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We offer digital transformation solutions for several Public Sector institutions.

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We offer an ecosystem of solutions that meet the recurring business management demands of various segments.

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Ford
Heaven
assai
Natura
BTG Actual
TJSP
City Hall Ribeirão Preto
Barueri City Hall
Cury Builder
Lumis Construction
Unimed Grande Florianópolis
City Hall of Juiz de Fora
Encorp
Municipality of Balneario Camboriu
DER DF
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"Obras.gov goes far beyond simply releasing information in the digital system (...) It encompasses the process from start to end,up to the termination of a contract. Everything is entered into the system. When the contract management operation becomes more than just scanning and uploading documents, but actually processing information."

Humberto Schmidt

Coordinator Project Avança Saúde São Paulo | Municipal Secretary of Health of São Paulo 

"We believe that in the medium term Barueri will be effectively paper free, in particular, starting with the Administration Secretariat. I am very pleased with softplan, which based on what I saw is a very reputable andtransparent company that works with top public bodies, such as our Court of Justice of the State of São Paulo. It is already a very reliable point and, with the competence of the CIT, we will quickly reach success in Barueri and we will be even prouder of our city."

Cilene Rodrigues Bittencourt

Administration Secretary of the Municipality of Barueri

"Sienge is the backbone, the main system. Any other tool that needs to be used by any of the company’s areas has to start from what we have in Sienge."

Sabrina Ribeiro

COO at Cury Construtora

"Assaí strongly values the health of our customers and employees. Easy Checklist allows us to manage all the stores simultaneously, understand improvements and address non-conformities.If it were all on paper, it would be quite complicated."

Natalia Figueiredo

Coordinator of Technical Training in Food Safety at Assaí Atacadista

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How is the development of construtechs in the Brazilian market?

BUSINESS ON THE MOVE

How is the development of construtechs in the Brazilian market?

