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The major technology disruptions to look for in 2022 & beyond

Our strategic research and consulting deliverable are designed to provide comprehensive information and strategic insights to our clients enabling them to achieve business transformation goals.

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Competitive Intelligence

Competitive Intelligence

Amazon’s Bezos to Face Unprecedented Protests During India Trip

Promise scholarships cover up to full college tuition for students who’ve attended New Haven Public Schools during some or all of their K-12 years, and the organization also provides scholarship recipients with advice, mentorship, career skill workshops, and connections to paid summer internships in New Haven — many of which are based at Yale.
Strategic Performance Assessment & Ranking
“Proper market positioning is fundamental to building a strong business identity. It influences how customers perceive your service relative to the competition and help you claim your position in the competitive market landscape. Anytime we are ranked by strategic market research firms like Quadrant Knowledge Solutions it adds value and contributes to winning mindshare in the marketplace.”
Vin Turk
Co-Founder & COO, Madison Logic
“The positioning or positive ranking by market research companies and technology analysts is of central importance to Axon Ivy. After all, corporate buyers base their opinions and purchasing decisions on the statements and studies of market researchers and analysts.”
Andreas Balsiger,
Head of Product Management, Axon Ivy AG
“Ranking analysis from key IT analyst firms such as Quadrant Knowledge Solutions, based on rigorous analysis frameworks and objective criteria, provides clear and out-of-the-box benchmarks. That’s something very helpful to trim our Competition Analysis Framework by feeding it with extremely complete and neutral assessment information, including key market penetration values.”
Enrico Celotto,
CMO, Doxee
“Ranking analysis from key IT analyst firms such as Quadrant Knowledge Solutions, based on rigorous analysis frameworks and objective criteria, provides clear and out-of-the-box benchmarks. That’s something very helpful to trim our Competition Analysis Framework by feeding it with extremely complete and neutral assessment information, including key market penetration values.”
Enrico Celotto,
CMO, Doxee
“We use the opportunity of the competitive positioning and ranking to understand our development, see the market development and adjust course or differ on purpose.”
Martin Scheliga
Holistic Management Advisor & Analyst Relations, Bee360
“Through strategic market research, we gain insights into our competitors’ strategies, their strengths and weaknesses, and the opportunities and threats that they face. With this information, we can develop a clear positioning strategy that will help us achieve a consistent ranking from strategic market research firms.”
Mike Gannon
Product Marketing Manager, Soprano
“Quadrant SPARK Matrix bears great value and hope that our customers and prospects take the time to read it thoroughly”.
Martin Scheliga
Holistic Management Advisor & Analyst Relations, Bee360
“Participating in the SPARK Matrix evaluation adds tremendous value to Axon Ivy. The independent opinion of an analyst has a higher value in selected sales situations than a mere enumeration of the advantages of the solution.”
Andreas Balsiger,
Head of Product Management, Axon Ivy AG
“We found the Quadrant SPARK Matrix to be very rigorous and objective in evaluating the different vendors in the market”
Enrico Celotto
CMO, Doxee
“SPARK Matrix evaluation is a valuable tool for buyers in their purchase evaluation and decision, and see equal value as a business applying it to our competitive market positioning research”
Vin Turk
Co-Founder & COO, Madison Logic
“We found Quadrant SPARK Matrix evaluation process to be very helpful in identifying Soprano's strengths and opportunities. It also allows us to look at our key competitors' market positioning and compare.”
Mike Gannon
Product Marketing Manager, Soprano
“We, at Quadrant Knowledge Solutions, gather and analyze various sorts of primary and secondary data sets, including technical excellence, market share, customer impact, product strategy and roadmap, key differentiators, and many more, to arrive at competitive positioning and vendor ranking for any given market. Organizations leverage this analysis and ranking to understand their positioning vis-à-vis their competitors and can drill down to the specifics of which areas they are leading in or need to work upon so that they can maintain or enhance their effective competitive positioning in the market”.
Divya Baranawal
Research Director, Quadrant Knowledge Solutions

Categorizing and evaluating the market positioning of your organization vis-à-vis your competitors has become a crucial step for measuring success. Competitive market positioning not only articulates your position in the field you operate but also allows you to identify new areas of opportunity for your business. The strategy also assists in improving the product’s value and customer experience which in turn leads to boosting sales. Furthermore, it helps in creating a differentiating factor in today’s highly competitive business world.

