Survey to capture the essence of success

Survey to capture the essence of success

National study of sales and marketing by technology exporters open

New Zealand technology companies will have a chance to compare their sales and marketing activities with those of the best performing Kiwi tech exporters in the fifth annual Market Measures survey.

The annual survey opens today at The survey period ends on August 16 and results will be available in September.

The survey is being organised by technology marketing companies Concentrate and Swaytech.

Concentrate managing director, Owen Scott, said, in a statement, “New Zealand technology stocks are hot right now, and we are keen to build on this momentum by understanding and sharing the secret to the success of the stars of the industry.

“We want to understand what it is that they are doing to make them so effective with their sales and marketing.”

New Zealand Trade and Enterprise and AJ Park are the principal sponsors of Market Measures 2013.

Results of the 2012 study underlined classic issues within New Zealand’s high-tech sector, Scott said.

“As an industry we are good at designing and developing innovative products but struggle to consistently find and exploit large markets for them,” he said.

Scott pointed to some common characteristics amongst the highest performing companies that tend to be very market focused, confident in developing market entry strategies and clear on what makes a good channel partner.

“A clear trend has emerged out of past Market Measures survey data; it is the rapidly growing importance of Kiwi tech companies engaging with potential customers online. This represents an enormous opportunity for our relatively small and remote high-tech sector.”

Survey results are free to all those who participate. Copies of the 2013 report will be available to download for $250, and the results will also be presented at events in Auckland, Wellington and Christchurch.

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