REPAMA Products and Services

Aimed at vendors looking to understand their competitors' strategies and at equity investors keen to benchmark their under management investements, The Lustratus REPAMA subscriptions and services provide both the intelligence and the means to tune or re-engineer go-to-market strategies. REPAMA - Reverse Engineered Positioning and Messaging Analysis

(Detailed information on the REPAMA competitive intelligence methodology can be found in the Lustratus REPAMA Guide here.)

Lustratus developed the REPAMA methodology to provide a detailed go-to-market analysis of software vendors' strategies, strengths and weaknesses.  The REPAMA methodology works by reverse engineering the sales and marketing strategies and tactics present in the vendor's communications with their prospects and customers. 

Traditionally, market analysis has relied heavily on information supplied to the analyst by the vendor themselves.  Over-reliance on vendor supplied information can result in near worthless market analysis that mainly reflects what the vendor wants the market to hear.  The range of Lustratus REPAMA reports, subscriptions and consultancy services addresses this problem by using vendor-supplied information as only part of the picture. 

The vendor's approach to the market is implied in every word of every go-to-market activity they embark upon be it sales presentations, news & press releases, web sites or product collateral.  As the vendor attempts to convince prospects of their proposition so they betray their tactics.  As they make claims for their capabilities so the proof they supply details their true success.

Lustratus' tools capture this implied information which is then tested against the information supplied from vendor briefings.  The result is a more accurate and far more detailed picture of a vendor's go to market strategy than is provided by traditional market analysis alone.

Intelligence Gathered

REPAMA is able to glean key strategic go-to-market sales and marketing elements from a vendor's strategy.  This implied strategic information has immense value especially when looking to understand the competitive landscape from a sales engagement perspective. 

REPAMA can infer the following go-to-market and sales engagement elements:

In addition to these go-to-market tactics, key strategic marketing elements can also be inferred.  These elements are essential when analysing competitive strategies to build succesful, compelling and differentiated product marketing strategies.

Some of these elements are shown below:

REPAMA Introspective Analysis 

In addition to providing REPAMA-based competitive intelligence, vendors and equity investors looking to understand how they themselves are perceived in the market can utilise our Introspective Analysis.  Lustratus uses the same REPAMA tools and methodology to build a profile of the vendor's apparent go-to-market strategies and tactics.

This can then be compared to the organisation's own business strategy allowing any conflict between strategy and external perception to be rectified. 

Competitive REPAMA

Lustratus' Competitive REPAMA is a subscription service that provides a baseline assessment of over 20 of your competitors' key sales and marketing strategy elements Included amongst these are go-to-market strategies, postioning, messaging, channel strategies and implied sales process. This benchmark is updated quarterly and is complimented by regular near real-time notification of any changes in your competitors' marketing tactics and strategy.

Understanding when your competitors' propositions, messages, sales models, target audience, focal geographies or channel strategies change is a powerful tool in building a relevant competitive response.

REPAMA Marketing Efficacy Analysis

Lustratus provides marketing benchmark comparisons that allow equity investors and vendors to see the results of their marketing tactics and to compare these against key competitors.  A thorough exploration, grading and ranking of the marketing tactics of an organisation is delivered in report format detailing the relative effectiveness or otherwise of the organisation's marketing tactics.

REPAMA Consultancy

When changes need to be made to strategy or marketing tactics, Lustratus' experience of building propositions for the infrastructure software market can be called upon through our bespoke consultancy services.  Through strategic reviews, workshops or peer support, Lustratus can help your organisation to build powerful, compelling and differentiated market propositions.

Contact us for more information on any of our REPAMA-based products, subscriptions or services.