Technological advancement and the need for constant innovation have reshaped several sectors of the world economy and the construction market has also benefited from this movement. In this context, construtechs emerged, a type of startup that applies technology to solve old and new challenges in the construction sector, from planning to post-construction projects. These companies bring innovative solutions that promise to increase efficiency, reduce costs and positively impact the environment. The emergence and expansion of construtechs in the Brazilian market are recent phenomena, but they already demonstrate significant impacts. According to data from the 2023 Construtechs and Proptechs Map, there are already more than a thousand active startups focused on the construction sector and real estate market in Brazil – a number three times greater than that recorded in 2018, the first edition of the map. Among the states with the highest active participation of construtechs are São Paulo (44,8%), Santa Catarina (12%) and Paraná (9,5%). According to research by Sebrae, in 2023 alone, in Santa Catarina, the number of startups grew by 49,65%. Currently, the Santa Catarina Technology Association (ACATE) has 1.500 associated companies and, only in its program focused on construction, Vertical Construtech, is made up of more than 60 companies. These businesses operate in the development and commercialization of technological solutions for Civil Construction and real estate. This scenario reflects not only a change in the way projects are built and managed, but also in the way the market views innovation. Construtechs are reshaping the Civil Construction ecosystem in Brazil, making this a decisive moment to bring construction companies and developers up to date with the most advanced technologies. How are construtechs transforming the Civil Construction sector? In addition to technological innovations, construtechs also bring new perspectives and working methods to the market. This is because this transformation ranges from the conception of a project to its delivery and maintenance, introducing efficiency, sustainability and a new level of quality. Through digital and innovative solutions, these startups redefine industry paradigms, making processes more agile, transparent and accessible. Productivity and digitalization in the market Digitalization driven by construtechs has proven to be a key element in increasing productivity in the construction sector. From the development of software that optimizes the planning and execution of works to advanced post-construction management systems, technology is at the heart of solutions that aim to make the sector more efficient and less susceptible to errors and waste. In this sense, construtechs offer tools that facilitate communication and collaboration between the various stakeholders of a project, including engineers, architects, builders and clients, ensuring that everyone is aligned and can make well-informed decisions in real time. The implementation of technologies also allows for better resource management, risk prediction and predictive maintenance, which can mean a considerable reduction in costs and project time. Investments in the sector Between January 2022 and November 2023, a survey by Liga Ventures in partnership with Secovi-SP revealed that investments in the construtech sector reached the mark of R$748 million. This demonstrates investors' confidence in the ability of startups to innovate and optimize construction, from the project design phase to the delivery of works. The injection of capital into these companies is also a clear indication that the market recognizes the need for digital transformation and operational efficiency. With financial resources, construtechs develop advanced technological solutions, expand their operations and, most importantly, test and implement their innovations on a real scale, benefiting the entire production chain. Trends in the construtech ecosystem in the Brazilian market As the civil construction sector increasingly leans towards innovation and technology, the construtech ecosystem in Brazil is also on an upward trajectory, marked by several emerging trends that promise to transform the Marketplace. Check out some examples. Sustainability and green construction With increasing awareness about climate change and the need to reduce environmental impact, construtechs are developing solutions that promote energy efficiency, the use of sustainable materials and the minimization of construction waste. Software that optimizes the use of resources and technologies that allow the recycling of materials on the construction site are some examples. Digitization and BIM (Building Information Modeling) Digitization continues to be a strong trend in the sector, with the adoption of BIM (Building Information Modeling) standing out as a key advancement. BIM allows the creation of accurate digital representations of buildings, facilitating collaboration between everyone involved in design and construction. Augmented and virtual reality Augmented reality (AR) and virtual reality (VR) are becoming indispensable tools in the arsenal of construtechs. These technologies offer immersion and interactivity when visualizing projects, allowing clients and stakeholders to experience spaces even before they are built. Furthermore, AR can be used to overlay digital information on the real environment, helping with construction accuracy and problem solving on the construction site. Automation and robotics Automation and robotics represent a significant leap forward in increasing efficiency and reducing the need for intensive labor. Drones for land mapping, tools and software for construction management are just a few examples of how construtechs are incorporating these technologies. These innovations not only improve workflow but also increase construction speed and quality. Artificial Intelligence and Big Data The adoption of artificial intelligence (AI) and big data is transforming decision-making in the construction sector. Construtechs use these technologies to analyze large volumes of data, optimizing everything from the design to the operation of buildings. AI can predict delays, identify potential risks, and offer insights for continuous improvement of construction processes. Innovation in Civil Construction gaining strength Civil construction is experiencing technological evolution with the introduction of solutions that are profoundly transforming the sector. Advanced tools and platforms are strengthening the impact of these innovations on the market, optimizing each stage of the work and raising operational efficiency to new levels. However, these tools must act in a unified manner, connecting the entire chain and all construction stages of construction. And that's exactly what the construction industry's technological ecosystem does. The solutions below bring a big difference in relation to construtechs that still operate in an "isolated" manner: Sienge; Construpurchases; Construmanager; Construpoint; CV CRM; Forecast; eCosts; GO Works Manager. These solutions highlight the strength of innovation in civil construction, where the adoption of technology becomes a competitive differentiator and leads the sector to a more efficient and sustainable future. Many construction companies are already realizing this in practice through the return on investment in technology, with gains such as reduced costs and deadlines, greater productivity, data insight for assertive decision making.

