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Published in the Institute of Sales and Marketing Management's magazine Winning Edge, Jan / Feb 2014. The UK economy will be heavily reliant on the private sector for job creation in the coming years. A recent study by Ernst & Young found that entrepreneurs supplied 67% of jobs created in the EU last year. Also,
given that the UK now has the world’s most Internet-dependent economy, it figures that technology start-ups will play a crucial part in the recovery.
In this article, I will consider the sales strategies and tactics appropriate to tech start-ups that are now looking beyond their initial foundation stage, and how they need to differ from the methods applied when selling solutions that are provided by mature-market brands.