On Informatica, Evangelism, Audience Strata and BIG-DATA

I attended an event the other week in London organised by Informatica entitled The Enterprise Data Management Forum. I thoroughly enjoyed the event – except that it overran and I had to miss the Q&A panel to run and get a flight. That aside, it’s really gratifying to watch a large-ish vendor execute on marketing […]

An Interesting Piece on Value Propositions from ITSMA

Whilst carrying out some research recently I realised that I need to arrive at a more granular categorisation of the types or categories of value propositions that vendors use. And in attempting to do that I stumbled across an interesting read on the ITSMA site entitled Why You Need Three Different Types of Value Propositions. […]

The Psychology of Decision Making

Carrying on from my blog on “corporate shyness”, I’m looking here at the different ways we evaluate information and make decisions. The first thing to say is that this is a big subject and one that others are much better qualified to cover than I am. Myers-Briggs has led much of the work on personality types […]

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 […]

“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 […]

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 […]

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 […]

Audience strata mismatch

If I were to write in this blog “18th century art has always been my passion.  It’s my belief that mid-18th century, art, as captured by oil on canvas, has never been surpassed in terms of quality.” You may ask what on earth that has to do with you – a visitor to a blog […]