obfuscation and I’m reasonably certain that people only do it to make themselves sound cleverer than they actually are. I mean, if you understand what “globalise the verticals” means, and no-one else does, then you must be cleverer than everyone else, yes?
I think I might start a Campaign For Real English or something.Posted 2 years agogeetee1972Member
The problem is, they all work in Marketing or Middle Management. The other five nines of the population read pish like this and just go, “eh?”
Which is perhaps why they don’t work in marketing or management.
I don’t think this is a problem of language or obfuscation though. I think it has more to do with the culture clash between functions in a company and the politics of territory. An engineer is as likely to want to understand what ‘globalise the verticals’ means as a marketeer is to want to understand the intricacies of a PCB (or an engineering equivalent).
It’s the difference between responding to ‘globalise the verticals’ with ‘sorry could you, for the sake of clarity, just tell me exactly what you mean by that’ and posting a derisory comment about it on STW.Posted 2 years agoperchypantherMember
An engineer is as likely to want to understand what ‘globalise the verticals’ means as a marketeer is to want to understand the intricacies of a PCB (or an engineering equivalent).
An engineer is highly unlikely to stick a presentation on the wall imploring everyone else in the company to constantly strive to “repolarise the triple overhead manifold sprocket” without a clue as to what that actually means.Posted 2 years ago
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