Awareness, Adoption, Revenue

Whether you have a great idea for a new product or a better way to deliver a service you need to let people know you (and it) exist.

It doesn’t matter whether you want to sell a product to a big or small company. It doesn’t matter if you have a new and improved service to help people do more (or less) of whatever it is they are doing. What matters is that they need to hear about it. They need to know you and it exist.

You’ve got to start somewhere. That somewhere is what I call the Awareness stage. Once they are aware of what you have to offer you need to get them to consider if it’s right for their needs (The Evaluation Phase) so that you can get to the Adoption stage. Assuming this phase goes well you will be on your way to the Revenue Phase.

Pretty Simple, Right?

The goal is to compress this cycle. However, each step must be covered. It is important to consider each step and to be prepared to work with those that want to linger (because they aren’t ready or aren’t convinced) to move from Awareness to Adoption to Revenue. Your goal is to help them.

A few things to think about:

• Are there any cases where you can skip Awareness?
• Are there some products or services that EVERYONE just knows about and needs?
• What tips do you have to compress the A-A-R cycle?

About The Author:
I have spent the last 20 years working in various aspects of the ECM industry. I am currently with Kodak as a Director of Business Development. In my past I have spent time at Kofax, Microsoft, FileNet, K2, and at Captaris (which was acquired by Open Text). Prior to that I was a Unix VAR running my own company. Follow me on Twitter, check my blog, send email or find me on Facebook or LinkedIn.