Lecture 5
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Lecture 5. 17/10/13. Documentum Salient Points: . Effectively identified a problem Built a technical solution Good management team Issues: How to choose a target market? Vertical versus Horizontal What type of sales team do they need? . Documentum Questions:.

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Lecture 5

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Lecture 5

Lecture 5

17/10/13


Documentum salient points

Documentum Salient Points:

  • Effectively identified a problem

  • Built a technical solution

  • Good management team

  • Issues:

    • How to choose a target market?

      • Vertical versus Horizontal

    • What type of sales team do they need?


Documentum questions

Documentum Questions:

  • What did Documentum learn from the first two customers?

  • Should they go with the insurance company deal?

  • Is Moore’s approach to selecting the market a good one for the company?

  • Differences between vertical and horizontal market?


Documentum sales strategy

Documentum Sales Strategy???


A market

A Market…

  • a set of actual or potential customers

  • for a given set of products or services

  • who have a common set of needs or wants, and

  • who reference each other when making a buying decision

    Moore says, "the notion that 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."


Technology adoption lifecycle

Technology Adoption Lifecycle


The chasm

‘The Chasm’

  • Crossing the Chasm is closely related to the technology adoption lifecycle where five main segments are recognized; innovators, early adopters, early majority, late majority and laggards.

  • According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group.

  • The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority).


High tech marketing model

High-Tech Marketing Model

  • Technology Adoption Lifecycle becomes the foundation for a high-tech marketing model

    • the way to develop a market is to work the curve from left to right

    • progressively winning each group of users

    • using each "captured" group as a reference for the next


The stages

The Stages

  • Innovators pursue technology products aggressively

  • Early Adopters are the rare breed of visionaries, the core dream is a business goal, not a technology goal

  • Early Majority are pragmatists, they tend to be 'vertically' oriented, meaning that they communicate more with others like themselves within their own industry than do technology enthusiasts and early adopters

  • Late Majority share the concerns of the early majority, in addition they have a tendency to be uncomfortable with technology

  • Laggards typically do not want anything to do with technology


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