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October 14, 2008 IT Services And Outsourcing Providers Positioning Benchmark, Q3 2008A Review Of IT Services Marketing Practices With A Self-Assessment Toolby Chris Andrews, Daniel Krauss with Pascal Matzke, Charles Green |
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Executive Summary
Forrester used its vendor positioning review methodology to evaluate 10 leading IT services and outsourcing providers across 14 criteria and three service domains and determine where they are currently positioning themselves on the continuum between information technology (IT) and business technology (BT). We found that most providers are still positioned as solution vendors, but some companies are close to business technology vendor positions. Overall, we found that many companies still have gaps between their corporate positioning and their positioning at the level of individual service offerings. In this report, we illustrate how IT services provider strategists and their marketing colleagues can use these insights to improve their own positioning.
TABLE OF CONTENTS
- Smart Vendor Positioning Reflects Changing Buying Patterns
- Follow Three Steps To Create More Relevant Business Messages
RECOMMENDATIONS
- Tech Vendors Can Distinguish Their Offerings With A Few Key Changes
- Supplemental Material
- Related Research Documents
This is an excerpt
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