You May Know Us Through Our Books
Our intellectual property has been published far and wide, led by Geoffrey Moore, author of Crossing the Chasm, arguably the seminal text on high technology market development. More books followed authored by Moore, and by founding members Tom Kippola(The Gorilla Game) and Paul Wiefels (The Chasm Companion).

Market Assessment

Markets evolve in different ways depending variously on the nature of the technology, product category, target audience, economic conditions, and competitive environment—all factors determining where you compete and how you compete.

We help enterprises and organizations large and small in assessing and diagnosing the strengths and gaps in their market penetration and go-to-market approaches, identifying specific remedies that help point the way to accelerated success.

Go-To-Market Planning & Execution

Novel or disruptive technology, product, and market strategies can provide the core foundation for market success, but only if the actual go-to-market execution reflects strategic and tactical alignment amongst marketing, sales, and product teams to translate vision into reality.

We have decades of combined operational experience in sales, product marketing, marketing communications, and professional services. In addition to knowing how to sell to real customers, we are also conversant in online and offline programs and tactics that influence buying decisions across all stages of the buying/selling process. We can create or optimize your marketing and selling infrastructure, content, and campaign efforts with practical advice and programs that efficiently accomplish your goals.

Branding / Positioning / Messaging

Positioning in technology-based markets is about relevance and creating mental “shelf space.” A brand is an ongoing promise of value that binds a company to its customers. Effective messaging to be heard through all the noise, must reflect a differentiated strategy. Too often, well-intentioned efforts fall short in tech markets, compromised either by an infatuation with the technology itself; or an inadequate appreciation of the highest-order benefits the technology conveys to economic buyers and end users.

We create unique positioning, compelling brands, and persuasive messaging through a deeper understanding of target customers, their motivations to buy, their organizational imperatives, and the role of peer network references in buying decisions. Our brand development experience informed by our deep experience in technology and the disciplines of consumer marketing, produces messaging tailored to issues of specific importance to both buyers and influencers across the buying cycle, whether B2B or B2C.

Planning for Acquisitions and Exits

Categories are created. Over time they evolve, mature, and sometimes must be reinvented. To be successful not only in the market but to maximize value-to investors, shareholders, employees, and founders-management teams must be able to anticipate and cope with all these possibilities. Sometimes that means the next chapter of a company’s saga can best be written with someone else, either through acquisition or through being acquired. We have built an expertise in helping companies plan for and execute both.

For acquiring companies, it’s very much about how an acquisition would fit into a new strategy, for example, to participate in higher growth categories, or execute a strategic and tactical “pivot” to more valuable pursuits. For those companies who have come to believe that they are best suited as part someone else’s strategy or product portfolio, we help them position themselves for both maximum attraction and valuation.

Market Research

While informed intuition helps generate viable candidates for market entry, well-constructed primary research helps vet, validate, and guide opportunities to pursue and how best to pursue them.

We provide the services of our industry leading research firm partner for both qualitative and quantitative research leveraging the latest research technologies to expose ideas and understand levels of buying commitment. We access hard-to-reach research participants, provide turnkey services, and provide seasoned analysts who uncover the hidden insights that inform better decisions.