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21
Apr 2017
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Winning with Innovative New Tech Products -- or Tech Services

Winning with Innovative New Tech Products -- or Tech Services


Most successful intros of innovative products or services -- into key target markets -- have been driven by a myriad of factors: disciplined approach, great timing, flawless execution, etc.  Yet many other breakthrough solutions … often 70-80% ... fail within 6 to 12 months of launch. 

What then, might account for the different outcomes?  Certainly, the products/services themselves might not have been well considered or engineered, but in many cases, it was the disruptive nature of the products that led to their downfall -- a downfall that might have been prevented with a more systematic and market-centric approach.

Whether you work in Big Data, AI, Machine Learning, Cloud Computing, IoT, Advanced Analytics, or similar technologies -- a daunting challenge is to gain traction in the mainstream market.  My Chasm Institute partner Mark Cavender and I have over 150 examples of innovative new tech solutions, and why they thrived or failed in mainstream markets.

So if you and your launch team are seeking to gain greater customer acceptance and market traction for your breakthrough tech product or service, here are 2 key frameworks for success -- (a) the Tech Market Model 2.0 and (b) the 9-Point Go-to-Market Checklist.  Warning:  these 9 Points, when overlooked or mismanaged, are the 9 causes of market failure + go-to-market frustration / disappointment.  When executed upon correctly, these are, happily, the 9 Points that are proven to accelerate revenue growth + launch success.

These are the 2 frameworks: 


(a) 
Tech Market Model 2.0




(b) 
9-Point Go-to-Market Checklist




The blog below (click on link to open) is a quick read that can help you apply these 2 proven frameworks to accelerate market results + revenue growth:  

http://www.tgdaily.com/enterprise/how-to-win-with-your-innovative-tech-product-or-service  

May the force be with you !

Michael Eckhardt

Managing Director
CHASM INSTITUTE
Silicon Valley Office

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Chasm Institute LLC helps high-tech teams learn, apply, and implement best practices in market development strategy. These best practices are based on Geoffrey Moore's best-selling books Crossing the Chasm, Inside the Tornado, Living on the Fault Line, Dealing with Darwin, and Escape Velocity plus hundreds of client engagements with high-tech companies. 

Chasm Institute helps companies align their product development, marketing, and sales functions to achieve and maintain market leadership in their categories.

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