The Importance of management rites in organizations

STRATEGY IN FOCUS

The Importance of management rites in organizations

In the complex gears of contemporary organizations, management rites play a fundamental role. These rituals, often underestimated or even neglected, influence organizational culture, promote effective communication and contribute to the achievement of strategic objectives. That is, management rites are essential for the formation and maintenance of organizational culture, which is shaped through values, beliefs and behaviors shared by the organization's members. In practice, they serve as vehicles to transmit and reinforce cultural elements. Regular meetings, status updates, and progress reports are examples of rituals that facilitate the exchange of information, align expectations, and ensure all team members are on the same page. Clear and transparent communication avoids misunderstandings, conflicts and redundant efforts. Therefore, management rites provide a channel for formal communication and create an environment conducive to open dialogue and collaboration among team members. Furthermore, they favor the achievement of the company's strategic objectives. By establishing rituals around goal setting, evaluating performance, and tracking progress, organizations can direct their employees' efforts toward priority initiatives. Rituals like annual strategic planning and quarterly performance reviews allow leaders and teams to regularly assess progress toward company goals and make adjustments as needed. In this way, they also encourage accountability and responsibility, essential for long-term organizational success. >> Also read this content produced by Alejandra Nadruz, Director of People & Culture at the Softplan group: Digital transformation and the positive impacts on company culture How is corporate culture affected by management rites? Based on management rites, shared values, norms and beliefs are expressed and reinforced within the organization. Award events and employee recognition ceremonies, for example, highlight and celebrate behaviors and achievements aligned with the company culture. By participating in these rituals, team members internalize and perpetuate cultural elements, promoting a sense of identity and belonging. Management rites can also be used strategically to shape organizational culture, introducing new values ​​or reinforcing specific aspects that are considered essential for the company's success. Another important ritual is feedback exchanges, also called 1:1. Through them, trust and relationships between leaders and followers are strengthened, which positively influences the team's mental health. In particular, rites provide structure and predictability, helping employees understand what is expected of them and how they should behave in certain situations. This reduces ambiguity and anxiety, promoting a more stable and secure work environment. Furthermore, rituals in the workplace facilitate building relationships and strengthening social bonds between team members. By participating in shared rituals, employees develop a sense of camaraderie and solidarity, which contributes to a more positive and collaborative organizational climate. Examples of management rites Regular team meetings: weekly or monthly meetings to discuss project progress, share updates and align strategies; Awards ceremonies: special events to recognize and reward employee performance, highlighting desired values ​​and behaviors; Integration events: activities to welcome new employees and introduce them to the organizational culture, promoting a smooth transition and rapid integration into the team. How to define management rituals for your company Understand the existing organizational culture: analyze the values, norms and beliefs that currently permeate the company and identify areas that can be strengthened or developed through management rituals; Engage employees: solicit feedback from the team on the types of rituals they consider most meaningful and effective in promoting culture; Be flexible and adaptable: recognize that organizational culture is constantly evolving and be willing to adjust rituals to meet the needs and demands of the organization; Promote consistency and regularity: establish consistent regular intervals for performing rituals, ensuring that they become an integral part of the company's everyday life. What are Softplan’s main rituals? The rituals applied at Softplan reinforce important behaviors and messages to strengthen two pillars of our culture: Transparency and Sustainable Results. Monthly Results Meetings are held for each Business Unit (BU), where all leaders participate and present indicators. There is also a debate on route correction strategies and alignments in the presence of the Director of this BU. Another important rite carried out quarterly is the presentation of the quarter's results, where we update employees on initiatives and project launches. At the end of this agenda, all directors are available for questions from employees, which further reinforces our culture of transparency and simplicity. Management rites are indispensable in contemporary organizations. Therefore, it is essential that companies recognize and value the importance of these rituals, investing time and resources to develop and sustain them over time.

The impacts of artificial intelligence and the challenges of ensuring data privacy

TECH IN EVERYTHING

The impacts of artificial intelligence and the challenges of ensuring data privacy

