Strategic Vertical Selling: Using a Vertical Fingerprint

February 16th, 2009 by

By Pat Hinds

Strategic Vertical Selling:  Using a Vertical Fingerprint

One of the advantages of targeting a strategic vertical is the ability to build a “vertical fingerprint” table.  The table identifies how customers are using products to deliver solutions in their current business environment.  If you want to be successful selling to a vertical, you need to make the time to understand how your target vertical operates—both without your product and prior to selling your solution to the target vertical.  It does not matter if you are introducing a new product into a new or existing market based on cost, performance, or a niche feature, it is key that you spend the time to understand the market prior to selling to it.

I am currently writing a paper on the use of fixed wireless in the oil & gas industry; listed below is the vertical fingerprint table I am using in the paper.  This table outlines the current use of fixed wireless technology within the oil and gas industry.

What does each section of the table mean?

Application – The word application can be interchanged with business problem—this is the business drive for the adoption of a solution.   The applications may cross multiple business units within a single organization and depending on the organization, the business units may not be aware of the adoption.  

Detail – Providing more detail on the business driver for the investment of the solution used by the customer.

Current Products – What are the products being used by the customer to address the identified business problems.  The products listed in this section are the most closely related to your solution. 

Current Practice – Expanding on the details of how currents products are being used.

Market Size – Determining the size of the target market.

Take the time to create a vertical fingerprint for your target vertical; it can mean the difference between success and failure in selling to a strategic vertical.

 

 

 

 

 

Application

 

Narrow Band

 

Broad Band

Environment

Monitoring

Pipeline

Monitoring

Tank

Monitor

Well site Automation

Plant

Telemetry

WAN

Extension

Detail

Monitoring, water, air, ground

Corrosion,

Production volumes

Tanks Levels,

Corrosion

Pressure, Temp,

Level,

Telemetry

Plant Controls, Telemetry,

Video observation

Corporate data, Internet  data,

Voice

Current Products 

Spread -Spectrum

Cellular

Sneaker Net

Satellite

licensed ,

Spread -Spectrum

Cellular,

Wired,

Satellite

Wired,

Spread -Spectrum

WiFi, satellite

licensed unlicensed  Spread -Spectrum

Cellular,

Wired -Services

Charts

WiFi

Wired

Spread -Spectrum

Cellular,

OFDM,

Wired,

satellite

Current

Practice

 

 

Single sensor connect to a data logger

Fixed wireless or wire line to a powered control station

Cables connect from flow computer or RTU to sensor

Wireless connected to an flow computer or remote terminal unit

Extending fiber network for plant monitoring or control

Point to point, quality of service depends on application

Market Size

Small,

Emerging

Niche,

Mature

Medium

Emerging

Large

Mature

Medium

Emerging

Small

Mature

 

 

Topics: Business Intelligence