Reverse Engineering Force.com's Approach to the Cloud Computing Market

8/14/2019 Reverse Engineering Force.com's Approach to the Cloud Computing Market

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2009LustratusResearchLimited

Lustratus REPAMA

Competitive Marketing Intelligence and Consultancy

http://www.lustratusrepama.com

Cloud Computing

Platform Services/

General PurposeREV 1

LUSTRATUS

REPAMA

SAS

[email protected]

October2009


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2

DISCLAIMER

WhilstreasonablecareandskillhasbeentakenbyLustratusResearchLimited(thecompany)inthepreparationofthisreportnoliabilityisacceptedbythe

company

(except

in

the

case

of

death

or

personal

injury

caused

by

the

company'snegligence)byreasonofanyrepresentationoranyimpliedwarrantyconditionorothertermoranystatutoryorcommonlawdutyorotherwisehowsoeverarisingforanydirectorindirectgeneralspecialorconsequentialdamagesorlosscostsexpensesorotherclaims(whethercausedbythe

negligenceof

the

company

or

otherwise)

which

come

out

of

the

provision

of

thisreportoritsuse.

Alltrademarksareacknowledgedasthepropertyoftheirrespectiveowners.

REPAMAmeasuresperception. Theresultsaresubjectiveandshouldbeinterpretedassuch.


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3

INTRODUCTION

ThisdocumentcontainsthefindingsoftheREPAMATM SegmentAnalysisStudyintotheCloudComputingmarketandparticularlythePlatformServices/GeneralPurposemarketsegment.

Morevendors/providerswillbeaddedtothisanalysisovertime.RightnowonlythepositioningandmessagingofForce.comiscoveredwhichmakessomeofthevendortovendorcomparisons intheREPAMAMarketingElementDiagramsbelow

redundant.

AnalysisforthisstudywasperformedduringOctober2009

Aguide

for

interpreting

these

results

can

be

found

online

at

http://www.lustratusrepama.com/about/repamaguide/

[email protected]
http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/mailto:[email protected]:[email protected]://www.lustratusrepama.com/about/repama-guide/


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4

PLATFORM SERVICES /GENERAL PURPOSE MARKET

REPAMABaselineAssessment


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5

THECLOUDCOMPUTINGMARKET -

TECHNICALCAPABILITYSEGMENTATION

SoftwareServices

Billing,

Financials,

Legal,

HumanResources*

Sales,CRM

DesktopProductivity

ContentManagement

Backup&Recovery

DocumentManagement

Collaboration

SocialNetworks

PlatformServices

GeneralPurpose

BusinessIntelligence

Integration

Development&Testing

Database

InfrastructureServices

Storage

Compute

ServicesManagement

ProfessionalServices

Strategy,planning

and

design

Migrationandimplementationservices

Testingconsultancy

Securityconsultancy

Cloudapplicationdesign/porting

Supportservicesandtraining

CloudSoftware

Data

Compute

Cloud

Management

Appliances

FileStorage

*Theseserviceshavebeenarbitrarilygroupedforlayoutpurposes.Thereisnoparticularsignificancetothisgrouping.

Thisstudyfocusesontheplatformservices/generalpurposesegmentofthecloudcomputing

market.


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6

PLATFORMSERVICES

GENERALPURPOSEExampleVendors/Providers

Force.com

Etelos

LongJump

AppJet

Rollbase

BungeeLabsConnect

GoogleAppEngine

EngineYard

Caspio

Qrimp MSAzureServicesPlatform

MossoCloudSites

WorkXpress

GeneralPurpose

WorkingDefinition

Generalpurposeplatformservices

providemetered,

and/or

on

demand

developmenttools,frameworksand/orexecutionenvironmentsthatallowcloudcapableapplicationsorapplicationfragmentstobebuilt,

deployedand

managed.

