Why partnering with us?
We combine functional & strategic expertise in sales, innovation, product marketing strategy and leadership for tech to deliver results as an extension of your team.
His grandfather was a professor at Ohio State University along with Everett Rogers, so he learned all about “Diffusion of Innovations”. He pioneered the development of the Technology Adoption Lifecycle, “The Marketing Chasm" (later popularized in Crossing The Chasm), the Customer Alignment Lifecycle™, and the Low-Risk Recipe™. All frameworks to accelerate innovations/tech products diffusion and adoption.
Warren guides, educate, and help founders, CEOs, and product managers avoid the loss of sales traction by staying aligned with the ever-changing needs of their customers.
He has developed the product marketing strategy for several of the most significant technology innovations of the last twenty years, also making significant contributions to emerging high-tech companies during their formation years, including Apple, Adobe, Harman International, Intermec, MicroConnex, Audion Labs, BioScan, Pacific Horizon Ventures, and many others.
Warren has helped +200 technology-based products succeed over 30 years consulting!
Founder of Predictable Innovation, and partner advisor at PartnerReady. He is fractional leader, advisor, and instructor focused on developing product marketing & sales strategies to help tech products accelerate revenue growth while driving organizational alignment.
Executive MBA by IESE and Disruptive Strategy Certified by Harvard, Jose led strategy, sales, business development and partner teams as Chief Revenue Officer in the USA and Europe at B2B software corporations, achieving 120% growth in less than 3 years and x3 EBITDA in 1 year.
While directing growth for his employers, Jose launched a B2C real estate innovation in Spain that led a new market-category creation.
Jose has driven growth x2 and EBITDA x3 for his employers as CRO!
Sales, innovation and product marketing strategy pioneers
We don't stop contributing to the marketing, sales and innovation strategy spaces with evergreen frameworks to help tech products succeed. Some of our methods have been popularized by best seller books and used to create market leadership for over 200 companies since 1991!
The Technology Adoption Lifecycle and the "Marketing Chasm"
Innovation adoption and product marketing strategy frameworks co-created by Warren at Regis McKenna, and later popularized by Geoffrey Moore in the book "Crossing The Chasm".
The latest and most powerful version of the whole product concept. The Low Risk-Recipe guides you in every phase of your market to reduce the risk perception of your tech-based product to expand market acceptance and reduce sales-cycles while building lasting advantage.
A market-strategy framework that builds on the predictable sequence of the technology adoption lifecycle, making innovation and new-product success predictable.
The Selling Transition Curve™
Our sales strategy framework that guides you along the product lifecycle on what type of sales approach to build to perfectly fit with your prospective customer's needs.
We understand that deciding whom to partner with for this job might be a stressful decision for you. Hopefully, we'll make that decision easier by giving you some context into our way of thinking. We hope it will help you see what we are about!
Every business is different
Peter Drucker's quote "Culture eats strategy for breakfast" summarizes that regardless of how good a business plan is, its execution will be weak without aligning it with the culture of an organization.
We start our engagements with an internal detailed questionnaire or initial workshop to identify your internal perspectives on your product, market, and competition, but most importantly, to help understand the work dynamics and cultural fit of everyone involved in the process.
Strategy is not one-size-fits-all
A product marketing strategy that works for high-risk perception products won't work for low-risk perception products. Just like a product offering that works for one segment may not work in another. Your market maturity phase is also essential to consider when deciding what positioning and messaging will resonate most with different adopter profiles. For example, an innovation that achieves great growth rates with early adopters may not have the same traction with early-majority if it is seen as too risky by those who are less willing to try out new things on their own.
After 30 years of helping tech products succeed, we know that we need a deep understanding of your business, product, market-category dynamics, and customer behavior before building your winner strategy.
That's the reason we always include a market strategy assessment in our engagements, and we only partner with clients who align themselves to this way of working.
Product-market fit is a transitory concept
Although it's easy to be fooled into thinking you have product/market fit, if your product isn't aligned with the fundamental characteristics of your customers, profitability will be hard to achieve or take longer than expected.
Your product adopters' characteristics, needs, and motivations change along the Technology Adoption Lifecycle (market-category maturity), and they require different marketing & sales strategies to convince them of buying from you. Selling to different adopter profiles is like selling to different markets.
Every time your product faces a new wave of adoption because the market matures, or if you want to win a new segment or new geography, you have to gain product-market fit again. That means revisit your sales, product, and marketing strategy to realign your business elements with the new customer characteristics.
We'll build your strategy fully aligned with the next wave of customer characteristics expected for your product to convince them to buy from you and find your next "product-market fit". And we'll do so by following our proprietary frameworks: The Customer Alignment Lifecycle™ and The Low-Risk Recipe™.
Technology-based advantage is short-term
Brad Pitt's Moneyball movie perfectly mimics how a market and people react when introducing a breakthrough innovation. It is fascinating to see the Oakland Athletics Baseball scout and coaching team fighting against change, fighting against a new way of scouting the top players with a data analysis tool with new statistical formulas. That year, Oakland Athletics Baseball was the runner-up, with one of the lowest budgets in the MLB.
The new tech tool created a dramatic competitive advantage for Oakland Athletics over the other league franchises. However, not everyone knows that the following season, almost all the franchises in the MLB had adopted a similar technology for scouting and hiring new players. It was not a lasting competitive advantage. Their new tech tool was a short-term advantage.
Sustainable growth and lasting competitive advantage are achieved through a strong market positioning, building a set of low-risk perception attributes in your product offering impossible to copy all at once, and increasing your market influence. Three different moats that we'll help your business to create when designing your offering strategy with The Low Risk-Recipe™.
We seek partners who share this way of thinking and let us work towards sustainable, defensible growth.
– James Godfrey, CFO, Cardamom
Sharing is caring
We love to share what we know and what we would learn working with you. Most importantly, we want you to feel that you are NOT locked with us forever!
From knowledge transfer sessions to training or hiring your in-house team, we'll help with anything you need to seamlessly transition once we're not there!
What they say...
Jose is a hyper-competent, trained, creative, proactive professional with a strategic vision and orientation towards excellence and ambitious objectives. However, what's most valuable about him: Jose is an excellent person; he is generous, team-oriented, positive and optimistic, kind, and very human.
Jose Bermejo is one of the most successful and knowledgeable professionals with whom I have had the pleasure of working for many years. He approaches strategy development in a comprehensive, experience-based manner, which makes it easier for me to work together for our clients.
Jose's business vision and marketing skills, together with his discipline and perseverance, lead him to undertake any challenge with resounding success. I strongly recommend José for business leadership and strategy.
Not another consulting firm... we won't leave you alone during execution!
Think on us like your product marketing & sales executives team that will lay out and execute the best strategy for accelerating market acceptance for your product, so that you can focus on other things! This is how we'll ensure driving expected results for your company.