More Seats Matters

From the November 2001 issue

See also previous month's related article, Stats on Seats

While some companies won't heed the argument that sales and marketing activity should be intensified during an economic downturn, few would disagree that any such activity has to be better focused and more cost-effective than before. For example to make the most of a limited marketing budget, one factor for a software supplier wanting to make inroads into the SME customer base of a rival could be to target sites with the highest number of seats possible.

Business Advantage has analyzed a sample of 6,500 sites from its database of 20,000 UK CAD/CAM user sites to show the relationship between the number of seats per site and the number of employees.

The tables above show this data in a basic form; more detailed analysis of the database could enable a supplier to target sites of a certain size using a particular software brand, but with a disproportionately high number of seats.

Among other issues, the above charts show the importance of having this type of information to help plan marketing strategy, and for target setting. A marketing campaign to target large companies, where large is just defined by the number of employees, would not take account of the fact that 28% of CAD/CAM using sites with more than 1000 staff have 3 seats or less.

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