PlatformServices

GeneralPurpose

BusinessIntelligence

Integration

Development&Testing

Database


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REPAMA BASELINEASSESSMENTForce.com TBD TBD TBD

Company

profile

1. Knowledgeleader

2. Market shareleader

Product Force.com Product2 Product 3 Product 4

Offercategory

1. CloudPlatform

Primary

audience1. IT

Technical2. ITBusiness

Jobtitlestargeted 1. ITManager2. Developer

3. CRMAdmin

4. (ISV andSInotpartofthis

study)

Salesengagementlevel

1. ITTechnical

2. ITBusiness

Toneofvoice 1. Evangelical2. Trust

Usecases Building powerfulbusinessapplications,

web

sites,

mobile

applications,customisingCRM

Verticalmarketsegmentation

Hightechnology,FinancialServices,

ProfessionalServices,

Manufacturing,Communications,

PublicSector,RealEstate,Retail


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8

REPAMA BASELINEASSESSMENTForce.com TBD TBD TBD

Primaryfeature/benefit

1. 800+IntegratedApplications

2. ProgrammableUserLogic

3. Database/Security/Workflow/U

serInterface/Reliable/Fast

Interpretedfeature/benefit

Valuepropapproach 1. Integraltothesalesprocess2. CursoryusetoshowaffinityPrimaryvalueproposition

1. Timesaving

2. Costsaving

3. Reducedrisk

4. Simplifiesappdevelopment

interpretedvalueproposition

Differentiationstrategy

1. Technical/Functional

2. Organisational

Depositioningfocus

1. Traditionalsoftwareplatforms

2. Java

3. .Net

Perceivedthreat

1. Other



9

REVERSEENGINEEREDPOSITIONING -

FORCE.COM

FOR ITManagers

and

professional

developers

WHOneedto

build

and

runbusinessapplicationsandwebsiteswithouteatingupvaluableIT

resourcesOURForce.comISA cloudplatformTHATenablescustomers,

partnersand

developers

to

quickly

build

powerful

business

applications

toruneverypartoftheenterpriseinthecloudUNLIKEtraditional

softwareplatformsOURPRODUCTdoesn'tneednetworks,servers,

storage,

a

complicated

software

stack

or

the

people,

space

and

power

torunthemandasaresultapplicationscanbebuiltfivetimesfasterat

halfthecost.



11

REPAMA POSITIONINGCOMPARISONForce.com TBD TBD TBD

For...

(targetcustomer)

ITManagersandprofessional

developerswhobuildbusiness

applicationsandwebsites

Who...

(main pain)

needtobuildandrunbusiness

appswithouteatingupvaluable

ITresources

Our...

(product

name)

Force.com

Isa...(product

category)

Cloudplatform

Thatprovides...

(main reasontobuy)

enablescustomers,partnersand

developersto

quickly

build

powerfulbusinessapplications

toruneverypartofthe

enterpriseinthecloud

Unlike...

(primaryalternative)

traditionalsoftwareplatforms

Ourproduct...

(Uniqueselling

proposition)

doesn'tneednetworks,servers,

storage,acomplicatedsoftware

stackorthepeople,spaceand

powertorunthemandasa

resultapplicationscanbebuilt

fivetimesfasterathalfthecost



12

DEPOSITIONING FORCE.COM

Notincludedinthisreport contactLustratusfor

moreinformation



14

APPENDIX I -ANALYSIS

Thissectioncontainsthedetailedanalysisofthevendorsrespectivemarketingand

gotomarketstrategies



15

ORGANISATION ANDMARKET APPROACH

Howarethevendorsinthestudypositioningtheirorganisationsandhowarethey

engagingwiththemarket?



16

WHATMARKETINGELEMENTS ARE

COVERED?

Company

profile

How

does

the

vendor

want

to

be

perceived? Offercategory Howdoesthevendordescribeitsoffer?

Primaryaudience Whodoesthevendortarget?

Jobtitlestargeted Whichjobtitlesaretargeted?

Salesengagementlevel Atwhatleveldoesthevendorlooktostartthesalesprocess?

Marketstage

What

market

stage

is

suggested

by

the

vendors

marketingtactics?

Verticalmarketsegmentation Whichindustriesdoesthevendorfocuson?

Channelapproach Whatchannelstrategiesdoesthevendorrelyupon?

Impliedsalesmethodology Doesthevendorappeartorelyona

specific

sales

methodology? Toneofvoice Whatattitudedoesthevendortakewhenaddressing

themarket?

Geographicfocus Whichcountriesdoesthevendorfocuson?

Organisationand

market

approach



17

COMPANYPROFILE

Howdoesthecompanylooktopositionitself?

Theknowledgeleader

Expertise

Highprices

Themarketshareleader

Biggest

Volume

Theserviceleader

Mostresponsive

Mostcommittedtocustomersatisfaction

Theprestigeleader

Mostexclusive

SmallgroupofcustomersExpensiveproducts/services

Thequalityleader

Thebest

Notnecessarilyexclusive(sodifferentfromprestige)

Nocompromiseonquality

Thegloballeader

Bestplacedtoserveworldmarkets

Worldwidepresence

Worldwidesupport/localisation

Thebargainleader

Lowestprice

Savingmoney

Theinnovationleader

Mostcreative

Canbelimitedtotechiesandearlyadopters!

