Learn key concepts based on Geoffrey Moore's books plus our practical experience of working in hundreds of client engagements.

Our webcasts cover a broad range of topics. 

• Winning in Vertical Markets: Skills + Tools + Methods to Accelerate Time-to-Revenue and Dominate Key Segments
• Escape Velocity: Free Your Company's Future from the Pull of the Past

WINNING IN VERTICAL MARKETS: 

Skills + Tools + Methods to Accelerate Time-to-Revenue and Dominate Key Segments

 

Vertical Marketing: What, Why, When, and How?

Topics include:

What is Vertical Marketing?

• What is a segment?
• What is the ideal size of a segment?
• What are the key measures of vertical market success?

Why do Vertical Marketing

• What is market power and why is it important?
• Why segment? 8 key reasons for creating and executing a vertical market strategy

When Should We Do Vertical Marketing?

• When in the Technology Adoption Life Cycle is segmentation appropriate?
• When in the Technology Adoption Life Cycle is segmentation NOT appropriate?

How Do We Segment?

• How do we analyze potential vertical segments?
• How do we prioritize vertical segments?

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Vertical Marketing: 9 Essential Keys to a Successful Strategy

Topics include:

• Who is my Target Customer?
• What is their Compelling Reason to Buy?
• What Whole Product Enablers are required to form a solution?
• How do we evaluate and select Partners & Allies?
• What is our Distribution strategy?
• What is our Pricing strategy?
• Who is the Competition?
• How can Positioning differentiate us?
• How do we select the Next Target Vertical?

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Vertical Marketing: Creating Winning Go-to-Market Programs

Topics include:

• Defining the whole product
• Recruiting whole product partners
• Developing whole product messagine
• Creating a market relations infrastructure
• Developing sales support programs
• Evaluating and selecting sales channels

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Vertical Marketing: Tools for Creating and Implementing a Successful Market Development Strategy

Topics include:

• Non cloud-based tools
• Cloud-based tools
• Deciding which are best for your organization

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Introducing ChasmPlaybook: Plan, execute, and manage Target Market Initiatives in the cloud.

Toplcs include:

• The problem
• The solution
• Introducing ChasmPlaybook
• Where ChasmPlaybook fills the gap
• Database design
• Target segments
• Elevator pitch
• Executive summary
• Key outcomes
• How to take a test drive or install on the Salesforce AppExchange

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Other Webcasts:

 

Crossing the Chasm 3.0 -- Lessons from Silicon Valley on Accelerating Growth

Topics include:

• How tech-based companies -- and their B2B marketing and sales organizations -- can accelerate revenue growth in 2016 - 2017
• Key learnings from the newly-updated "Crossing the Chasm 3.0" book -- and Chasm Institute's 500+ client engagements in the past 15 years
• Practical advice, examples and tips on go-to-market success, marketing / sales alignment, and 9 key points for driving profitable growth.

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