Accelerate Market Results by Applying Best Practices to Your Organization

So what's the difference between workshops and training? Workshops focus on a specific business problem, and typically involve a group of 8-12 people. Training is focused on the transfer of knowledge, and typically involves a group of approximately 24 people. But the topics are generally the same. These workshops are not theoretical…they are real-world oriented using your own company’s products as case studies. Your team will learn proven principles of high-tech marketing, and they will apply these principles by actually building strategy for specific products. 

  • Achieving Escape Velocity develops the knowledge and skills required to make important decisions in managing a broad portfolio of products across across all phases of the Technology Adoption Life Cycle. 
  • Crossing the Chasm 3.0 develops the knowledge and skills required to create and execute Early Market and Chasm Crossing / Bowling Alley strategies that will lead to market leadership.
  • Hypergrowth and Mature Market Strategy develops the knowledge and skills required to create and execute Tornado and Main Street market strategies that will lead to market leadership. 
  • Implementation a 9-Point Strategy teaches your people how to make their strategy come to life by planning five specific go-to-market programs. 
  • Strategic Partnering improves the business partnership between two firms to the benefit of both.
  • Provocation-Based Selling will teach your team how make big-ticket sales even when the budget is not available.
  • Listening for Customer Insights is a practical, real-world workshop, using live customers to gain a better understanding of customer needs.

If you could look at your business from the outside-in, such as how a potential investor might do, how attractive would your company be? And what could you do differently to increase your valuation long-term?

Program Objective

The objective of this session is to develop the knowledge and skills required to manage a portolio of products, across many different phases of the Technology Adoption Life Cycle.

Who Should Attend
  • Executive management of high-tech firms
  • Product / marketing managers and their teams
  • Sales managers and their teams
  • Engineering managers and their teams
  • New hires
Topics
  • The Hierarchy of Powers, and how to use it as a framework for executive-level decision making
  • How to effectively manage categories across different life cycle stages
  • How to manage for Company Power across different life cycle stages
  • How (and when) to create Market Power by using 9 key elements in a Target Market Initiative
  • How to increase the power of your offer through Offer Power
  • How to use Execution Power to reach tipping points faster
Practical Application: What You Walk Away With
  • Key products placed in the Technology Adoption Life Cycle
  • Key decision areas that need to be address within the Hierarchy of Powers
Primary / Secondary Texts
  • Escape Velocity: Free Your Company's Future from the Pull of the Past


Prerequisite

None

Workshop Duration

1 day

Geoffrey Moore's seminal classic "Crossing the Chasm" has become known as the bible of high-tech marketing. Malcolm Gladwell says that "Crossing the Chasm is "likely the best business book ever." Learn and apply these winning principles to your company.

Program Objective

The purpose of this program is to develop the knowledge and skills required to create and execute a strategy for "Crossing the Chasm." This program includes materials and concepts contained in Geoffrey Moore's latest book Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers.

Who Should Attend
  • Cross-functional teams from either intact business units or early-stage companies
  • Product / marketing managers and their teams
  • Sales managers and their teams
  • Engineering managers and their teams
  • New hires
Topics
  • The Technology Adoption Life Cycle
    • Technology enthusiasts
    • Visionaries
    • Pragmatists
    • Conservatives
    • Skeptics
  • The High-Tech Market Development Model
    • Early Market
    • Chasm
    • Bowling Alley
    • Tornado
    • Main Street
  • How to develop a 9-point strategy for Crossing the Chasm (this is also applicable for a Bowling Alley strategy)
    • Target customer
    • Compelling reason to buy
    • Whole product
    • Partners and allies
    • Distribution
    • Pricing
    • Competition
    • Positioning
    • Next target
  • The Four Gears for B2C or B2B2C marketing
    • Acquire
    • Engage
    • Convert
    • Enlist
  • Go-to-Market Planning
    • Market research
    • Whole product management
    • Whole product messaging
    • Infrastructure marketing
    • Sales cycle support
 Practical Application: What You Walk Away With
  • A summary draft 9-point strategy for a chasm-crossing product that your company produces
Primary / Secondary Texts
  • Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers


Prerequisite
Achieving Escape Velocity (recommended if you have multiple product categories in different life cycle stages)
Workshop Duration
1.5 days

Program Objective

The purpose of this session is to develop the knowledge and skills required to create and execute Tornado and Main Street market strategies that will lead to market leadership. 

