We are in the process of refreshing our website, sales materials, presentation for Enterprise 2.0 (more posts on that later) and find ourselves in an interesting situation. Our product provides value for many different economic buyers. For example, it is great for sales teams, professional services, marketing, customer support, external customers, etc.; you get the picture. It isn’t easy describing and marketing a solution to such a wide constituency of groups who all have different business issues, every day problems, compensation plans, and the like. It is a conundrum (I try to use this word once a day if I can pull it off) because you don’t want to describe your offering so broadly that it doesn’t resonate with problems people are facing in their business or customer lives. On the flip side, you don’t want to focus so keenly on one group that you ignore and potentially miss others.
Our plan is to focus on one internal group for our collaboration product and one for our Forums product for customer collaboration, nail those, and then take what we’ve learned and start adding other groups. The product features and solution will still cover all types of groups, so this is more about how we market and to whom.
Seems logical. What do you think?
