Peculiarities of marketing software to large groups in the public and private sectors

A radically different computing era was ushered in around 1985 with the advent of the so-called personal computer. Pertinent to this post is the observation that the personal computing era was characterized by a shift from cloud computing resources (in the form of distributed mainframe computing and share computing via mini computers marketed by Digital Equipment Corporation, Tandem, etc) to the desk top where increasingly more powerful computing devices were brought to market, the use of which proliferated throughout Fortune 1000 and large public sector business workspaces.

Today, as Forrester Research has recently pointed out, market interest in computing resources appears to be shifting back to cloud based offerings, or at least the hype would have one think so. Regardless, software technology innovators marketing software to large computing workspaces need to speak to

  • present day realities
  • public message topics of discussion
  • and, finally, assumptions as to where markets are headed

Our bet at IMB Enterprises, Inc. is that the safest assumption is that enterprise class business and public sector buyers will very carefully scrutinize any purchase requests that pop up over the next 3 years as the result of pervasively unsuccessful efforts to capture value from software purchased and already implemented.

This dearth of success on the trail of value does not necessarily spell terminal bad news for software technology innovators looking to establish a toe hold in large workplaces. Rather, the lack of success compels businesses committed to marketing software to frame marketing communications around the best obtainable set of financial information about specific, verifiable, cost savings to be realized from the implementation of specific pieces of software by enterprise business customers. The more specific the better. In all cases the bottom line needs to be, clearly, specific amounts of money that will be saved as the result of purchasing and implementing software. Hype just won’t do. If a year or two is required to genuinely collaborate with the marketplace to determine the specific costs that can be saved, then so be it. Make sure that the resources are at hand to support the business through the fact finding period without pushing the market to accelerate the pace.

We have excellent recent experience working with software technology innovators committed to global business markets. We welcome opportunities to elaborate on our experience. Please call Ira Michael Blonder, IMB Enterprises, Inc at +1 631-673-2929 to discuss your product and your near term market plans.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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