Tag Archives: Geoffrey Moore

The Second Chasm

– By Steve Robins

Prospects Need to Cross a Chasm Too

If you’re in software marketing, you’re aware of Geoffrey Moore’s book, Crossing the Chasm.  The premise of the book, born out at companies like Oracle and Documentum (since acquired by EMC) is that companies must evolve and cross the “chasm” as they move from serving the early adopters to serving the larger and more lucrative early majority.  That’s the “first chasm.”

The Second Chasm

But there’s actually a second, less-known chasm that relates to the first.  The second chasm is crossed not by your company, but by your prospects.  To be successful, your software company needs to help prospects to make that leap too.  Failure to do so may prevent your company from crossing the first chasm.   Continue reading

Advertisements

Leave a comment

Filed under Case Studies, Software marketing, Solutions, The Solution Marketing Blog

Products or Solutions?

– By Steve Robins

What Should You Market?

It seems so obvious.  If you have a product to sell, you must to market that product.  But as it turns out, marketing your product is not always the best way to go.

Depending on the product’s market maturity, you may actually be better off not marketing the product.  That’s right, don’t market the product.

Let’s review.

If you’ve read Geoffrey Moore’s Crossing the Chasm, you already know that technology markets move through a bell curve of market adoption, progressing from sales to Innovators and Early Adopters, across The Chasm (we hope) and rising sharply with sales to the Early Majority and Late Majority, and then dropping as only the Laggards remain to purchase the technology.

Continue reading

Leave a comment

Filed under Overviews, Product Marketing, Solution Marketing, Technology Adoption Life Cycle