Customer Reviews

Asymmetric Marketing: Tossing the 'Chasm' in the Age of the Software Superpowers

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Most marketing and sales professionals have read the tomes by Geoffrey Moore, et al., that opine that chasms can be easily or rigorously bridged with targeted campaigns. In contrast, Mr. Benzel has created an insightful view of the new, engulfing "Sandstorm Economy" that is dominated by "Marketing Superpowers."

Thus, unlike the chasm theory, Mr. Benzel asserts that in order to effectively compete in today's changing economy, we must be much more nimble and aware of the successful practices -- and directions -- of the Superpowers, or we will be engulfed.

Clearly, companies now have the opportunity to learn from the practices of these Superpowers and leverage new techniques and operative methods to be more competitive and successful.

This is an excellent book -- and an even better Primer for conducting technology marketing in the new, changing economy. I strongly recommend this book for Marketers who are looking forward and who want to leverage new, successful techniques, rather than look back and continue to invest in staid methods with decreasing value, significance, and success.

Joe Bentzel takes a heretical approach to high-tech marketing in a software-driven world. He challenges bell-shaped world created by devotees of Moore's Law, marketing lifecycles curves and venture funding to provide truly practical advice for firms that want to do well in today's marketplace, which is dominated by a small cohort of Big Code. I thank him for stopping short of my personal high-tech marketing hero Bill Davidow, the man who kicked off the chain of thinking that spawned Geoffery Moore and Tom Perkins.

This is an engaging and readable book. Bentzel has a conversational quality that makes it easy to take personally. He also presents thoughts that are easy to visualize, with images of cage matches, no-fly zones and the like. He highlights many of the marketing pathologies that gave rise to growth tactics built on venture funding (rather than top line growth), David disrupting Goliath (when Goliath brands have the capital, intellectual property, distribution strategies and the like to lock out insurgencies) and exist strategies that resemble divine intervention.

Although it is framed in 2006, it contains practical advice for marketers entering the second decade of the new millennium.

This book is a must have for any technology driven business seeking success in today's, "post bubble", competitive landscape with software superpowers lurking at every turn. (HINT - it isn't through charitable VC funding or the next breakthrough technology!) Whether you are an upstart ISV or a seasoned marketing executive at a Fortune 500 firm, the information contained in this book will shift your outlook entirely. The reality is that the rules of the game have slowly changed over the past two decades and fortunately for us, Joe Bentzel has been paying attention. If you think you know the technology landscape of today's economy, do yourself a favor --- read this book!

As a former senior executive of Microsoft, I found Joe's book a true game changer. His views and opinions are certainly spot on when it comes to leaping over the Chasm!

I have first hand experience working with Joe and his marketing genius comes to light in this book and is a must have for every executive!

Gregory McNulty
Vice President, Mocana Corporation

As many of us know, Product Management is probably one of the most challenging responsibilities one could have in an organization. This book is a well written strategy guide for those looking to build a winning plan to cross the "shark infested" turbulent waters of competition in the new age. The writer's frank-talking style is a breath of fresh air and citing real world examples gives this book an edge that many of us can relate to.

This book is a must read for any executive. Whether you are plotting a new strategy, turning around a company or driving a start up, the old rules simply don't apply. The author makes numerous salient points that should be internalized. His witty and sarcastic writting style, make this a interesting and necessary read for anyone driven to make a difference in their organization.

Sales VP's and Chief Sales Officers must confront today's reality that the pressure is on them to not only close deals, but create them as well. "Asymmetric Marketing" is a must-read, must-carry handbook for senior-level sales executitives who find themselves locked in mortal combat with indifferent market targets that have already chosen sides with software Superpowers. In fact, any sales guy or gal who is preparing for an interview for the top sales job at a company that's readying a disruptive product marketing launch should read this book first and politely refuse the Kool-Aid.

As the Chief Technology Officer of an emerging category software startup, I believe there is a lot of value in this book. In today's markets, a wise startup carefully aligns with the overall technology and business agenda of the software superpowers as a necessary component of innovation strategy. This is especially important if your business is attempting to succeed in the enterprise with a Software-as-a-Service or hybrid platform model. I would recommend this book to my colleagues in the speech technology space, or for that matter, any Web 2.0 provider---Especially Chapter 3 where Bentzel discusses product strategy in the age of the software superpowers.

Roberto Pieraccini, CTO, SpeechCycle [...]

If you are in the venture capital business or if you are a Business Executive responsible for spending other people's money, this book is a must-read. The book updates the prevailing theories on product strategies and points out - correctly - that we live in a time when a few big companies dominate the tech landscape. If your new product and strategy does not take this into account you are doomed before you start. Mr. Bentzel's book provides practical advice about how to build a successful strategy and how to avoid having your small company crushed.

We had to read this one, considering that we'd been studying Moore's chasm theory on behalf of our clients. Bentzel doesn't contradict Moore - he just refines and updates the theory and when you think about it, it's quite workable.Useful and interesting approach, but goodness, does he ever use convoluted language! I think he actually invents new words as he goes along. Makes is hard work to get through.