Thetechnologyleader

Thefirst

Thevalueleader

Bestvalueformoney

Qualitywithsomecompromises

Theflexibilityleader

Mostadaptable

Madetoorder

"Whatdoyouneedandwewillcreateitforyou?"



18

COMPANYPROFILE Howdoesthecompanylooktopositionitselfandhowdoesitwanttobeperceived?

Knowledgeleader

Marketshare

leader

Serviceleader

Prestigeleader

Qualityleader

GloballeaderBargainleader

Innovationleader

Technologyleader

Valueleader

Flexibilityleader

Force.com

O C



19

OFFERCATEGORY Howdoesthevendordescribetheiroffercategory?Cloudplatform

Category2

Category3

Category4

Category5Category6

Category7

Category8

Category9

Force.com

P A



20

PRIMARYAUDIENCE Whoistheprimarytargetaudienceforthevendor'smarketingcommunicationefforts?

ITTechnical Representstheovertlytechnical

disciplineswithintheITorganisationthathaveno

management,strategic orcommercialresponsibilities

ITBusiness

Represents

the

higher

management

levels

oftheITorganisationthathavestrategicand/orfinancial

responsibilities

Business Representsthelineofbusinessfunctions

outsideoftheITorganisation

Business

ITBusiness

ITTechnical

Other

Force.com

J T



21

JOBTITLES Whichjobtitlesdoesthevendorfocustheiroutboundmarketingactivitieson?

ITManager

DeveloperCRMAdmin

Force.com

S E L



22

SALESENGAGEMENTLEVELAtwhatleveldoesthevendorlooktoengageits

prospects wheredoesthesalesprocessstart?(thismay

bedifferentfromprimaryaudience)

ITTechnical Representstheovertlytechnical

disciplineswithintheITorganisationthathaveno

management,strategic orcommercialresponsibilities

ITBusiness Representsthe highermanagementlevels

oftheITorganisationthathavestrategicand/orfinancial

responsibilities.

Business Representsthelineofbusinessfunctions

outsideof

the

IT

organisation

Business

ITBusinessITTechnical

Force.com

M S



23

MARKETSTAGE Whatmarketstagedoesthevendorsmarketingstrategysuggesttheyareat?

Evangelism noexistingmarket. Vendorislookingto

createthemarket

Early,proven themarketisatanearlystagebutthere

isproof

of

customers

deriving

benefit

from

the

vendors

technology

Mature themarkethasexistedforsometime,

customers,competitionandalternativesexists

Maturewithbreakthrough asmaturebutwitha

significantrecenttechnicalorcommercialbreakthrough

Evangelism

Earlyproven

Mature

Maturewithbreakthrough

Force.com

V M S



24

VERTICALMARKETSEGMENTATIONHowdoesthevendorsegmenttheirmarket(intermsof

verticalmarketorindustry)?

HighTechnology

FinancialServices

ProfessionalServices

Manufacturing

Communications

PublicSector

RealEstate

Retail

Force.com

C A



25

CHANNELAPPROACH Whatchannelrelationshipsdoesthevendorsoutboundmarketingsuggesttheyengagedin?

Nospecificchannelstrategycommunicated

Systemintegrators

Reseller/Distributor

Internalchannel

IndependentSoftwareVendorOEM

Technologypartner

Serviceprovider

Otherchannel

Force.com

I S M



26

IMPLIEDSALESMETHODOLOGYDoesthevendorsmarketingapproachsuggestaspecific

methodologyorapproachisusedtowardssales?

Noevidence

Technicalsale(feature/benefit)

Valueadded(stressvalue)

Solutionsale(businessvalue)

Referencesale(sitecustomers)

Other

Force.com

G O T



27

GEOGRAPHICOPERATIONS Wheredoesthevendorclaimtohaveofficesorrepresentation.Eachvendorscommitmenttoaregionis

rankedbasedontheirclaimednumberofoffices.

Regionsarecategorisedasfollows:

Africa

AmericasAsiaPacific

Europe

MiddleEast

Africa

Americas

AsiaPacificEurope

MiddleEast

Force.com

Notpartofthisstudy

TONE OF VOICE



28

TONE OFVOICE Whatattitudedoesthevendortakewhenaddressingthemarket?

