Trends Report

IT Management Software Positioning Benchmark, Q1 2008

A Review Of IT Management Software Marketing Practices With A Self-Assessment Tool

March 19th, 2008
With contributors:
Jean-Pierre Garbani , Daniel Krauss , Bradford Holmes


Forrester used its vendor positioning review methodology to evaluate the four leading IT management software vendors across 14 criteria and three product domains and determine where they are currently positioning themselves on the continuum between information technology (IT) and business technology (BT). We found that none of the leading IT management software vendors have fully positioned themselves in alignment with 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. We found that BMC Software has embraced the BT paradigm in its corporate positioning and conveys a well-balanced position as a solution provider. In this report, we illustrate how IT management software vendor strategists and their marketing colleagues can use these insights to improve their own positioning.

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