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Michel PERRIN

Graduate of the world-renowned HEC Paris Business School , Michel Perrin was previously Director of Strategy & Marketing for a large European logistics group, before deciding to focus on consulting and training. He has developed and delivered custom training programs in B2B Marketing for the Executive Education programs at HEC for more than 15 years. He is currently head of PI Developpement, a consultancy company dedicated to advising and training technology companies in marketing and product policies.

Understanding your market in technology

Michel PERRIN February 15, 2023 Markets & Customers Understanding Markets
What does it mean to understand your market and your markets for a B2B/B2G company?
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Customer orientation in technology

Michel PERRIN February 13, 2023 Markets & Customers Customer Orientation
Being customer-oriented is both essential and a source of difficulties for the B2B/B2G company, as it is necessary to combine a highly technical internal culture ...
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Why so many new technology products fail

Michel PERRIN February 4, 2023 Strategy & Strategies Product Strategy
A very large number of new technology products or services are commercial failures. The causes of failure can be multiple, but they can be grouped ...
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Technology, competitiveness and marketing

Michel PERRIN February 2, 2023 High-Tech B2B / B2G Technology at the heart of it all
The B2B/B2G technology company must combine technical excellence, competitiveness and relevance to market and customer expectations.
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The product manager in technology

Michel PERRIN February 1, 2023 Organization & Management Structures and Positions
The product manager (or sometimes product owner, with some differences and abuses of language) is at the heart of the mechanics of the offer in ...
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Stage-gates: at the heart of product lifecycle management in technology

Michel PERRIN January 31, 2023 Product Lifecycle Management Managing Product Lifecycles
High-tech products are often characterised by incorporating innovative technologies, having a long development time and sometimes a very high development cost, being accompanied by services ...
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Cooperating in the high-tech B2B/B2G company

Michel PERRIN January 24, 2023 Organization & Management Organizing Cooperation
If there is one area that is particularly characteristic of the high-tech B2B/B2G company, it is the vital need to cooperate with multiple actors, both ...
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Technology marketing

Practising marketing in technology

Michel PERRIN January 19, 2023 High-Tech B2B / B2G Marketing?
Marketing in technology must be practised, whether you call it that or not. But what exactly is the starting point?
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Analyzing marketing tools

Should we talk about “marketing” in technology companies?

Michel PERRIN January 18, 2023 High-Tech B2B / B2G Technology at the heart of it all
Marketing does not get a good press in 'engineering companies'! Often associated with what is perceived as the excesses of mainstream marketing or the lies ...
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Business to consumer

In the mirror: some marketing practices of the general public

Michel PERRIN January 18, 2023 High-Tech B2B / B2G Marketing?
Many of the marketing practices of the general public are not relevant in technology. Nevertheless, it is useful to be aware of them as some ...
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The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad.  ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.

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