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Marketing: Steady as she goes

By Francis Moran

If there’s one thing more difficult than persuading technology company executives they need a well-researched, well-funded, coherent and integrated marketing strategy, it’s persuading them to stick to that strategy.

Now, I’m not saying that course corrections aren’t in order as market winds buffet and blow. But in the main, once a strategy has been properly developed, persistent and steady adherence to the objectives, messaging and tactics it sets out is essential if the company is to arrive at its desired destination — more leads, higher sales and improved revenue and profit.

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Recent Comments

  • Francis Moran : I'm so glad to see you warming to this idea, Luc. Not that you were ever one of those mindless critics who automatically opposed the proposal; you were properly skeptical and demanding that it contain more of what folks like you and I believed was necessary for success. Looks like the city is listening.

  • Luc Lalande : Hi Francis, thank you for the steady and keen eye on the development of this important project for the City. I share your view that open spaces in the building’s design will be critical components for encouraging spontaneous interactions between people. Integrating such spaces in the Innovation Complex sends the right signals to the community-at-large and not just the local startup ecosystem: everyone is welcomed! With respect to Patti’s comments about the arts sector, it would be worth bringing back to light that the Hintonburg-Mechanicsville area has emerged as the first Arts District in the City of Ottawa, housing many artist studios, performing arts studios, and media groups. While the 7 Bayview located Innovation Complex may cater to the entrepreneurial set, there is still considerable property on these lands that could, one day, be developed and capitalize on the area’s sizable artistic community. But perhaps the open spaces at the Innovation Complex can be equally accommodating for anyone who embraces creativity and entrepreneurship: artists and innovators alike.

  • How can we foster culture of entrepreneurship? | Waterloo Innovation Summit : [...] Velocity also provides hands-on workshops for anyone at the University to learn about becoming a successful entrepreneur, and awards over $300,000 per year through the Velocity Fund to promising early startups, to help launch their success financially. We keep finding really good problems that are worthy of solving and that we think we’d be good at solving. - Mike Kirkup, Director of Velocity and Student Innovation Waterloo’s Velocity accelerator is 5, and growing fast [...]

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