Technology Adoption Life Cycle (Crossing the Chasm, Geoffrey Moore)& Sales Strategy / Go to Market

Early Market

Bowling Alley

Tornado

Main Street

Total Assimilation

Direct Sales Partners1. Whole Product – customer want complete solution.SI, integrations, training, support, etc…2. VARs – with domain expertise is vertical or application

“The sales model and go to market strategy that won early adopters is NOT going to help you to get to the majority of customers. To win enterprise deals you need a different model. They have different expectations and they buy differently.” – Bryan Socransky

Find initial early adopters and innovators. Hand-off niche to partners once adoption is proven.