RE: [xtm-wg] Swindon Minutes Module #1: Marketing

["Jean Delahousse" <jean.delahousse@mondeca.com>]

Hello,
I think at least two different kind of external ressources should be use by
marketing :
- "Brand" people able to "make it simple", find tag lines, get a commun
vocabulary to use with the journalists...
- analysts that we have to convince of the emergence of a new kind of tools
on the market, of a new market segment somewhere close to content
management, indexation tools, maybe knowlege management.... Analysts from
Gartner, Metagroup, Giga... Metagroup has already begun a survey, we have
been talking to them as Steve Pepper did I think.

Sincerely

Could we start all the mails talking about marketing sub group activities
(and all the good advices they get from the xtm-wg) with [xtm-mk] ???

Jean Delahousse
CEO Mondeca
Mobile : +33(0)6 16 90 73 95
Tel : +33(0)1 47 46 18 89
Fax : +33(0)1 47 46 01 09
www.mondeca.com

> -----Message d'origine-----
> De : Kal Ahmed [mailto:kal@ontopia.net]
> Envoyé : jeudi 19 octobre 2000 18:57
> À : xtm-wg@egroups.com
> Objet : RE: [xtm-wg] Swindon Minutes Module #1: Marketing
>
>
>
> >
> > [draft minutes]
> > > >     (2) The Marketing Subgroup is directed and required to consider
> > > >         whether and how any market research activities may be
> > > >         appropriate, and to undertake such research activities as it
> > > >         deems appropriate and practical.  The results of all such
> > > >         research shall be made available promptly to the AG for
> > > >         distribution to the Participating Members, and ownership of
> > > >         the results of such research shall reside solely
> with the AG.
> >
> > [Kal Ahmed:]
> >
> > > I thought that we had gone further than that in the meeting. We
> > > certainly discussed the requirement that all market research be
> > > performed by an independant entity, and it was my impression that
> > > this was generally agreed on.
> >
> > Hmmm.  I take it that you're expressing a reservation, but not
> > actually proposing a revision to the minutes which would affect
> > the marching orders of the Marketing Subgroup.
> >
> > I think we should not tell the Marketing Subgroup how to do its job,
> > especially considering that the Marketing Subgroup will be 100%
> > self-supporting.  I expect that it will support itself, at least at
> > first, by taxing the organizations of its own members.  For the AG to
> > impose such a constraint would be like telling someone how to spend
> > his own money.  In any case, I think it would be impossible to define
> > the intent of an "independent entity" requirement.  All manner of
> > pre-existing relationships are possible between persons and between
> > organizations.  In our small industrial community, most people in
> > leadership positions already know most of the other people in
> > leadership positions.  It would be self-defeating for the AG to insist
> > that only market research organizations who don't know anything about
> > our industry need apply for the job of doing market research for XTM.
> > I think we have to be satisfied that, if the Marketing Subgroup votes
> > to adopt a plan whereby market research is accomplished, each member
> > will, prior to voting, have considered carefully the implications of
> > such a plan with respect to the welfare of his own organization.
> > That's really the best that can be done, and it's all we should
> > attempt to do, IMHO.
> >
>
> Absolutely. As long as all interested parties get opportunity for
> representation on the Marketing Subgroup, I think that the group will be
> self-regulating enough for comfort. However, I disagree that it is
> self-defeating to employ an independant entity with no pre-conceived ideas
> about topic maps to do market research. In fact I would say that
> it could be
> a positive benefit to have an experienced market researcher report on this
> area without carrying the baggage of having either pre-formed ideas or a
> company to support.
>
> Cheers,
>
> Kal
>
>
>
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