Tech companies face challenges reaching their target markets: An Interview with Anna Daugherty of PITSS

Anna Daugherty PITSS

Technically Speaking Segment:  A brief interview with Anna Daugherty of PITSS about challenges tech companies face trying to reach their target clients.

“Companies are looking to modernize their legacy applications every day. One challenge is convincing companies not to simply choose an out of the box solution.”

About the Interviewer: 

Moira Alexander is a contributor and co-host of the “technically speaking” segment on the Price of Business Talk Radio (on the BizTalkRadio Network), whom you can learn more about at She recently interviewed Anna Daugherty of PITSS LLC (as part of a series of interviews) to find out about some of the marketing challenges tech companies face when trying to reach their target markets.

About PITSS:

PITSS is the leader in digital transformation and application modernization for legacy systems. The company is a leading provider of Oracle Forms and Reports updates and migrations. Founded in 1999 the company has over 1,000 customers worldwide, with offices in Michigan, Germany, and the UK (along with certified international partners).

About the interviewee:

Anna Daugherty PITSSAnna Daugherty is the Digital Marketing Manager at PITSS LLC, America. Anna helps craft messages, optimizes marketing processes, creates content, manages the website and social media, and specializes in SEO. 
Anna: We’ve experienced some major challenges over the past few years because of the changing trends regarding legacy systems. We previously focused our services on upgrading Oracle Forms-based applications. 

What are the struggles your company has experienced when trying to get your product or service to market?

We had to step back and understand our successes and expertise, then re-frame these services into more modern, forward thinking offerings. This meant changing how we describe our services and figuring out what each of our target demographics are now looking for regarding modernizing their legacy systems.

What is your tech company doing that is different from competitors? 

Anna:  Now that we knew what we were selling, we had to figure out where and how to sell it. The first step was to create a new website. Our old website had many issues (see the article below for more info). We underwent a complete website refresh, utilizing best practices for inbound marketing, content, SEO, branding, and navigation. 

Companies are looking to modernize their legacy applications every day. One challenge is convincing companies not to simply choose an out of the box solution, which in the long-run will probably cost them a lot of time, money, and effort, only to discover this solution doesn’t work for their business. We’ve focused on customizing and tailoring our modernization solutions to land customers who have made business-critical custom modifications to their legacy applications.

We can take their existing investments and customization, and help them build a new application using modern technologies that meet their needs.

To find out more about PITSS contact Anna below. 


Anna Daugherty, Digital Marketing Manager


Phone: 1.248.918.2115



More about the “Technically Speaking” segment co-host:

Moira Alexander
Moira Alexander, PMP, ISP, ITCP, IP3P

Moira Alexander is the founder & president of Lead-Her-Ship Group, a content strategy & creation company, and author of “LEAD or LAG.” Moira is a media recognized expert with 20+ years in business, IT, project management, content strategy and content creation. She is a project management and IT columnist for CIO and TechRepublic and creates high-value content for digital media companies, small to large businesses, and thought leaders around the world.  Her company has also just launched a new PR service for small to mid-sized tech companies.  To find out more about Moira or her company’s services, go to