Yesterday I had a demo of a technology I had heard about but had never really tested.
The PR agency, taking care of the company in question, had very gently setup a meeting time, and a conferencing space online (powered by Microsoft Live Meeting) where this showcase had to take place.
Robin Good

Generally, these sessions allow me to get to know some new Web conferencing company I don't know and, when tings go well, to truly appreciate the talent, skills and unique strengths the company provides and the unique features that their technology integrates.
Unfortunately, many companies still entertain the idea of these "press-meetings" as some kind of lecturing opportunity in which they monopolize the communication space by downloading these pretty boring PowerPoint presentations in which everything about the company and its glory is listed, but you don't see one screen shot of their actual product.

It seems, and it may well be the case, that many of the companies, in their effort to become viable money-making enterprises, in which investors and financial companies bet their funds, have gradually forgotten their role and mandate in the market while attending to the expectations and desires of
business analysts and financial investors.
And so, I got bombarded with so much self-glorification data, stats that show only one-side of the story, and self-serving compliments that, even if I was to like their tool, I was now nauseated by the one-way self-serving delivery and the missed conversation I had just witnessed.
I always thought that Web conferencing, online collaboration and presentation companies had a mission of popularizing new media technologies that facilitated online tele-work, true at-a-distance teamwork and many learning/training applications; not one of giving me the rundown on their financial outlook, their customer base logos list and market share data without ever showing me the key essential things I am interested in:

a) how does it look?

b) what does it do?

c) how much does it cost?

Of course these companies need to make a business at doing this, and there is nothing wrong with that. The issue comes up only when such companies:
a) get their marketing and institutional image too driven by financial and economic aspects. "Fine that you are having an IPO but we have come here to see your technology for collaboration. Show us what you have got."

b) forget that "the press" has been rapidly changing and those who are on the ball today have a very different ethic and view on how technology is to be reported about.
c) have no real story to tell, and
d) have no clue whatsoever about the fact that their killer advantage is to start listening.
As you will easily notice yourself, these are the same companies that
do not have:
1) a set of company blogs,

2) an open forum that is active, open to the public at large and rich with exchanges, or

3) any other kind of ongoing public two-way communication with their audiences.
You will also notice that most of these companies also do not have public pricing for their services/tools. Under the wrath of serving only corporate accounts and needing to customize their offers to their customers' specific needs, these companies wall themselves out of many potential conversations with those who don't want to have a conversation with a sales rep when they are first finding out about a technology. If they can't gauge your price they just go somewhere else.

These companies are the same ones that keep dreaming of potential new customers spending hours on their sites learning about the greatness of their tool and then religiously filling an request for contact email, so that a sales representative will contact them.
Wake up!
The story has changed:
a) You have only less than of 5 minutes of our uninterrupted attention (in a phone call). On the Web about two at the most. If you can't share anything of value within that time you have lost us.
b) The key traits of why your tool is so great and what you are charging for it should come up within these times.
c) If they don't, we get suspicious. If you have great features and a fantastic pricing why are you not telling us right away?
d) We ask questions and want rapid replies. Is that part of your script on the phone or on your site?
e) We want to see who is behind your company down the end. If you don't show it upfront we will find out anyhow. Get transparent if you want to be credible.
f) If we can't try your tool for free, with all the features up and even for a relative short amount of time, there is no way we are going to buy from you.

g) We like to hear your voice, your ideas and your plans.
h) We think we are (customers, and independent reviewers) the best ones set to give you advice on all your critical items: pricing, features, usability, marketing. Are you going to listen to us?

Do you have time to have a conversation or do you have another PR meeting coming up in 5 minutes?

No conversation, no party.