Winning In A Unique Technology Niche

Many technology industry firms squander the opportunity to craft a go-to-market strategy that leverages truly differentiated technology, target markets, and business models. A careful examination of these should drive practices for customer acquisition, support, marketing communications, partnering, and staffing. Ab Initio is an example of a company that has pursued nontraditional approaches to leverage a unique value proposition, with excellent results — they have opted to remain private, eliminate sales targets, use customer satisfaction as a key metric, and put key technical personnel in customer-facing roles wherever possible. The result is a truly unique, successful business.