WINNING THE RACE FOR NEW MARKET OPPORTUNITIES by N Aufreiter
While there is no shortage of new business opportunities, too many organizations today lack a disciplined approach for pursuing and managing those opportunities. A highly effective, new approach is the Venture Marketing Organization (VMO). Replicating the behavior of the venture capital organization, the VMO does four things very well: it creates a fluid organization that can mobilize opportunity teams quickly; it hires people into roles, not jobs; it drives fast decision making from the top while making opportunity identification everyone's job; and it focuses resources on the highest payback opportunities while it prunes losers quickly.
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