Segue & Identify

Software errors, or bugs, are so prevalent and detrimental that they cost the U.S. economy an estimated $59.5 billion annually. Also, according to the National Institute of Standards and Technology, 80 percent of all software development dollars are spent correcting software defects.

The Challenge

PAN client Identify Software developed a unique problem resolution system called AppSight that determines the root cause of application problems across the application lifecycle. Identify challenged PAN to strategically and creatively leverage their visionary leadership in this field, as well as educate the development community that automated problem resolution is a vital business practice not only at the Q/A stage, but through out the application's lifecycle. In addition, PAN client Segue Software recently launched their software quality optimization (SQO) platform and similarly tasked PAN to bring this messaging to the forefront of their market.

PAN observed that both companies' technologies and messaging was very synergistic; they were just looking at the problem from the opposite tact. While each vendor came about application testing from a unique perspective, at the heart of the matter, the idea of ensuring software quality through out the application lifecycle rung true for both companies. After several strategic conversations, PAN decided that the best way to showcase both Identify and Segue as market leaders would be to create a roundtable event on software quality.

The Approach

PAN began discussing the idea of a roundtable event as early as August of 2005, but wanted to conduct some additional research in order to draft a strong roundtable proposal. We also needed to identify the best publication to partner with, and additionally, target the most influential reporter who could lead our roundtable discussion.

• Finding our Media Evangelist: When it came down to identifying the perfect reporter for this event, the choice was clear. Technology Editor Peter Coffee at eWeek has been an advocate for the idea of software quality, and PAN had spent over a year building up a great relationship with him. PAN had been avidly followed his column, and often commented on his editorial opinions on software quality; even had Identify and Segue write in rebuttals to some of his columns. This started a great mutual respect among both companies and Peter, and laid the foundation for him to be our ideal moderator. In late October, the PAN team approached Peter with an invitation to moderate the roundtable, and he immediately responded with an emphatic, "yes, absolutely, count me in!"
• The Roundtable Proposal: Although Peter Coffee was excited by the idea, he still needed to sell it to his editors. We put together a comprehensive proposal for a roundtable event featuring Segue, Identify, and an industry leading company (either Mercury, CompuWare or Microsoft), as well as several customer companies who could provide real world examples. We were also sure to provide impressive statistics and analyst statements speaking to the alarming cost of application problems. In two weeks time on November 7th, we heard back from Peter that eWeek had green lighted the roundtable; but with one caveat, they wanted the roundtable to occur before the Thanksgiving holiday.
• Two Week Turnaround: Peter wanted to feature the roundtable discussion in the Developer Solutions section of the December 12th issue, and had a hard deadline of two weeks. Peter explained that the Developer Solutions series is a special section devoted to issues relating to application development. Since this was a perfect forum for us, the PAN team immediately jumped into action. With the tireless assistance of our client contacts at Segue and Identify, we were able to secure the participation of Identify's partner Microsoft and three customers: Station Casinos, Jewelry Television and CGI Inc.

Activities that were achieved in the two week timeframe included:

• A strategic planning conference call with Identify and Segue executives on how best to articulate key messages and convey their respective expertise and products.
• Media training and comprehensive briefing materials for all participants.
• Coordination of eight speakers' schedules that were in several different regions of the country.
• Developed a detailed PowerPoint presentation to keep the discussion on track.
• Manipulated the speaking order of roundtable discussion to ensure the best coverage for Segue and Identify.
• Gathered headshots of all participants to be included in the article.

The Result

The advance preparation paid off in droves, and PAN met the tight timeframe set out by Coffee with ease. The roundtable event ran smoothly and seamlessly, and Peter did an excellent job of moderating the discussion. We couldn't have chosen a better reporter to lead the charge for software quality, and he made sure that all participants had an equal opportunity to share their opinions during the discussion.

The roundtable proved to be the ideal forum for an engaging software quality discussion, and provided Segue with the opportunity to discuss their new SQO platform, while Identify was able to shine a spotlight on the importance of automated problem resolution. Both companies gained outstanding coverage. In his weekly column and newsletter, Coffee ran a teaser about the roundtable encouraging his readers to check out the upcoming December 12 issue. And as advertised, Peter's coverage of the roundtable appeared in the December 12 issue of eWeek (circulation: 400,100) as a three-page story in the Developer Solutions special section featuring four head shots of Microsoft, Segue and their participating customers.

Coffee noted in the article, "what impressed me about that conversation were the comments of customers who are treating application quality as a strategic opportunity, not merely as a housekeeping goal…" This unbiased commentary has proven invaluable.

Both Identify and Segue have leveraged the roundtable internally for sale purposes, and with their employees. It was also refreshing to see that the article made its way into the blogosphere, where it also appeared in numerous blog entries.