Acquiring and Applying Market Knowledge for Large Software Purchases
Steve Russell, Candemir Toklu · Advances in knowledge acquisition, transfer, and management book series/Advances in knowledge acquisition, transfer and management book series · 2010
Persona profiles of the top managers in a corporation help marketers to position and promote large software products. Sales calls are more targeted and cordial, aligned with the needs and communication styles of the prospects. The methods applied in the archetype discovery are complemented by knowledge of corporate structures and influence networks. When the key customer concerns and constraints are clarified, the software vendor can craft informational programs, sales plans, and product improvement projects to outperform their competition. The added persona-model knowledge complements the vendor’s existing knowledge of their software products, helping to build compelling marketing programs and to significantly improve software sales.