Eachofthecategoriesdescribestheperceptionthatthe

reader/viewerexperienceswheninteractingwiththe

vendorsmarketingmaterials.

Evangelical

Mature

Trust

Arrogant

ConfidentFearbased

Early

Provocative

Other

Force.com


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PRODUCT

Howarethevendorsinthestudymarketingthefeaturesandbenefitsoftheir

respectiveproducts?


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PRIMARY FEATURE/BENEFIT FOCUS


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PRIMARYFEATURE/BENEFITFOCUSWhatfeaturesorbenefits

doesthevendorascribeto

itsproduct?

Thesearecapabilitiesor

elementsoffunctionality

thatthevendorhighlights

intheiroutbound

marketingactivities

Thislistisnotinterpreted

orrationalisedbutis

insteadthe

pure

claims

thatthevendormakesfor

theiroffer

800+IntegratedApplications

Database

Security

Workflow

UserInterface

Reliable

Fast

ProgrammableUserLogic

Force.com

INTERPRETED FEATURE / BENEFIT


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INTERPRETEDFEATURE/ BENEFITWhatfeaturesor

benefitsdoesthe

vendorascribetoits

product?

Thesearecapabilities

orelementsof

functionalitythatthe

vendorhighlightsin

theiroutbound

marketingactivities

Thislistisrationalisedsothatmultiple,similarfeatures/benefitsaregroupedtogethertoaidvendortovendorcomparison

Interpretedfeature/benefit1








Force.com

VALUE PROPOSITION APPROACH


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VALUEPROPOSITIONAPPROACHHowdoesthevendorapproachsellingbusinessvalue?

Nospecificvaluepropositionapproach Thissuggests

thatthe

vendor

focuses

on

technical

capability

and

does

notsellbasedonbusinessvalue

Cursoryusetoshowaffinity Thissuggeststhatwhilst

thevendorusesbusinessvalueintheirmarketingefforts

itisnotcentraltothesalesprocess

Integraltothesalesprocess Valuepropositionsand

sellingtothebusinessarekeytothevendorsmarket

engagementstrategy

Nospecificvaluepropositionapproach

CursoryusetoshowaffinityIntegraltothesalesprocess

Force.com

PRIMARY VALUE PROPOSITION


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PRIMARYVALUEPROPOSITIONWhatvaluedoesthevendor

ascribetoitsproduct?

Thisisdifferentfromfeature/benefitinthatthe

vendormusttranslatea

featureorcapabilityinto

thevaluethattheprospect

wouldenjoyinbusiness

terms

Thislistisnotinterpreted

orrationalisedbutis

insteadthepureclaimsthat

thevendormakesfortheir

offer.

Timesaving

Costsaving

Reducedrisk

Simplifiesappdevelopment

Force.com

INTERPRETED VALUE PROPOSITION


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INTERPRETEDVALUEPROPOSITIONWhatvaluedoesthevendor

ascribetoitsproduct?

Thisis

different

from

feature/benefitinthatthe

vendormusttranslatea

featureorcapabilityintothe

businessvaluethatthe

prospectwouldenjoy

Thislistisrationalisedsothatmultiple,similarvaluepropositionsaregroupedtogethertoaidvendortovendorcomparison

Interpretedvalueproposition1




Force.com

USE CASES


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USECASES Whichusecasesdoesthevendorsuggestitsproductissuitablefor?

Anomissionheredoesnotsuggestalackofsuitability

butratherthefactthatthevendordoesnotspecifically

listtheusecaseintheirmarketing

Buildingpowerfulbusinessapplications

Buildingwebsites

Buildingmobileapplications

CustomisingCRMsystems

Force.com


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POSITIONING

Howarethevariousvendorspositioningtheirownproductsanddepositioningthe

competition?


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WHATMARKETINGELEMENTS ARE

COVERED?

Reverseengineered

positioning

statement

Depositioningstrategy Howdoeseachvendordepositionthecompetitionoralternative

Differentiationstrategy Whatapproachdoes

the

vendor

take

to

differentiation? Perceivedthreat Whatisthekey,implied

threatthatthevendorfears?