The digital revolution has transformed our way of life and redefined how we relate and interact socially. At the heart of this change is Artificial Intelligence (AI), which influences our behavior in the online world and beyond. When you search for a product and then see advertisements for it on your social networks, this is an example of an AI result tracking and analyzing your online behavior patterns. The presence of AI can be strongly noticed in people's daily lives. This happens mainly due to the frequent use of smartphones, computers and other mobile devices, which offer access to virtual assistants such as Siri (Apple), Alexa (Amazon), Google Assistant (Google), among others. It is also possible to see its influence in the personalization of social networks and streaming platforms, such as Netflix and Prime Video, which suggest films, series and music based on each person's viewing and listening history. Facebook, on the other hand, uses algorithms to personalize each user's news feed based on their preferences and previous behaviors, for example. This transformation of daily activities through digitalization, global connection and the growing presence of intelligent algorithms in everyday life are characteristics of the Digital Era (beginning of the 21st century to the present day). We are immersed in a world where AI goes beyond being just a tool, becoming a fundamental element for providing personalized services, promising efficiency and convenience. However, this constant presence also brings with it a series of challenges, especially when it comes to protecting individual privacy. To get an idea of ​​these impacts, we can cite the case of Google, which, in 2019, was fined 50 million euros by the French National Commission for IT and Freedoms for violating the European Union's General Data Protection Regulation (GDPR). . The fine was imposed due to a lack of transparency in information about how user data was collected and used for personalized advertising purposes. AI's impact on personalization AI uniquely shapes our online experiences by analyzing complex data in real-time to tailor it to individual needs. This reflects three advantages: Efficiency: the personalization provided by AI makes online interactions more efficient, saving time by offering relevant content instantly; Improved user experience: By analyzing user behavior data, AI provides more relevant and personalized recommendations. Convenience: automatic adaptation of user preferences based on their past interactions, providing a more fluid experience. On the other hand, we have some points of attention regarding the use of this tool, such as: Concerns about data privacy. Risk of algorithmic bias; Possibility of reducing the diversity of experiences. Use of Artificial Intelligence and Data Protection The General Data Protection Law (LGPD) establishes principles for the use of personal data, requiring that its use has a specific purpose, is limited in storage time and shared with third parties. With this, the LGPD seeks to guarantee transparency and limit the use of unnecessary information for the functioning of artificial intelligence (AI), protecting the rights of data subjects. Furthermore, AI, when used to support the solution of everyday problems and assist companies in decisions, falls under Article 20 of the LGPD, which deals with decisions made solely based on automated processing of personal data. In this context, data subjects have the right to request a review of decisions that affect their profile or aspects of their personality, and companies must inform the criteria used in decisions, allowing data subjects to express their understanding of the processing of data. Regulation of Artificial Intelligence Bill 5051/2019, currently being processed in the Federal Senate, proposes that those responsible for artificial intelligence (AI) clarify the parameters used by the technology, highlighting the importance of human supervision to ensure reliability in the process of regulated use of AI. In turn, Bill 21/20 establishes the legal framework for the use and development of AI in Brazil, with a focus on stimulating its development and protecting citizens against its misuse, respecting human dignity, diversity, protection of personal data and transparency. The main objective of these regulations is to ensure transparency for holders of personal data, ensuring that AI technologies are administered in accordance with the laws, with possible human oversight to avoid violations of holders' rights. Future Perspectives As we move into the future at the intersection of Artificial Intelligence (AI) and privacy, dynamic perspectives and challenges emerge. Innovative strategies are essential for shaping an ethical path forward in the digital age. According to a study carried out by Amazon Web Services (AWS) with support from the Access Partnership, where a survey was carried out with 1600 employees and 500 organizations in Brazil, from different sectors, 97% of all employers plan to use AI-based solutions by the year 2028. The survey also concluded that 97% of employers surveyed and 94% of employees expect to use, in some way, Generative AI in their organizations in the next five years. We can also cite as an example of future trends the use of AI techniques to anonymize personal data, guaranteeing user privacy. Tools such as learning algorithms are increasingly being adopted, allowing AI models to be trained on decentralized data without the need for direct sharing of the raw data. Data decentralization gains prominence, allowing users to maintain greater control over their personal information. Companies can prepare for this trend by adopting transparent privacy policies and offering users clear options for controlling their data. Furthermore, implementing end-to-end encryption systems can ensure data security during transmission and storage, increasing user confidence. To ensure compliance with laws and guarantee data privacy, companies can adopt other strategies, such as internal training on awareness of privacy guidelines and carrying out regular audits. The ability to pursue innovation while protecting privacy becomes a key point.

