The Tudog Group -

New Strategy for New Market Reality

craig@tudog.com (Craig Frank) — Wed, 17 Feb 2010 16:00:09 +0000

The reality on the street is that priorities have changed and businesses are finding that they must shift focus accordingly. Put simply, pre-recession ways of selling, partnering and marketing no longer apply. What follows is a summary of these themes.

The Sales Challenge

Through the late 1990s, vendors of IT equipment, software and services grew accustomed to selling to various levels of the enterprise. With so many startups flush with venture funding and established companies enjoying robust revenue streams, it was not unusual to have purchase agreements approved by mid-level IT managers or even personnel outside of core technical operations. Not so today. Today, it's much more of a solution sell than a product sell. What we've found is that there will be no sales without talking to a senior person.

Constructing a Pricing Policy

craig@tudog.com (Craig Frank) — Wed, 16 Sep 2009 19:57:00 +0000

Establishing a pricing policy is a complex process because of all that is at stake and the long term implications of the policy. Many companies aim to create a strategy that will not commit them, only to find that their prices define them in the marketplace and that it's difficult to retreat into a higher (or lower) price zone. There is a solution however, and that is to develop the policy according to a well conceived process so that the end result is a well structured strategy that meets the company's broader needs.

Business Strategy (more)

craig@tudog.com (Craig Frank) — Wed, 10 Sep 2008 20:10:00 +0000