Running the REPAMA rule over mainframe SOA
I’ve just finished the REPAMA Segment Analysis Study and Marketing Efficacy Assessment on High Performance Middleware. It’s just going through our buddy checking process at the moment so now I can get on with the next project. We’re about to start looking at vendors of integration and SOA solutions on the mainframe with the REPAMA methodology.
It’s really interesting (well if you’re a marketing analyst) when you start a new project. You have to leave a lot of your preconceptions behind. If you’re reverse engineering the marketing strategy from a vendor’s go to market material, it’s quite wrong to form firm opinions about the results before you even start the analysis.
I mean, if I were… Continue reading
Posted in All Blog Categories, communication, go-to-market, positioning, SOA and Integration, Vendor-Related Posts | 
datadirect, gt software, hostbridge, ibm, mainframe integration, mainframe soa, marketing strategy, microfocus, progress software, rocket software, soa software, software ag | 
3 CommentsYou can spin, but you can’t hide
We spend a lot of time at Lustratus looking into the performance of early market companies. Quite often these companies brief us and tell us how well they’re doing and how well they’re latest re-positioning is being received in the market. Most of the time I believe them. And what if I don’t, what can I do to prove/disprove their claims? As an early market company they’re typically not public and probably don’t have to file detailed financial results.
The answer lies in the footprints they leave in the Internet snow. That and something that we refer to as the Press Release Boilerplate Evolution. As you probably know, the boilerplate is the short,… Continue reading
“We all target the same prospects”
We all target the same prospects!
I hear this a lot in the high-tech marketing world. Organisations tell me that when they are prospecting they and their competitors target the same organisations and the same people.
I want to highlight how assumptions like this can be very dangerous in competitive marketing. It’s lazy to assume that your closest competitors are saying the same thing to the same people as you are targeting.
Sure there are major similarities in most highly competitive markets but when Lustratus studies the protagonists and their relative offerings in detail we always find significant clear blue water between them.
We developed the REPAMA methodology to bring a little clearer insight into competitive marketing. … Continue reading
Posted in All Blog Categories, communication, high performance middleware, marketing, Marketing Strategy, positioning, Vendor-Related Posts | 29West, ibm, Latency Busters Messaging, LBM, LLM, low latency messaging, marketing strategy, messaging, middleware, positioning, Solace Content Router, solace systems | 1 CommentThe company doth protest too much, methinks
…or Shakespeare and Cuban heels.
Apologies to those fans of the Bard for the bastardisation of the famous line from Hamlet but it’s a phrase I’ve come to use for early market software vendors that are trying just a little too hard to convince prospects that they are bigger and more credible than they really are.
Claiming, front and centre on your web site and in the copy of your press releases that you are the “global leader” in somethingorother appears to be the fashion in marketing communications. In fact we see phrases like “global”, “market-leading” or “leading provider” so often now that I think we’ve actually stopped thinking about the meaning of these words and whether we… Continue reading
High-tech marketing spend is…
…slowing according to IDC’s Michael Gerard. No surprise there then given the global economic slowdown. I guess we’ve all seen some evidence of a slowing in spending and recruiting perhaps the surprise is that the slowdown is not as bad as one might have expected. The results come from IDC’s 2008 Tech Marketing Benchmark Study (covered more fully on btobonline.com). This is a piece of research that should find itself on every senior marketing exec’s highly polished desk.
Anyone expecting a grilling over budget requests should have studied this report beforehand for justification. If you’re asking for money and you haven’t realised that your request is 10% higher than the average in… Continue reading
Indocilis privata loqui – expelled from the marketing circle?
Without the benefit of a classical education I can’t be sure, but I think the Latin in the title says something like “not right to reveal secrets”. It’s the motto of the Magic Circle – an organisation that guards its magic secrets jealously. I wonder what would motivate a magician to leave the ‘circle and expose the tricks behind the “magic” and in doing so disappoint people everywhere with the realisation that the women doesn’t really get sawn in two but is in fact two very small women bred specifically for the act. Probably.
Funnily enough an ex-colleague of mine suggested that I might be doing the same thing by blogging on some of the techniques used… Continue reading
A quantum of Solace? (Systems)
So, as I mentioned in my previous blog that Lustratus has been looking at companies in the High Performance Messaging (middleware) space recently. A couple of ex-colleagues from Sonic (Dave Clare and Annalisa Sarasini) have both found themselves in this space, with Solace Systems and 29West respectively. My colleague Steve Craggs is looking to produce a paper on the space so we arranged a couple of briefings.
Steve and I have both served our message oriented apprenticeship. Steve ran IBM’s MQSeries division for many years and I was part of the team at Sonic Software that brought SonicMQ to market and then launched the ESB category. So we both understand the manic vendor space… Continue reading
Posted in All Blog Categories, high performance middleware, marketing, Marketing Strategy | 29West, annalisa sarasini, Danny Goodall, dave clare, high performance messaging, low latency messaging, marketing strategy, mqseries, solace systems, sonic software, sonicmq, steve craggs, talarian, tibco | Leave a commentFocus and 8 fingered gloves
I remember using the phrase “You’re marketing 8 fingered gloves” with a client a few years ago. And without wanting to show any disrespect to those unfortunate or fortunate enough to have more than 5 digits on each hand, I think it illustrates perfectly the dilemma that some technology vendors face.
Imagine you are the VP Marketing for Octodigit Inc. – a manufacturer of 8 fingered gloves for men. Your market is pretty small. Really small in fact. Getting new customers is quite a chore and involves some incredibly detailed research, focus and a lot of leg work. However, when you find a prospect – an octodigit (or whatever the term is) male who… Continue reading
Ab initio
Welcome to the Lustratus REPAMA blog from Lustratus Research. 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.
Mission?
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… Continue reading
What is this blog about?
So what is this blog all about?
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.
Mission?
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… Continue reading
Posted in All Blog Categories, Uncategorized | early market, high tech, Lustratus, marketing, mission statement, research, strategy, tactics | Leave a comment
- Corporate DNA @ Progress Software – Redux
- Heroku Versus AppEngine and Amazon EC2 – Where Does it fit in?
- …We didn’t have an ice cream…
- On Informatica, Evangelism, Audience Strata and BIG-DATA
- The marketing strategies of open source versus closed source ESBs
- Part 2 – First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
- First output from REPAMATron – WSO2 versus FuseSource versus Talend versus the ESB market
