marketing
Everyone Is A Leader In Following The Herd
Every company is a leader in something these days. Which means none of them are.
VMware’s Developer Play
The change in marketing leadership at VMware indicates that the company has had enough of trying to convince developers to get interested in infrastructure and wants to try a different approach.
The Sales Tube
Hidden inside the sales funnel is the sales tube, a core group of customers that will love you but don't yet know you exist.
The Reward/Experience Framework
Technology companies tend to focus on a narrow set of benefits while customers have a much richer set of benefits that they value. Actual human beings are not purely rational creatures, and we should take this into consideration when making marketing decisions.
The Pain/Awareness Matrix
The Pain/Awareness matrix can help guide research into customer needs to identify those that really need your help.
The Perceptual Fingerprint™
A tool for analyzing and aligning vendor offers with customer needs.