Part 1 – The positioning statement

Positioning Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement that we use in the Lustratus REPAMA-based research.  So I’m going to dedicate the next few blog entries to the positioning statement.  I hope to answer the following questions. What is the positioning statement? […]

Teaching Oracle to Suck Eggs

Working out the depositioning strategy used by specific vendors is normally complex.  Do they actively look to emphasise their positives over their competitors?  Do they look to highlight their competitors’ perceived negative attributes?  Do they infer who the competition is?  Do they actively name the competitors, or the class of competitor? Reverse-engineering this information usually […]

What do you do?

It’s an easy question isn’t it?  But its one that in my experience is so often misinterpreted or wrongly answered by high-tech software vendors through their web sites, marketing materials and meetings with prospects. When a prospect poses that question of a software vendor, what are they looking to understand?  The answer is that they […]

Funded Initiatives and lead generation

I’ve been scanning other marketing blogs recently, attempting to get a feel for what other folks are doing out there at the moment.  I see lots of advice on creating strategies to generate leads through social media and the creation of networks.  Whilst I wholeheartedly support any efforts to get closer to prospects by creating […]

REPAMA Guide Now Online

Despite being available in “beta” form to REPAMA users for some time, I finally got round to packaging up a publicly downloadable version of the Lustratus REPAMA Guide. This can be downloaded from for no charge. I should say a big thank you to clients, colleagues and everyone else who has provided feedback on […]

Inaction. The biggest “competitor” in a slowdown

I often find that when building competitive strategies, vendors tend to focus all of their efforts on other vendors with similar products and technologies.  They believe that if they understand how the other vendors in their segment are taking their products to market, they will give themselves a good chance of winning business.  Whilst there […]

What Slowdown?

I was discussing the economic slowdown with some friends over the weekend.  We were trying to predict the likely depth, length and impact but we came to the conclusion that logic and a sound understanding of economics alone couldn’t help.  You’d need to apply complex chaos psychology first.  The issue, we realised, is that whilst […]

An “average” marketing strategy

Mean.  It’s a great word isn’t it.  But what does mean, mean?  If you see what I mean.  It’s either hateful, the intended meaning of something or, as I want to use it here – an average.  In this case it’s the “average” marketing strategy for a specific marketing segment.  What would be the value […]

2009 Guidance for CMOs

I think Michael Gerard is spot on with his views on the need for different priorities and strategies for CMOs in 2009.  He talks about the need to remove the disconnect between sales and marketing, decentralisation of both the marketing function and budgets to the region and also about the importance of sales enablement.  These […]