Beware the Vendor Feature-Matrix

Our sales representatives are asked periodically to complete a Feature-Matrix supposedly so that customers can better understand how our product compares with others. The Feature-Matrix is a common sales tactic with software vendors. They provide a prospective customer with a matrix that may appear to be a neutral product comparison but is usually a biased list of features that highlights product strengths and hides weaknesses. Caveat Emptor. Buyer beware.

There's nothing wrong with a vendor providing a description of its product in an attempt to win over a customer. Some of these matricies however can be misleading. Let me give you an example. A few weeks back I was asked to fill out a matrix that was provided by a competing vendor. One of the features that was described as critical was the need for what they called a "Robust MTA" (our product by the way includes one of the most robust MTAs available, but that's not the point).

The explanation given for why a "Robust MTA" was so important was that an e-mail archiving system must be installed in front of the mail server in order to capture the envelope information. And when your archiving system is in front of the mail server it has to process mail fast enough not to slow down mail processing. This competitor's Features-Matrix highlighted a "Robust MTA"as a positive when in fact it was actually trying to cover up the fact that the vendor doesn't know how to capture e-mail envelope information when it is installed behind the mail server. With our product, just for the record, envelope information can be captured whether we are in front or behind the mail server, a feat our engineers are justifiably proud of. It's too bad this particular vendor's Feature-Matrix didn't include a feature called"Ability to Capture Envelope Information when Installed Behind the Mail Server". But really, why would they?.

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