MS BI and t Cognos
In this post I am going to talk about Cognos and the issues that we as Microsoft partners have when competing against. I run into Cognos constantly and I want every deal to go Microsoft’s way from here forward.
Issues we face:
1. They are a worldwide organisation so when dealing with multi-nationals they can position themselves as having worldwide coverage.
2. Because they are a worldwide organisation they employ and share worldwide selling point and positioning that we don't get being Microsoft partners. Why? Because they are a Microsoft’s partner as well and it wouldn't be very fair to share information on how to beat your partner.
So what I want to do is help share information of how to sell the benefits of Microsoft BI technologies against Cognos.
How to sell against Cognos:
1. Price. They are expensive in comparison. With that said, they have control of their own licensing where we as Microsoft partner don't so they can discount to get the sale. I have seen up to 80% discounts from Cognos in order to win the deal. So if I think I am losing the deal, I tell the prospect to ask for up to 80% discount and if they don't get it know that others are. If they do get it, I ask them if they can really trust an organisation that is willing to give you up to 80% discount after you ask for it, but was willing to take you money before you asked for it. Do they really have your best interest at mind?
2. Most of us Microsoft partners offer more than just BI, so we are interested in additional sales of services then the one off license fee that Cognos is trying to get. Again different business model, but they are up for the single sale where we are looking for the longer term relationship. Equates to more trust in someone who wants repeat business verses someone who is out for the single win.
3. Cognos user interface is not as intuitive as Microsoft user interface. It requires additional end user training. This is a fact.
4. They have less data mining and predictive analysis capabilities then SQL Server 2005.
5. Cognos will show prospects a really nice demo in the sale process utilising all their technology. But because there is separate licensing for all the different components, you don’t always buy what you saw.
6. Make sure your customer know, if you are competing on scorecard functionality that you need to have PowerPlay and ReportNet in order to get all the scorecard functionality. Make sure Mr. or Mrs. prospect is comparing apples with apples.
7. Cognos scorecard application is not dimensionally aware like BSM is. No slice and dice of your scorecard if you go with Cognos.
8. BSM can be extended through API’s. This might be utilising BSM to extend your KPI’s out on to the handle device or using it as a data source to drive your OLAP cube structure.
9. BSM is easier to navigate the Cognos’s scorecard application.
10. Cognos will sell again Microsoft by saying that they have in-built methodology in their product. This might be true, but Microsoft BSM has been certified by the Balance Scorecard Collaboration Organisation, supports TQM and 6 – sigma business methodologies as well.
11. Lastly, Cognos has been a leader in the BI space for awhile running with an older business model. The new challengers are SAP and Microsoft. One coming up from the platform and the other coming down from the application. I believe these business models will win out over having to buy your platform and application first and then buy your BI application.
Issues we face:
1. They are a worldwide organisation so when dealing with multi-nationals they can position themselves as having worldwide coverage.
2. Because they are a worldwide organisation they employ and share worldwide selling point and positioning that we don't get being Microsoft partners. Why? Because they are a Microsoft’s partner as well and it wouldn't be very fair to share information on how to beat your partner.
So what I want to do is help share information of how to sell the benefits of Microsoft BI technologies against Cognos.
How to sell against Cognos:
1. Price. They are expensive in comparison. With that said, they have control of their own licensing where we as Microsoft partner don't so they can discount to get the sale. I have seen up to 80% discounts from Cognos in order to win the deal. So if I think I am losing the deal, I tell the prospect to ask for up to 80% discount and if they don't get it know that others are. If they do get it, I ask them if they can really trust an organisation that is willing to give you up to 80% discount after you ask for it, but was willing to take you money before you asked for it. Do they really have your best interest at mind?
2. Most of us Microsoft partners offer more than just BI, so we are interested in additional sales of services then the one off license fee that Cognos is trying to get. Again different business model, but they are up for the single sale where we are looking for the longer term relationship. Equates to more trust in someone who wants repeat business verses someone who is out for the single win.
3. Cognos user interface is not as intuitive as Microsoft user interface. It requires additional end user training. This is a fact.
4. They have less data mining and predictive analysis capabilities then SQL Server 2005.
5. Cognos will show prospects a really nice demo in the sale process utilising all their technology. But because there is separate licensing for all the different components, you don’t always buy what you saw.
6. Make sure your customer know, if you are competing on scorecard functionality that you need to have PowerPlay and ReportNet in order to get all the scorecard functionality. Make sure Mr. or Mrs. prospect is comparing apples with apples.
7. Cognos scorecard application is not dimensionally aware like BSM is. No slice and dice of your scorecard if you go with Cognos.
8. BSM can be extended through API’s. This might be utilising BSM to extend your KPI’s out on to the handle device or using it as a data source to drive your OLAP cube structure.
9. BSM is easier to navigate the Cognos’s scorecard application.
10. Cognos will sell again Microsoft by saying that they have in-built methodology in their product. This might be true, but Microsoft BSM has been certified by the Balance Scorecard Collaboration Organisation, supports TQM and 6 – sigma business methodologies as well.
11. Lastly, Cognos has been a leader in the BI space for awhile running with an older business model. The new challengers are SAP and Microsoft. One coming up from the platform and the other coming down from the application. I believe these business models will win out over having to buy your platform and application first and then buy your BI application.
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