PositioningSpectrumAnalysis Comparingeachelementofthepositioningstatementwitheachof

the

other

vendors

in

the

study

Positioning


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POSITIONING

Thissectionshowsthereverseengineeredpositioningstatementsforeachofthevendorsinthestudy

Thepositioningstatementsshowsthefollowingperceivedstrategicmarketingelements: Targetcustomer

Pain

Productnameandcategory

Primaryvalue/benefit

Primarycompetitionoralternative

Uniquesellingproposition


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REVERSEENGINEEREDPOSITIONING -

FORCE.COM

FOR ITManagers

and

professional

developers

WHOneedto

build

and

runbusinessapplicationsandwebsiteswithouteatingupvaluableIT

resourcesOURForce.comISA cloudplatformTHATenablescustomers,

partnersand

developers

to

quickly

build

powerful

business

applications

toruneverypartoftheenterpriseinthecloudUNLIKEtraditional

softwareplatformsOURPRODUCTdoesn'tneednetworks,servers,

storage,acomplicatedsoftwarestackorthepeople,spaceandpower

torunthemandasaresultapplicationscanbebuiltfivetimesfasterathalfthecost.


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POSITIONINGMATRIX FORCE.COM

Positioning

element

Primary Secondary TertiaryFor... ITManagersandprofessionaldeveloperswhobuild

businessapplicationsandwebsites

CRMadministrators ISVsandSis

Who... needtobuildandrunbusinessappswithouteating

upvaluableITresources

needtobuildapplicationsbutdon't

wanttohavetoworryabout

infrastructure

needtodelivernewapplications

andmaketheirusersmore

productiveagainstabackdropofa

tougheconomy

Our... Force.com

Isa... Cloudplatform fullfeaturedplatformfordevelopers

Thatprovides...

allowsyoutobuildpowerfulbusinessapplications,

websitesandmobileapplications

allowsyoutodevelop,testand

deployyourapplicationsonour

datacenters

enablescustomers,partnersand

developerstoquicklybuild

powerfulbusinessapplicationsto

runeverypartoftheenterprisein

thecloud

Unlike... Traditionalsoftwareplatforms Javaand.Net platforms hardwareandcomplicatedsoftware

Ourproduct...

doesn'tneednetworks,servers,storage,a

complicatedsoftwarestackorthepeople,spaceand

powertorunthemandasaresultapplicationscan

bebuilt

five

times

faster

at

half

the

cost

Ishalfthecostandfivetimesfaster includeseverythingyouneedto

buildandrunappsinasingle

package

DIFFERENTIATION STRATEGY


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DIFFERENTIATIONSTRATEGYHowdoesthevendorapproachdifferentiation?

Organisational Theclaimeddifferencelieswith

thecompany

itself

age,

experience,

stability,

etc.

Technical/Functional Differentiationisabout

theproduct,features,functionality,capacity,etc.

Service Thehumanskillsacompanycanoffer

Holistic Noonethingdifferentiatesthe

company,insteaditisacombinationoftheabove.

Notpresent

Organisational

Technical/FunctionalServices

Holistic

Force.com

PERCEIVED THREAT


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PERCEIVEDTHREATWhichothervendor(s)doesthevendorapparently

perceiveasathreat?

Implied/ExplicitAll

All

vendors

in

the

category

Other Othervendorsoutsideofthecategory

Force.com

Vendor2

Vendor3

Vendor4

Other

Impliedall

Force.com

DEPOSITIONING FOCUS How does the vendor categorise their main competition


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DEPOSITIONINGFOCUS Howdoesthevendorcategorisetheirmaincompetitionoralternative?

Thevendormayexplicitlyorimplicitlydirectnegative

attentiontowardsanalternativesuggestingthatthe

vendorfearsthisalternativeandthatovercomingitis

keytosalessuccess

Thismaybeacompetitororsimplyanalternativeway

ofdoingthings

.Net

JavaTraditionalsoftwareplatforms

Force.com


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POSITIONING SPECTRUMANALYSIS

Foreachoftheelementsofthepositioningstatement,howdoeseachofthe

vendorscomparetoeachother,andtothemarketmean?


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POSITIONINGSPECTRUMANALYSIS(PSA)

ThePSAcompareseachvendorspositioningelementswitheachothersandwiththemarketmean

Thisidentifiessimilaritiesanddifferencesinpositioningstrategyamongstthevendorsinthestudy

ThePSA

elements

studied

include

Targetcustomer(for...)

Theirpain(who...)

Theproduct(our...)

Productcategory

(is

a...)

Mainbenefit(thatprovides...)