In a competitive business forum, it is imperative to know whom you are competing with and the approach you adopt to compete with them to assist you in reducing risks. Moreover, the stakes are higher, and the margin for error is much lower, which helps you to make the best use of your resources. When measured against a set of criteria, your market position provides insight into how you stack up against your competitors. Knowing what your competitors are up to can enhance your decision-making skills and allow you to make better business decisions. Hence knowing your market position in today’s competitive world is as important as marketing your brand.

 

BEST PRACTICES

 

Your competitive positioning strategy is the foundation of your entire organization, and it should be the first thing you establish if you’re establishing a new company, product/service, or expanding the existing one. It’s also vital whether you’re growing or searching for a competitive advantage. But to make this work, organizations need to follow the best practices.

Vin Turk, Co-Founder & Chief Operating Officer at Madison Logic, says, at Madison Logic, we use competitive comparisons to map and understand the similarities and differences between our company and our competitors. These comparisons are completed using analyst insights and feedback we receive from our clients and other marketers. We then turn this data into insights that help us understand the larger marketplace and drive more sound decision-making. One way we do that is through the creation of battle cards, which summarize key competitor information for our sales team to quickly access and communicate to prospects”.

Mike Gannon, Product Marketing Manager at Soprano, quotes, “To be successful, businesses need to be efficient and effective in their market positioning and ranking strategy. For this, there are a few best practices that businesses should keep in mind. First, it is important to understand your target audience and what they are looking for. Once you know this, you can tailor your positioning strategy to meet their needs. It is also essential to keep up with the latest trends and changes in the market. This will ensure that your business is always ahead of the competition. Finally, it is important to monitor your progress and adjust your strategy as needed. This will help them stand out from the competition and grow their business successfully”.

Enrico Celotto, CMO at Doxee, opines, “Competitive market positioning is one of the key processes in our Product Management Framework at Doxee. Being one among the worldwide CCM market leaders requires that Doxee’s product managers constantly monitor competitors’ technology advances and new services and strive to quickly identify companies that, while not in the market as direct competitors, could quickly become so. Over time, we have structured this process by defining and implementing a competitive analysis framework to analyze through qualitative and quantitative variables for Doxee’s s current positioning and the competitive scenario. Because at Doxee we believe that information is critical to the success and the development of our company, the Competitor Analysis Framework is one of the main analysis tools shared at all levels, from product manager to our sales forces, finance department, and operations, as well as the Market Analysis Framework, the Market Profitability Framework or even standard analysis tools such as the Buyer Persona Framework. All the information we retrieve from the different analysis tools is extremely useful for the product management team to identify gaps, competitive advantages, and of course, market opportunities, leveraging that information to support and lead the product evolution. This activity also provides a compass to enhance performance and improve operations, defining the perimeter of our market”.

Martin Scheliga, Holistic Management Advisor & Analyst Relations at Bee360, informs, “To establish your market position, the first step is to identify the most important criteria for comparison. You must consider three things to determine your market position: your products or services, your company, and your rivals. It is essential to figure out the most important criteria for our customers when deciding whom to buy from. The way customers live and work is forever changing, so their needs and expectations also change side by side. Hence, knowing what’s important for your customers now can help you choose the right criteria for them. You also need to consider your business’s strengths and weaknesses to work accordingly in saving time and managing increased costs and prices”.

Andreas Balsiger, Head of Product Management, at Axon Ivy AG, says, “Axon Ivy has a crystal-clear vision. Market positioning is derived from this vision, but is additionally shaped by current trends. Precisely these current trends are what repeatedly motivate us to evaluate our corporate goals together with experts critically. In this process, we analyze our current positioning concerning the competition. The adjustments to our positioning are based on our comprehensive market observations and regular competitive analyses. In addition, we draw on the expert knowledge of market researchers and analysts. Furthermore, rankings are a fundamental indicator for a snapshot of the market position. The deduction of unique selling propositions enables us to differentiate ourselves from our competitors”.

STRATEGIES TOWARD COMPETITIVE MARKET POSITIONING

 

Knowing your position in the market is crucial in a volatile economy. The final element in this process is to consider and keep track of your competitors. You can position them accurately once you have made a note of how they have changed over a specific period. You may choose more effectively how to compete when you are aware of how you stack up against your competitors. You can allocate your time and resources where they will have the biggest impact. You should also take into notice the newcomers who join the competition and make a considerable mark in the domain.

