The harsh reality of the dichotomy in software companies, between promise and delivery.
* By Onivaldo Roncatti
With the growing demand for digital solutions in companies, there is also increasing pressure on suppliers to accelerate deliveries and promise more. In this scenario, it is crucial to reflect on the gap between sales pitches and technical delivery—a disconnect that undermines trust in the software sector.
In the dynamic world of technology, it's common to observe a significant mismatch between what software companies present in their solutions and what they actually deliver in practice. This dichotomy – between sales pitches and operational reality – is more frequent than it should be, and represents a risk for both customers and the credibility of the sector.
On one hand, we have impeccable presentations: well-produced institutional videos, fluid demonstrations, promises of simple integration, intuitive dashboards, and automations that promise to solve historical problems in just a few clicks. All of this is part of the "stage," carefully constructed to charm, convince, and sell.
On the other hand, behind the scenes, the reality proves to be much harsher. Implementation takes longer than expected, customization depends on overtime not stipulated in the contract, the support team doesn't keep up with the complexity of the solution, and the learning curve for the client's team is underestimated. The promised "robust and intuitive platform" often becomes a technical puzzle that demands a level of digital maturity not yet achieved by those who contracted it.
This gap between promise and delivery has multiple causes. One of the main ones is commercial pressure: sales teams are encouraged to close deals, not always accompanied by a deep analysis of the client's reality. Added to this is a lack of internal alignment—marketing, sales, product, and operations often don't speak the same language or share the same vision. In many cases, there is an overestimation of the technology, based on an excessive confidence that it will stand on its own, without considering the infrastructure, culture, and processes existing at the client's site. Furthermore, there are serious governance failures: many implementations proceed without a clear plan, a realistic timeline, or defined responsibilities to ensure client success.
Given this scenario, how can one avoid falling into this trap? For supplier companies, cultivating a culture of technical honesty is essential. This involves presenting the platform as it truly is—with its strengths, but also its limitations—including product and operations teams in the pre-sales process to ensure viable promises, and investing in realistic onboarding, as well as robust post-sales support with continuous monitoring of the client's progress.
For clients and contractors, certain precautions are essential. Conducting POCs (proofs of concept) and pilot projects with real-world cases before finalizing the contract is a good practice. It's also advisable to speak with other clients already using the solution—not just those recommended by the vendor. Defining clear KPIs for the project from the outset, with validation stages and well-established success criteria, contributes to aligning expectations. Finally, it's crucial to demand contractual clauses for performance, SLAs, and scalable technical support, as well as the adoption of certifications and governance practices in line with market standards.
by reducing this dichotomy between discourse and practice. Companies that deliver on their promises build reputation, trust, and lasting relationships. Those that don't may grow in the short term, but will inevitably lose ground to more ethical and transparent competitors. It's time for the sector to seriously address the responsibility of delivering what it sells—and stop outsourcing risks to customers. The key lies in the balance between commercial ambition and technical commitment.
Onivaldo Roncatti is a member of the Board of Directors of the Brazilian Association of Software Companies (ABES).
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
Article originally published on the IT Forum website: https://itforum.com.br/colunas/promessa-e-entrega/
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