Posts Tagged ‘buyer adoption’

Do or Die – The Adoption Venture Funding Quagmire

November 14th, 2013

For disruptive technology companies, the key is to become less disruptive in your adoption. For technology venture investors, the key is to minimize your cost of adoption to the buyers, which will drive your market adoption. Investing in the market before buyers is an expensive proposition for which there is a better use of funds.

Venture capital is a risk management game. Invest in a certain number of companies, expect a certain number will fail, but make sure you have a minimum number of “wins” sufficient to drive a return. Simple, right? Not really because the elephant in the room is adoption. Great technology, but unable to find a market, couldn’t capitalize on the early wins, couldn’t get it to market, beat by a weaker technology, bigger guys moved in, etc.

Let’s face it, if technology investing was really about “technology”, every venture firm would be really a R&D shop. Good technology is the first step in developing a technology company on the way to building a market to driving a return.

Continue reading “Do or Die – The Adoption Venture Funding Quagmire” »

Example of “Defining the Problem” for Buyers

October 28th, 2013

Our Target Companies have BtoB Complex, Innovative Technologies with the 4C’s of Adoption Complexity = Problems, Markets, Buyer Organizations, and Solutions

What Problem Do We Solve for Them?
Fix “problem adoption” which is underpinning their market adoption. Problem is not pain. Problem is the underlying cause, pain is the resulting symptoms. Buyers buy to fix a problem, not buy a really cool technology. Well, in more sophisticated buying organizations with adult supervision over their investment in technology or solutions. Very few organizations have a blank check on their spending, but most have to justify to management why they need the latest and greatest in terms of business impact, risk, prioritization, return, adoption, etc.

How Do We Fix the Problem?
Continue reading “Example of “Defining the Problem” for Buyers” »

Understanding Buyer’s Adoption

June 18th, 2013

Last few weeks, we have had some pretty intensive conversations as to why ADOPTION?

  • Like, I get it, but why do you call it adoption?
  • I know about technology adoption, but buyer adoption?
  • I do X, we can’t do it, but I think my buyers need to understand this because this fixes some problems upstream of me.
  • Why isn’t everyone doing this?
  • Sales does this one-to-one, why can’t our marketing team do this?

So, I am not going to answer all of these directly, we put a deck together http://www.slideshare.net/mrosenhaft/social-gastronomy-defining-the-adoption-problem-130611 which introduces why you might have an adoption problem. I suggest that you read it and then read the rest of this post as it will make a lot more sense. But, here is my take on understanding buyer’s adoption: Continue reading “Understanding Buyer’s Adoption” »

Crossing the Real Chasm for Buyers

May 21st, 2013

A couple of leading questions that I think will frame the discussion. What is the difference between:

1. Pain versus Problem?

2. Solutioning versus Decisioning?

3. Solution Adoption versus Buyer Adoption?

4. Solution Delivery versus Problem Solving?

5. Peer-Influenced versus Vendor-Driven Decision Support?

If you can’t diagnose the REAL underlying problem that is the causation of the symptomatic pain that buyers are experiencing – think strategic, cross-functional business problem that the SVP has to really make a serious, involved decision to solve versus the departmental complaints that give you an indication something is broken – then it is really hard to facilitate the complex decisions they need to make to solve the problem.

If you are not solving the problem, you are really looking for pain to match to your solution’s value proposition. May solve the real underlying problem, or not. Solutioning is not problem solving. Buyers are looking at adoption as “what do I need to solve a painful problem?” while vendors look at adoption as “What do I need to do to get a buyer to buy my technology solution?” The disconnect creates a huge risk for the buyer which grows exponentially with the number of depts/people involved with decision, complexity of the technology, complexity of the implementation, cost of the solution, and the length of the project. Add in the need to get people trained and using the system fully to see the value and you wonder why buyers are hesitant to move forward, fear the unknown, and feel like most projects fail to meet their expectations? Continue reading “Crossing the Real Chasm for Buyers” »

Call to Market Leadership

May 7th, 2013

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
company:

  • 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

Continue reading “Call to Market Leadership” »