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Richard Fouts

Research VP
Richard Fouts analyzes best practices in marketing management for technology and service providers, including insight and advice in brand management, market and competitive position, messaging, sales, and go-to-market strategies.
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Why Technology Marketers are Stilled Viewed as Campaign Managers (Hint: Look in the Mirror)

June 26, 2009 | 0 Comments

About half the marketers I talk to in technology firms, manage just one of marketing’s 4 Ps.  Promotion.  About 25% of them manage promotion – with influence one of the other P’s such as product management or distribution (aka, Place).  The rest don’t even know the other three exist (because they are educated in fields other… Read More

Your Customer’s Biggest Obstacle

June 24, 2009 | 0 Comments

If you sell to buyers in IT departments you’ll want to look at Baseline’s story “What Business Managers Really Think of IT.” The report begins, “A survey of non-IT executives … shows that many business leaders believe IT investments create value, but many still view the department as an operational and tactical asset rather than as… Read More

How One Company is Rising Above the Noise

June 15, 2009 | 0 Comments

Every marketer wants to stand out, to be different, to have a unique value proposition … to rise above the market noise, to get out of the clutter .. to blah, blah, blah. But if you’re like most Americans you suffer from conformity.  I live in New York City, three blocks from Citicorp and when… Read More

Why Social Media is Just Another Channel

June 4, 2009 | 9 Comments

I know, I know; social media is transformational and a game changer, but seriously folks, it’s just another channel. Granted, social networks help you locate many prospects you may never have found with traditional techniques, but consider these two statements, both from marketing executives in tech firms with similar years of experience. 1. Social media is creating… Read More