Software is usually classified based on the problems it solves. Need software to help track customers? CRM. Need software to manage what happens in the classroom? LMS. Need software to handle your core business functions? ERP.
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I like the tack taken here:
Don’t say that you’re looking to buy an analytics product. Talk about the problems you want to solve and the goals you want to achieve. Once you zero in on that end goal, then you can talk about how information and access to data will help get you there.
Institutions take note! (yes, mine too 😉