May 26, 2015
| Strengths • Strong customer base with high satisfaction • Excellent spokespeople across exec and extended team • Foundation of content and materials to leverage • Strong momentum around awards, PR and analyst reports • Clear product roadmap and release schedule |
Weaknesses • Still not being included in all related articles and reports • Not seen as clear leader in any particular market • Confusion around market category and space • Brand awareness still low compared to competition • Social media presence and engagement low • No focus on customer references / case studies |
| Threats/Challenges • Increasing competition from a wide range of vendors • Market consolidation – noisy M&A environment • Limited budget and resources to manage multiple partner marketing plans and initiatives – spread too thin • Hard to identify the long-tail searches and terms people use to find us • Social media environment complex and multichannels – hard to keep up |
Opportunities • Use partnerships to make company perception bigger than reality • Use product releases to show platform/technology innovation, create media buzz and increase competitive edge • Building out good content machine to use across marketing mix • New Website content should improve SEO traffic • Use customers to show proof points with prospects and analysts/media |