Software Pulse

Business Strategy for Software Executives

June 20, 2005

What’s Your Software Story?
sabrina horn

Savvy software companies leverage public relations to build awareness and credibility. Here are some tips on how to do effective PR.

By Sabrina Horn, Horn Group

Good Technology, the leader in wireless software and services for handheld computing, was about to execute its most important product launch to date. Good has been the recognized leader in wireless email for many quarters, but aimed to outline the direction of the wireless software market and dramatically increase visibility for their services and applications. To deliver on this goal, Good Technology turned to its public relations agency. The result? The Good Wireless Summit brought partners, customers, prospects, media, analysts and Good executives together for a defining event in the wireless software industry in January 2005.

Public relations is one of the most powerful tools in the marketing mix, particularly for young, emerging technology companies. More cost effective than advertising, PR helps create awareness and credibility for a new product, category or entity.


Don’t Miss Enterprise 2005 on Aug. 7-9

Two hundred software CEOs and professionals will gather in Pebble Beach, Calif. to discuss "New Opportunities," as part of Enterprise 2005, the software industry’s most elite and insightful annual event. Adobe CEO Bruce Chizen and Symphony Technology Group’s Romesh Wadhwani will deliver keynote addresses. To request an invitation and find out more about the conference, click here.

The End of I.T.?

This week in the blog, Vinnie Mirchandani rebuts Nicholas Carr’s piece in the Harvard Business Review which predicts the end of enterprise I.T. Read his perspective in this week’s blog. Also this week, Stephen Shu on the shortcomings of today’s CRM solutions and Paul Lavallee on adapting to change.

And don’t miss Brian Sommer’s advice to software buyers in the latest post added to the Blog on M&A Mania.

If you have a post for the blog, email us at

Poll: SOX Relief Too Late?

The SEC and the Public Accounting Oversight Board may be mulling changes to Sarbanes-Oxley which would make it easier to comply to its regulations. How do you think this will impact SOX compliance efforts? Take our Pulse Poll >>

Last week, readers predicted the pace of software M&A activity for the next 6 months. Click here to give your opinion and see the results.

More at

Read the most important enterprise software industry news of the week >>

Monitor the latest software venture capital deals >>

Size up last week's software M&A deals >>

See who’s made it to the top in our list of recent software executive appointments >>

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Parting Thought

"It's easy to make a buck. It's tougher to make a difference."
- Tom Brokaw
Courtesy of Malcolm Kusher, The Kushner Group



SOLUTIONS helps global corporations achieve super-normal growth in Asia-Pacific through effective marketing & sales programs. SOLUTIONS can also reduce marketing & selling costs through high-quality back-end work in Asia. Find out more at


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Click here to send us your feedback. 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. Click here to find out more.