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Novell Teaming + Conferencing – How to own a word and a Marketing Contest Challenge with Novell


February 18, 2008 9:09 pm





Now that Novell has acquired SiteScape, it is time to discuss their strategy for moving forward with their Teaming + Conferencing product.

I have a lot of thoughts and feelings about this, which makes it hard to stay focused on the topic. For this discussion, I’m going to discuss what word Novell should own for T+C and I’m going to challenge them to a Marketing Contest.

I believe that an idea is worthless without a plan for executing on the idea.

What word is Novell going to own with Novell Teaming + Conferencing.

I think Novell has a good shot at owning the word Teaming. They have built it right into the name of the product and no one else owns it at the moment.

But if they want to own it, they better get moving. I feel like Novell has thrown a party and forgot to send out invitations.

Here is some good news – Go to your Google browser and type in the word Teaming

Here are my results as of January 15th, 2008 at 11:45 Pacific Time.

With 6,760,000 results, the top 10 are:

#1 Novell Teaming + Conferencing

#2 HP- Teaming, Fault tolerance for ProLiant

#3 Teaming with Wildlife

#4 Teaming with Wildlife

#5 Woman owned – Using Teaming to win Government Contracts

#6 Teaming – Definitions from

#7 Teaming – Synonyms from

#8 Network Connectivity – Advanced Networking Services – Teaming

#9 PDF NIC Teaming IEEE 802.3ad

#10 Enterprise Teaming, LLC – Enterprise Teaming Management


The good news is that Novell is number 1 with the word teaming. The bad news is that is all they have.

I went to Wikipedia, looking for Teaming, there is nothing there.

In the news on Google Novell showed up as #2 and #7 with their Sitescape announcement

In the Blog searches they didn’t show up at all.

Nothing in Google Groups

Okay, if Novell wants to get serious about being in this space and making a run at Sharepoint, they are going to have to get out there and make some noise.

What is holding Novell back?

Why isn’t Novell doing everything they can to get Teaming + Conferencing out there and talked about. One reason is that they are limited in funding and resources and time. It is hard, when you have a lot of products, to be doing everything.

But that excuse only goes so far.

I have a challenge – I challenge Novell to a contest.

In the next six months, let’s see who can own the word Teaming on Google.

I, by myself, will attempt to get more links in the top 10 with the word Teaming than Novell has. We will set the time period for six months, with monthly updates.

My goal, is to have captured 50% of the top 10 links with the word Teaming.

Now, in this contest, I’m not going to take the word away from Novell. I’m simply going to do everything in my power to have my actions, activities, events, and other items, have the word Teaming associated with them from Novell’s Teaming + Conferencing product.

Right now Novell has 1 out of 10, or 10%, and I have 0 out of 10. In six months, my challenge is to have 5 out of 10 of the links associated with my name when the word Teaming and only the word Teaming is placed into the Google Browser.

What’s the point?

My point with this contest is to demonstrate to my readers that you can, in a very short time, come to own a word. By doing it with Teaming, I actually help Novell, because all my links will be with Novell Teaming + Conferencing, so it is a friendly contest, but if you want to own a word, you can go out and get it if no one else owns it.

Should be a fun time over the next few months. I will keep you posted.

Richard Bliss
Read my blog at

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