We Help Capital Equipment Companies Grow and Compete
Collecting intelligence is like a scavenger hunt; nuggets of information are hidden everywhere. Your challenge is to go out and find them. But you cannot conduct the hunt as random bursts of effort if you want to develop truly effective competitive intelligence. In a...read more
Want to know a not-so-obvious attribute that will determine if you’re going to be a great product manager or merely a good one? It’s not your product expertise, your gift for anticipating market inflections, your talent for to telling a great story in PowerPoint(R),...read more
Voice-of-the-Customer is the capital equipment product manager's go-to tool for getting close to customers. The best product managers take this a step further. They develop enduring collaborations that blur the line between their organization and the customers'....read more
Consider this: In your own company, you’re part of a community. It’s made up of the people you work with. You interact with them every day. It’s sustained. With each interaction, you get to know the other community members better. You develop intimacy. You learn What...read more
I had just completed a one-hour seminar titled “Why You Need a Value-Based Strategy.” My talk covered a broad range of value-strategy concepts. Now it was time for my favorite part, the questions and answers session. Hands shot up. I pointed to a gentleman in the...read more
Value-based strategy affects everything that you do to define, create, market, and sell products. Pricing, sales training, market requirements, market segmentation, competitive positioning, roadmap development, value-based strategy affects them all. But do you know...read more
Different from the break-fix service business in which customers are paying you to keep the systems running per their original specifications, the upgrades business is one in which they pay you to make the systems they own do more than they were originally capable of...read more
Maybe you're one of the lucky ones. Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you're not so lucky. Your target market overwhelmingly chooses the competition, despite your clear technical...read more
Your new product meets specifications. It was released on time, and it came in under budget. That’s all good news, but will anyone buy it. A well-run development program isn’t enough to ensure a market winner. You have to commit yourself every step of the way to...read more
“We don’t have time to do marketing work because we are overwhelmed with sales support,” the marketing team will tell you. You're inclined to believe them. You can see that the majority of the marketing team’s time is consumed with direct, tactical sales support...read more
This indispensable guide will show you how to create superior customer value and get paid for it.
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