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| Marketing and Sales
Strategies |
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Marketing and sales create the revenue
stream that represents a company's lifeblood. How does a company select this
marketing and sales strategy? Our panel will discuss several different
approaches.
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| Speakers' Profiles: |
Cristian Parrino, Director of
Marketing for Spike Broadband Systems, is responsible for Spike's overall
marketing strategy including market development, positioning, corporate
communications, strategic marketing and product marketing. Previously, Parrino
held various marketing and sales positions within the telecom industry
including satellite, cellular and broadband technologies. Prior to joining
Spike, Parrino was at Adaptive Broadband where he oversaw the marketing program
for the wireless broadband and the satellite product groups.
Spike Broadband Systems, a leading
supplier of fixed wireless broadband access equipment that supports two-way
data, voice and video communications, is helping to eliminate the last mile
bottleneck and bridge the digital divide. Founded in 1995 and led by a veteran
group of telecommunications experts with unrivaled experience in developing and
deploying commercial systems globally, Spike is ideally positioned to
capitalize on its early lead in selling and implementing carrier-class access
products. |
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Neal Searls, Vice President of Sales
for HarvardNet, brings over 17 years of marketing, sales and general management
experience to HarvardNet. Most recently, he held the position of Vice President
of Sales, New England Region for GTE Internetworking (GTEI), and previously was
Vice President and General Manager, Field Sales East, for Genuity, a market
leader in high-speed Internet access, Web hosting and VPN services. Prior to
Genuity, Mr. Searls held several sales and management positions with Motorola
Corporation. He holds a BS in Business Administration from University of
Richmond.
HarvardNet is a
leading provider of broadband communication and content hosting services.
Focusing on the business market, HarvardNet's services include advanced Web
hosting and collocation services, business-class digital subscriber line (DSL)
service and broadband virtual private network (VPN) solutions. HarvardNet
delivers its services over its unique Internet infrastructure of world-class
Internet data centers, local DSL networks and a Cisco-powered ATM/IP backbone.
The company operates in the Northeast and Mid-Atlantic regions. |
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Andrew Sumberg is Vice President of
Sales & Marketing for Energen, Inc., with fifteen years of technology sales
and marketing experience. Andrew has worked for large companies including
Kodak, Wang, and AT&T, as well as start-ups such as Xionics, Intelligent
Technology Group and Travis DataTrak. Prior to his work in sales and marketing,
Andrew worked as a mechanical engineer for Thermo Electron Corporation. He has
a Masters degree in Business from the Alfred E. Sloan School of Management at
MIT and an undergraduate engineering degree from Worcester Polytechnic
Institute.
Energen, Inc.
is a past winner of both the Entrepreneurs' Network and the WPI Venture Forum
Business Plan Competitions. Energen was founded in 1996 to develop, engineer,
manufacture and market products based on magnetic smart materials (MSM). Their
initial target markets are particle accelerators and space satellites. They
have raised $1.5 million in federal R&D funds. Energen is poised for rapid
growth into a $1 billion commercial market and transform its R&D business
into a world class manufacturing and marketing and sales operation. |
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Ralph Grabowski, MarketingVP.com is an MIT-trained
Electrical Engineer who focuses on the upstream marketing process for
technology-based enterprises. He has helped launch new products, new companies,
and new fields that gainfully employ tens of thousands of his fellow engineers;
and which are worth more than ten billion dollars.
"Strategy must be
based on facts, not on wishes. Market research is the fundamental intellectual
discipline underlying the creation of effective business strategy." - Dr. Barry
Unger, co-founder of the MIT Enterprise Forum, co-author of the Small Business
Innovation Research Act (SBIR Act) of 1982, and Lecturer at MIT's Sloan School
of Management.
How much, and when, do we have to invest in market
research to create a foundation for strategy? The MIT Enterprise Forum asked
Mr. Grabowski to develop a new metric to answer that question for
technology-based enterprises. In the 1990s, he published data on the
Marketing/Engineering Investment Ratio (M/E Ratio), from both successes and
failures, to guide entrepreneurs. Now, in his one-hundredth paper, Ralph
delivers a major update for the millennium that reveals the financial and human
impact of the investment in upstream marketing that underlies strategy: more
than $400 Billion dollars; more than 200,000 jobs created or lost; more than
50,000 engineering slots developed or gone. |
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| Moderator: |
| Fausto Molinet, Moderator, is a
co-founder of the IEEE Entrepreneurs' Network and president of Matrix Internationale, a business
strategy and market research company. |
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For more information,
email or call: |
| Larry
Grumer at 617-325-9852 |
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