Social capital and gender equity in the labor market

BUSINESS ON THE MOVE

Social capital and gender equity in the labor market

The debate about human capital has long been relevant to high-performance organizations. However, little has been said about a perspective that highlights a valuable and often underestimated asset: social capital. This is not just limited to individual skills, but goes a little further, highlighting relationship and collaboration networks that shape companies. In a context where valuing interpersonal relationships and gender equity are essential for the sustainable growth of organizations, inclusion and diversity boost not only morale, but also financial results. This is where the intersection between social capital and gender equity reveals fertile ground for innovation, creativity and business success. Human capital represents the set of skills, knowledge and experiences that each employee brings to the organization. It is individual strength that drives productivity and performance, shaping expertise and problem-solving capabilities. In contrast, social capital focuses on the relationship networks that form inside and outside the company, based on trust, cooperation and innovation. They facilitate access to information and knowledge, creating an environment conducive to mutual learning and the exchange of ideas. This means that social capital goes beyond individual capabilities, encompassing interactions and connections between employees. It's like an invisible web that connects people, promoting gains such as: Sharing knowledge; Collaboration on projects; Creation of innovative solutions. The term "share capital" is also used in another context, related to the amount that the partners invest in the company at the time of its opening. In this case, it is a contribution of tangible resources, such as money, goods or rights, which are used to finance the purchase of assets, the payment of expenses and the implementation of the organization's activities. In this sense, social capital stands out here as an intangible asset of inestimable value and transcends the individual focus of human capital. The focus is on relationship and collaboration networks within organizations. Do companies really need superstars? With social capital in focus, the search for individual "superstars", that is, those employees who stand out the most, gives way to the appreciation of social cohesion and mutual support as pillars of success. In the TED “Forget the pecking order at work”, Margaret Heffernan, who is an entrepreneur, CEO, author and speaker, highlights that the true effectiveness of a team is intrinsically linked to three key elements: Social sensitivity; Equal distribution of time and participation among members; and Diversity of perspectives. When present, these three elements tend to significantly increase the productivity and innovation capacity of teams. Contrary to the approach that values ​​superstars, the most successful teams are those that demonstrate high social sensitivity among their members. This feeling is characterized by empathy and the ability to understand and respond to the needs of colleagues. When team members genuinely care about each other, there is an atmosphere of trust and collaboration that boosts productivity and creativity. The diversity of perspectives within teams is also a determining factor. The presence of a variety of experiences, skills, and points of view enriches discussions and increases the team's ability to solve complex problems effectively. Women in the market and social capital Speaking of diversity, the presence of women in the job market and, more specifically, in business teams, is intrinsically linked to the concept of social capital and the positive results it can generate. From this point of view, despite the barriers and challenges faced by women, the female presence is not only beneficial, but also fundamental to the financial success and innovation of companies. Research shows that companies owned or led by women tend to have higher levels of financial performance compared to companies led exclusively by men. According to Deloitte data cited in the DIEP in Practice report, there are many advantages to female leadership, such as improving team performance by 17%, the quality of decision-making by 20% and collaboration by 29%. These results are not merely coincidences, but reflections of the diversity of perspectives that women bring to leadership and business teams. The female presence increases gender representation in organizations, enriches the knowledge base and stimulates original thinking. Furthermore, it contributes to the creation of a more equitable and inclusive work environment, which in turn strengthens social capital within the organization. Speaking of knowledge base, understand how Softplan works on this topic internally. Gender equity in the Brazilian labor market Brazil has witnessed advances towards gender equity in the labor market in recent years, as reflected in the 2023 Global Gender Gap Report. The country rose considerably in the rankings, reaching 57th position in gender parity, compared to 94th position in the previous year. This progress is remarkable, especially considering the global context and the persistent challenges faced by women in many sectors of society. The report highlights a number of factors that contributed to this progress, including the reduction in educational disparities between men and women, with 117 of the 146 countries indexed closing at least 95% of this gap. It is crucial to recognize that achieving gender parity is not just a social justice issue, but also an economic imperative. The Panorama Mulheres 2023 study, carried out by Talenses Group and Insper, offers additional insights into female representation in Brazilian companies. The data reveals that, although there is progress, there are challenges to be faced. Women still represent only 21% of members of administrative boards and 17% in the position of CEO of companies in Brazil, for example. In technology, we had notable advances in the female presence between 2015 and 2020, with an increase of 60% according to data from CAGED. However, women still represent only 20% of the total number of professionals in this sector. At Softplan, in line with this market trend and with the objective of creating a diverse environment, women make up 34,7% of the general workforce (data from February 2024) and occupy 31% of leadership positions. This represents a 20% increase from 2023 and reflects an ongoing and intentional commitment to promoting equity of opportunity. Furthermore, in 2023, 46,15% of our promotions to leadership positions went to women, signaling a significant advance in gender equity not only for Softplan but also for the entire technology market in the country, which is still very challenging for women. On our board, we currently have three counselors, two on the Executive Board and one on the People Committee. To continue moving toward gender equity, companies must adopt strategies that promote equal opportunity and create work environments where all people can thrive and contribute fully.

