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Dr. Philip Kotler Value-Based Marketing

The ROI Dilemma: Selling the Value of Enterprise Software

Price: $195  


This report documents the “ROI challenge” that enterprise IT vendors and buyers face, and the various approaches taken to meet this challenge. It also points out overlooked opportunities to improve vendors’ value-selling strategies and tactics.

 Conducted in partnership with the Software & Information Industry Association, the study is based on survey responses from 220 IT vendors and more than 550 enterprise IT decision makers.

Survey findings address issues such as:

  • The payback period that most IT buyers say they require for their investments
  • The role enterprises would like vendors to play in the business-case process
  • Types of ROI collateral vendors have found to be most effective
  • How vendors' goals for using value-selling can get undermined  in practice.

Read an abstract of this report (includes Table of Contents, List of Tables)



"Given customers' focus on optimizing IT budget dollars, it's never been more important to communicate ROI. But too often vendors forget to listen as well. This report provides a healthy antidote -- a chance to hear the voice of the customer on this important topic."

Traver Gruen-Kennedy,
VP & Chief Evangelist, Citrix Systems


Title: The ROI Dilemma: Selling the Value of Enterprise Software

Publication Date: 2007 (updated)

Length: 53 pages

Geographic Coverage: North America, EMEA

Pricing: $195 for single-user license



Untitled Document

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