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Martech Mashup: Dropbox’s Fringe Benefits

We previously looked at the validity of the press coverage of Meeker’s Internet Trends 2018 report. But Dropbox has found the pivotal part of the report: the bit that says their enterprise users are getting super good fringe benefits.

She said, they said

Dropbox eagerly repeats Meeker’s observation that IT support time in Dropbox-using business is 31% less. They also note that Dropbox saves 3700 hours saved annually in document management.

According to Dropbox, this is because ‘When the tools work intuitively, the employees don’t have to spend extra time trying to figure things out.’

Dropbox forgot

Dropbox failed to cite Meeker’s recognition of a 6% rise in sales team productivity experience by Dropbox’s enterprise clients.

While six is so much smaller than 31, that 6% could translate into a very significant boost for turnover. In many ways, this is more impressive than the numbers Dropbox chose to focus on.

The salt

Dropbox also failed to mention that all the figures they quote from Meeker reports, Meeker actually pulled from a study that Dropbox themselves commissioned.

That doesn’t mean it’s wrong… but it does render their touting of Meeker's ‘findings’ as a rather desperate ploy to add legitimacy to figures that they in fact funded themselves.

Do you trust metrics that come from a company’s evaluation of their own offerings?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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