How to foster a data-driven culture in companies?

BUSINESS ON THE MOVE

How to foster a data-driven culture in companies?   

Using data in favor of business objectives is the great mission of a data-driven culture. Assertively implementing this approach, however, is still a complex task. Nowadays, big data is the buzzword of the moment. Therefore, it is not difficult to find methods for collecting data. However, the data-driven culture goes further by prioritizing the analysis and interpretation of data to guide decisions and strategies. It is necessary to put the insights into practice, but assertively, considering the other variables that influence the company's processes. Therefore, a significant change in work tools, flows and, most importantly: in the mentality of teams and management is necessary. In short, data-driven culture is the organizational movement that places data analysis at the center of decision making. It is one of the pillars of the innovation and technological revolution we are currently experiencing. Data analysis, in turn, encompasses processes of collection, inspection, cleaning and, of course, critical analysis in order to transform data into reliable and useful information for making strategic decisions and defining solutions to various problems. Importance of a data-driven culture in companies Experts warn: without data intelligence, markets will not survive. According to studies by Gartner, in 2022, Decision Intelligence, which combines automated analysis and AI to guide the data-driven decision-making process, was identified as one of the main technological trends. In one of its most recent predictions about data analysis until 2028, the consultancy also highlights that 45% of product marketing professionals will be guided by data analysis to monitor behaviors and define segmentation and communication actions. Therefore, considering the collection and critical analysis of data as a strategic part of organizational culture opens up a range of possibilities and benefits, among them: Intelligent and reliable decisions: “above all, show the data”, sums it up well Edward Rolf Tufte - professor American Institute of Statistics and Political Economy. The processing of information relevant to companies must not leave room for “guesswork”; Data analysis reduces time and spending on empirical models or actions based solely on intuition and experience. Actions become more assertive, with better results when experiences and data analysis work together; A good example of this is the automation of marketing campaigns. The performance of actions, interaction and reception of consumers are monitored in real time, which reduces the time taken to make decisions. All this data, critically analyzed according to established metrics, can highlight the need for changes. This way, it is possible to review a poorly performing action in a timely manner and maximize results. Predict trends to reduce corrections and rework, which can result in high and unplanned costs for the operation; Improve the performance of marketing actions: by crossing information on consumer behavior, companies are able to launch new products and services, promote them or withdraw them from the market. Which marketing actions have the expected return? Which projects require more costs than results? Real-time information enables quick changes to avoid losses. Since the subject is organizational change, find out more about knowledge management in companies. Implementing a data-driven culture: where to start? The benefits of a data-driven culture are undeniable. Despite this, companies face challenges in its implementation, as this requires a reorganization of existing structures and the creation of new routines. Check out some guidelines for applying data-driven culture in companies. Invest in an efficient tool Establishing data-driven management requires the adoption of tools for collection and analysis, in addition to structures that organize existing information and communicate between systems. The ideal is to have a professional specialized in digital transformation and data analysis to help choose the tool, in addition to training internal agents to act as disseminators of the data-driven culture among employees. Define what is worth analyzing The volume of data in itself means nothing: it is necessary to define which indicators are relevant for daily decision making. The mission is to select what really matters, and share the insights with the sectors involved. SaaS metrics: characteristics and main indicators to monitor Conduct training with employees Employees need to understand the importance of data analysis in order to extract the benefits of this resource. To achieve this, it is essential to offer training on the topic and training on the use of the chosen tools. After all, the information generated should not be limited to specialist sectors or leaders. Optimizing data-based processes requires team autonomy. Create action plans With the analysis of indicators in hand, it is necessary to create action plans to solve possible challenges that the numbers show. Remember that data always represents some insight, positive or not, as well as pointing out trends and opportunities for the company. This way, managers are able to plan for the long term, so that the business will be more prepared to face unforeseen events. Monitor constantly Although they facilitate future planning, the data presents momentary scenarios, so monitoring must be constant. If you are a user of streaming platforms, you have certainly noticed that your activities are monitored instantly. A change in your musical style, for example, generates new suggestions for you and new behavior patterns for the application. In a data-driven company, this constant monitoring is part of the routine.

