The End of Tech Companies by Rob Thomas

Author:Rob Thomas [Thomas, Rob]
Language: eng
Format: epub
Publisher: Rob Thomas
Published: 2016-12-22T08:00:00+00:00

Source: David Bush, IBM

Each company that is designated as a platform company has centered its customer engagement on a single product or platform. Therefore, all of the strength of its go-to-market investment (in advertising, marketing, and sales force) is tightly aligned. It is no coincidence that the growth of these companies is outstripping their multi-product obsessed counterparts.

A company cannot be successful without a singular and simple go-to-market message supported by no more than 1-3 offerings. There was a time when this was not true, in the days of face-to-face sales, when customers had to be educated by a salesperson. The salesperson could wade through the complexity of a large product catalog and make recommendations to the customer. Unfortunately (or fortunately), those times are past. The internet has democratized product education and research, in many cases obviating the need for a direct salesperson.

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