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Another Thought on My Recent Interview

December 15th, 2008 | No Comments | Posted in Product Management

I was recently interviewed by Spatially Relevant as part of his Marketing IS in the Middle series.  In the interview I talk about some of the biggest challenges I’ve had in my marketing career and how I responded to them. One of the topics I talked about involved how companies perceive their position in the market place.

For middle to late stage technology companies, honest self assessment of the firm’s realistic position in the competitive landscape is critical. The reality is that in established markets there is a pecking order for the vendors in the market. There are always the leaders (as measured by revenues and customers), the middle tier players, and the niche players – think of Geoffrey Moore’s Gorillas, Chimps, & Monkeys. In middle to late stage markets the players rarely change where they fit into the pecking order via organic growth. Typically changes occur because of mis-execution by management teams (think restructurings, investments in products/services that never had a chance of succeeding, layoffs, or liquidation) or by mergers and acquisitions. Go to any technology company’s website and you will find the term in their ‘About Us’ section “We are a leading provider of . . . . ” In many cases the management team and especially marketing really believe that they are the leading provider – if the market would just really understand how their solution was ‘superior.’  If you have the courage to really understand where you fit into the market, there are dozens of strategies and tactics that can be employed from a product, brand, and positioning perspective to steal existing business from both competitors that are larger as well as smaller than your firm is

For example, I have been involved in a couple of EDI (Electronic Data Interchange) companies over the past 5 years. Among other things these companies operated value added networks where companies electronically exchanged purchase orders, planning schedules, shipment notices, invoices, and electronic remittances. The VAN business, as it is known, has been around for over 20 years. VAN companies typically charge their customers for every kilobyte of data they either send or receive over the network. In the year 2000 the typical cost was anywhere from $0.75 to $0.50 per kilobit. With the proliferation of the Internet and pressure from some upstart competitors prices began to commoditize in 2005. EDI VANs are a mature industry – most large firms that have a need to use EDI have been doing it for at least a decade if not longer. Rarely does a company in the Global 2000 wake up one day and say “I need to start doing EDI.” In markets like this an EDI VAN company’s best prospects for new business involves stealing customers from their larger and smaller competitors. Additionally, customers very rarely changed EDI VAN providers. Even if a competitor had a truly better solution, the cost, time, risk, and pain outweighed any benefits a new solution could offer.In light of falling prices most EDI VAN companies focused on retaining whatever revenue they had. They used the lure of new features and capabilities to justify their exorbitant prices. Our company, which was a distant #4 in the marketplace at that point in time, took a different tack. We aggressively targeted companies that did business exclusively with our competitors. We approached those companies with a specialized pricing program. If they would move their business to our value added network we would cut their costs by over 50% and give them one year of service free, based on a three year contractual commitment. In the first six months of this program our sales team went wild and stole literally hundreds of high value customers from our competitors. Eventually the large players in the marketplace caught onto what we were doing but we inflicted significant damage on them while materially growing our own revenues.

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