BMC ups pressure on rivals

HOUSTON: BMC Software, the $1.4 billion enterprise management software company, is taking a page from political playbooks and will start making sure competitors, including IBM, CA, and Hewlett-Packard, are held accountable "for everything they've ever said or done," said Mark Stouse, senior director of worldwide corporate communications.

HOUSTON: BMC Software, the $1.4 billion enterprise management software company, is taking a page from political playbooks and will start making sure competitors, including IBM, CA, and Hewlett-Packard, are held accountable "for everything they've ever said or done," said Mark Stouse, senior director of worldwide corporate communications.

"A lot of our competitors make promises, whether it's a service or new product," he added. "These are all points of accountability. It's about holding them accountable, in a factual way, and putting their comments into context."

In taking a more aggressive stance, BMC is currently in the midst of a PR agency review. In addition to incumbent Porter Novelli, Stouse is also considering Weber Shandwick, Waggener Edstrom, and GlobalFluency. Two or three firms will go to the last round, with a decision made by late May, he said.

Stouse, who joined BMC in February, admits the company has been "one of the most well-mannered" in the software space. Because of that, he added, many people don't understand the extent of its industry leadership.

While looking at firms' competitive capabilities, he's also considering their ability to scale to other regions. For now, the RFP is for North and South America.

Stouse said the account is worth between $1 million and $2 million, but could increase over time if other regions are included.

Competitive communications is also an important employee initiative, said Stouse.

"If done properly, this can be the holy grail of internal communications," he explained. "It feeds those competitive juices, and every employee becomes a brand ambassador. This does that in spades."

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