Software Product Marketing: Horizontal vs. Vertical

I attempt to write about topics and the resulting decisions that are required and of great importance to software CEOs and their executive staff. This article's topic fits into that category.

The decision to create and market a vertical or horizontal software application can make or destroy a company. That is not an exaggeration; I've seen it happen. With software, you can always pivot, of course. But even that the time and resources required to make that pivot can destroy a company in a competitive market.

Because of this, it's important to not make this decision impulsively or flippantly. It requires a careful analysis of your target customer, the competitive dynamics of your market segment, as well as your company's own knowledge and capabilities.

In this article on the horizontal vs. vertical decision, I've attempted to lay out some of the more important considerations that you should evaluate for your unique situation. It's a pretty short (and, I hope, helpful!) read. Take a look and comment with your additions to this important discussion.

#horizontalmarketing #verticalmarketing