Whatever applications and tools the TTO chooses, though, should really be a secondary consideration. The application itself is simply a means to an end. In my mind, which application one uses is only as important as a tech transfer office's ability to change the way they market their technologies. It is so important for people to understand that they should not be using jargon, technical descriptions and the indecipherable gobbledygook that professors and researcher write. (mostly, it seems, to impress other professors and researchers) one can find reams of quantitative data that PROVES that people simply do not use the web to search for solutions to problems the way most of us in the tech transfer world seem to think they do.
The fact is, there are tens-of-thousands of technologies being listed on IP aggregator sites, but the real people out there searching for them can't find them because we do such a horrible job of writing technology descriptions, optimizing our content and setting ourselves up for success. We don't understand the tools that we are using or how search engines work. Optimizing content can help us do our jobs by bringing unsolicited leads to our doorstep.
Tech Transfer Offices need to completely scrap the way they think about how they describe their technologies. We need to begin to learn how to use the tools that we already have available to us. And, finally, we need stop trying to turn technology management systems, like KSS, Inteum and InfoED, that are in no way meant (or equipped) to help one market the technologies whose descriptions are housed there, let alone do so online. We need to start thinking more clearly about our the behavior of our audience.