“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 categories and 4 sub market segments, 4 or 5 target audiences and a similar number of problems they address in each of the 3 industries. I told him that this isn’t a focus. It’s a hedging of bets. It’s a baiting of many hooks in the vain hope of landing at least… Continue reading
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alternative, audience, benefit, competitive, Danny Goodall, focus, lead generation, Lustratus, marketing strategy, product marketing, prospecting, REPAMA, Target audience | 
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
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- WSO2 – Fits in between Talend and FuseSource…
- WSO2, or rather one of its competitors, has thrown its hat into the ring
- Wordcount.org – it counts words…
Recent Comments
May 12, 2011 (12:01) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? Hmm. I really do like the name Sarah but what about my ego? If I were to call the index 'GoodRead...
May 12, 2011 (11:36) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? I suggest calling it the GoodRead Index. Maybe it's over-reaching a bit, but you'll just have to ...
October 14, 2010 (4:19) Truth Denied? The Software Appliance Revisited. I hope you could tell that I was being more than a little flippant here Jacques. Perhaps I should...
October 13, 2010 (1:56) Truth Denied? The Software Appliance Revisited. Allow me to disagrre. At a customer, we have used Datapower for years to process XML (BTW, it is ...
June 7, 2010 (4:38) New Report From Lustratus Research: A Competitive Review of SOA Appliances Pete,Thanks for your comments, and those of your colleague. I think Danny has answered the 'mar...
June 4, 2010 (4:03) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hi,I'd very much like to develop a point made in the report where it is asserted that software ...
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.