 

Martin Scheliga from Bee360 states, “As a first step, and this is no trivial thought, understand yourself. It is easy to get lost in analysts’ categories, questions, and expectations. Then you have a chance to answer and receive the correct competitive positioning. Bee360 uses the opportunity of the ranking to understand our development, see the market development and adjust course or differ on purpose. A good example for us is capability mapping in EAM. We come from an IT management background, but the move of enterprise architecture to connect with the business through capability maps inspired us greatly to invest in that and use it as a strategic orientation as well as an alignment and collaboration point for business & IT. The reception of this with our customers was outstanding”.

 

Andreas Balsiger from Axon Ivy AG says, “Axon Ivy regularly reviews its market positioning and reflects upon market research and analyst environment. Thereby, the expertise of market researchers and analysts and important empirical values contribute to our positioning. Researchers and analysts are considered objective and neutral. Especially with the increasing complexity of new technologies, IT solutions, and services, the importance of a neutral expert opinion is growing. Furthermore, analysts address current trends and hypes, evaluate them, and provide guidance. Based on these reports, Axon Ivy easily and efficiently adjusts its market positioning”.

 

When deciding how to position itself, a firm must examine how the competitive landscape will affect its marketing efforts. Good positioning informs customers about why the organization’s product/service is superior to the competitors. It’s critical to discover a strategy to stand out in a dynamic market where consumer needs varying daily. Using this positioning technique entails developing a branding and marketing plan that makes use of the best messaging channels.

 

Enrico Celotto from Doxee informs, “Ranking analysis from key IT analyst firms such as Quadrant Knowledge Solutions, based on rigorous analysis frameworks and objective criteria, provides clear and out-of-the-box benchmarks. That’s something very helpful to trim our Competition Analysis Framework by feeding it with extremely complete and neutral assessment information, including key market penetration values. Moreover, these assessment studies provide a valuable tool for many customers by helping to identify the most relevant features, especially those most innovative, and thus to understand the full value of each vendor proposal”.

 

“More than ten years ago, with the market positioning and strategy monitoring at Doxee, we learned that the CCM market was mature, but compared to other enterprise software markets, it was far behind in starting the process of cloudification and moving from a traditional on-premises business model to SaaS. The Doxee team identified this as a relevant opportunity to move to a full cloud business model. The company planned to design new business models for its products and lead the product evolution to be cloud-only, gaining in a few years an incredible competitive advantage that allowed us to become the first CCM vendor to provide a fully SaaS offering only,”, he added.

 

Vin Turk from Madison Logic says, “Analyst insight is key to any competitive positioning strategy. In addition to providing insight into market trends, they provide a wealth of information about competitors, both through their comparative analysis and ongoing conversations with other vendors. Anytime we are ranked by strategic market research firms like Quadrant Knowledge Solutions it adds value and contributes to winning mindshare in the marketplace.”

 

“We are always looking at the market and talking to analysts and our customers to inform our product roadmap strategy. These conversations are critical to determining the key customer problems, challenges, and pain points that we seek to solve. A strategic product roadmap not anchored to the core customer value proposition runs the risk of expending valuable capital on features and services that don’t necessarily enhance its value proposition. Even worse, the product could drift away from solving the primary customer challenge for which it was intended. When developing our product roadmap, we make assessments of the current market positioning and ranking of capabilities for Madison Logic relative to our competitors. That assessment work helps us prioritize initiatives that help advance and reinforce our unique position in the marketplace,” he added.

 

Mike Gannon from Soprano says, “Soprano’s marketing positioning is a key strategic initiative to enable the company to compete as a leader in the highly competitive CPaaS market. This is especially important given the high level of competition and some big players in this market. Quadrant Knowledge Solutions is one of the strategic market research firms that Soprano engages with, to gain insights into how to best position ourselves in the market. Moreover, through strategic market research, we gain insights into our competitors’ strategies, their strengths and weaknesses, and the opportunities and threats that they face. With this information, we can develop a clear positioning strategy that will help us to achieve a consistent ranking from strategic market research firms”.

 

Strategic positioning is concerned with how a business distinguishes itself from the competition and provides value to various groupings of target customers. Start-up organizations must have a distinct positioning strategy that persuades clients to select the organization’s product or service that can address an issue. Effective strategic positioning guarantees that a company’s marketing strategies keep changing with market changes and clients’ requirements, forcing them to act immediately. Newer firms can achieve long-term success by telling their target audience about how relevant their product is for addressing the challenges they are facing. It’s better to rework the positioning approach to stay competitive, rather than redesigning the entire message. One of the most regular aspects of running a business is to use a positioning statement as a tool to remind clients about the market relevance and the value the company can bring in its products and solutions and why they need to act on it. This, in turn, helps businesses create effective brand awareness strategies over time with the correct message and marketing methods.

