By Rachael Higginbotham
When we first launched POUNCE, we were often asked the question “where did the name come from?” It’s both a very long story and a very short one.
We had been marinating on the idea of a shopping cart software to manage what we sell (the experience and service of our people) for a long time. And throughout the development of the product, we searched for a name ad nauseam. We wanted something innovative and unique. Descriptive. Catchy. Memorable. We brainstormed, tried the technique of combining words together (Resu-mate? DevelUP? emPWR? BD-Able?), researched, sought feedback, and still never came up with a name that felt right.
Until one night when, sleep-deprived with a six-month old baby who refused to sleep, I had been dozing with the television on. I woke up to the image of a lion pouncing towards the camera, and the idea came to me. “Pounce!” I exclaimed the next morning at work. “We’ll call the software Pounce. When people have an opportunity, they don’t have to wait. They should POUNCE!” And the decision was made.
A lot of times people tend to make problem-solving more complicated than it needs to be. We went through 200 complex iterations of combined words and innovative phrases to come up empty-handed on a name. As marketing departments, we are always looking for the next best thing to augment our already complex growth strategies—marketing automation, CRM, SEO, lead generation tools, etc. And while all of those things can be great, they take time and resources, which many of us are already struggling with.
The beauty of POUNCE—both the product and the name—is its simplicity. It’s simple to understand, simple to use, and simple to implement. It is a marketing tool for non-marketing people, which gives your firm the ability to leverage the resources of your professionals so your team can focus on the more complex aspects of marketing.
When you are focusing on growth, you have to consider how you are going to execute, and many times that does not include adding to the size of your marketing department. But sometimes the best solutions to problems come while you aren’t trying to solve them. Just like the solution to our software naming problem came from an entirely different direction, a piece of the solution to your growth problem may lie in creating different work for your team, instead of more.
If your problem is needing more time to focus on complex strategies, find ways to reduce the administrative aspects of your marketing department.
If your problem is not having accurate experience summaries, put them in a single, accessible, controllable place.
And if your problem finding ways to engage your professionals to take ownership of their business development efforts, give them a tool they can use to market your firm.
Rachael Higginbotham is the Marketing Director for Postlethwaite & Netterville. With over 15 years of marketing and consulting experience—including a decade in the world of accounting marketing—her strengths include marketing strategy, business development coaching and support, ROI development, brand management and strategic corporate projects.