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Asymmetri Briefing: Introduction to Asymmetric Marketing Strategy
The bursting of the tech/dotcom bubble, the corporate ethics scandals, and the post-9.11 war on terror have all contributed to an on-again/off-again ‘sandstorm economy’ that has impaired revenue visibility for tech companies while causing the marketing ‘machinery’ of startups and leaders alike to break down. And this is happening at a time when widespread geopolitical uncertainty requires that the U.S. high tech industry remain ‘2nd to none’. The question of the day for tech marketing professionals is this: ‘Are you prepared for marketing warfare in the sandstorm economy?’
Asymmetri provides breakthrough briefing services for tech executives, marketing ‘field commanders’ and business development‘boots on the ground’ that can help you navigate successfully in the on-again/off-again uncertainty of today’s tech markets. We call it ‘Asymmetric Marketing for eFront Entrepreneurs’. eFront Entrepreneurs are the new generation of tech startups, emerging category pioneers and incumbent market leaders who are fighting on the tech battlefields of highly critical technologies like security, enterprise integration/web services, mobility, identity management, trusted computing, networking, e-business applications and more. eFront Entrepreneurs are also partnering with government in new ways to drive the transformation in G2C, G2B and G2G applications and infrastructure. Asymmetric marketing is the theory and practice of continuous momentum and ‘full spectrum market dominance’ based on proven practices of tech leaders and asymmetric warriors from Microsoft to eBay, from Sun Tzu to George Patton.
Here’s what you’ll learn.
- How to wage the ‘cultural revolution’ inside your marketing organization and eliminate ‘bubbleboy’ thinking that led to the death spiral of hundreds upon hundreds of well-funded tech and internet startups and IPOs;
- Where to look for the new ‘c-imperatives’ (cost/continuity/customer) that are driving IT spending and tech revenue in the sandstorm economy;
- Which operational principles of asymmetric marketing are most applicable to your company. The 10 Operational Principles of Asymmetric Marketingsm are as follows:
- Symbiosis: how to ‘infiltrate’ installed base ecosystems of complementary vendors;
- Initiative: how to ‘bootstrap’ your sales momentum and drive ‘customer-funded’ product and service development;
- Pre-emptive Positioning: how to be perceived as the top-of-mind player in rapidly morphing tech categories;
- Communications/Messaging: how ‘reputation’ is pre-empting ‘brand’ as the core element of messaging equity in an age of conversational marketing communications;
- Non-duplicatable Products/Services/Offerings: how to do product marketing in the ‘2nd inning of the internet’ in which compound, continuous products have the edge;
- Asymmetric CRM: how to ‘lock-in’ customers to improve multi-year revenue visibility;
- ‘Multi-headed’ Business Models: how to use the mythical ‘hydra’ as a framework for rugged, opportunistic revenue model creation that resists on-again/off-again IT downturns;
- Distribution: how to move from a demand fulfillment to a demand creation channel model that ‘pre-proves’ the ROI of your offerings while fostering the evolution of your partner ecosystem;
- Market ‘No-fly-zone’ creation: how to practice strategic dominance from day one that ‘locks out’ competitors from your installed base. How Microsoft accomplished 5 major industry restructurings and how to develop ‘marketing counter-measures’ if you are attacked;
- Asymmetric M&A: how to acquire new DNA that catalyzes new organic growth in your core business.
Asymmetri Briefings can be arranged at your location or at our conveniently located training facilities around the world.
So contact us today, and let us help your marketing team prepare to wage asymmetric marketing warfare in the on-again/off-again sandstorms of today’s tech economy.
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