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Marketing

A large proportion Cambashi projects support IT vendor marketing activities.  Marketing starts from a clear picture of customer requirements, so our 25 year history of talking with customers about how IT is used within their industry and organisation is an immensely valuable resource.  User research provides information on market concerns, buying behaviour, competitive activity and commercial issues such as pricing and contractual terms.  Our in-depth understanding of how each industry is structured and regulated provides intelligence that can be used to identify addressable market segments and perform market analysis tasks. 


The senior members of the Cambashi team have extensive sales and marketing experience gained in the IT industry.  The breadth and depth of the Cambashi extended team enables us to field experts with the specialised knowledge each that each unique project requires.


The following examples give some idea of the range of marketing projects we undertake.

 

Strategic projects

 

•    Market sizing through Country Observatory, Employment Observatory,

      Industry Observatory, and Product Observatory
•    New venture or market entry projects through Attractiveness Analysis
•    Partner identification and Selection
•    Building the business case through Message Development and Validation

 

Tactical projects


•    Sales Briefing Sheets and Competitive Analysis
•    Preparing Marketing and Sales Collateral such as white papers and

      case studies
•    Primary research-based reports from Cambashi Reports Industry Directions

•    Gauging sales, marketing and product impact with Customer Satisfaction

      studies

•    Understanding market elasticity with Pricing Data

•    Delivering a view of why to upgrade through Productivity Studies

•    Independent analyst views for events through the

      Cambashi Speakers Bureau and Public Webcast speaking

Andy Makeham
CEO, K3 Business Technology Group
"The research and analysis that Cambashi conducts carries respect in the City. We have used it to corroborate what we say and it helped us to prove our case. Cambashi's role in pulling things together is quite key to our overall strategy. A prospectus is a legal document and cannot contain fraudulent information, I rely on Cambashi for that. If Cambashi did not find statistical support for a proposed move we would be willing to rethink."
Sham Ahmed
Managing Director, The MathWorks UK
"Cambashi's experts really know their stuff. This research gave me much more than I expected. It showed our true potential which came as a pleasant surprise and confirmed what I had believed to be our market potential. It enabled me to ensure that we are using our resources effectively."
Neno Horvat
IBM PLM Solutions, PDM Marketing Leader EMEA, IBM
"Throughout the project we have been very pleased by the high level of both industrial and technical expertise in PLM and beyond gained through many years of experience ... together with the ability to interpret the specific communication context the material had to work for.  The stimulus, flexibility and firm delivery as well as the capability to work in an international context makes Cambashi a valuable partner for us, whom we will hopefully be able to continue working with in the future."
Newsletter
A first look at Engineering Applications in 2008, advice for sales people in the economic downturn, and a book review of Profit Mapping:  A Tool for Aligning Operations with Future Profit and Performance authored by Anil Menawat and Adam Garfein.
John M. Kawola
President/CEO, Z Corporation
"We engaged with Cambashi to conduct research to help us better define how well our products are serving our current customers as well as to gain an understanding on opportunities in the markets where we're not presently active.  We found the team at Cambashi very knowledgeable about our space and able to provide deep insight into market dynamics.  This was extremely valuable for both setting up the appropriate survey methodology as well as to provide conclusions and opinions about the results.  The goal of our work was to create a set of actionable to-do’s.  We are able to achieve this."