Presentation d gilroy

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Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

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  • You can’t manage what you don’t measure.
  • You can’t manage what you don’t measure.
  • Presentation d gilroy

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

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