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This is the classic crossing-the-chasm scenario, wherein the goal is to accelerate mainstream acceptance of a disruptive next-generation technology by first winning over a beachhead segment, the way Lotus Notes won over global consulting, cellular telephony won over financial services, and networked attached storage won over high-tech engineering.
Once you get a beachhead in the new geography, once you have a strong reference base among some constituency, then you are positioned to grow forward.
So in reality you already have beachhead contacts to work.
It makes a great beachhead for entering adjacent market segments.
He assigned a key aide, Rob Pinkerton, to head an initiative to pick a chasm-crossing beachhead segment, one that would take the CEM initiative through the Horizon 2 gap.
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