A technology-driven company focuses on building new technologies without a clear roadmap and hopes customers will pay for their creations. A sales-driven company focuses on short-term revenue goals and customizing products for each customer. A market-driven company takes a long-term view with 3-5 year roadmaps and targets multiple customers per product. Successful examples are given for each type.

1. Cambridge Product Management Network
Is Your Company Technology,
Sales or Market-Driven?
Elan Lennard
Thanks to our sponsors

2. WHAT DRIVES YOUR COMPANY?
TECHNOLOGY, SALES, OR THE MARKET
Elan Lennard
www.glamourgeek.com

3. Typical Timeline
Technology Sales Market
Entrance
Entrance Entrance
Brilliant people sitting
BoD & stock market Long-term investment
down together and
want higher revenue,
coming up with a
reduced costs
great idea
Exit Exit
Exit
Made money, Missed revenue
Consistent costs &
Created BoD, gone projections, too many
revenues
public products

4. What is a Technology Driven Company?
Fun!
Build what’s
No roadmap
possible
Less reliance Hope people
on ROI will pay for it

5. Successful Technology-Driven Companies
Google Apple Microsoft RedGate

6. Typical Roadmap
 Erm… roadmap?
 We just build cool stuff!

7. What is a Sales Driven Company?
Revenue-
driven
3-9 month
Quarterly panic
roadmap
Short-term One customer
focus per product
Customisation
for each
customer

8. Successful Sales-Driven Companies
Global
Graphics
Cambridge
TTP
Consultants

9. Example Sales-Driven Roadmap
v8.3 v9.0 v3 Updates to legacy
v8.1rX
v2 v4
v1.3rX v8.3r2
Product A v8.0r16 v8.3r1
v8.2rX v9.0r1
v8.2r5 v8.2r6
2.0r1 2.0r2
Branch A Branch A Branch A Branch A
Product B Device updates (ongoing)
Branch B Branch B Branch B
Release for Company A
Release for Customer B
Product C Release for Customer A Languages for Customer A
Release for Customer C
Bug Fix Rel Bug Fix Rel
Bug Fix Rel
Embedded SDK v3.8 SDK v3.9 SDK v4 SDK v5 SDK v6
Product Eval Kit Eval Kit Eval Kit Eval Kit Eval Kit
Maint. Rel. Maint. Rel. Maint. Rel.
Core Libraries
Maint. Rel. Maint. Rel.
Maint. Rel.
SDK Maint. Rel. Maint. Rel.
Customer A SDK Maint. Rel. Maint. Rel.
2010 2011 2012
Release Adv Development Concept

10. What is a Market Driven Company?
Long-term ROI
focus
3-5 year
Sustainable
roadmap
Multiple
customers
per product

11. Successful Market-Driven Companies
ARM Intel Nvidia Adobe Amazon

12. Typical Roadmap
Applications Roadmap
Q3 ’11 Q4 ’11 Q1 ’12 Q2 ‘12 Q3 ’12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13
J A S O N D J F M A M J J A S O N D J F M A M J J A S
HTML5
Product Apollo Challenger Discovery
A
Product
Jupiter Neptune Pluto
B
Product Borg Klingon Romulan
C
R&D Tech Refresh for Pluto Optimisation for Pluto
Plug-ins SVG

13. Surviving The Transitions
Market Growth
Problem
Stars
Child
Market Share
Cash
Dogs
cows

14. SWOT Analysis
Strengths Weaknesses
You
Opportunities Threats

15. SWOT Analysis
Strengths Weaknesses
Competition
Opportunities Threats

16. Analyse The Market
 Visit customer
 Go to tradeshows
 Read industry publications and reports
 Track trends
 Research recent patent filings