Customer Alignment Lifecycle™ Interactive Tool

Post updated on
December 30, 2023

In the Customer Alignment Lifecycle™, we have packed all our key frameworks into an interactive tool to help business and go-to-market leaders keep their product and business activities aligned with the ever-changing motivations of innovation and technology buyers.

Whether you're launching a product, crossing The Chasm to the mainstream, or competing in a mature market, this is an essential guide to assess your alignment with the market you are in continuously.

Customer-alignment is the key for sustainable and profitable revenue in every stage of your market.

Drag your mouse cursor over the left legend to get instant strategic advice on what you need to pay attention to, depending on the stage of your target market.

Early Adopters
Validate new possibilities
Allow access to incoplete products
Sell through communities
Sell your
Technology vision and capital raising
Gain competitive advantage
Partner to get custom feedback and co-build
Use direct, consultative
Sell the gains and opportunities your product provides
Core product building + market empathy
Solve a specific problem
Deliver a complete solution with support
Transition to
Sell market leadership
or wins
Management + business building
Crawl ahead safely

Provide a standardized solution
Use transactional selling
Sell your company stability, track record, team.
Management + operations efficiency
Adopt when unavoidable
Embed your
Use low-cost, transactional
Sell customer control and total cost of ownership
Management + financial efficiency
Innovation Adoption Lifecycle- Evolution of adopter or prospective buyer's profile
Technology Adoption Lifecycle- Evolution of intangible differentiators
Sales strategy framework
Technology Adoption Lifecycle- Evolution of positioning messages
Technology Adoption Lifecycle- Evolution of founder skills
InnovatorS - Characteristics
Innovators are adventurous and adopt new technologies or ideas simply because they are the new cool thing. Technology and innovation are central interests in their life. The innovator’s goal is to explore new things and find opportunities to be an agent of change.
Early adopters are visionary leaders pursuing innovations to achieve a breakthrough that will give them a competitive advantage in their industry or company. They are willing to learn and provide feedback. Also, they love gaining new knowledge and an edge over their peers.
The early majority are value-conscious individuals that want to simplify what they already do. They don’t like leading, taking risks, or being the first to try something new. The early majority look for innovations or products that already carry the endorsement of early adopters and peers.
The late majority is very cautious about any change but also wants to avoid the penalties of not adopting new solutions. They seek to minimize the uncertainty of outcomes. People in this group want proof of the product’s advantage and costs from similar businesses or peers they know closely.
Laggards value traditional methods of doing things and refuse to adopt a new technology until they are forced to through obsolescence of their former system. They hold out to the bitter end.
Risk/Value Profile
Innovators are willing to take risks and are viewed by their peers as risk-takers. They are fascinated with novelty and take substantial risks on unfinished products.

Innovators often buy a vision of possibility rather than a product. They are willing to tolerate very high pain levels to achieve the vision.
Cost-benefit Analysis
Risk Avoidance
Technology Adoption Lifecycle - Laggards
Author Photo
Warren Schirtzinger, Sr. Partner & Strategy Principal

Warren Schirtzinger has advanced the innovation-adoption lifecycle concept for over 3 decades. Warren’s marketing chasm concept became a popular strategy model in Silicon Valley when it was published in the book Crossing The Chasm.

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