For Technology Marketing Professionals

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	February 18, 2010 Best Practices Of IT Management Software Vendor Positioning Positioning Is Influenced By The Web Site But Extends Through Social Media by Peter O'Neill with Thomas Mendel, Ph.D., Miroslaw Lisserman	Average: 8  (2 ratings)

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Executive Summary

Two years after Forrester first published it, our vendor positioning review (VPR) methodology has become a proven strategy tool; Forrester analysts have applied it in multiple advisory engagements, and marketing professionals actively leverage it as a self-assessment tool. Multiple reports have been published highlighting VPR best practices in several hardware, software, and services categories including IT management software (ITMS). The VPR reflects mainly the tonality and design of a vendor's Web site. In this time of emerging social media, it is time to extend the VPR methodology to cater for these possibilities as well. To close the chapter on the vendor positioning review for IT management software, Forrester has highlighted current best practices for each VPR category for Q4 2009.

TABLE OF CONTENTS

• Changing Buying Patterns Require Even Smarter Vendor Positioning
• VPR Best Practice Awards In ITMS Q4 2009

RECOMMENDATIONS

• Vendors Underestimate The Importance Of Their Web Sites
• Supplemental Material
• Related Research Documents

This is an excerpt

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