For Vendor Strategy Professionals

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	October 14, 2008 IT Management Software Positioning Benchmark, Q3 2008 A Review Of Vendor Positioning Best Practices With A Self-Assessment Tool by Peter O'Neill with Thomas Mendel, Ph.D., Charles Green

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Executive Summary

Forrester used its vendor positioning review (VPR) methodology to evaluate the positioning of five IT management software vendors challenging the Big Four in this sector; we evaluated them across 14 criteria to determine where they are currently positioning themselves on the continuum between information technology (IT) and business technology (BT). As with the leading four vendors in this category, we found that these vendors position themselves more or less as solution vendors, roughly halfway between IT and BT. They all, therefore, face the threat that an aggressive second-tier provider could effectively execute a BT marketing strategy and win share in this competitive and fast-growing technology category. Most of the vendors could develop into a BT vendor in the short term through improvements in their product positioning. We illustrate how vendor strategists and their partner marketing colleagues can use these insights to improve their own positioning. We explore Compuware and Symantec in detail as best practices.

TABLE OF CONTENTS

• Benchmark To Identify Room For Improvement And Competitive Opportunities
• Changing Buying Patterns Require Smart Partner Positioning
• Vendor Positioning: Gaps And Opportunities
• Leveraging The Positioning Benchmark Is As Easy As One, Two, Three

RECOMMENDATIONS

• Use The Positioning Review Findings To Plan And Control Your Marketing
• Supplemental Material
• Related Research Documents

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