How does business architecture relate to product marketing?

TECH IN EVERYTHING

How does business architecture relate to product marketing?

Business architecture provides a guide for companies, helping to align functions and industries with core objectives. We are not talking about an organizational chart or job description, but rather an approach that supports the operational model in a strategic way. This process includes all areas of a company. Here, we will explore how product marketing and go-to-market planning relate, in practice, to business architecture from the perspective of Monica Moura, Product Marketing Coordinator at Softplan. Monica also shared with Portal Visão Softplan some of her experience and brought important insights on the topic. Follow along! The fundamental role of business architecture in companies Business architecture is a fundamental concept for understanding and optimizing the way a company operates, delivers its products or services and relates to its customers and other stakeholders. In essence, it focuses on structuring and understanding the elements that make up an organization, including its business functions, processes, information systems and business ecosystems. Monica explains that “a business architecture model describes not only how the organization is structured, but how it intends to achieve its objectives and deliver value to its customers.” Furthermore, it facilitates communication and understanding between the organization's different stakeholders, providing a clear roadmap for transformations and improvements. How business architecture adds competitive advantage Firstly, a well-defined business structure, with clear objectives and aligned operational processes, allows the company to establish tangible goals and objectives. This provides a clear view of internal operations and a solid basis for making strategic decisions. In large corporations, which often deal with complex portfolios of products and services, business architecture plays a crucial steering function. These portfolios can include a variety of physical, electronic, software products, among others. The integration of acquired companies and product diversification also increase the complexity of the organizational structure. In this scenario, “business architecture offers a structured approach to align the company's capabilities with market demands”, adds Monica. Furthermore, it allows business leaders to develop strategic plans for the future, adapting to market changes and maintaining competitiveness. By integrating business objectives, operational processes and product portfolios in a cohesive way, the company can maximize its efficiency, innovation and responsiveness to market needs, thus consolidating a sustainable competitive advantage. Understanding the role of product marketing When the business architecture is well defined, the company has greater clarity about how it creates value for the market, and this is where this strategy intersects with product marketing. Product marketing plays a key role in communicating and promoting the products or services offered by the company, ensuring that the value proposition is effectively conveyed to potential customers. This involves understanding the evolution of the product, translating its characteristics and benefits to the market and differentiating it from competitors. For Monica, “one of the challenges is to make the product’s values ​​tangible and ensure that the sales team understands and effectively sells the value proposition”. Additionally, product marketing is responsible for developing product positioning, strategic messaging, and pricing strategy. In practice, how does product marketing work in a company? Monica reminds us that “the organizational position of product marketing can vary depending on the context and the specific needs of the business”. Some possibilities she mentions are: Within the product area: ideal for companies facing the challenge of churn, as it helps, for example, in the construction of strategic customer retention messages; Close to marketing and growth: common practice in companies with rapid growth, as it contributes to the creation and dissemination of the added value of a brand (basically what we point out about translating its benefits to the public); Multi-strategic area: in companies with an extensive portfolio, product marketing can be a protagonist, assuming an even more strategic role in the organization. Business architecture and