SPARK Matrix

 

Quadrant Knowledge Solutions’ market research includes a detailed analysis of the emerging technology and market trends in global markets and future market outlook. The study provides a comprehensive market forecast analysis of the global market as well as the overall market adoption rate. This research provides strategic information for technology vendors to better understand the existing market and support their growth strategies, and for users to evaluate different vendors’ capabilities, competitive differentiation, and market position. The research includes detailed competition analysis and vendor evaluation with the proprietary SPARK Matrix analysis.

Martin Scheliga from Bee360, opines, “Working with Quadrant Knowledge Solutions for their SPARK Matrix evaluation is particularly respectful and exciting. I feel their analysts are truly curious about our unique approach, and we enjoy the briefing sessions with them. The Questions are crisp and on-point, which is refreshing since I believe the market position is not clear if we get lost in functionalities, but rather focus on what the vendor brings to an organization, for example, how do you interpret the EAM, EAP, DTO, and ITFM role in the business? I think the Quadrant SPARK Matrix bears great value and hope that our customers and prospects take the time to read it thoroughly”.

Andreas Balsiger from Axon Ivy AG, says, “Participating in the SPARK Matrix evaluation adds tremendous value to Axon Ivy. The independent opinion of an analyst has a higher value in selected sales situations than a mere enumeration of the advantages of the solution. As we work through the process, we get direct feedback from experienced experts and essential insights on trends set by the analysts. Through the evaluation itself, we receive a snapshot of our current positioning in the market. In addition, we see what market position our competitors hold. Trends and innovations relevant to us can be derived, and we can react to them promptly. The evaluation strengthens our position in the market. Towards our customers, it supports us in highlighting our USPs compared with that of our customers”.

Enrico Celotto from Doxee, informs, “Although Doxee has been invited to participate in many IT analyst firm reports, we were very pleased to participate in the Quadrant SPARK Matrix assessment, as the analysis is one of the few which are 100% focused on CCM. We had a very positive experience participating in the analysis, as we found the assessment and the briefing session experience very consistent. In general, we found the Quadrant SPARK Matrix to be very rigorous and objective in evaluating the different vendors in the market”.

Vin Turk from Madison Logic says, “By providing a comprehensive market forecast analysis of the global market, the Quadrant SPARK Matrix evaluation for account-based marketing platforms helps us understand our current market positioning and how to better differentiate from the competition. We know this analysis is a valuable tool for buyers in their purchase evaluation and decision and see equal value as a business applying it to our competitive market positioning research”.

Mike Gannon from Soprano, quotes, “We found Quadrant SPARK Matrix evaluation process to be very helpful in identifying Soprano’s strengths and opportunities. It also allows us to look at our key competitors’ market positioning and compare. Overall, we were very pleased with the evaluation and would recommend it to others”.

ANALYST’S PERSPECTIVE

 

Divya Baranawal, Research Director, Quadrant Knowledge Solutions, explains, “As competitive positioning and ranking help brands portray their competitive advantage over other players in the market, it is a very crucial strategic tool used by organizations across the globe. Evaluating competitive market positioning and ranking is an exhaustive exercise that must be done with utmost detail and precision. Market research firms gather and analyze various sorts of primary and secondary data sets, including technical excellence, market share, customer impact, product strategy and roadmap, key differentiators, and many more, to arrive at competitive positioning and vendor ranking for any given market. Organizations leverage this analysis and ranking to understand their positioning vis-à-vis their competitors and can drill down to the specifics of which areas they are leading in or need to work upon so that they can maintain or enhance their effective competitive positioning in the market”.

 

“SPARK Matrix is a very comprehensive and exhaustive vendor evaluation and a ranking tool, where vendors are evaluated on the parameters of technology excellence and customer impact. Each parameter further takes into consideration ratings from various key sub-parameters – which have been carefully chosen as per their importance according to the end user perspective. Quadrant Knowledge Solutions uses this competitive intelligence to advise vendors on various aspects such as technology architecture planning, understanding their strengths and areas of improvement, and how to augment or retain their market position. It also uses competitive intelligence to consult end-user organizations on their technology and vendor selection strategy,” she adds.