Software Pulse

Business Strategy for Software Executives

March 3 , 2008

Glenn Gow

Software Marketing in a Recession

Vendors don't have to slash budgets but they do need to reposition investments to emerge from a downturn unscathed.

By Glenn Gow, Crimson Consulting Group

Are we in a recession? Maybe, maybe not. Many of you have worked through the most recent recession of 2001 – 2003. For most of us, and particularly those of us involved in software marketing, “bad” doesn’t quite describe how bad it was. Anything purchased by, or influenced by IT was hit hard.

This time will be different. Software won’t get hit as hard – but it will suffer along with the rest of the economy. Vendors that shape their marketing strategy for the downturn will emerge stronger when economic growth returns.


Attention Fast-Growth Companies:
Last Chance to Speak at Software 2008

The Innovation Showcase is seeking the most innovative new vendors to speak at Software 2008. Enterprise 2.0, SaaS, security, cloud computing, virtualization and collaboration companies are all encouraged to apply.

Innovation Showcase companies will receive a variety of PR and marketing opportunities at Software 2008 - the most influential gathering of enterprise software executives and investors of the year. Apply for the Innovation Showcase today at:

APPLY NOW! Due to many requests, the deadline for Innovation Showcase applications has been extended to March 7.

Headhunting in Europe

The recession in the U.S. makes European execution even more important. A new survey of European software company leaders reports which countries are the most difficult to recruit in, and what sales compensation levels are expected. Read an excerpt of the findings from Ben Watkins of Intrinsic Executive Search in this post to the blog, Global Expansion.

Eat or Be Eaten

Often, when a young software company in a niche market becomes successful, it has to watch out for the attention of megavendors. Tony Baer of onStrategies looks closer at Ilog’s situation and wonders if software vendors can get successful and stay alive. Read more in this post to the Blog on SOA.

Publish Your Perspective! wants your opinions. Send your thoughts on the enterprise software industry to editor, Maryann Jones Thompson ( and have your opinions published on our site.

CEOs on Strategy and Social Issues

Business leaders are now more inclined to incorporate society’s expectations into their core strategies but face many challenges when they do. Read the latest thinking on corporate social responsibility in this article from The McKinsey Quarterly.

News Update: Titans Tussle

Microsoft gets walloped, Apple opens up and SaaS grapples with adoptions. Read these stories and more software news of the week in the latest Software News Summary.

Poll: A Software Recession?

What impact will this year’s downturn have on marketing in the software business?  
Take our Pulse Poll >>

Last week, readers speculated on what portion of today’s SaaS companies will be fail in the next five years.
Give us your opinion and see the results >>

More at

Microsoft has supersize data center plans.
Read the most important enterprise software industry news of the week >>

Helpstream (formerly known as Pathworks) received $8.6 million.
Monitor the latest software venture capital deals >>

Novell paid $205 million for PlateSpin.
Size up last week's software M&A deals >>

Sybase named Jay Foreman as SVP and GM of the North America region.
See who's made it to the top in our list of recent software executive appointments.

Send us your feedback on this newsletter and the site.

Parting Thought

“Success is the ability to go from failure to failure without losing your enthusiasm.”
–Sir Winston Churchill

Courtesy of Malcolm Kusher, The Kushner Group


The Devon Group

Founded in 1994, The Devon Group delivers quantifiable public relations results. Our full range of services helps organizations build credibility for new products and ventures, influence customer-buying decisions, and claim new markets.
Find out more.


Software Pulse is a publication of, the online resource for software business strategy.

To subscribe,
click here.

To unsubscribe, see the bottom of this email.

Send us your feedback,
click here. is published by Sand Hill Group, which provides investment and management advice to emerging leaders in the $600 billion enterprise software, services and solutions market. Sand Hill Group produces the Software and the Enterprise series of conferences for industry executives, and authors research reports on cutting-edge technology topics.

To remove yourself from this list, click here.