Many B2B/B2G technology companies do not only sell products, but market their offerings in the context of “customer projects”, as for example in the construction or IT sectors. These projects can be totally customised (a large structure for example) or partially standard. This project dynamic can be found among “builders”, “installers”, “construction companies” and also among certain industrial companies. It is deeply rooted in the company’s commercial dynamics, based on the detection of projects and the success or failure of significant projects. It is also rooted in the necessary project organisation, in the fact that the profitability of each project determines the resources available, and in the uncertainties linked to the completion and final profitability of each project.
There is therefore a real “culture” and organisation specific to “project-based companies”.
This section explores and illustrates the dynamics of projects in the B2B/B2G high-tech company and its dialogue with the product strategy.
The B2B/B2G high-tech company frequently carries out simultaneously types of activities with contradictory logics: standard and tailor-made on the one hand, products and projects on the other.
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.
Contenu protégé