Technology Marketing:
Strategic Marketing of Technology Products

Creating the Market-Driven Organization

Attend this course to get answers to tough strategic market challenges that face cross-functional teams, such as:

	How to pinpoint your best opportunities to establish competitive advantage.
	How to use Voice of the Customer (VOC) techniques to create innovative solutions.
	How to focus on your highest value opportunities versus trying to satisfy a wide range of customers with thinly stretched resources.

Strategic Marketing of Technology Products provides a practical team approach to getting your resources aligned and focused on growth. You’ll get the insight you need to compete from our industry-experienced instructor sharing results-oriented, best-in-class tools.

This course will help you gain market advantage and become better positioned than your competition to grow by providing proven techniques for:

	Selecting market targets that are motivated to fully deploy your technology and can strongly influence others to buy
	Reducing the time it takes for engineering and marketing to define and implement winning solutions for target markets
	Identifying the specific product, service, and relationship achievements necessary to beat the competition
	Creating a structured VOC interaction with customers that allows them to articulate important unmet business and technical needs
	Harnessing the power of community using traditional and new social media tools

This workshop uses case examples from industries such as manufacturing equipment, medical devices, networking services, semiconductors and other enterprise systems to illustrate business-to-business marketing issues.

Who Should Attend

These management issues are critical to executives responsible for leading or coordinating the activities of marketing, technical support, and engineering
functions in technology-driven organizations.

We recommend team participation from companies, including executives from general management, marketing, sales, and engineering.

Course Content
Day One: Creating a Competitive Product Strategy
Using the Whole Product Concept
	Understanding the power of the customer’s point of view
	Writing a customer problem statement
	Defining a competitive, total solution to the customer’s problem
	Packaging market partners’ solution elements
	Responding to the differences in solution requirements of different segments and buyers
	Summary: The customer’s point of view is the source of competitive advantage

Exercise: Write a customer problem statement
Defining a Solution Strategy
	Defining and measuring competitive differentiation
	Prioritizing solution vectors and elements
	Aligning core technology development to customer success metrics
	Meeting competitive cost-of-use benchmarks
	Identifying unique value to prevent price erosion
	Putting it all together into a statement of competitive solution metrics and strategy
	Summary: Defining solution metrics will motivate your team and allow members to measure competitiveness

Exercise: Write a solution strategy statement
Day Two: Identifying Opportunities for Growth
Listening to Customers
	Making the case for cross-functional participation in the listening process
	Planning a structured program of customer visits
	Ensuring an open-ended discussion
	Overcoming listening challenges in Asia
	Documenting and synthesizing what you learn from customers
	Summary: When marketing and development listen to customers as a team, they define more competitive solutions faster

Prioritizing Market Targets
	Identifying opinion leaders and influence communities in the market and using them to speed sales
	Transferring the implications of the L-shaped early market to your engineering, marketing, and sales priorities
	Using portfolio analysis and the technology adoption model to rank growth opportunities
	Charting a map of your market, by use or application, and by user community
	Ordering segments for solution definition
	Summary: Winning a market is like winning a war—first you need a map of the territory

Exercise: Create your market map and the order in which you will take territory.
Day Three: Beating the Competition
Achieving Competitive Advantage
	Getting started with an environment scan
	Selecting and implementing one of four fundamental competitive maneuvers
	Focusing the market’s agenda on your competitive differentiation
	Establishing the ultimate competitive weapon: market leadership
	Using online social media tools to reinforce your market leadership
	Summary: The secret to beating competition is brutal self-analysis and aggressive campaign execution
Exercise: Explore the Technology Marketing Center at www.technologymarketingcenter.com

Special Features
	Each person attending this course will receive the book, Crossing the Chasm, by Geoffrey A. Moore.
	Participants become premiere members of the Technology Marketing Center, an online community for technology professionals sharing their experiences in creating market-driven organizations and applying course concepts, www.technologymarketingcenter.com.
	Participants are encouraged to select one of their products for the course exercises.
	Participants are invited to attend a dinner the first evening of the course, providing an opportunity to share information and ideas with the instructor and other participants.

Instructor: Chris Halliwell
Fee: 2008 - $2895
Credits: 2.1 Continuing Education Units (CEUs)
Dates: June 23-25, October 1-3, 2008
Time: 8:30am - 4:30pm 1st day; 8:00am - 4:00pm 2nd day;
8:00am - 4:00pm 3rd Day; Dinner - 5:00pm on first day
Program Coordinator: Delores Lee, 626.395.4043

Strategic Marketing of Technology Products - pdf brochure
Technology Marketing Certificate Program- pdf brochure