Скачать или смотреть Jetzte Botma, former CEO of Kiestra Lab Automation Discusses Crossing the Chasm by Geoffrey Moore

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Jetzte Botma, former CEO of Kiestra Lab Automation (now owned by Becton Dickinson) decided the right Go-To-Market Strategy for his lab automation system that he and his team co-created with three customers from Denmark, Germany and the UK. His “aha” moment came when he read Crossing the Chasm by Geoffrey Moore. See for yourself how Jetze and his team applied the concepts for Kiestra.

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Some markets evolve subtly. Others more dramatically. Exogenous events, disruptors with new tricks, new dynamics seen or unseen, new realities. Something changes. Should you? We can help answer the question with a set of diagnostics to understand “What’s going on now?” “So what?” And most importantly, “Now what?”

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Disruptive market strategies provide the foundation for success, but only if G-T-M execution directly reflects the strategy. We have decades of operational experience in sales, product marketing, marketing communications, and professional services. We know how to talk to real customers to help optimize your marketing and selling campaign efforts, with advice and programs designed for the real world.

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The journey from fledgling technology to platform status sounds easy. But in practice, it isn’t. Early adopters may accept a less than whole product. But most everyone else will not. Product-market fit and MVP, yes. But whole offer fit is what sells and what scales. Understanding what this is and how to accomplish it requires alignment among product, marketing, sales and customer success teams. We can help lead the way.

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