Enterprise technology suppliers often stress system availability and security as part of their value propositions. This applies to the marketing of their core products, as well as value-added services such as managed-service offerings. This trend is in part a response to customer demands for better performance in this area. But it can also be a response to pricing pressure. Technology suppliers face:
Perceived feature parity in other aspects of their offerings
Increased role of professional purchasing departments
Increased scrutiny of maintenance, support and service fees.
Differentiating based on availability and security can be an effective response, but problems often arise when customers ask to see a business case. What is the value of reduced downtime? How does it vary across customers? How do you effectively communicate this value to key decision-makers?
“Kotler's business case methodology, formulated by a real understanding of the way customers view investment decisions, provides valuable insight on this critical subject.”
- Sales Executive,
British Telecom
Kotler Marketing has conducted extensive research on these issues. We have surveyed thousands of technology buyers
and end-users, and hundreds of vendors. We make this knowledge and experience available to clients in two ways:
As a special module in our “Defending Price” training series; focusing on the value of availability and security
for specific customer industry segments.
