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In: Business and Management

Submitted By JClemow
Words 1281
Pages 6
1) Who should ThoughtWorks’ primary target audience be? Why?

PRIMARY TARGET AUDIENCE
IT project-managers with direct responsibility over the success of large-scale systems integration projects which are facing a compelling event, such as having no margin for error, being very complex or at-risk of failure.

RATIONALE FOR TARGET AUDIENCE
These IT project-managers are referred to as “buyers or “heavy influencers” in the case, though they may be managers, CIOs, or technical decision makers.
The systems integration projects these IT heavy influencers manage can be either custom applications or a combination of that and package software implementation.

These projects feature a compelling event – such as having no margin for error or having already experienced problems in finishing it – and thus they require an IT consultant that can successfully complete the project regardless of extenuating circumstances.
In the context of Gartner’s segmentation of IT enterprise types (ThoughtWorks A, pg. 8), these heavy influencers would come primarily from Type A organizations, though they could also be from Type B, so long as they embrace using advanced, innovative technology.

This target audience of IT heavy influencers is ideal for ThoughtWorks because
– The presence of a compelling event was a consistent factor among nearly all of ThoughtWorks’ major projects to date, regardless of other factors – such as the awareness about Agile or Martin Fowler. These major clients chose ThoughtWorks because of its extremely high success rate, regardless of the project’s complexity (ThoughtWorks B, pg. 3).
– An organizational focus on large-scale projects allows ThoughtWorks’ consultants to work on the types of projects that not only account for 75% of total revenue, but also free the highly-trained professionals from working on time-consuming, low-return projects.
– Such…...

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