go-to-market strategies According to The State of Go-to-Market Report 2023, developed by the Product Marketing Alliance, 57,7% of respondents believe that launches have a positive impact on the company's revenue. This data reinforces the importance of a successful go-to-market strategy. Product marketing is often the sector responsible for the market entry process, as go-to-market depends on factors such as cross-functional management, extensive product knowledge and market analysis. Here, business architecture also serves as an important guide. It defines the base structure on which the product or service will be offered to the market. We can think about how this happens in practice taking into account the main go-to-market strategies. For example, in PLG (product led growth), where the product is the main driver of growth, the business architecture must ensure that product development is aligned with market needs. “This implies a clear understanding of systems architecture, internal processes and interactions with customers to guarantee the delivery of value”, says Mônica. In SLG (sales led growth), where the growth lever is more inclined towards the sales structure, this area influences the organization of sales teams, the definition of distribution channels and the implementation of support systems for this process. At MLG (marketing led growth), she guides the marketing strategy, from market segmentation to defining the most effective messages and communication channels to promote the company's solutions. Finally, in Community Led Growth, the business architecture supports the construction and involvement of communities around the company's solutions, ensuring an effective connection between users, customers and the organization itself. “Here at Softplan, Sienge is an excellent example of how to take the product to the market through a community”, adds Monica. Developing a product marketing strategy from business architecture Developing product marketing strategies from business architecture involves integrating in-depth knowledge of market needs with the organization's structure and operations. Monica highlights that it is “important to understand market and customer needs, as well as the continuous evolution of the company’s go-to-market process”. Understanding the ideal customer profile Business architecture provides a solid foundation for understanding the organizational structure and processes that can influence the ideal customer profile. Understanding the organization's requirements and objectives helps in identifying the most relevant market segments and the specific needs of the public. Product positioning Based on understanding the ideal customer profile and analyzing business architecture, companies can develop assertive product positioning strategies. In other words, they highlight the strengths of the organization and the benefits aimed at solving market pain. Marketing Message Development Business architecture provides insights into the company's internal processes, resources, and capabilities, which can be used to create effective marketing messages. Understanding the organizational structure allows for communication that is more aligned and consistent with the organization's values ​​and objectives. Pricing Strategies By understanding costs, processes and organizational structure, companies can develop pricing strategies that are competitive in the market while ensuring a healthy profit margin. Furthermore, business architecture can influence the way products are presented to the market, taking into account aspects such as branding, usability and customer experience. Continuous review and adaptation Business architecture provides a structured framework for constantly evaluating and reviewing product marketing strategies. Companies can monitor key performance indicators (KPIs) related to their operations and adjust their strategies according to changes in the market and customer needs. Monica highlights that it is still not common for early-stage companies to have a product marketing team. “It is essential to evaluate the company’s priorities and determine when the investment becomes justifiable”, he adds. Business architecture is a powerful tool that can be used to create a solid foundation for product marketing. When working together, these two strategies can generate significant results for the company. Want to deepen your understanding of business strategies?

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