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A Strategic Sales Model for Business Intelligence in the Education Market

Product Type: Market Research Report
Published by: Datamonitor
Published: March 2006
Product Code: R313-15518
Description
Introduction
The characteristics of the education market demand that vendors must adopt a customized sales strategy that engages institutions in more substantive and long-term ways in order to sell business intelligence (BI) solutions successfully.

Scope
  • Offers insight into how business intelligence vendors should interact with education institutions to increase their success in the market
  • Identifies strategies vendors should use to develop more effective relationships and drive solution sales
  • Suggests potential communication tools vendors may leverage to position themselves as trusted and established vendors in the education market
Highlights
Successful business intelligence vendors are strategic in how they approach education institutions.

Developing relationships must be a crucial part of a vendor's go-to-market strategy.

An effective communications strategy depends on having deep industry knowledge.

Reasons to Purchase
  • Gain insight into how education institutions prefer to purchase business intelligence solutions
  • Identify strategies that will increase revenue from the education market
  • Discover new ways to leverage relationships as a tool to drive market penetration
Table of Contents
DATAMONITOR VIEW

CATALYST

SUMMARY

METHODOLOGY




ANALYSIS

There are important factors in the education market influencing the adoption of BI


Powerful contextual forces in the education market drive the adoption of BI

The uptake of BI solutions will languish unless gaps in market knowledge are addressed


Successful BI vendors are strategic in how they approach education institutions


The primary focus of BI decision-makers is not technology

A consultative sale demands a direct sales strategy

Centralized purchasing offers new opportunities for vendors


Developing relationships must be a crucial part of a vendor's go-to-market strategy


Offering partnerships provide more long-term success than selling contracts

Strong reference accounts will provide essential credibility with peer institutions

Strategic alliances are an effective way to leverage functionality for access


Technology solution providers

Business process consultants



An effective communications strategy depends on having deep industry knowledge


Increase visibility in the industry through active participation in its key events and efforts

Educate the industry about the value of BI solutions


A note about effective marketing collateral


Focus messaging on how solutions are aligned to the specific needs of educators

Increase credibility through recruiting sales representatives with industry experience




APPENDIX

Definitions

Further reading

Ask the analyst




List of Tables

Table 1: Selected independent software vendors (ISV) serving the education market by solution area




List of Figures

Figure 1: The relationship between a solution and the institution is key to selecting a sales strategy

Figure 2: Educators clearly cite the influence of relationships on purchasing decisions

Figure 3: Strategic alliances should be based on the potential sources of institutional data
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