Commercial Scaling for Tech Companies in Cambridge
Technology Marketing, Commercial and Sales Support
Technology Commercialisation Support
Vision
Accelerate Success of Global Technology Deployment
Mission
Technology Start Up and Scale Up companies can rarely afford to engage full time dedicated Marketing, Product Management and Sales functions when they need them most – during the Concept, Scaling and early Growth stages of Technology deployment. Our mission is to provide an on demand, affordable and uncomplicated commercial support, helping Start-up and Early life technology companies bring technology to market quickly and profitably.
Values
- Dedication to Innovation and Excellence – Technology Marketing and Sales Consultancy in its essence require diversity of perspectives in order to help create value
- Commitment to Adding Value – Adding value is key ingredient of successful business relationship. That is why we don’t believe in complex contractual arrangements – if the perception of added value does not justify the investment, we will either ensure your full satisfaction or step back without any further recourse or quibble.
- Perseverance – deploying the right combination of approaches, tools and solutions requires flexibility of style. We will continue to engage and go the extra mile to make sure we deliver in full.
Services Offered per Technology Commercialisation Stage
Product Marketing and Product Management
Market Requirement Definition, Conceptual Product Design and Market Testing
Need and gap definition, background research, definition of technology fit into the chosen market, as well as features and specifications that add value. Working with the inventor/R&D, we will conceptualise the future product and conduct the “fit” market research, validating initial assumptions and help optimise R&D focus on features that count.
Product Creation Process (PCP) Management
Manage the process of product requirement specification creation, concept testing, business analysis, product development and testing through formally reviewed stage gate process, ensuring impartial confirmation of achievement of required milestones prior to further investments.
Technology Deployment Planning and Investor Relations Support
Attracting the right investors is critical for development of an Early Life Technology business and well structured commercial deployment plan is essential ingredient of a strong business proposal. We will assist the definition of coherent technology roadmap, complementing product protfolio and market access plans, defining commercial launch phasing plans with preliminary forecasting and comercial OPEX plan development.
Customer Dialogue
Beta Testing Customer Management
Selection of Beta Customer(s), agreement on test content, contract negotiation, program management and results delivery. Commercial management of Beta Program exit.
Market Coverage and Go-To-Market plan
Business analysis and modality of engagement definition (direct, indirect, OEM, etc.), sales network setup and integration, partner screening, initail commercial success management and necessary adaptation. Marketing materials definition and creation, publicity and trade show planning.
Business Development Setup
Targeted recruitment, setup and training of Business Development Specialists globally, including initial Sales Management. Sales Managemetn Recruitment and Training.
Product Adaptation Feedback and Value Proposition Definition
Through increased exposure to the customer requirements, formulation of value proposition and fine tyning of product offering to maximise market pull.
Sales
Sales Plan and Sales Tools
Formal value proposition, feature/benfit/sales tool structuring, market segmentation and approach, stages of sale definition and the engagement plan. Customer classification and executing the approach.
Sales Training
Creation of the bespoke Sales Training through combining product feature/benefit pairing with value selling techniques and monetisation. Training structure around Call plans, Meaningful Engagement Count, Lead/Opportunity Sale, Territory Management (how to get in front of customers) and Tactical ‘in-call’ Skills (what we do when we get there).
CRM utilisation
Customer Relationship Management system setup ensures that sales activities are scaleable and can be succesfully multiplied with minimal loss of sales capacity. ‘Live’ monitoring of sales activity and customer engagement. In combination with Marketing, appropriate use of CRM creates an ecosystem around the customer that communicates a coherent message across all channels and influences positively customer perception.
Commercial Organisation Setup and Bedding In
Recruitment of Sales and Marketing professionals, structuring the initial goals and bedding-in, including interim management of Commercial support (Sales, Marketing and Product Management functions).
Why Change - The Business Case
Combination of market opportunities, business context and internal technology perspectives define business value proposition. When reflected against the business environment, culture and stakeholder position, strucutred analysis ought to yield a holistic view of the business challenge and the business case for its resolution.
Outcomes Definition
This stage of the process concentrates on definition of what success looks like taking the perspective of major stakeholders and assesment of critical capabilities to deliver the desired outcome.
Implementation Approach
Detailed gap analysis against the desired outcomes helps define the nature and size of changes needed to deliver your goals and outcomes. In addition we work with you to develop and agree an implementation approach which will deliver enduring results. This will take account of the findings from the analysis, culture, resources and skills within the organisation and required return on investment.
Project Delivery
We work with you to deliver the plan. This typically includes project management support, necessary coaching to sustain the agreed changes or design and delivery of assessment/ development/ recruitment activities planned.
ROI evaluation
Evaluation of the extent to which benefits expected from the changes have been realised, identify further actions to keep the organisation going forward and lessons learned. Further corrective actions may be appropriate here, creating ongoing list of priorities for the management team.
