Automatic enquiry service closed May 5th 2020
The automatic score look-up service will stop after May 4th, if you want to get your score [still Lot 2 only] buy the Lot2 data-set from https://gcloudmarketing.uk/data-shop/ where all your SaaS scores (and those of competitors) are refreshed frequently.
Marketplace Positioning Index (MP-Index or MPI)
We have analysed and published the G-Cloud catalogue in a format you can download and manipulate with spreadsheet tools [visit the data-shop]. This is an asset for comparing how your presence on the G-Cloud compares with your competitors and peers.
A useful metric which is part of this data-set is the MP-Index, a single figure which expresses the result of an algorithm which assesses how well a software product is positioned relatively to the (roughly) 10,000 other software products on the catalogue.
On this page, you can query any software product’s MP-Index.
Copy and paste the service ID number for any software product on G-Cloud into the search box below (remove all spaces), hit return or click ‘search’ and you will be returned the supplier and product name (1st 30 characters) to confirm your selection and that product’s MP-Index score.
About the MP-Index
So here is a summary of how the (roughly) 10,000 products line-up on the MP-Index. With 20% of services scoring over 80 – if you are an SME and want to differentiate your product clearly from the pack – you need to look to achieve more than 80 – it’s easier than you may think, take a look at the video here.
The MP-Index is important if you are an SME newish to the G-Cloud or have no sales yet on the G-Cloud. It isn’t as valuable if you have massive alternative marketing assets – like a global brand or really great awareness in the public sector through a long history of marketing there. It is an important measure for an SME breaking into public sector for the first time. These are firms without the budget or resources to build a brand overnight – so it is vital to be found on the catalogue in a buyer’s search, the MPI is a reading on your visibility on the marketplace.
Does the MP-Index work?
Analysis I did in October 2019 gives a clear answer and is just as relevant in 2020, there were 9,400 software products promoted by 2,632 suppliers. I have took the 1,000 software products with the highest and lowest scores (an MP-Index under 30 and over 70) and compared them with the SME companies in the spend data that have made sales in the trailing 12-months (TTM). I only looked at SMEs in the spend data because we know that large enterprises have big marketing & sales budgets that also impact sales performance, irrespective of whether they have good positioning on the catalogue. SMEs without these advantages have to be smart. Here is a summary of the results:
Over twice as many suppliers in the high-scoring group account for over three times the volume of sales. That’s a reasonable demonstration that the MP-Index does correlate to sales success. But it’s interesting to ask why isn’t the impact more pronounced? Un-packing the answer to that question teaches us a lot about the Digital Marketplace, marketing, sales and goes some way to busting some myths.
Marketing and Sales – we are not all the same
An SME approaching the Public Sector Market for the first time has got to make the most of their marketing assets. Their presence on G-Cloud is a vitally important asset, it is the quality of that presence which can get their product selected in accordance with the ‘guidance for buyers, survive and win evaluation and selection.
I have analysed the suppliers who have achieved sales success despite having a low MP-Index score, the result shows we are not all the same and we don’t all have the same marketing proposition or dependence on the quality of presence on the face of the catalogue.
Let’s explore what this means
Many, if not all of the successful G-native products are well known in their niche – whether it is managing police evidence departments, ‘bank’ staffing in hospitals or fly-tipping in local councils. They may have been around for some time, perhaps pre-Cloud, and don’t need to rely on the G-Cloud catalogue as their target market are already familiar with them. They have built an alternative marketing asset in their awareness and reputation.
Global brands have a huge marketing asset, this is another reason to not include the Large Enterprise suppliers in the analysis. They don’t need to be as reliant on the catalogue as their target prospects already know the product and what it can do. Resellers of global brands leverage this marketing asset, they may be SMEs but the product has marketing clout.
Hardware and body-shop suppliers are outside the scope.
But what of the 20% who are apparently successful in moving from B2B to B2G but with a skimpy presence on the catalogue? Here is a comment I have heard many times of G-Cloud “We have never had an enquiry from G-Cloud. We have to sell the old-fashioned way and then we get told to put it through G-Cloud.”
This ‘reversing’ into the framework happens quite frequently and it supports the myth that ‘you never get an enquiry from G-Cloud’. This is bunkum, as proven yet again this week as a supplier in a highly competitive field who had used Advice Cloud to refresh their listing for G-Cloud 11 sent me a jubilant email counting 4 separate G-Cloud enquiries when they had none throughout the life of G-Cloud 10. (Their new listing has a MP-Index score in the 80s.)
I say: ‘You never get an enquiry from G-Cloud, when your listing is badly drafted and incomplete.’ Selling ‘the old-fashioned way’ does work – but by not optimising the G-Cloud catalogue listing a supplier is condemning itself to high cost-of-sales
I am not suggesting you should not actively market, quite the opposite – but an SME needs to spend its resources carefully and the best place to start is getting that G-Cloud listing better than the competition. This is optimising your presence. Your marketing strategy of in-bound and out-bound activities is about optimising your reach. The two go together.
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