Symantec Juggles the Channels

Holger Kisker

In an analyst event on Apr. 22nd in London, Symantec outlined their new Partner Management concept – increased focus on a decreased number of partners.

 

Channel partners are the lifeblood to Symantec’s sales and already contribute ~85% of the business in EMEA - which is expected to increase. This is split into segments; Small Business, which Symantec simply classifies by deal sizes below $5k, Commercial Business, which is above that threshold, and Enterprise Business with named accounts. To better execute on this segmentation Symantec has introduced a new dedicated SB (Small Business) organization and the cross-segment role of Business Development Managers to their ranks.

 

·        The Plan Is To Focus More On Fewer Partners

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Search Marketing Automation Will Compete With Agencies

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

In Q1 I met with an SEO automation vendor called Altruik.  Under development since 2006, Altruik launched in January and provides a technology solution to help dynamic (and static) sites get top search engine rankings.

Before Altruik, I'd had a spate of updates from search marketing automation tools (Marin Software, Kenshoo, Omniture Search Center, Coremetrics), but all focused on the paid search side.  Altruik was the first enterprise-level technology I had met dedicated to SEO.

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How can CEOs understand social technologies?

Twitter_logo_headerQuickly: The only way CEOs can understand social technologies is by using them.

Content: I've got bad news for you. You can't understand Twitter, Facebook, or blogging by reading an article in a magazine or a report from your CMO. Sure, they can tell you what they are, but you won't be able to truly understand how they could change your business unless you actually use them.

Social is like sex. It's fun to talk about and read about, but you can't truly comprehend unless you do it.

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Las Vegas in May? What Could be Better?

Natalie L. Petouhoff, Ph.D. By Dr. Natalie Petouhoff

How about a Forrester Forum in Las Vegas in May. Come on... you need a break! You've been working really hard-- it's only May and it seems like it is September... When will this year be over????

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Can Open Text Turn The Page On Vignette's Recent History?

Stephen Powers

Steve-Powers By Stephen Powers

ECM vendor Open Text announced this morning that it intends to acquire Vignette, provider of Web and transactional content management technologies. In some circles, the acquisition of Vignette has been a foregone conclusion for many months now. Vignette has been an established player for years, with an impressive customer base. But the company’s missteps (a major WCM upgrade that stranded longtime customers, questionable expansions into non-core areas, inconsistent customer service and contact) have left them weakened in a market where they should have been able to take advantage of the lack of size and/or stability of some of its competitors. As a result, Vignette’s license revenues have declined in a hot content management market, and the brand has been devalued despite its strong technology.

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Apple Targets Small Business Owners

Julie Ask

I was watching TV last night when one of Apple's iPhone commercials targeting a "persona" or segment came on TV. Love these commercials. Growing their user base requires them to move beyond early adopters.

This one was targeting small business owners. They showed credit card processing (cool!), label printing (ok, that seems hard) and FedEx shipment tracking (ok, very, very useful again and not just for small business owners).  I imagine these applications get a lot more interesting with 3.0.

Who will they target next? Doctors? Sales people? Dog owners? Zookeepers? Distributors? Restaurant managers? Ok, sounds far-fetched, but why not? The vast majority of cell phones in the workplace are brought to work by the individual. Let's see more of these commercials - we all need more reasons why our employers should volunteer to pay our monthly data plans. Help us rationalize the purchase and monthly service plans with productivity applications.

Experience The Forrester Research Difference At Forrester's IT Forum 2009

Alex Cullen

Jeff Scott [Posted by Alex Cullen]

Forrester’s IT Forum Tech Innovation Demonstrations are your first glimpse at new and alternative technologies that will provide solutions to your current business needs.  View innovative products and services selected by Forrester analysts that will stretch the boundaries of what you’d previously thought possible. The Tech Innovation Demonstrations will be hosted in the Technology Showcase at The Palazzo Las Vegas.

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Interactive Budgets Are Growing At The Expense Of Offline

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

During my presentation at Forrester's Marketing Forum on April 23,  I previewed Forrester's latest forecast of interactive marketing spend.  We expect marketer spend on display media, search, email, mobile and social media to reach nearly $55 billion by 2014.

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Online Media Insights from Sportgenic

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I had breakfast last Friday with Robert Tas, CEO of Sportgenic an ad network and advertising management platform focused on targeting advertising to sports enthusiasts.  He was in Boston meeting some agency partners (although he did manage to catch game 7 of the Celtics/Bulls series while in town!)

He shared a few observations based on ad sales at his business so far this year:

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E*TRADE Releases iPhone Application Today

Julie Ask

If you're looking for a best practice on developing mobile strategies, take a look at what E*TRADE is doing. They had a successful launch of an application for Blackberry devices last summer. They are following that today with the release of an application for the iPhone and iPod Touch. See their press release. They have some good numbers on how well their mobile service has done to date. Forrester Research will be publishing a more in-depth analysis later this month. Stay tuned.

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