Posts Tagged ‘strategic planning’

We’ve got marketing management all wrong

August 20th, 2012 No Comments

We’ve got marketing management all wrong. We’re defining the tactic – email, social media, trade shows, conferences, PR – without clear goals. As The Cline Group’s Josh Cline wrote, we’re putting the cart before the horse – running forward before we have the goals or a plan. It’s not a traditional or digital marketing divide. Companies are going to trade shows and looking for MARCOM pros with trade show experience without knowing what trade shows can do for their business


Positioning: Defining The Battle (Crossing the Chasm Strategy Part 6)

November 21st, 2011 No Comments

The following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm. In order to win the battle for customers and revenue, you must define the battle. One essential component to building a market is positioning. Positioning is the image or identity in the minds of their target market for its product, brand, or organization. Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market


Developing The Whole Product: Crossing the Chasm Strategy Part 5

November 8th, 2011 No Comments

The following is the fifth in a series of posts about high tech marketing strategy based on Crossing the Chasm.   One of the most important functions of marketing isn’t viral and it isn’t advertising and no, it’s not creative slogals. Rather it’s in the fundamental 4Ps taught in every Marketing 101 class: Product. In order to win the marketplace, you must wire the marketplace. According to Moore, “For a given target customer and a given application, create a marketplace


Crossing the Chasm–The First Step–The New Strategic Principles (Chasm Strategy: Part 2)

October 26th, 2011 No Comments

The following is the second in a series of posts about high tech marketing strategy based on Crossing the Chasm. It’s Strategy Stupid. This should be obvious, but it’s not. We’re enamored with the next shiny thing to realize that the basic fundamentals are even more important than ever. Marketing is about markets. Strategy. Do you remember the four Ps? The core principals of marketing: Product Price Promotion Place These principles guide all marketing activities, including crossing the chasm from


Hi Tech Business Strategy: The Technology Adoption Life Cycle (Crossing the Chasm Part 1)

October 24th, 2011 No Comments

The following is the first of several posts about high tech business and marketing strategy, based on the bible of high tech marketing, Crossing the Chasm. As my colleague Josh Cline likes to say, we frequently put the cart before the horse, developing a plan before engaging in a strategy. We can’t implement a promotional plan before we understand the decision making cycle and just how technology is adopted. Selling to the uber-geek early adopter requires a different strategy than


Are You Eating Your Own Social Media Dogfood?

October 10th, 2011 No Comments

Eating your own dogfood is when a company uses the products it makes. Frequently, marketing teams don’t eat their own dogfood when it comes to social media. And the result is often bad strategy. Everyone now seems to be clamoring for “Social media.” “Open up a Facebook page,” they say … even if they don’t know why. Go Viral … even though they are lacking positioning. Social media strategy frequently requires a Groundswell strategy, including: Breaking down silos: operating across


Stephen Colbert on Social Media Privacy

August 27th, 2010 No Comments

Privacy online is such an important component of our everyday life today. Anything posted online (and these days, that’s just about EVERYTHING) is public. That’s why any company needs online policies. Social media and computer use policies, incorporating social media use – both personal and professional – are so important. Charlotte Li recently wrote about it in her book Open Leadership: How Social Technology Can Transform the Way You Lead about how companies can maintain some level of control. But,