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Asymmetric Product Marketing Services
Are your company's products experiencing slow market adoption while facing competitive price pressure on all fronts? Are your competitors gaining market traction while your organization struggles to defend it's installed base of customers? Is your productization process based on momentum-creating strategic best practices in high technology product marketing, or is engineering-driven and 'one-off' sales deal-centric? If you answered yes to any of the above questions, it's time to embrace the discipline of asymmetric product marketing inside your company.
Product/service offerings that incorporate asymmetry crush the competition like 'stones on eqgs', to paraphrase Sun Tzu, a mentor to marketing warriors around the world. For technology providers and e-business services companies competing in today's uncertain markets, it is almost impossible to crush the competition unless you embed asymmetric marketing advantage into your product/service offerings in 3 key areas:
1. Compound Nature of the Offering: Asymmetric offerings massively 'de-commoditize' their value proposition by delivering a creative fusion of product technology, human services,and e-services. Asymmetric offerings drive a customer lock-in and a competitor lock-out that we call 'no fly zone' marketing. Asymmetric products/services become the category-defining standard in the segments in which they compete not by being a 'first mover' or even a 'first prover' but by consistently practicing the doctrine of customer ownership.
2. Continuous Leverage of Network Effects: Asymmetric offerings capture network effects and are designed for the internet age. The are 'continuous products' that are constantly being updated with new features and capabilities based on user/partner/channel-driven input. This is why asymmetric offerings grow their pricing power in an IT environment of on/again off/again uncertainty and can capitalize on subscription-based business models that provide optimal revenue visibility.
3. Compression of Time-to-Adoption: Asymmetric product/service offerings are designed from the ground up to drive demand creation and to 'pre-prove' ROI to customers via easy-to-access trial editions and pilot/evaluation program engagements. Asymmetric offerings do not conform to linear technology adoption models because they seek to compress time-to-adoption by leveraging best practices in technology marketing.
Asymmetric product/service offerings tend to be designed by special ops product teams with stakeholders from marketing, sales, engineering, service and finance. At Asymmetri Incorporated, we can help facilitate the formation and mentoring of cross-organizational product teams, while training all relevant product/service stakeholders in the operating principles of asymmetric product/service offerings. Or, if you're in a hurry (and who isn't) we can serve as your product marketing leadership on an outsourced basis while helping you transform your internal marketing culture to get ready for asymmetric marketing.
To arrange for an assessment of the current state of your product marketing efforts contact us today at info@asymmetri.com.
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