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- a course of action, including the specification of resources required, to achieve a specific objective
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- Before Your New Product Launch, Solicit Criticism
- Too often, new products are created without adequate feedback and buy-in from prospective customers. That's the gist of the popular book "The Four Steps to the Epiphany" -- which advocates / roadmaps a much richer interaction between vendors and customers during the entire product development cycle. ...
- Blog posts 2007-10-01
- Why the Product Review Process Scares Vendors
- In a perfect world, product reviewers would buy the new products they're reviewing ... and test them completely independent of any interaction with or coercion by the respective vendors. But most publications don't have the budget to independently acquire the products they review, and therefore rely on the vendors...
- Blog posts 2007-10-02
- Why are Industry Analyst Projections so Immune to Criticism?
- Why is it that -- when there are thousands of web pages / discussions dedicated to the accuracy of Nostradamus' 500 year-old predictions -- it is almost impossible to find dissent on the industry stats / projections that Gartner and IDC make every year? As the famous...
- Blog posts 2007-09-26
- Increasing Your Odds of Getting Customers Publicly Reference-able
- Yesterday I rattled off a few of the most common reasons why customers often refuse to participate in publicity opportunities (case studies, press releases, et al) on behalf of their vendors.But as KristiF08 commented: "Those of us in industry marketing are pretty familiar with these reasons 'why not.' What...
- Blog posts 2007-08-23
- Why Your Customer Won't Be Publicly Referenced
- Proving customer traction is something that most vendors really struggle with. As one reader noted, "so many start-ups [in particular] have drunk their own Kool-Aid and will not accept anything less than the type of PR results they have enjoyed around a launch or something else of magnitude." But the...
- Blog posts 2007-08-22
- The Risks in Announcing Your New Product at an Event
- Many vendors use the timing of an industry event as the gaiting factor for the launch of their new product. Without question, the ability to get a product in front of a concentrated audience of the target customer is extremely valuable.But for most vendors, does it really make sense...
- Blog posts 2007-07-26
- Industry Analyst Dirty Pool (Recognize It, Then Get Over It)
- Love 'em or hate 'em ... analysts play an important role in guiding the buying decision making process in your industry. At least some percentage of your customers values their advice. The trade press look to them for perspectives on emerging markets. Regardless of your personal disdain...
- Blog posts 2007-07-12
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