You’re a founder of a cutting-edge tech startup. Your product wields science-heavy wizardry only a PhD could love. But guess what? Engineering your idea is the easy part. The hard part – getting engineers to care – lies in marketing that’s not clever but credible, not flashy but functional. Demand Generation and GTM: No Longer […]
Tag Archives: crossing the chasm
Go-to-Market Strategy, Marketing Strategy, Messaging, Positioning
You’re Not Steve Jobs, and This Isn’t the iPhone
17
Jul
Jul
So, you think your B2B tech startup’s next-gen widget is the iPhone of [insert niche]? Newsflash: your hero fantasies won’t pay the bills. Crossing the chasm from idea to adoption isn’t about revolutionary press events – it’s about carving your own identity in a herd of look-alikes. First truth: B2B buyers aren’t dazzled by specs […]
Content Strategy, Execution, Go-to-Market Strategy, Marketing Strategy, Positioning, Sales, Value Proposition
Competitors Make Great Teachers but Even Better Roadkill
11
Jun
Jun
A seasoned product executive colleague I know lives by the mantra, “Steal all good ideas.” For product, this is certainly sage advice, but not necessarily efficient when it comes to facing competitive threats and can unnecessarily burn a startup’s precious time and resources when not a priority. Founders must remain aware that the B2B battlefield […]
Go-to-Market Strategy, Marketing Strategy, Messaging, Sales, Uncategorized
Technical Superiority Is a Lie You Tell Yourself
20
May
May
You’ve built a marvel of engineering – a product that’s faster, smarter, and more elegant than anything else out there. But here’s the brutal truth: technical superiority alone won’t close deals. In the B2B world, especially for tech startups, success hinges not just on what your product does, but on how well you communicate its […]
Execution, Go-to-Market Strategy, Positioning, Sales, Sales Enablement
Fanboys Alone Can’t Keep the Lights On – Here’s How to Woo the Risk-Averse
16
Apr
Apr
VIEWER WARNING – Be careful not to let the ease of selling to early adopters lull you into a false sense of security. For B2B tech startups, early adopters are the low-hanging fruit – enthusiastic, experimental, and eager to embrace innovation – they instantly “get it”. However, the real challenge lies in captivating the attention […]