Software Pulse

Business Strategy for Software Executives

September 15, 2009

Britton Manasco

Tales from the Front

A new series of articles uncovers the success strategies of today’s software vendors.

By Britton Manasco, Manasco Marketing Partners

What’s happening on the front lines of the software industry? What growth opportunities are being seized? What strategies and practices are paying off?

That’s what we wanted to know.

We thought it would be interesting to speak with executives from some of today’s most dynamic software firms and learn what steps they are taking to produce results. In particular, we wanted to talk to “front office” executives - those leading the marketing, sales and service groups at their companies. We hoped to identify their success secrets and winning practices, existing challenges and lessons learned.

Developed in partnership with, this new series - From the Front - is designed with these objectives in mind. The articles will profile software companies that are demonstrating impressive performance and are worthy of closer examination. It will provide perspectives from the front office of firms as well as customers who’ve implemented their offerings.


Cloud Connect - Call for Speakers

The premier cloud computing event, Cloud Connect, will take place on March 15-18, 2010 in the Silicon Valley. Share your thought leadership and best practices at this influential meeting. Click here to apply as a speaker and/or suggest a session.

The deadline for applications is Sept. 15, 2009.

Indepth From the Front: HubSpot

Marketing software vendor HubSpot has focused on content marketing and customer success to grow to 1,500 customers in two years. Read how in this post to the Blog, From the Front, by Britton Manasco of Manasco Marketing Partners.

Choosing a Strategic Customer

Jon B. Fisher looks closer at the incentives and rewards of developing a key account in this post to his Blog, Strategic Entrepreneurism.

DON’T MISS: Solving the License Compliance Puzzle

License compliance is a major headache for enterprise software vendors. Cognizant examines the reasons for non-compliance and several opportunities for solutions in this post to the Blog, “Enabling Innovation.”

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.

Why Business Needs an Annual Report for Technology

The IT organization and the business units should be much more in tune. Here's one way to make that happen. Read more in this article from The McKinsey Quarterly.

The Week in Review: Keeping Pace with Change

Web innovation is the key to the future; plus, KaaS, EEE, a cloud broker, Frankencamera, and more software news of the week. Read the Week in Review and get all the news stories that shaped the software industry over the past week.

Poll: Strategies for Success?

Are today’s strategies for success any different from those of the past?
Take our Pulse Poll >>

Last week, readers forecasted the impact of open source and outsourcing on the future of the software industry.
Give us your opinion and see the results >>

More at

Google, Zoho Challenge Microsoft Abroad, Too.
Read the most important enterprise software industry news of the week >>

Enterprise storage vendor Avere Systems received $15 million.
Monitor the latest software venture capital deals >>

Intuit bought personal financial services vendor Mint for $170 million.
Size up last week’s software M&A deals >>

Virtualization vendor Pano Logic named Dana Loof EVP of Marketing.
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

“One player practicing sportsmanship is far better than 50 preaching it.”
— Knute Rockne

Courtesy of Malcolm Kusher, The Kushner Group


Ness Software Product Labs

Ness Software Product Labs delivers the next generation of the managed software development lab - R&D and software product development outsourcing and consulting that extends software product capacity and drives innovation. Ness operates over 50 labs for ISVs and other product-oriented clients, utilizing delivery centers across India and Eastern Europe. These centers are designed to provide software ISVs and enterprise organizations who rely on proprietary software to generate their revenues with a complete extension of their internal R&D software development team.
Find out more.


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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.