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Bristol Enterprise Network - Crossing the Sales Chasm presentation

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A presentation I gave on 10 June as part of the BEN event talking around whether the Geoffrey Moore book called Crossing the Chasm is still relevant almost 20 years on.

Published in: Business, Technology
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Bristol Enterprise Network - Crossing the Sales Chasm presentation

  1. 1. David Gilroy Sales & Marketing Director
  2. 2. Why me? <ul><li>Reuters – banks (Innovators) </li></ul><ul><li>CompuServe – the Internet before it was the Internet </li></ul><ul><li>Conscious – selling websites and digital marketing to law firms (Innovators to Laggards) </li></ul>
  3. 3. Speed of technology innovation <ul><li>Years it took to reach a market audience of 50 million? </li></ul><ul><li>Radio 38 </li></ul><ul><li>TV 13 </li></ul><ul><li>Internet 4 </li></ul><ul><li>iPod 3 </li></ul><ul><li>Facebook 2 </li></ul>The Evolution of Technology & The Human Race http://www.youtube.com/watch?v=JcSzqm5Whwc
  4. 4. How to cross the chasm? <ul><li>Choosing a target market </li></ul><ul><li>Product understanding </li></ul><ul><li>Positioning </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Distribution channel </li></ul><ul><li>Pricing </li></ul>
  5. 5. Selling to lawyers Moore says :- “ part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions - is absolutely key to successful high-tech marketing.&quot;
  6. 6. Technology adoption & price <ul><li>Innovators = 0% - 100% </li></ul><ul><li>Early Adopters = 100% </li></ul><ul><li>Early Majority = 100% </li></ul><ul><li>Late Majority = 80%? </li></ul><ul><li>Laggards = 70% or less? </li></ul>
  7. 7. So where was our chasm? 450 law firms = 10% of the addressable market
  8. 8. Adoption of new products
  9. 9. http://www.conscious.co.uk/presentations

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