White Papers

An astonishing amount of money will be spent by organizations on software--packaged or web-based software.  In fact, 50% organizations with revenues less than or equal to $100M stated plans to purchase: database, email/instant messaging, business intelligence, corporate portal, collaboration, content/information life cycle management and/or customer self service technologies and applications in 2007, based on Forrester .

Product Marketing is a unique function in any organization that, if executed properly, connects all disciplines. In doing so, it rallies the collective skills of the organization around the singular goal of delivering a compelling product or service to market that is consistent with core goals and strategy. After working with Fortune 2000 and emerging growth companies, it is clear that the Product Marketing function is poorly implemented in more cases than not. Specifically, the root causes for poor Product Marketing performance that were uncovered in the majority of Product Marketing audits performed can be clustered around 6 "breakage points". The good news is that each break point is manageable and, if properly addressed, will directly correlate to improved effectiveness of your Product Marketing effort - which leads to increased revenue, profitability and market penetration.

Demand Creation is one of the most visible, controversial and probably the most misunderstood aspect of Marketing. Part of the problem is born from the fact that Demand Creation Initiatives (DCI's) are expensive; they take time to design, develop and implement; the initiatives are visible to everyone in the company; and there is a general lack of knowledge about what the function is and is not. As a result, companies may take actions, voluntary and/or involuntary, that are in conflict with the demand creation effort which either: 1) reduces the speed of customer acquisition; 2) results in an inefficient and ineffective allocation of resources, and/or; 3) increases the cost of customer acquisition.