Who Should Attend
  • Cross-functional teams from intact business units
  • Product / marketing managers and their teams
  • Sales managers and their teams
  • Engineering managers and their teams
  • New hires
Topics
  • How to develop a 9-point strategy for a Tornado market
  • How to develop a 9-point strategy for a Main Street market 
Practical Application: What You Walk Away With
  • The skills to complete a 9-point strategy for a hypergrowth or mature market product
  • A draft 9-point strategy for a key hypergrowth or mature product that your company produces
Primary / Secondary Texts
  • Inside the Tornado

Prerequisite

Achieving Escape Velocity (recommended)

Workshop Duration

1 day

Regardless of how brilliant or sophisticated the strategy, it has little value if not adopted and implemented.
Program Objective

The purpose of this session is to teach your people how to make their strategy come to life by planning five specific implementation programs:

  • Market research
  • Whole product management
  • Field engagement
  • Marketing communications
  • Support processes
Who Should Attend
  • Cross-functional teams from either intact business units or early-stage companies
  • Product / marketing managers and their teams
  • Sales managers and their teams
  • Engineering managers and their teams
  • New hires
Topics
  • How to design and conduct market research to validate your strategy
  • How to build your whole product and recruit partners and allies
  • How to engage the field sales and support organization
  • How to develop marketing communications and sales support programs
  • How to keep the strategy on track
Practical Application: What You Walk Away With
  • Knowledge required to implement strategy
  • Summary-level plans for market research, whole product management, sales, marketing communications and support processes
Primary / Secondary Texts

The Chasm Companion


Prerequisite
Workshop Duration
1 day

A relationship with a business partner can often sour if it is not a win for both firms. But what really defines a "win"? Clearly, it begins with an agreement on what is to be accomplished, why this is important, and how both companies intend to work together. This program is designed to be attended by representatives of two firms who are engaged in a business partnering relationship to serve a specific market.

Program Objective

The purpose of this program is to improve the business partnership between two firms to the benefit of both. This is done by:

  • Giving both firms a common vocabulary and framework around which to discuss strategy
  • Applying the vocabulary and framework to a market initiative that is shared by both companies
Who Should Attend
  • Business development managers of both firms
  • Representatives from sales, marketing, engineering and management of both firms
Topics
  • Principles for success in partnering
  • 9 key elements of a joint partner strategy
  • 5 key elements of a joint go-to-market strategy
Practical Application: What You Walk Away With
  • A summary 9-point strategy that is common to both firms
  • Summary-level plans for market research, whole product management, sales, marketing communications and support processes
Primary / Secondary Texts
  • Crossing the Chasm, Inside the Tornado

     

Prerequisite

None

Workshop Duration

1.5 days

Program Objective

The purpose of this session is to develop the knowledge and skills required to effectively sell big-ticket disruptive innovations, even when there is no pre-established budget for such a purchase.

Who Should Attend
  • Product / marketing managers and their teams
  • Sales managers and their teams
Topics
  • How to identify when to use Provocation-Based Selling
  • How to develop a provocation
  • How to get the meeting
  • How to lodge the provocation
  • What to do next
Practical Application: What You Walk Away With
  • A draft provocation for a product your company offers to a specific prospective client
Primary
  • "In a Downturn, Provoke Your Customers," Harvard Business Review

Prerequisite

Achieving Escape Velocity (recommended)

Workshop Duration

1 day

Before creating a market development strategy, it is imperative that product management and product marketing teams have a clear understanding of the needs of their target customer segment. "Listening for Customer Insights" is a practical, real-world workshop, using live customers to gain a better understanding of customer needs.

Program Objective

"Listening for Customer Insights" is designed to facilitate the planning, conducting, and gaining of a deeper understanding of customer “wants and needs”, based on a structured Chasm Institute approach to the insight generation process and toolset.

Who Should Attend
  • Current and future product marketing leaders and teams in high-tech companies (including key professionals 
    from marketing, product management, product design, R&D, etc.)
  • Individuals seeking to design, develop and deploy customer-centric products and solutions for enterprise, commercial or vertical markets.
Topics
  • How to prepare for customer interaction so that customers feel that their relationship has been enhanced by the visit, and that the team gains what it needs to develop winning high-tech solutions.
  • How to conduct a "Customer Insight" session in a professional and efficient manner
  • How to close the customer session in a way that strengthens the business relationship
  • How to debrief after each session to increase momentum for subsequent customer interviews
  • How to prepare for customer interaction so customers feel that their relationship has been enhanced  
    by the visit, and that the team gains what it needs to develop winning high-tech solutions
Practical Application: What You Walk Away With

Participants will gain pracitical skills in 6 major areas during this "Listening for Customer Insights" workshop. Actual "customer insights" sessions with enterprise, commercial or vertical market customers will be conducted - and the results analyzed and integrated into the client's product generation process.

  • Plan "customer insight" sessions to explore
    • Customer expectations
    • Market needs
    • Future opportunities
  • Prepare for customer interaction so customers fel that their relationship has been enhanceed by the visit, and that the team gains what it needs to develop winning high-tech solutions
  • Conduct a "customer insight" session in a profesional and efficient manner
  • Close the customer session in a way that streghthenes the business relationship
  • Debrief after each session to increase momentum for subs
  • "Turn insights into action" (as key input for future product marketing decisions)
    • customer expectations
    • market needs
    • future opportunities
Primary / Secondary Texts
  • Crossing the Chasm, Inside the Tornado

     

Prerequisite

None

Workshop Duration

1.5 days

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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