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How to Attack with Competitive Positioning

pg.5

By Patty Burke

Company Attack

Competitor Trap

Workflow: Business Rules/ Conditional Clauses

  • What if terms/approval flows are “conditional:”
    • Workflow defined by multiple business rules (e.g. transaction value driven)
    • Clauses vary by geography
  • Mini application profiles to illustrate

ROI Benefits from ‘Management’ vs. Authoring
  • Modular deployments most likely to be successful
  • Positioning: “Management” = Quickest ROI, highest business value (vs “Authoring Automation”)
  • Proof points: ROI examples, ROI calculator, Analyst report

SAP Relationship ‘On the Rocks’

  • SAP acquisition competes with competitor’s acquirer?  
    • Why would SAP continue to support  a competitor?
    • “It’s only a matter of time before SAP takes on (the competitor)” (Analyst)

Partner Defections

  • Is your partner safe?
    • Acquirer eliminating competitor’s partners, may be supporting existing procurement-focused partners only?

Lessons Learned 
This exercise motivated the Company to put a formal Win/Loss review process in place, which in turn is the basis for much better ongoing communication between marketing and sales – a feeling we are all on the same team!