Enterprise resource planning (ERP) vendor Navision has announced its intention to launch a world wide branding strategy in a bid to increase the company's mind share in the market.
The announcement was made at the company's first international partner conference, held in Copenhagen last Friday, since Danish rivals Navision Software and Damgaard merged six months ago to form the new entity.
Over 1300 attendees, including around 500 solutions partners, heard Navision's joint CEOs Preben Damgaard and Jesper Balser commit to a branding strategy, they hope, will better leverage the company's size and geographic coverage.
As a result of the merger, Navision is already judged by most analysts as the largest mid-tier, ERP vendor but company officials aren't satisfied.
"Say there are 10 companies making (software purchasing) decisions, if we got involved in all 10 we would win all 10. The problem is we are only involved in three of them," said Navision's executive VP of worldwide operations, Rene Stockner. "We are simply not being invited to enough opportunities."
Navision, which has stated to the Danish stock exchange that it will realise 140 million Kroner (A$31 million) in savings from the merger this calendar year, will increase its overall marketing spend to well over 20 per cent of its annual revenues, Balser said in an interview with ARN.
The move bucks current trends by companies wheeling in on marketing expenses in the face of difficult economic conditions. According to research by Inform, business software sales in May were 43 per cent down on last year.
The conference was also a chance for Navision and its partners to meet after Damgaard and Navision Software merged last November ending over a decade of competition in ERP and financial software applications.