Isurus Insights

If you are on our mailing list you receive a quarterly newsletter called the Isurus Insights. Each Insights is devoted to a specific topic and provides an overview of some of the broad trends we have seen in the technology sector. Many also provide a sort of "check list" of items for evaluating your company in a particular area.

Product Messaging | Download the .pdf

• 5 recommendations for effective B2B product messaging.

Competitive Differentiation Framework | Download the .pdf

The mapping of your competitive differentiation is the comprehensive and systematic approach to understanding and managing your competitive strengths and weaknesses.

Assessing Marketing Opportunity | Download the .pdf

Sales Effectiveness Analysis | Download the .pdf

• An overview of the Isurus framework for evaluating sales effectiveness.

5 Questions to add to your Win/Loss analysis | Download the .pdf

• Are you learning all you can from win/loss analysis? Consider adding these five questions to your analysis to improve both MarCom ROI and the effectiveness of the sales process.

SaaS: 5 Key Insights | Download the .pdf

• Understanding the key benefits and barriers associated with SaaS, with implications for marketers and product developers.

Market and Sell More Effectively to Business Decision Makers | Download the .pdf

• Understanding the roles of business decision makers in enterprise technology purchases and implications for marketing and sales.

7 Communication Tips from the Trenches

• Provides a checklist of the Do's and Don'ts related to developing messaging for your products and services.

Aligning with the Times

• The alignment of business and IT around strategy and implications for marketers.

Are They Ready?

• Understanding and addressing barriers to adoption of new technologies.

Branding in Enterprise Technology

• The importance of brand in enterprise technology and solution selling.

Informing Your Go-to-Market Strategies

• 6 key questions you need to answer and a discussion of your options for obtaining insight on the marketplace.

Its the People

• The role of organizational culture and behavior in technology adoption.

Water Water Everywhere, But is There a Drop to Drink?

• Profiles an overview of the challenges technology vendors face when entering new markets and highlights steps that can be taken to improve the chances of a successful entry.

I Can See Clearly Now

• Examines the importance of accurately identifying the competition, understanding the decision making process and communicating the right information.

SaaS: Here there be opportunities

• An assessment of the opportunities for SaaS and the barriers the idea faces, during the initial introduction of SaaS in the early 2000s.

Thought Pieces:

Follow the links below for brief essays on:

The importance and benefits of a strong brand

The new product development process

Attributes of effective advertising