“Outside-In” marketing strategy and execution is a linear process that often leads to non-linear results.

Overview

It’s a fact we see proven almost every day. Technology, Life Science and Services company executives are largely rational, clear-thinking business people who believe in their products and services.

When these executives develop strategies for going to market, launching new products, raising awareness, forming alliances, or generating new business, they approach the challenge with the same rigor they apply to all business undertakings. They build rational strategies designed to deliver great results.

Why is it then, that these rational and well-considered strategies often fail?

In our view, it is a problem of “context.” One of the most challenging undertakings for anyone – especially a rational executive – is to make the conscious leap that the person buying their products and services are not like them – not really. We’ve been so immersed in our own company’s view of the world that we often forget that it is not “normal.”

Sure, prospects may be rational executives themselves. But, these potential buyers find themselves in a very different situation. They generally don’t have nearly as much knowledge about potential solutions to their challenges that the “solution providers” do. But, they do have intimate knowledge of their unique challenges that they often struggle to communicate. Often, they have few, if any, trusted resources to help guide them to an informed decision. And, that decision is usually tied to significant financial, operational, and sometimes, career risk.

Coupled together, these factors make for what can appear to executives as the opposite of rational!

This is where ASYS comes in.  Having worked with dozens of technology and services companies across many industries, and having spent time on both sides of the table, we bring the customer and market perspective to every meeting and decision. We help our clients make offers and use language that is coherent and consistent with the customer or prospect’s view of the world.

Too often, companies spend the majority of their marketing bandwidth tweaking existing messages and programs, without taking a step back to evaluate the effectiveness of their efforts against the background of a constantly changing marketplace.  And, even worse, we consistently see that nearly all of the marketing and sales emphasis is placed on getting new leads into the pipeline. Often, very little is done to nurture leads through to maturity. All too often, the Sales view is that if they’re not ready to buy, then they’re not a prospect.

Introducing the ASYS Approach

For more information about how we could help you with your Sales, Business Development, or Marketing objectives, please email us at info@asyspartners.com