Lessons Learned: Content Is King

While its 2003 revenue of just $70.6 million made it unable to
spend the big bucks of competitors like Microsoft, Raindance still
had to identify a finite group of suspects open to using its
product. Then Burch discovered content is king, with the Meetings
tool only the facilitator and not the meeting itself. Success came
from marketers who appreciated that Raindance shared information
that would help them be successful in their careers. "Content is
what marketers respond to," he says. "The Meeting tool sells itself
for those willing to adapt early, but people have to gain a certain
comfort level. It doesn't happen overnight."