Maincompetition/alternative(unlike...)

Uniquesellingproposition(USP)

PSA FOR (IDEAL CUSTOMER) Who is the ideal target audience for the vendors


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PSA FOR(IDEALCUSTOMER) Whoistheidealtargetaudienceforthevendor sproductintheirchosenmarketsegment?

ITManagersandprofessionaldeveloperswho

buildbusinessapplicationsandwebsites

CRMadministratorsISVsandSis

Force.com

PSA WHO (PAIN, NEED, DESIRE)


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PSA WHO(PAIN, NEED, DESIRE)Theneed,painordesireofthetargetcustomer. How

willthisimprovetheirlives?

needtobuildandrunbusinessappswithout

eatingupvaluableITresources

needtobuildapplicationsbutdon'twantto

havetoworryaboutinfrastructure

needtodelivernewapplicationsandmake

theirusersmoreproductiveagainstabackdrop

ofatougheconomy

Force.com

PSA OUR...(PRODUCT NAME) Theproductname


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PSA OUR...(PRODUCTNAME) pForce.com

Ourproduct2Ourproduct3

Force.com

PSA IS A...(PRODUCT CATEGORY)


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PSA ISA...(PRODUCTCATEGORY)Thenameoftheproductcategory.

Wherepossiblewehavetriedtointerpretwhether

eachothervendorhasalegitimateclaimtobepresentin

eachoftheotherscategories

Cloudplatform

fullfeaturedplatformfordevelopersIsa3

Force.com

PSA THAT PROVIDES...(REASON TO BUY)


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PSA THATPROVIDES...(REASON TOBUY)Thecompellingreasonfortheidealcustomertobuyallowsyoutobuildpowerfulbusiness

applications,websitesandmobileapplications

allowsyoutodevelop,testanddeployyour

applicationsonourdatacenters

enablescustomers,partnersanddevelopersto

quicklybuildpowerfulbusinessapplicationsto

runeverypartoftheenterpriseinthecloud

Force.com

PSA UNLIKE...(COMPETITION/ALTERNATIVE)


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PSA UNLIKE...(COMPETITION/ALTERNATIVE)ThenameoftheprimarycompetitororalternativeTraditionalsoftwareplatforms

Javaand.NetplatformsUnlike3

Force.com

PSA OURPRODUCT...(PRIMARYDIFFERENTIATION)


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53

( )

Primarydifferentiation.

NotethatinsomeinstancestheREPAMAprocess

cannotbespecificabouttheprecise,singledifferentiator

thatanorganisationcites. Inthesecases,multipledifferentiatorsareused

Ishalfthecostandfivetimesfaster

doesn'tneednetworks,servers,storage,a

complicatedsoftwarestackorthepeople,

spaceandpowertorunthemandasaresult

applicationscanbebuiltfivetimesfasterat

halfthecost.

includeseverythingyouneedtobuildandrun

appsinasinglepackage

Force.com


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APPENDIX II WHAT IS REPAMA?


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WHAT ISREPAMATM?

REPAMAisLustratusResearchsmethodologyforreverseengineeringhightechnologyvendorsmarketingstrategies,

positioning

and

messaging

TheREPAMASegmentAnalysisStudycomparesmultiplevendorsmarketengagementstrategiesandprojectsamarketmeanthat

canbe

used

for

comparisons

with

the

average

vendor

strategy

Thisinformationisinterpretedqualitativelyaswellasrepresented

graphically

TheLustratusREPAMAGuidecanbefoundonlineathttp://www.lustratusrepama.com/about/repamaguide/
http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/http://www.lustratusrepama.com/about/repama-guide/


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REPAMA FORSALES

Incompetitivesituations,salesteams

needtounderstandhowtheir

competitorsare

likely

to

behave.

Gaininginsightintothecurrent

messagesandsalestacticsthat

competitorsarelikelytousecan

provideapowerfuladvantage.

REPAMAhelpssalesteams

understandthestrategiesandtactics

thattheircompetitorsuseinsales

situationswhichallowsbetter

competitivestrategies

to

be

built.

Ithelpstoanswerthefollowing

questions:

Whataremycompetitionsayingaboutus?

HowcanIsellagainstaspecificcompetitor?

Whatvaluedomycompetitorsbelievethey

providetotheircustomers?

Whatbusinessissuesdomycompetitorsfeelare

importanttotheirprospects?

DowecompetewithXYZcompetitor?

