Telemetry Principles & Philosophy

Creating revenue - sustainably, is a problem that continues to plague many companies around the world.  If not most companies.  The reason why it persists as such a major problem after decades of massive investment in technology, people and reorganisation after reorganisation, is that revenue is actually a wicked problem.  In this context, wicked doesn't refer to evil.  Rather wicked problems are problems that are extraordinarily difficult or even impossible to solve because of incomplete, contradictory, and / or changing requirements that are often difficult or impossible to recognise.  Wicked problems often can't be fixed, because there is no single solution.  Moreover, because of frequently complex interdependencies, efforts to solve one aspect of a wicked problem reveal or create other problems either up or downstream.  They are defined by their complexity and often characterised by organised irresponsibility.  The modern act of selling - especially B2B, in our view satisfies all these conditions.