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Craft a Customer-Driven Market Strategy With Unbiased Data

What your competition and 40,000 customers won’t tell you directly.

  • Market strategies are informed by gut feel and endless brainstorming instead of market data to take their product from concept to customer.
  • Hiring independent market research firms results in a lack of unbiased third-party data. Research firms tell vendors what they want to hear instead of offering an agnostic view of software trends.
  • Dissatisfied customers don’t tell you directly why they are leaving, so there is no feedback loop back into product improvements.
  • Often a market strategy is built after a product is developed to force the product’s fit in the market. The product marketing team has no say in the product vision or future improvements.

Our Advice

Critical Insight

  • Adopt the 5 P’s to building a winning market strategy: Proposition, Product, Pricing, Placement, and Promotion.
  • You can’t be everything to everyone. Testing your proposition in the market to see what sticks is a risky move. Promise future value using past successes by gaining a deeper understanding of which customers and submarkets truly align to your product.
  • Customers have learned to avoid shiny new objects but still expect rapid feature releases. Differentiating features require a closer look at the underpinning vendor capabilities. Having intentional feature releases requires a feedback loop into the product roadmap and increases influence by the product marketing team.
  • Price transparency and sensitivity should drive what you offer to customers. Negotiating solely on price is a race to the bottom.

Impact and Result

  • Leverage this report to gain insights on the software selection process and what top vendors do best.
  • Gain a bird’s-eye view on customer purchasing behavior using over 40,000 data points on satisfaction and importance collected directly from the source.
  • Build a winning market strategy influenced by real customer data that drives vendor success.

Craft a Customer-Driven Market Strategy With Unbiased Data Research & Tools

Read the storyboard

Read our storyboard to find out why you should leverage SoftwareReviews data to craft your market strategy, review Info-Tech’s methodology, and understand unbiased customer data on software purchasing triggers.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

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Sanchia Benedict

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