Mktg SIG: Winning High-Tech Marketing Strategies...



  • ... in Internet Time


    Paul Wiefels, Managing Partner, The Chasm Group


    Mitchell Park Community Center
    3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA


    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm introductions and announcements 7:20-8:30pm presentation


    $10 for Non-SDF Members, No charge for Members

    About the presentation

    Any company can learn to cope with paradigm shifts (sudden, discontinous changes); winning companies excel at building markets around these dramatic changes. However, competitive advantage is not built by technology -- it's built by people. High-tech marketers often labor under assumptions and business models that get them caught between insular, internally-focused engineering teams and demanding sales organizations that are often most influenced by their most recent sales calls. No wonder it's so difficult to develop effective, market-focused strategies and programs that not only produce short-term results, but also withstand the rigors of competition over the long haul.

    Complicating things further is the compressed time frame in which we now must work, known colloquially as "Internet time." For strategy to be successful, it must be understood and implemented by many different groups within the organization. Responding rapidly and decisively to a shifting and ambiguous marketplace -- and gaining company-wide commitment to doing so on a sustainable basis -- requires strategy to be developed faster than it can be with traditional planning processes.

    In this session, Paul Wiefels will present strategy development models borne out of experiences he and his partners have had at The Chasm Group, and will discuss a checklist approach that can dramatically improve the thinking behind marketing strategy while dramatically accelerating its development. Paul's presentation will include material from his new book, The Chasm Companion, due to be published next spring by HarperCollins.

    About the presenter

    Paul Wiefels is a founding partner and managing director with The Chasm Group LLC, an advisory and consulting firm that provides counsel to high tech organizations worldwide. Mr. Wiefels helped develop many of the concepts detailed in the works of his partner, Geoffrey Moore, and is extending this work with The Chasm Companion. Mr Wiefels' unique career began in the consumer marketing sector in packaged goods and financial services. He began his technology marketing career 18 years ago with then-fledgling Apple Computer. A frequent speaker to marketing, technology and industry organizations, he serves on several advisory boards in the technology and venture capital communities.