COMMERCIALIZATION STRATEGY – ILLUMINATING THE PATH

When you look at the dark side,
careful you must be.
For the dark side looks back.
 
Yoda
 
“I have technical roots.  I got my degrees in engineering and spent 10 years designing products.  What a pure endeavor – using technical skills to create complex solutions to problems. Noble! Virtuous even! 
 
“And then my career took a ninety degree turn and I found myself in what I used to call the “dark side” – sales and marketing, that crass, commercial part of business that deals with money. Over the course of the next twenty years, I learned just how critical those aspects are in business, and importantly, how to apply business and commercial skills for success.”  Janet White, Senior Partner
 
There can be a lot of aspects to a successful commercialization strategy.  If you have physical products, decisions need to be made on logistics - where to store them, how to ship them.  Next up is to figure out how potential customers will learn about your product -- your marketing strategy. Marketing is all about capturing attention, educating, and generating interest. Will most of your marketing be on-line?  Tradeshows?  Events? 
 
You will also need a selling mechanism.  Can you take orders in a completely automated way on-line?  Or do you need a person to be involved, for example to execute a custom contract? Consider the importance of face-to-face interactions as you determine whether you need a sales force, and whether they need to work for the company or whether you can use distributors. 
 
And don’t forget about the customer after the sale.  Supporting and servicing your products are critical to customer satisfaction and loyalty.
 
Perhaps you already have all those elements in place but just aren’t getting the results you want.  Adjusting your sales and marketing mix might be needed, or tightening up your segmentation or your positioning, or analyzing your pricing – these are all just examples of areas to optimize.
 
Having worked on both sides, we are able to shine light onto your commercial strategy and bring it out of the dark. Our experience helps you make informed business decisions about how you can best commercialize your products.