Achieve financial and strategic goals for established companies

My focus is on the up-front Marketing process for established, technology-based companies, enabling clients to achieve their financial and strategic goals with strategy based on facts, not on wishes.  A broad background in technology lets me to relate to technologists.  Questioning skills developed over thirty-five years of primary Market Research experience allow me to elicit customer input accurately and quickly; and to deliver intelligence, analysis, and actionable recommendations:

• Validate the market for proposed new products and size the opportunity
• Primary Market Research to surface the facts and customer intent
• Quantify customer needs, payback, buying behavior, and perceptions to furnish detailed, unbiased input and direction for the Marketing, promoting, and selling processes; and for management decisions
• Guide engineering to the right technology; developing products which deliver benefits that customers wish to spend money to receive, and which result in decisive competitive advantage
• Relate technology trends and identify future needs
• New product definition, refinement, and launch
• Competitive Intelligence (CI), pricing, and positioning
• Establish the segmentation, food chain, and distribution channels

Articulate the value of the technology:

• to ourselves,
• to customers to compel purchase decisions,
• to the sales force as the selling message,
• to the industry,
• and to investors

Support an in-place, competent Marketing team in the classic role of a Staff Marketing Consultant.  The client makes the decisions and executes their plans.  My role is make that team look good and to:

• Deliver independent, objective advice
• Add to the facts, so that the client can make informed decisions
• Bring the Marketing tools, methods, processes, and benchmarks developed from experience and results
• Help create the financial and strategic goals for the corporation
• Upgrade the organization with teaching, coaching, and staff development programs

Thirty-five years of marketing experience

I bring thirty-five years of Marketing experience to your team, twenty as a Marketing Consultant; supporting the launch of new products and new fields, nationally and internationally, which have become worth more than ten Billion dollars.

Fortune 500 members have been clients.  Click for Eastman Kodak's results.  See other vignettes of client payback and results.

I often act as a staff Marketing Consultant to the semiconductor equipment firm, principally because of my seasoning in large ticket capital equipment, and broad experience in the semiconductor field from design through FAB and test.  A special challenge is capturing customer respect in this highly technical field, to be able to surface their intent.  My frequent assignment is primary market research to understand and articulate future customer needs.  For example, see the Veeco and Brooks Automation vignettes.

Success research

Amassed evidence revealing that successful technology-based enterprises invest more in Marketing (exclusive of promoting and selling) than in engineering.  Novel research data and benchmarks, obtained from super successes and flaming failures, deliver a wake-up call compelling decisive, up-front Marketing.  

• Visit a summary of the evidence.
• "Who Is Going To Buy The Darn Thing?"
• "An Approach for Semiconductor Equipment Firms"

Contributed to the institutions of technology-based enterprises

Pro-bono, I write about Marketing, teach Marketing, research how Marketing contributes to success, and have supported the institutions of technology-based business.

MIT Enterprise Forum panelist
MIT Enterprise Forum Fall Workshop
MIT Enterprise Forum Spring Workshop
Board, Medical Development Group (MDG)
Sponsor of the IEEE Entrepreneurs' Network
Educational Counselor, MIT Admissions Office
Co-founder of  MIT's entrepreneurship program
Co-founder of the world's first IEEE Robotics Chapter
Co-founder, North Shore Technology Council (NSTC)
Co-founder of Technology Capital Network (TCN) at MIT
Co-founder of MIT Sloan School of Management graduate 
       course,  "Starting And Running A High Tech Company"
Built the Marketing sequence for the National SBIR program
MIT trained electrical engineer with thesis in image processing
Mentor - MIT Enterprise Forum of Japan Business Plan Contest
Sponsor and Mentor - MIT $100K Entrepreneurship Competition
Taught or Mentored four teams who won MIT's $100K Grand Prize
Winner, Fall $1K Biotechnology category, MIT $100K Competition
Marketing Advisory Council, Suffolk University School of Management
Developed "An Approach For Semiconductor Equipment Firms" for SEMI
Created "Marketing, Promoting, And Selling On The Internet" for the IEEE
Co-Chairman, MIT Enterprise Forum, Marketing and Membership Committee
Merrimack Valley Venture Forum (MVVF) playwright, producer, and director
Adjunct Professor , Suffolk University School of Management, Executive MBA Program
Invented the Marketing/Engineering Investment Ratio™ for the MIT Enterprise Forum
Project Judge, undergraduate and graduate Design courses, MIT Mechanical Engineering Department

Write, teach

Adjunct Professor, Suffolk University Sawyer School of Management, Executive MBA Program
Boston University MBA with concentration in Innovation and Technology
New Ventures Association (NVA) of MIT's Sloan School of Management
Boston College Wallace E. Carroll Graduate School of Management
Semiconductor Equipment and Materials International (SEMI)
Massachusetts Medical Device Industry Council (MassMEDIC)
Product Development and Management Association (PDMA)
Merrimack Valley Venture Forum (MVVF) at UMass/Lowell
BU School of Management, Technology Commercialization
Greater Nashua Software Entrepreneurs Group (GNSEG)
Society of Competitive Intelligence Professionals (SCIP)
The Corporate Board, Journal of Corporate Governance
Worcester Polytechnic Institute (WPI) Venture Forum
Institute of Electrical and Electronic Engineers (IEEE)
Korea Industrial Technology Association (KOITA)
Boston Product Management Association (BPMA)
Software Association of New Hampshire (SwANH)
Massachusetts Institute of Technology (MIT)
MIT Sloan Graduate School of Management
Entrepreneurs' Network (ENET) of the IEEE
American Marketing Association (AMA)
MIT Enterprise Forum Spring Workshop
Automated Imaging Association (AIA)
Sales and Marketing Executives (SME)
MIT Enterprise Forum Fall Workshop
128 Venture Capital Group (128VCG)
Medical Development Group (MDG)
National Science Foundation (NSF)
MIT Enterprise Forum

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