DoesXYZtargetcompanies,jobtitlesorindividualsthat

wearenot?

DoesXYZtargetthesamecompanies,jobtitlesand

individualsasus?

DoesXYZuseaspecificsalesmethodology?

Willwewastetimetalkingaboutourfeaturestoa

techieifXYZistalkingtoClevelcontactsabout

businessvalue?

Inasalessituationwhichfeaturesandbenefitsdoes

XYZbelievearetheirstrongest?

Whatpartnershipsdomycompetitorsrelyupon?

Whatgeographiccoveragedoesmycompetitionhave?


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58

REPAMA FORGENERALMGMT

Whencomparingmarketingandsalesperformanceagainstcompetitorsitisimportantto

understandthe

differences

in

approachoftherespectiveorganisations.Todothisitiskeytomapyourownperformanceforavarietyofindicatorsagainstthoseofkeycompetitors.

REPAMAtracksthekeymarketingstrategiesofvendorsinaspecificmarketsegmentandplotsthesegraphicallyagainsteachother.Byinterpretingtheseindicators,thefollowingquestionscanbeansweredfor

general

management

and

equity

investors:

Howfarismymarketing

strategy

fromthenormforthesegment?

Whatstrategiesarethemost

successful

vendorsinthesegmentfollowing?

Whyisourmarketingstrategy

not

as

successfulasourcompetitors?

Howdoesthe

performanceof

my

ownmarketingorganisationperform

comparedtoitspeers?

Howdoesmymarketing

strategy

comparewithmarketleaders?

Howis

our

marketing

differentiatedfromthecompetition?

Doesthe

competition

focusondifferentprospectsthanus?

Isour

competition's

salesstrategyradicallydifferentours?

Dowehavethecorrectpartnership

and

geographiccoveragestrategiestocompete?


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59

OTHERREPAMA DELIVERABLES

LustratusREPAMADeliverable

Description

REPAMAVendorAnalysisStudy

IntheREPAMAVendorAnalysisStudy(VAS)wereverseengineeraspecificvendorsmarketingstrategyfromtheway they

engagethemarketthroughtheiroutboundmarketingcommunication. Thismaterialispresentedgraphicallythrough

LustratusMarketing

Element

Distribution

charts

as

well

as

textually

via

observations

that

Lustratus

analysts

make

for

each

ofthestudies. UsersoftheREPAMAVASwilltypicallyfocusonaspecificcompetitorortheymaychosetocarryoutan

introspectiveversionthatstudiestheirownperceivedapproachtothemarket. Thisallowsacomparisontobemadewith

theintendedstrategyandstepstakentoaffectanychangesrequired.

REPAMASegmentAnalysis

Study

TheREPAMASegmentAnalysisStudy(SAS)combinesthesameprocessusedintheVendorAnalysisStudyabovebutherewe

comparethestrategiesofmultiplevendorspresentinaparticularsegment. Importantlyweareabletoinferameanor

averagevalue

for

each

of

the

marketing

elements

in

the

study.

Again

this

research

is

presented

graphically

through

LustratusMarketElementDistributionchartandtheresultsofeachstudyareinterpretedbyaLustratusMarketingAnalyst.

REPAMAInterpretationConsultancy

LustratusprovidesconsultancyservicestohelpvendorsinterpretthedetailsofaREPAMAVASorREPAMASAS,tomapthese

ontothevendorsspecificneedsandtobuildandtunestrategiesasrequired.

REPAMAPositioning

Consultancy

Forvendorsbuildingpositioning,repositioningorcompetitivedepositioningstrategies,Lustratushasdevelopeda

positioningworkshop. Basedonyearsofexperience,theworkshopwalksvendorsthroughaprocesstodevelopsustainable,

compellinganddifferentiatedmarketpropositions.

REPAMAMarketingEfficacyAssessment

TheLustratusMarketingEfficacyAssessmentprovidesacomprehensiveassessmentoftheeffectivenessofavendors

marketingtactics. VendorscommissionaMarketingEfficacyAssessmentonkeycompetitorsorintrospectivelytoreveal

strengthsandweaknessintheirownmarketingstrategy.

Formoreinformationonanyoftheseitemspleasecontactusatinfo@lustatusrepama.com orviahttp://www.lustratusrepama.com
mailto:[email protected]://www.lustratus.com/http://www.lustratus.com/mailto:[email protected]


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Lustratus REPAMA

Documents

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