Novell plans to ramp up spending on marketing and public relations in Europe to improve the company?s mindshare among the region?s customers, according to Ron Heinz, senior vice president of worldwide sales.
Last year the company surveyed European customers and discovered that while its technology was respected, the Novell ?message? was not getting across to clients or partners. As such, its goal for 1997 is to increase its mindshare of the corporate market and improving its communications with its channel partners.
"Novell has not done a good job," admitted Heinz. "We have great technology, but not so great communication. Microsoft has decent technology and great marketing, so we have found ourselves in a a defensive position."
Community-based marketing is the central plank of changing this situation, said Heinz. "There are different communities which need to know different things, such as end users, technical people, the channel. We need to improve knowledge transfer to the channel. Other communities include analysts and press."
Heinz was unable to put an exact figure on Novell?s marketing budget, but said growth in spending in this area would exceed other areas. "You could extrapolate that we might take a percentage point or two from R&D and put it in marketing," he said. R&D currently absorbs 18 per cent of total revenue.
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