Scott Santucci, CEO of BluePrint Marketing, Presents ''Combating Commoditization'' Findings to SLAM Conference on April 11, 2006

Business Wire,  March 24, 2006  

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RESTON, Va. -- BluePrint Marketing, the leader in driving coordinated sales and marketing execution, is presenting findings of recently conducted research that illuminates how software companies can respond to increasing pressures on growth and margins. Scott Santucci, CEO and Chief Value Architect of BluePrint Marketing, will present the findings at the Sales, Licenses, Alliances and Marketing (SLAM) conference in Chicago on April 11, 2006.

Santucci's findings are based on both primary and secondary research, as well as interviews with hundreds of executives from both buyers and sellers. BluePrint Marketing has also integrated these key attributes into its newest template, the Customer-Centered Execution Blueprint. Santucci, a former META Group executive, will provide new insight on true differentiation and why dominant industry players may be vulnerable.

"What's particularly exciting about our findings is that we now have a simple way to address many of the complex challenges that B2B IT suppliers face in coordinating and executing their sales and marketing efforts," said Santucci. "The research, along with BluePrint's methodology, will help organizations more completely and accurately communicate their value propositions to key customers in order to significantly increase sales."

Santucci's presentation will address:

--Where dominant vendors are vulnerable

--Best practice formulas for winning strategies

--Why seemingly obvious sales improvements may actually damage a sales team's ability to call high in the organization

--Why companies need to understand changes in the buying relationship

BluePrint Marketing will also announce the general availability of the Customer-Centered Execution Blueprint, which codifies best practices culled from over seven years of research. The Blueprint is made up of a series of layers that visually highlight common areas where coordination problems create barriers to growth and margin, while providing a vision for what the future state can look like. In addition, each Blueprint acts as a roadmap to help organizations begin the transformation to a customer-centered focus through a series of small, focused and iterative projects.

"One of the most consistent findings across both marketing and sales executives was the recognition for the need to change, but the feeling that transformation couldn't be attempted in their organizations because of the myriad of tactical issues on their plates," said Santucci. "We've found that successful change is more likely brought about in a series of small iterative steps, what we call 'transforming while performing.' These best practices are reflected in the blueprint."

The SLAM 2006 Conference features more than 25 sessions, including exhibits and demonstrations focusing on sales strategies, licensing technologies, partnering, and marketing issues facing software company executives. Visit the web site at softwarebusinessonline.com/slam_conf2006_index.htm.

About BluePrint Marketing

Based in Reston, Va., BluePrint Marketing is the leader in driving coordinated sales and marketing execution through an innovative customer-centered approach. BluePrint Marketing increases companies' returns on sales and marketing investments while helping CEOs meet their growing challenges and combat the creeping commoditization of today's markets. Customers include BMC, Handysoft, META Group, Metastorm, SeventhWave Technology, Sungard, Unisys and Yorktelecom. For more information, visit www.blueprintmarketing.com.

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