What others are saying... (continued)

Marketing is Critical: Get Expert Help "The three biggest problems facing Canadian technology companies, according to management of those companies, are the high cost of penetrating markets, the lack of market knowledge, and the lack of marketing expertise."

Hutchinson Research, 1990

"Thanks for your super efforts helping us launch our advertising and media relations campaigns, our IPO and our new product! Your strategic and industry expertise and insight have been most beneficial."

Unsolicited from a client, 1990

"The real reason companies outsource is to gain skills, technologies or other competencies they do not already have or that they can't afford to develop. Sometimes that includes new competencies that could be very strategic indeed. And sometimes it's damn near impossible to get beyond your entrenched capabilities without going outside, especially when there's need for speed. That doesn't mean outsourcing an activity that is close to the heart of your business isn't a risky thing to do -- it is. But in the current environment, if there's a choice between getting it done well and quickly, versus doing it yourself less effectively and/or with delays, the choice is easy."

Abbie Lundberg, CIO Canada, 1997, story on DuPont Chemical's outsourcing of key strategic requirements

Looking for results, not for expertise

"We all think the quality and impact of the last few press announcements has been really excellent. Getting some statements out of the politicians in Canada was a real coup, a real boost for our perceived status and profile in the marketplace. Great Stuff!"

Unsolicited e-mail, January 1998, from a client for whom ASH Technology was providing comprehensive marketing strategy formulation and execution services, including tactical media relations.

"Canadian high-tech industry must put the emphasis on marketing... The U.S. firms have marketing - not technology - skills far beyond those of their Canadian counterparts."

Columnist Greg Barr, quoting "gurus" Denzil Doyle, John Townson, Harry Alexander & others, 1990

More quotes...

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