Google and Promotions Survey
With this survey we begin a series of questionnaires about ISV use of
Google's many facets.
We are looking to see how closely ISVs have taken Google to their
hearts, and we're sure you'll be as interested in the results as we
The current survey focuses on the use of Google for promotion (the
use of Google AdWords is the most familiar example). In the near
future, surveys will explore ISV bundling of Google tools with their
own products, use of Google as a platform for their products, and the
competitive environment that Google creates.
We hope you will be able to help us with this ground-breaking survey
and that you will participate in the next two installments as they
Everyone who supplies data for this survey will receive a
complimentary copy of the initial results. Of course, all responses
will be strictly confidential. We won't disclose or identify data
about any individuals or participating companies.
Please be sure to answer all the questions; otherwise we can't send
you a copy of the results.
The survey is at http://www.softletter.com/survey/Google1.htm
Survey results will appear in our May 31 issue.
You may want to pass this along to a colleague in the industry who
would want to participate.
As a thank you to this group for participating in our survey, below
please find the executive commentary that accompanied the results of
our requirements management survey that appeared in the April 30
issue of Softletter. Survey participants received the complete
Benchmarks: Requirements Manager Compensation
(Excerpted from the 04/30/2006 issue of Softletter)
"In the March 15th issue, Softletter looked at compensation for
product managers on the marketing side of the house; this time we
look at the technical product managers (often called "Requirements
Managers") who are generally found on the development side. Virtually
all companies polled had both types.
For Requirements Managers (RMs), Base Pay is essentially static, with
increases coming from Variable Pay. Compared with (marketing)
Product Managers, Requirements Managers see smaller pay increases and
less likelihood of bonuses (74% of Product Managers receive them, and
only 38% of Requirements Managers). The best raises tend to be in the
The two types tend to stick to their own side of the house: a Product
Manager is nearly twice as likely to report to marketing as to
development, while Requirements Managers are more than twice as
likely to report to development. About 18% of either group report
to "Other." The above figures are generalizations that respondents
made about their companies; the people actually described in our two
polls broke down as follows:
Product Managers reporting to Marketing: 63%
Product Managers reporting to Development: 24%
Product Managers cross-reporting to both: 13%
Requirements Managers reporting to Marketing: 22%
Requirements Managers reporting to Development: 55%
Requirements Managers cross-reporting to both: 23%
The static pay position of Requirements Managers is related to their
being on the development side of the house. Not only does the chart
at the top of the page point this out, but the association of
Variable Pay with marketing, not development, shows us that 90% of
Requirements Managers who report to marketing receive bonuses, while
only 54% of those reporting to development receive them. And to add
to all the other difficulties of being a cross-report, Requirements
Managers who report to both marketing and development have only a 43%
chance of receiving Variable Pay.
A final point is that we interpret the "n/ms" entered for firms under
$1M to reflect the belief of smaller companies that dedicated RMs are
a luxury they cannot afford."
Many thanks for your help!
Don Rosenberg, editor
919 Monmouth Avenue, Durham, N.C. 27701