Standards-based marketing – an antidote “Sell Differently” Part 3

Part 3 – Sell Differently I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference. Perhaps the most obvious differentiator between organisations that have “broadly” similar technology, and an area […]

Standards-based marketing – the homogeneous effect of software standards – Part 2

    A History Lesson   Continuing on from this blog entry, I’ve decided to create another mini series of blogs, this time looking at the difficulty of differentiation in markets where software standards have created homogeneity amongst the offerings of the protagonists. So first a little bit of a history lesson… I surfed the wave of middleware resurgence […]

“Aim wider”, “focus everywhere” and other oxymorons

I’ve just had a conversation with a friend, an ex-colleague who was picking my brains (for free I might add!) about what he could do to make his sales year look better. I asked him how his product was positioned and where his focus was on the market.He told me, and in doing so mentioned 3 industries, 3 market […]

Open Source and the Impotence(sic) of Being Earnest

Q. What do the questions… “How do porcupines make love?” and “How do you ‘sell’ open source software?” …have in common? A. The answer to both is “Carefully!” Software sales is a funny business.  Push too hard and you’re open to accusations of potentially ripping people off through aggressive tactics, don’t push hard enough and […]

Audience Strata

In infrastructure software sales and marketing, Lustratus categorises the primary end user target audience as one or more of the following three categories:   IT Technical – Represents the overtly technical disciplines within the IT organisation that have no management, strategic  or commercial responsibilities IT Business – Represents the higher management levels of the IT […]

Positioning and the Positioning Statement

Positioning and the Positioning Statement This page contains a summary of a series of blog entries I made during January and February 2009.  It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted […]

An ESB is an ESB is an ESB – n’est pas?

As the saying goes, if it looks like a fish, smells like a fish and tastes like a fish then the chances are that it is a fish.  Likewise by any measure the products in the recent REPAMA study into the ESB market segment certainly appear to be ESBs but why then is none of […]

Enterprise Service Bus (ESB) REPAMA findings published

Just a quick note to say that the REPAMA Segment Analysis Study into the Enterprise Service Bus (ESB) has been published on the Lustratus.com site.  The ESB is a segment that Lustratus knows well as we’ve carried out strategic marketing work for most of the key protagonists at some point.  That said, there were a […]

TIBCO eats itself

Cannibalization.  You don’t get to see that very often unless something strange has happened.  No, I’m not talking about the act of eating the flesh of the same species.  Instead I’m referring to where a vendor eats into its own sales by promoting one of its products ahead of another in the same market.  It […]