We have a client with innovative IP that has developed a disruptive cloud infrastructure platform and service. The value of this technology is significant because it delivers a 2X performance for ½ the cost – and has the promise to completely upend the market. Needless to say, the founders are brilliant – often the smartest people in the room. They pride their technology on being so “different” than the Amazon Web Services, Rackspace and others in the burgeoning market category. [Read more…]
B2B has become “B2Any” – and the advent of cloud and SaaS solutions has moved subscription business models with Go-to-Market to the forefront as the new levers for disrupting markets, driving valuations and significant revenue growth. Companies such as Zuora are fueling the “subscription economy”. And a new generation of companies and products has taken advantage of this inflection point – Workday, Box, ZenDesk, Citrix Online, Joyent, Yammer and of course, SalesForce – and the market is rewarding these companies with committed revenue growth and large valuation multiples. [Read more…]
A change in strategy changes everything. It cannot be undertaken lightly.
Capitalizing on a change in strategy or inflection point often requires solving a new customer problem, selling and marketing to a different set of buyers and competing against a new group of competitors. [Read more…]
Recently we wrote about how often tech companies define their market in meaningless terms that fail to connect sales and marketing efforts to the real buyer at the point of revenue. Wouldn’t it be nice, we thought, if someone put together a list of questions – to steer customer interviews that will give you a clear picture of your buyer, and what matters to them. [Read more…]