Friday, July 13, 2007

"Crossing The Chasm" a playback of 4 years of sales

Yesterday i finish reading "Crossing the Chasm", which i started reading less than ten days ago. I am usually not that fast with books, but this one was very special. It took me through a series of flash backs to the years i spent in software startup selling enterprise software. Lots of "Aha's". I believe anyone who's embarking on selling software to business would find it extremely useful.

The main theme is how a startup go mainstream with a disruptive high-tech product targeting the enterprise customer. There are a lot of basic marketing covered in the book. There is the typical segmentation, targeting, and positioning, and various elements of the 4 P's. However, the books main proposition is superimposing the product lifecycle and identifying different types of customers that are served in each stage - technology enthusiasts, visionaries, pragmatists, & conservatives. It adapts those marketing elements to the stages of that life cycle, and fleshes those high level concepts into more concrete images and tactics.

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