I spent some time at the Goldman Sachs Software & IT Services Retreat yesterday and  today. We've been having some BI-related discussions among the Enterprise Irregulars so I attended the breakout session with Cognos CEO Rob Ashe. I'm no where near a BI expert, but here are a few things that I recall that Ashe said that I took note of:
   
  ·          It's a good market for BI, although it's been a confusing time for customers over the last 18 months. In its market of large mid size and enterprise customers, Cognos has been moving to an enterprise wide sale from a departmental sale. CIOs are starting to look at BI across the entire enterprise
  ·          Result has been longer sales cycles and bigger deals
  ·          Lots of noise from infrastructure players. This makes the sales process more complex. However, it's been mostly noise so far and has not really changed competitive dynamics
  ·          BI customers: 1/3 always buy from ERP vendors, 1/3 never buy from ERP vendors, and 1/3 are competitive
  ·          See mainly Oracle and SAP at the high end (SAP a bit more)
  ·          Microsoft at the deparmental level
  ·          SAP exerts a bit more influence than Oracle
  ·          Business is becoming more seasonal with larger deals becoming more important
  ·          IBM relationship has helped a lot
  ·          Question: How do you backfill and seed pipeline?
  ·          Segment the market and set up Global major accounts
  ·          Average deal - $70K - 100K; good deal - $200-250k; enterprise deals fall in the middle
  ·          Sales reps are compensated not only to bring in the largest deals
  ·          Cognos Series 7 - last in a road of product development
  ·          Cognos 8 - takes us back to the first step in a new multi-year architecture
  ·          SOA from ground up
  ·          Workplace performance application is built off of Cognos 8 backbone
  ·          Will ship a Finance app built on Cognos 8 next year
  ·          Question: is there an On Demand opportunity?
  ·          Big opportunity, with caveats
  ·          If BI were as simple as problems that Salesforce.com solves, Cognos wouldn't be here
  ·          BI is very specific to each company
  ·          Not as simple as data collection
  ·          Planning is a good candidate for SaaS
  ·          Two part SaaS strategy
  ·          Partners - 40 OEMs with SaaS solutions
  ·          Cognos 8 can operate in multi-tenant environment
  ·          Bring more traditional On Demand market
  ·          Cognos not currently architected for SaaS  (I'm unclear how this reconciles with the above statement that Cognos 8 can operate in multi-tenant environment)
  ·          Question: what can you tell us about the recent cost cutting efforts
  ·          The "action" was executed in a single day
  ·          Targeted at management - 20% of VPs eliminated - goal was to speed decision making
  ·          Teams responded well
  ·          Field didn't miss a beat
  ·          We continue to hire sales reps
  ·          Corporate staff took a little longer to get over it
  ·          Currently 366 sales reps - will be hiring 20-25 in Q4 (unclear if this is a net new number)
  ·          Question: Consolidation in the industry?
  ·          See more tuck-in type of acquisitions instead of major acquisitions
  ·          Big believer in independent BI space
  ·          Specialized
  ·          Diversity of IT infrastructure
  ·          For core ETL Cognos prefers to partner. Doesn't want to go down the stack, but rather "out" - where we can creat value
  ·          Question: how has the deal between Business Objects and IBM affected you?
  ·          Doesn't change our relationship with IBM
  ·          IBM has tried to be neutral
  ·          We knew it was coming
  ·          We are in better position than BOBJ because we have been more focused on IBM software
  ·          SMB
  ·           1000 mid-market channel partners
  ·          Reasonable amount of revenue
  ·          Strong interest
  ·          CIOs of SMBs ofter work for CFOs which bodes well for Cognos
  ·          Resources over the last 24 months have been put in Large Enterprise, not SMB
  ·          See Cognos architecture having more of an influence on the high end
  ·          Definition of mid market: $100-500M revenue
  ·          Question: What is the opportunity for independent BI vendors?
  ·          There is such a varied infrastructure that there are companies that want BI from independent vendors
  ·          It's easy to rip BI out, but not to replace. It's reasonably sticky
  ·          Customers will look at new BI vendor when there is an event e.g., upgrade to XI
  ·          When will Cognos end support of older versions?
  ·          Typically end support after 2 years
  ·          Difference between BOBJ and Cognos is that more Cognos customers are on a modern release (Series 7). No big rush to upgrade them because they generate good maintenance revenue
  ·          Discontinue Series 7 in 2010
  ·          Question: How easy is it to recruit sales people?
  ·          Good pipeline of recruiting candidates. Not hard to recruit. Cognos is a very nice sized company and there are plenty of peoplw who want to work for a company of this size.
   
   
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