Steve Blank
APRIL 9, 2009
Five Easy Pieces – The Marketing Mission After a few months of talking to customers , talking to our channel and working with sales we defined the marketing Mission (our job) was to: Help Sales deliver $25 million in sales with a 45% gross margin. The same was true for PR. Two paragraphs, Five bullets. It didn’t take more.
Steve Blank
APRIL 2, 2009
Finally, since no one would believe a set of benchmarks named after our company, we needed a façade of independence, so we named them after the street the company was headquartered on in Sunnyvale California – they became known as the Potrero Benchmarks. Now as VP of Marketing, I could have sat back and let my PR agency handle the press.
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Hearpreneur
APRIL 9, 2017
The Carson, California company employs about 800 people in its 4 Southern California plants. I started my personal blog and my youtube channel to share my love of fashion, photography, and personal style. I was working full time for a company called Muttropolis and started consulting part time as Whitegate PR.
Steve Blank
APRIL 30, 2009
SuperMac sold our graphic boards for the Macintosh through multiple distribution channels: direct sales to major accounts, national chains, independent rep firms, etc. But the computer retail channel was a large part of our sales. Or blame my MarCom department who approved it. Worry about the sales results. What did we learn?
Steve Blank
MAY 22, 2009
While one could argue that a trade show is just another demand creation activity akin to advertising or PR, trade shows are the closest eyeball-to-eyeball contact you’re company is going to have with customers, competitors and partners. You are correct all channels, web or otherwise, need to generate awareness and leads.
Growthink Blog
OCTOBER 14, 2011
When I first moved to California from New York in 1996 I saw the success of juice bars. And in California, many underground parking garages (including the one she parked in) have big signs saying "Warning: This Area Contains Chemicals Known To The State of California To Cause Cancer and Birth Defects Or Other Reproductive Harm."
Steve Blank
AUGUST 27, 2009
After that there’s a discussion of how the product will reach the customer and the potential distribution channel. Marketing starts to build a sales demo, writes sales materials (presentations, data sheets), and hires a PR agency. Building the sales channel and supporting the marketing can burn a lot of cash.
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