Value Proposition Categories – MITICOR
I’ve been working on a way of categorising value propositions for some time. I’ve arrived at something I refer to as MITICOR which I believe represents the atomic value proposition elements.
By this I mean that all business to business value propositions can be broken down into these 7 base elements. I’m sure I will refine this over time but for our purposes these elements allow us to analyse and categorise the different value propositions that vendors use in their go-to-market efforts.
So what do these categories refer to?
Market
Elements categorised as “Market” include value propositions that relate to the organisation’s market or competitive situation, new product or service introduction as well as the organisation’s marketing efforts… Continue reading
Posted in All Blog Categories, communication, marketing, Marketing Strategy | 
benefit, cost, decision making unit, dmu, income, institutional, market, MITICOR, operational, REPAMA, risk, time, value proposition | 
3 CommentsThe Decision Making Unit for Cloud Computing
I’m kicking off some research into the Decision Making Unit (DMU) for Cloud Computing services and software.
I’m interested to see how much, if at all, the cloud computing decision making unit differs from that of tradition data centre or infrastructure software sales. And if it does differ (as I suspect it does) then what is the impact on traditional marketing elements like audience, message, value propositions, supporting materials, etc.
I want to examine the decision making units for each of the different high-level segments in the Lustratus REPAMA market landscape / taxonomy / segmentation model for cloud computing.
For each of these segments, the basic question I want to answer is:
Within a B2B Cloud Computing transaction, what… Continue reading
Posted in All Blog Categories, cloud computing, marketing, research | b2b, buyer, cap-ex, cloud computing, decider, decision making process, decision making unit, dmp, dmu, gatekeeper, igidbu, influencer, initiator, op-ex, risk, sla, user | 4 Comments
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Recent Comments
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May 6, 2010 (12:35) New Report From Lustratus Research: A Competitive Review of SOA Appliances Thanks for your comment Blake. This is a marketing-focused blog that looks at different vendors' ...
May 5, 2010 (1:23) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hello There - It seems that this is a very provocative report, especially with respect to the sta...
April 14, 2010 (2:57) The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
October 16, 2009 (5:56) The Decision Making Unit for Cloud Computing Very interesting point of discussion. I would be very interested to hear your results.