Cognos Case Study Head-to-Head Competition

Cognos owned the largest share of the business intelligence market in 2001, but its nearest rival Business Objects owned mind share. The perception of industry pundits was that Business Objects was pulling ahead - out-marketing and out-selling Cognos. Business Objects was garnering more coverage than Cognos overall, particularly in the business and IT media. Cognos partnered with Horn Group as part of its plan to market more aggressively, identifying "Beat BO" as a major theme for the program. Horn Group's charter was to move Cognos into the coverage leadership position.

Strategy
Horn Group worked with Cognos to focus the public relations program where the results would have the most impact and developed a plan that would de-position Business Objects in the most critical publications.

• Get Smart - Conducted competitive coverage analysis to pinpoint strengths, weaknesses and opportunities. Coordinated with Cognos' competitive intelligence team to identify opportunities to crowd Business Objects coverage.
  
• Be Aggressive - Instituted a "Rapid Response" to any story that excluded or incorrectly positioned Cognos. Used this approach to keep the dialogue going with beat reporters and shift the perception of Cognos with these influencers. Strengthened competitive differentiation messages and articulated them in press releases, interviews, and earnings calls.
  
• Break New Ground - Moved business intelligence onto the radar of business press through consistent outreach, promoting customer cases and the corporate story. Established new relationships through six executive tours to top IT influencers and business press. Created targeted plans to increase coverage for product news and earnings announcements.

Results
Secured 4% lead over Business Objects in 3 months, widening to a 12% lead in 6 months. Grew coverage from 46 hits/quarter in late 2001 to 149 hits/quarter in early 2003. Cognos dramatically pulled away from Business Objects during this time period, garnering more than double the coverage as Business Objects. Secured standalone customer hits in Fortune and Business 2.0, boxing out Business Objects. Market perception with industry analysts and influential press shifted dramatically in 18 months.