Jason Rothbart is one of the founders of Groupswim, a SAS enterprise collaboration solution that debuted at last year's Enterprise 2.0 as a finalist in the conference Launch Pad. I caught up with him recently, and explored his perspective on Web 2.0 tools adoption in the world of business.
Jason's title is VP of Customer Success, which I think says something important about the orientation of the company.
Jason affirms a bimodal sales model: some clients are buying really quickly, because their "heads are on fire", where in other cases acquisition is very, very slow because you need to get the CFO to sign off on any purchase.
His insights on how tools virally spread through a company or top-down in enterprise-wide deals confirm what we have seen in other conversation.
Jason points out that the there is a stake difference between clearcut returns -- like increased sales -- but other benefits are more nebulous: "But anyone who tells you that they can tell you exactly what the ROI is is either lying or doesn't know what they are talking about."
The interaction with Jason is a lot closer to the deal side of Enterprise 2.0 adoption, but that aspect of what is going on is just as revealing as the more academic and theoretical issues that seem to become foremost with practitioners.