Industry Differentiation

We developed a strategy for a global software company to market its office productivity suite more effectively to mid-tier independent software vendors (ISVs) that sell industry-specific solutions to business.

The strategy required:

• Analysis of the business forces that persuade ISVs to build on and to stick to IT platforms
• Relative positioning against competitors, marketing propositions required for success
• An assessment of areas of strength and weaknesses
• A high-level action plan for technology product development, sales, marketing and partnership to implement the strategy.

Work was completed in two weeks in September 2009.