TEXEC presents Peter Eddison Reid-Eddison Inc. High Tech Marketing Execution: A Guide for Survivors Classes Now Forming for April 2, 2002 - Pre-Register Now and Save 20%: "A vision without the ability to execute is just an hallucination" Steve Case, Chairman, AOL TimeWarner In high-tech marketing, there are no guarantees of success ‚ hundreds of things have to go just right for you to hit a home run. But get just a few key things wrong, and youíll strike out for sure. There are many excellent workshops designed to help you understand marketing strategy, and many more designed to help you execute specific marketing tasks more effectively. But the real danger zone is where strategy meets execution. Doing things right is not useful if you are not doing the right things in the first place. This workshop is all about surviving the life-or-death battle that is the reality of technology marketing. It focuses on five key areas in this danger zone ‚ five areas of technology marketing where it is very easy to do the wrong thing, and where doing the wrong thing can be fatal. Seminar Topics: * Understanding your market ‚ making sure everyone understands what your "space" really is * Picking the right segment ‚ too big is as bad as too small * Getting value from market research ‚ bad data can be worse than no data at all * Determining competitive advantage ‚ finding out what your winning edge really is * Keeping focus ‚ avoiding the trap of " the next big deal" This workshop is designed to deliver actionable strategies for marketing success. The workshop style is very practical, very blunt and very hands-on. Itís all about techniques and tools you can actually use, illustrated by many real life examples drawn from Peterís personal experience and from many client interactions. For Whom: This seminar is a marketing execution session designed for technology professionals who are responsible for implementation of sales and marketing strategies within their organizations. This seminar will be particularly beneficial for those presently challenged with generating visible results from their firm's marketing efforts. About the Seminar Leader: Peter Eddison is currently a partner at Reid Eddison Inc, an Ottawa business-mentoring firm. Established in 1997, Reid Eddison provides advisory services to early and mid-stage technology companies facing the challenges of growth. With Reid Eddison clients, Peterís primary focus is in the areas of strategic thinking and market positioning. Previously, Peter spent twenty-five years in the high-technology industry, as software developer, project manager, consultant, executive and entrepreneur. Among a variety of jobs along the way, he spent thirteen years at Fulcrum Technologies Inc, a leading information retrieval software firm, where he was a co-founder and VP Marketing. Outside of work, Peter has a special interest in education and professional development. He serves on the board of advisors of the Queenís University MBA for Science and Technology, was a founding board member of the Algonquin College Technology Marketing Program and of Zone5ive, the technology marketing forum of OCRI, and is a new ventures project mentor for students in the Queenís EMBA program.