April 2004
Maximizing Product Sellability, Usability and Deployability
Speaker: Jens Tellefsen, VP of Product Strategy at Callidus Software

Jens Tellefsen, VP of Product Strategy at Callidus Software, spoke at the April 2004 meeting of the SVPMA on Maximizing Product Sellability, Usability and Deployability. Jens reviewed how Callidus has developed it product and attacked different markets. Later, he led an engaging discussion on how to measure product success.

Jens joined Callidus Software, Inc. in 2002 as Vice President of Product Strategy. Jens has more than 15 years of experience in enterprise software. Prior to Callidus, Jens held executive, director and management positions at Phiware, Pervado Systems, Trilogy Software, McKinsey & Company, among others. Tellefsen graduated from Princeton University with studies in Computer Science and Electrical Engineering.

Callidus Software is the leader in the Enterprise Incentive Management space: a market the company helped create. Their software facilitates the administration of complex incentives plans for sales forces, sales channels, and employees. The solution allows complex plans to be administered with less effort, reduced errors, and improved communication.

Callidus has succeeded in building up a diverse customer list through low cost verticalization. It starts by first developing a leveragable platform. This consists of an object model and an abstracted business logic layer, which is the core intellectual property. On top of this is layered a business process engine and a configurable UI. Because the UI is separate from the business process layer, industry templates can be designed for relatively little investment.

There are also a number of non-engineering ways to verticalize a solution. The first is creating industry specific messaging. The next is changing the packaging and demos. Only after the first two have been exhausted should on consider adding unique functionality for a vertical.

Many software companies find themselves in a catch-22 of never being able to create a solid foundation because they have branched their code for each new customer. Callidus was able to keep sight of the big picture. By focusing on the core, pre-selling new industries, and not trying to jump verticals too fast, Callidus has succeeded in developing a solid platform for growth.