Software Pulse
April 14, 2010

Stephen J. BistritzSelling Software to the C-Suite

There are multiple opportunities for marketers to communicate the value of a software solution to customers - even in a tough economy.

By Stephen J. Bistritz, Selling to the C-Suite co-author

In today's difficult economic climate, communicating the value you bring to a client organization is perhaps even more important than ever. Clients are looking to squeeze every dollar of savings from whatever source they can and the more value they perceive your solution can deliver, the better your odds of having your software solution adopted. Moreover, these same clients are expecting solution providers to quantify the return on investment they could expect to receive by implementing your solution.

So how can you, as a software company, respond?

In the lifecycle of a client engagement, there are multiple opportunities to communicate the value of your software solution to the client. In fact, before you've even started to engage with executives in the client organization you should start thinking about the specific business value your solution provides.


Learn from “Leaders in the Cloud”

Leaders in the Cloud Report

Sand Hill Group’s new research report delves into the most critical issue impacting cloud computing: business value. “Leaders in the Cloud” surveyed more than 500 IT executives and conducted forty in-depth interviews with CIOs and industry experts in order to compile the latest cloud insight and implications for enterprise customers and software vendors. Click here to find out more and buy the report.

Globalization Software Success in 2010

Jacob HsuJacob Hsu of Symbio explains the benefits of “innovation outsourcing without borders” in this post to the Blog on offshoring best practices.

Future-Proof Your Licensing - Part 2

Jake Sorofman

Cris Wendt of Flexera looks at the trends that are increasing competition in the software industry and how embracing a software license business framework can deliver a competitive advantage in this post to the Blog on software pricing best practices.

Top 5 Cloud Strategies for CIOs

Kamesh Pemmaraju

Kamesh Pemmaraju shares approaches for enterprise cloud computing adoption and Gartner’s perspective on the impact of open source on cloud computing in this post to his Blog, Leaders in the Cloud.

M&A Teams: When Small is Beautiful

Large M&A departments aren't essential for making successful acquisitions. Read why in this article from The McKinsey Quarterly.

Poll: Selling to the C-Suite?

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Top Stories from the Past Week

  1. Venture investment rises in first quarter. (
  2. US tech industry in recovery mode (
  3. Adobe CS5 debuts under Apple-shaped cloud (InformationWeek)
  4. Infosys sales rise most since 2008, shares jump (BusinessWeek)
  5. Google, Microsoft rivalry heats up over Docs (SFGate)

The Latest Software Business News on

All Headlines: Is Oracle sailing the $7B Sun ship onto the rocks?

VC Activity: Demandware receives $7 million.

M&A Deals: NetApp to buy storage software maker, Bycast.

Executive Moves: Mike Morini named CEO of Aria Systems.

Quote of the Week

“The psychology and sentiment of entrepreneurs and venture capital investors continues to improve, albeit cautiously."

- CB Insights on the recent VC investment environment

This Week's Sponsor


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