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 organisation that have strategic and/or financial responsibilities
- Business – Represents the line of business functions outside of the IT organisation
Whilst there are many subtle distinctions between these these layers a general description of the types of positions and the role of they play in enterprise software sales for infrastructure software is shown in the diagram below:
Danny Goodall
Related posts that you might also… Continue reading
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 to pull them all together in once place. So here you are.
Danny Goodall
Links to Original Posts
The Positioning Statement
FOR… positioning element
WHO…positioning element
OUR…positioning element
IS A…positioning element
THAT PROVIDES…positioning element
UNLIKE…positioning element
OUR PRODUCT…positioning element
Part 1 – Positioning
Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement… Continue reading
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1 Comment
- 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
- 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.