Trends Report

IT Management Software Positioning Benchmark, Q3 2008

A Review Of Vendor Positioning Best Practices With A Self-Assessment Tool

October 14th, 2008
With contributor:
Thomas Mendel, Ph.D.


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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.