Do you need CfG?
Emerging software companies face particular challenges as they aim for growth beyond their first few, hard-won customers:
- Sales begin to plateau as the market of “early adopter” customers is exhausted, but a “mainstream” market has not yet materialised
- High dependency on a handful of key staff to attend meetings or develop collateral – often compromising their primary role in technical or business management
- Product and company positioning drifts, with inconsistent, confusing or conflicting messages delivered to customers, staff, investors, analysts and media
- Little or no results from expensive PR fees
- Too small to hire a full-time marketing team; too large to be without marketing support.
CfG believes that a solution to all of these issues lies in developing new market communications that better align with the expectations and behaviour of “mainstream” customers.
Early Stage Market Communications |
Mainstream Market Communications |
Technology-focused Workshops and whiteboards Technical evaluations Purchases by empowered technologists Ability to experiment is more valued than references Peer buyer-to-vendor relationship Customised propositions Communications need to be in person, and focus on technical explanation and proving |
Business and customer experience focused Whitepapers and references Operational impact evaluations Purchase by combination of technical, business and procurement staff Wider industry reputation is important Vendor is a supplier, not a peer Standardised propositions Communications need to be more structured, direct and self-service |
CfG offers a way to effect the necessary change in approach, emphasis, language, style and content of market-facing communications.
