I’ve never been a fan of mission statements for the sake of mission statements. I guess that is because most that I read are painted in the blandest shade of beige or taste of vanilla. This tends to make them less of an “inspiring, rallying-call” type of mission statement and more of “a collection of boring indisputable facts that we think the CEO won’t fire us for putting down on paper” type of mission statement.
That said, I think it’s worth setting out a plan for the type of material that we’ll be covering in this blog in future editions. So here goes. I want to write about the efficaciousness or otherwise of the strategies and tactics that vendors in certain market segments use to reach their audience. I’d like to compare and contrast the marketing efforts of certain vendors and even rank them. I’d like to give awards for good as well as bad marketing and I’d like to start a discussion about best practices in B2B infrastructure software marketing. I want to look at the tactical side of marketing such as press and analyst management and lead generation as well as the strategic side. We’ll be looking to use our REPAMA methodology (more of that below) to infer actual vendor positions against the claims they make.
Well REPAMA was created by a desire to get competitive intelligence on early market software companies. I realised that analysts didn’t or weren’t able to track early market vendors which made creating competitive strategies very difficult. Even in mature markets, it was tough to really understand the detail of how certain vendors were taking specific products to market. So I set about designing some exercises that would allow me to infer key strategic marketing strategies from the way these companies address their market. Since then we’ve expanded on these exercises to produce a methodology that allows us to build comprehensive comparisons of vendors’ positioning and messaging by reverse engineering their marketing strategy from the way they approach the market. Hence REPAMA is our Reverse Engineered Positioning and Messaging Analysis methodology.
Who is we?
Well “we” is Lustratus. I formed Lustratus with Steve Craggs and Ronan Bradley a couple of years ago as a marketing consultancy and market analysis organisation. We’re very focused on a small number of infrastructure software segments and we help vendors to better understand the market landscape in which they compete and ultimately to clearly communicate why they believe their technology will be of benefit to their prospects.
Well I’m Danny Goodall but I’m sure that Steve and Ronan will also contribute to this blog. For the first 10 years of my career I was a techie but moved into marketing when I realised that the company cars were much better. I’ve worked for many vendors in field marketing, product marketing, product management and VP Marketing positions and for the last 4 years I’ve been consulting to many others helping them to set or correct corporate marketing strategies or to improve the effectiveness of their tactical field marketing programs.
You probably ought to know that I’m also a massive fan of Southampton Football Club.