Marketing to the IT Department

For those of you who market to larger organizations, I just read a great piece by author Steve Martin on the importance of knowing what kind of IT department your prospect has before selling them new software. He categorizes IT departments into four different models: Consolidators, Consulters, Responders, or Bureaucrats, explains each and briefly discusses how your strategy needs to change depending on the model.

He also wrote a book called Heavy Hitter Selling which is obviously geared toward salespeople, but my guess is that many of the tactics are useful to marketers in their role of cultivating better leads for sales.

Just thought I'd pass it along.

Unrelated...I enjoyed the Super Bowl ads as always. Would love to hear your thoughts as to which ones were the most effective. Email me at ortner@capterra.com.

- Mike