 |
 |
 |
 |
 |
 |
Navigating the Downturn:
Go-To-Market Strategies and Tactics For R&D Executives
In Today’s Tough Economic Times
This report describes how R&D activity during a recessionary period
can serve as an opportunity to identify new revenues streams and
leap ahead of competitors.
The report’s author, Gerry Baranano, CEO of RevLaunch (www.
revlaunch.com), a sales and marketing execution services consulting
firm, makes the case for a new more strategic role for CTOs and other
senior executives in charge of Research & Development organizations.
The report notes that during bad economic times, companies often
suspend or reduce R&D activities. Rather than using bad times to
invest in existing customer relationships and develop new ones,
companies cut back and even redeploy personnel. As a consequence,
developments of many R&D technologies are often delayed or
abandoned. Today, few new technologies are being brought to
market; promising offerings languish on the R&D shelf.
In the report, Baranano argues that the most effective leaders of R&D
organizations recognize they must take charge of the situation.
Strategic CTOs take matters into their own hands after they realize
that they cannot – and perhaps should not – rely on traditional
means to get take their new and most innovative technologies to
market. Too much reticence or active resistance can delay and even
derail the progress of promising technologies. Instead, they develop
their own separate and very special “dream teams,” called Venture
Commitment Teams (VCTs).
Baranano describes how VCTs should be built by CTOs and other
strategic R&D leaders to identify viable near-term markets for new
technology offerings. A process that R&D leaders can implement to
jump start the introduction of new technologies, and then
transitioned to the traditional business development activities is
outlined in the paper.
Go-To-Market Strategies and Tactics For R&D Executives
In Today’s Tough Economic Times
This report describes how R&D activity during a recessionary period
can serve as an opportunity to identify new revenues streams and
leap ahead of competitors.
The report’s author, Gerry Baranano, CEO of RevLaunch (www.
revlaunch.com), a sales and marketing execution services consulting
firm, makes the case for a new more strategic role for CTOs and other
senior executives in charge of Research & Development organizations.
The report notes that during bad economic times, companies often
suspend or reduce R&D activities. Rather than using bad times to
invest in existing customer relationships and develop new ones,
companies cut back and even redeploy personnel. As a consequence,
developments of many R&D technologies are often delayed or
abandoned. Today, few new technologies are being brought to
market; promising offerings languish on the R&D shelf.
In the report, Baranano argues that the most effective leaders of R&D
organizations recognize they must take charge of the situation.
Strategic CTOs take matters into their own hands after they realize
that they cannot – and perhaps should not – rely on traditional
means to get take their new and most innovative technologies to
market. Too much reticence or active resistance can delay and even
derail the progress of promising technologies. Instead, they develop
their own separate and very special “dream teams,” called Venture
Commitment Teams (VCTs).
Baranano describes how VCTs should be built by CTOs and other
strategic R&D leaders to identify viable near-term markets for new
technology offerings. A process that R&D leaders can implement to
jump start the introduction of new technologies, and then
transitioned to the traditional business development activities is
outlined in the paper.
| BizTechReports.Com Lane F. Cooper Editorial Director 415.646.6592 lcooper@biztechreports.com |
BizTechReports.Com
