Speed testing – business software should significantly reduce the time it takes suppliers to perform important tasks, such as developing an email campaign and producing a report. What have business software vendors done? In short, they have not adapted to the needs of the modern marketing team, which has undergone a major transformation over the past decade. In 2009, there were calls for business software vendors to pay more attention to the usability of their products, but like the proverbial ostrich, they buried their heads in the sand, resting on their laurels and blindly trusting the lazy suspicion that customers will always accept pain as the price of power. Testing people – it’s obvious that any kind of marketer, from data analysts to creative designers, can work with your company’s business software, but everyone should have an equally positive experience with it. What growing businesses deserve is business software designed for the modern age – solutions that combine power and ease of use, enabling them to implement their most innovative ideas quickly. For years, enterprise software companies have been able to provide vendors with tools that are both powerful and easy to use. Test windows: When performing standard marketing tasks where multiple windows and tabs need to be opened simultaneously, this indicates that the software was not designed with user-friendliness in mind. For a long time, commercial software companies have imposed tools designed for the past on companies trying to shape the future. It’s time for vendors to have a business software solution that they like to use. Business software companies have convinced their users that complex tools are in fact essential for them to do complex things. In recent years, we have seen companies like efuse, like other publishers of business software, making concessions. However, marketers still can’t find a business software solution that doesn’t turn things around. But when it comes to choosing a business software solution to drive that growth, information asymmetry can make it difficult for buyers to choose the right vendor for their team’s needs. As we enter the new decade, growing companies have no choice but to demand more of their business software. When one of your team’s marketers is disappointed with their software – whether it’s an email marketer trying to segment a list or a marketing analyst trying to produce a report in vain – the department head feels their pain. Over time, your software becomes flooded with forms, fields, unnecessary workflows and so on, making it difficult for the marketer trying to deliver the experience your customers expect.