In this episode of the Unicorny podcast, author and speaker Geoffrey A. Moore draws on the feted work in his book Crossing the Chasm. Moore addresses the challenges encountered by B2B marketers and makes the case for marketing activities to be aligned to the technology adoption lifecycle.
You won't find a better, clearer playbook for marketing than Chasm.
About Geoffrey A. MooreGeoffrey Moore is an author, speaker, and strategic advisor to the CEOs of high-tech enterprises including Salesforce, Microsoft, Cisco, Intel, Airbnb, Gainsight, and Splunk. He has a BA in American literature from Stanford University, and a PhD in English literature from the University of Washington, with a focus on medieval and Renaissance literature.
Strategy and its execution have been the lifelong focus of Moore’s work. His dissertation while at the University of Washington analysed Edmund Spenser’s epic poem, The Faerie Queene, in terms of the strategies for living it portrays. Subsequently he taught literature and writing for four years at Olivet College in Michigan before he and his wife and children moved back to California.
There over the next ten years and three software companies, Moore migrated from HR to sales to marketing. The seminal move in his career came in 1986 when he joined Regis McKenna Inc, the premier strategic marketing consultancy for high-tech firms at that time. While there he wrote his first business book, Crossing the Chasm, which has been in print (with revisions) for thirty years, has sold over a million copies, been translated into twelve languages, and is still the go-to text for high-tech entrepreneurs. This success allowed Moore to found his own consulting practice, found multiple consulting firms, and publish six additional books.
Geoffrey lives in the San Francisco Bay Area with his wife Marie. They enjoy reading, travel, fine dining, and doting on their terrific grandchildren. Geoff recently achieved what has been a lifelong ambition, namely, shooting his age in golf.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Geoffrey Moore | Dom Hawes
Websites: Geoffrey Moore | Selbey Anderson
Timestamped summary of this episode01:42 - Definition of Technology and Disruption
03:34 - The Stakes of Getting Marketing Wrong
06:17 - Zone to Win Playbook
08:37 - Introduction to Crossing the Chasm and Zone to Win
13:33 - The Evolution of Marketing in the Tech Industry
14:52 - Funding a Project and Putting Companies on the Map
15:49 - Challenges of Budget Allocation in Next-Generation Technologies
17:14 - The Impact of Consumer Computing and the Freemium Model
27:32 - Designing with a Compelling Reason to Buy
28:29 - The Beachhead Market
30:11 - The Bowling Alley Model
35:10 - Finding Trapped Value
41:12 - The Importance of Power in Performance
42:22 - The Venture Operating Model
43:34 - Account Based Marketing and the Six Personas
49:08 - Applying Moore's Playbook
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