TEMIA Appoints Joe Basili as Managing Director
November 21st, 2008MANASSAS, Va., Nov 20, 2008 /PRNewswire via COMTEX/ — The Telecom Expense Management Industry Association (TEMIA)( http://www.temia.org/), the premiere organization for the telecom expense management industry, announced today the appointment of Joe Basili as Managing Director. This appointment highlights TEMIA’s deep commitment to grow the association, raise awareness of the values and benefits of TEM solutions, further its mission of optimizing the telecommunications supply chain, and help organizations achieve ideal results from TEM programs.
“Joe brings a background that is well suited for this work with more than 20 years experience in marketing, launching and growing new businesses, and developing research for the TEM market. He also brings positive relationships with existing members, potential new members, enterprises, and analysts,” stated Dave Spofford President of TEMIA.
This bears a comment.
BRAVO! I dashed off a quick email to the TEMIA board late yesterday applauding this appointment. I don’t know Joe all that well, but I know his background and I know a little about how associations work or perhaps more aptly don’t work. This was a very smart thing for TEMIA to do.
They limped along for two years without a strong director and have suffered operationally because of it. The CEOs running TEMIA are very busy running their own shops, they scarcely have the time to run an association. Combine that with competitive suspicions and healthy ego’s and it was no wonder TEMIA was not gaining the traction it needed to develop to bring the industry forward.
Without a strong, independent director, TEMIA was going to continue to be “all talk and no action”. A point made over and over by CEOs I have talked to both in and out of the association. In many ways, TEMIA’s Achilles heel has been a competitive undercurrent around market share. It has hamstrung it growth and purposefulness in any number of ways.
Joe’s mandate ought to be to double or even triple the size of the association through creation of a solid set of benefits and lowering of the dues structure. There needs to be an infusion of new ideas from a new group of providers.
Look. VC backing has allowed the industry to get off the ground mat well as the association itself, If TEMIA’s charter was to educate the marketplace it must move well beyond the Fortune 500 (if they don’t know about TEM by now they never will). TEMIA has to focus its efforts downstream. The great opportunity for TEM growth is in the mid-market, where there are lots of greenfields and thus less competitive pressure even though there are many more TEM providers.
But here is the rub. For the top tier to move aggressively into the midmarket, they need to be able to speak with one voice to the carriers about Bill formats and e-bonding and a standards regimen on refunds. It is those that among others that drive the automation and scalability needed to play in the mid-market.
TEMIA needs more members and more dues in order to effectively wage that battle.
More members may dilute the power of TEMIA’s charter class; “empowering” “lesser competitors” may seem counterproductive; having more members might seem unwieldy. but it is also a sign of industrial maturity. Those companies deserve a seat at the table and need to be heard.
There are some folks who just need to get over the idea that it all about market share. There are too many untapped wells, too many vendors to even bother trying to make this into a market share game. It is about profitability and referencability. It is about the need to relieve competitive price pressure and lowering the “cost of sale”. The paradigm needs to change because the dropping prices to win a deal among the largest companies has robbed profitability from most TEMIA members.
I would argue that the way to market success is through redefining the target audience and that can only come through an industry association that truly understand the broader market issues. That means a larger, more inclusive association but that is a trade-off that TEMIA needs to make, if it want to drive the industry forward. And it is a trade-off that cannot be done without a strong managing director leading the charge.
So again I say “Bravo” to the Association for this great leap forward and congratulation to Joe Basili on this great opportunity,