Are you trying to allocate scarce resources to competing business development options?

    With so many promising new technologies (e.g., electric and hydrogen-powered vehicles; carbon neutral technologies in specialty chemicals and materials; biologicals and precision agriculture in farming; robotic-assisted surgery), how should strategic marketers assess their ability to win?

    Many stage gate processes focus on ensuring you have a “right to play” – the minimum requirements to pass the next gate: a viable product, a first customer, and manufacturing capability. But you don’t want to play, you want to win.

    Winning, especially in markets with disrupting new technologies, is a combination of Strength of Control and Strength of Differentiation. Strength of Control comes from a supplier’s ability to control scarce raw materials, establish favorable industry specifications, design preferred formulations and partner with the best distribution channels. Strength of Differentiation comes from developing step-change performance advantages on the target market’s Critical Purchase Criteria (CPCs).

    If you have neither, you may be wasting your R&D capital. If you have both, you’re ready to win.

    In the following redacted example, a business had three promising new technologies but only had sufficient resources to develop and launch one.

    New Technology A was attractive because of its size (it could be used in a wide range of applications) and differentiation. However, the strength of control was weak due to limited access to a critical raw material controlled by a vertically integrated competitor.

    New Technology B provided moderate control, but limited differentiation compared to competitive offers that were targeting the same segment (same CPCs) and making incremental improvements.

    New Technology C had strong control (the opportunity to use a proprietary distribution channel) AND strong differentiation (step change performance improvement in the target application’s Critical Purchase Criteria). Although smaller, it represented the best opportunity to win.

    For more information on the Right to Win or to test out the tool, please fill out the contact information below.