What’s in a Name? More Than You May Think!

August 23, 2018
Warren Linscott
Warren Linscott
Chief Product Officer

By Warren Linscott, Senior Vice President of Product Strategy, Deltek

Names don’t exist in a vacuum.  When you think about your name or the name of your favorite product often times there is a powerful emotional association. Both positive and negative emotions are carried with names and slogans in the minds of most consumers; and that can dramatically affect their perception.  For us at Deltek, it’s important that our product names reflect the value of what the product delivers.  It’s imperative to use the right words and descriptions so your audience knows what to expect.  Think of this – “Mustang” invokes power & prestige, whereas “Pinto” – well, I am sure we all remember the value associated with that 1970’s classic! 

Using a Product Name to Showcase Value and Market Position

Deltek has been working to ensure we are easy to understand and easy to do business with—and part of that is clearly articulating the benefits we provide to our customers.

That work includes evaluating how we name new products to ensure they align with the expectations of customers. Is the product name accurately conveying our brand promise of powering project success? Does it speak to our industry value? And most importantly does it speak to the value the product brings to our customers?

The Next Release of Deltek for Professional Services Will Be Deltek Vantagepoint

When we first launched the product Deltek for Professional Services (DPS) in 2017, we went to market with a solid name that reinforced the focus on professional services organizations. Deltek for Professional Services provided a clear focus on project centric service industries, and the name served us well in talking about the next generation capabilities within the product. As we advance the capabilities of this product we wanted to take the opportunity to refine that name to reflect the promise of the upcoming full solution. Our next release will be called Deltek Vantagepoint. Why? Because when released Deltek Vantagepoint will be the only end-to-end, project-centric ERP solely focused on the Management & IT Consulting and Architecture, Engineering & Construction (AEC) industries.  This new release will give our customers an even better vantage point in all phases of the project lifecycle.

Deltek Vantagepoint reflects the unparalleled visibility customers will receive when the next release is delivered to market.  It delivers on our promise of a complete end-to-end, project-centric ERP solution for Consulting and AEC firms around the globe. By updating the product name, we’re able to rally around our brand and product promise, and drive our benefits-focused message into the industries we serve.

We’re looking forward to the release of Deltek Vantagepoint as the next version of DPS with a great new name.  As William Shakespeare famously wrote, “A rose by any other name would smell as sweet."


About the Author

As the Senior Vice President of Product Strategy, Warren Linscott is responsible for driving the go-to-market and product strategy for Deltek's global business. Warren has over 20 years of senior management experience in enterprise software delivering key solutions to professional services firms and government contractors.