How to Avoid Becoming a Zombie Tech Company
I’ve read dozens of marketing books over the years, but the one I continue to revisit is Geoffrey Moore’s Crossing the Chasm. During my 25 years working in B2B technology marketing, I’ve seen his theories play out time and time again. I’ve also watched many companies fail to cross the chasm and turn into zombie companies, trapped in a slow death spiral and trying to avoid extinction. (If you’re watching…