White Papers

Our client-driven studies on key technology business & marketing issues.

Externalize marketing? Why it makes business sense

Advances in digital IT and client savvviness have made marketing more specialised and strategic than ever. To thrive in this changing, high-stakes world business leaders must invest in professional marketing capabilities.

At many tech firms however, the focus placed on technical skills makes it hard to attract top-rank marketing professionals who can make a difference.

External marketing offers such firms flexible, timely expertise for creating new value and growth. In particular we've identified 8 specific jobs-to-be-done at tech start-ups and growing businesses, where external marketing helps firms enhance their position, while delivering new customer value and growth. (April 2013)

The path for creating customer value and business growth

To be successful within today’s fast-changing world, technology companies must not only focus on developing their R&D and sales activities, but they must also improve their marketing capabilities.

This white paper looks at the diverse commercial challenges that growing technology companies must face as they strive to become market leaders, and it examines the crucial role that marketing plays in helping them generate value for clients and business growth. (December 2012)

Why customer value propositions really matter!

The traditional business of telecom network operators is under threat from innovative, Web-based services, delivered over-the-top of Internet access. To stay in the game, telecom service providers and their ICT partners must find a way to deliver more effective customer value propositions, that offer top and bottom-line impact.

This white paper discuss how using integrated, decision-driven, go-to-market methods can help a company quickly and systematically deliver the market-driven offers that their customers demand. (June 2010)


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