Marketing and Strategy for Enterprise Technology Companies
Based on his long experience
observing and advising enterprise (and some consumer) technology companies, Curt Monash
has distilled some general principles of strategy and marketing. A few of these are outlined below.
Multidimensional Positioning of Enterprise Technology
Traditional marketing concepts typically share a common
set of assumptions, namely that markets consist of simple-minded buyers making irrational
buying decisions. In the business of selling
complex enterprise technology, however, these assumptions are so inaccurate as to render
those consumer-oriented concepts almost meaningless.
Key factors to consider in technology positioning strategy
purchases of expensive complex products are validated against a broad range of buying
criteria, making product and vendor positioning inherently multidimensional.
contender is positioned sometimes involuntarily -- according to the same set of dimensions.
strategies that support certain parts of your positioning can undermine you in other
can and do undermine each others positions.
Message choices are moves in that game.
Branding and Potlatch
Enterprise technology branding basically equates to diffuse messaging that is relevant to enterprise IT
buyers. In practice, this falls into four
Image marketing to create an impression of overall leadership and success.
Brand extension, in which a leader in one category
seeks to leverage that leadership in a related area.
We get it messaging, positioning the
company as particularly clueful about, e.g., the needs of a specific customer industry, or
about a particular computing platform.
Fun-based marketing, often geared to
hard-core techies and hackers rather than to the blander executives who make most IT
The most important of these is the first.
For more information,
please contact Curt Monash.
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