01583nas a2200121   4500008004100000022001400041245004300055210004300098260004200141520122400183100001801407856003601425       2010                        eng d  a1913-610200aFundamentals of a Volume Market Engine0 aFundamentals of a Volume Market Engine  aOttawabTalent First Networkc07/20103 aThis article discusses the unique challenges commercial open source companies face in bringing their products and services to market. It recommends an overhaul of traditional software vendor market approaches in favour of a volume market strategy and identifies the core technology, content, and best practice methodologies of that strategy.

The article is organized into five sections. The first section discusses the nature of open source customer relationships. It explains why the traditional sales funnel metrics do not apply in a commercial open source context. The second section introduces the concept of "progressive engagement" and discusses the lifecycle of open source relationships. The third section, multi-channel demand generation, identifies techniques for improving lead flow and quality by incorporating traditional lead sourcing techniques into the volume market model. The fourth section makes the case for marketing automation software and discusses some of the critical elements of an automated marketing infrastructure. The fifth section covers high-value content - the raw fuel of a volume market engine. It offers helpful insights for marketers to build and manage their content portfolios.1 aHolahan, Fred  uhttp://timreview.ca/article/363