SOURCE: Cambashi


February 26, 2013 08:30 ET

Cambashi Releases Technical Software Marketing Planning Framework Guide

Free Downloadable Guide Delivers Design for Effective Incremental Process

BOSTON, MA and CAMBRIDGE, UNITED KINGDOM--(Marketwire - Feb 26, 2013) - Cambashi, a leading global industry analyst and market consulting firm, today announced the availability of its guide to effective marketing planning for complex markets such as the Technical Software Sector as a free download at The guide, The Why and How of Marketing Planning, delivers practical steps for designing and implementing an effective marketing planning process incrementally and at low cost.

Cambashi's framework addresses the marketing planning challenges faced by vendors that want to better navigate today's $16 billion worldwide technical software market. It leverages Cambashi's expertise in the host of technical applications, hundreds of target industries and the culturally and geographically diverse worldwide markets that comprise the global technical software sector. 

"The problem is to align the multitude of operational targets across a company's products, geographies and industries with organizational strategy and resource plans. This has taxed managers, consulting firms and academics for decades," said Tony Christian, Director at Cambashi. "The process that handles this problem is marketing planning and the complexity of the technical software market makes it an excellent case study for how to successfully develop and maintain a viable marketing planning process that aligns strategy and execution. Getting it right results in optimization of the balance of activities across the business. Cambashi has been supporting companies' marketing planning efforts in the technical software market for many years and this guide distills our knowledge and experience into an excellent framework for those organizations looking to achieve a comprehensive, viable process." 

The Cambashi Guide explains the scope of marketing planning and examines the building blocks that underpin an effective, responsive process. It then describes the key building blocks of process and data in more detail, with a focus on how to implement best practices. The guide then goes further in explaining how the marketing planning process is maintained and continuously improved, describing proven techniques for evaluating alternative market opportunities.

According to Christian, the guide will help every manager seeking profitable revenue streams in the Technical Software Sector and similarly complex markets. "The combination of market complexity and maturity often obscures opportunities for growth," he added. "Assessing those opportunities in a way that takes account of all critical factors can be difficult. The framework we propose clarifies the steps to provide responsive organizational involvement at every level to assure a comprehensive plan is in place to maximize market opportunities and competitive advantage." 

About Cambashi

Cambashi, a leading global industry analyst and market consulting firm, prides itself on delivering compelling insights on the use of IT to address critical business issues in manufacturing, process, distribution, energy, utilities and construction industries. Cambashi's experienced team partners with clients to clarify and validate decisions, assess trends and articulate the drivers of value that impact businesses. Cambashi tailors its services to the needs of each client to improve collaboration and profitability across an organization and is known for being highly responsive, meeting deadlines and delivering high value. Leading global IT buyers and sellers benefit from Cambashi's industry training, primary research, and custom advisory services that guide clients to successful action. For more information, visit:

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