Call to Market Leadership

May 7th, 2013 by Matthew Rosenhaft Leave a reply »

We are looking for particular companies that are frustrated with the status quo in their market and who can partner with us to drive adoption and create a game change disruption in their market. BtoB complex technology companies are feeling the pain of the shift in buyer behavior in markets. Everyone is struggling to find an edge to get in front of more buyers, but we believe that they are not addressing the fundamental, underlying problem that will allow them to break through the adoption wall.  Everyone we speak with is seeing the 80:20 effect in their market. 80% of the buyers aren’t educated on the solution and they are only getting less than 20% of the potential buyers that they know are out there to adopt. This isn’t just about marketing or sales. This about  fundamentally redesigning the way we approach and engage with buyers. So, we are reaching out to see if you know such a

  • Hit the 20% adoption wall and looking for an edge to break out
  • Clear differentiation against competitors with market opportunity
  • Good executive business leadership open to innovation
  • Complex technology solution with heavy education, customization, and strategic executive decision maker
  • Complex buying environment with variable decision makers, influencers, and ecosystems

We have spent the last 8 months rethinking our reason for being and our whole identify. We started the company 3 ½ years ago to solve a problem in how to better use social to engage with buyers to drive lead generation and business opportunities, but 8 months ago we realized that that social wasn’t an underlying problem and that our expertise was in leveraging social markets as a model for understanding buyer behavior. Our evolution has taken us to realize that our core competency has always been in modeling buyer adoption process – in understanding how complex business buyers enter markets to solve particular problems; how they research, how they collaborate, how they negotiate consensus, how they make decisions, and how they rationalize the buying process.

The last few months we have proven the model in how to break through the adoption wall and reach buyers earlier in the market, even before they realize what problem that they really have, let alone what solution they need. We now feel comfortable that we can facilitate buyer adoption at a market level to drive lead generation tangibly. Even more so, we see the path to building a sustainable competitive advantage for businesses by anchoring adoption as the foundation for market engagement. Long, hard twisty path to figure out our expertise in adoption, but one that we believe is sufficiently capable of now changing the game for the right partner.

The solution we recommend is to build and execute an adoption core competency roadmap for the organization that aligns to the natural strengths of the company, market conditions, diversity and complexity of the buyers, and with staged milestones to assist in lowering our risk in conversion and to accomplish predefined goals for measuring success differently to reflect our priorities. Our 3-step pay-as-you-go implementation approach:

  1. Define buyer market adoption strategy and validate with live buyer information in market.
  2. Incubate pilot in marketing to validate effect by juicing lead generation from adoption rather than solution evangelism to prove its effectiveness on a smaller scale.
  3. Develop business roadmap to internally align organization to build staged execution plan for long-term shift towards building adoption as foundation for market engagement versus solution evangelism.
Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at For more information on Matthew, you can check out his LinkedIn profile at or contact him directly at