Report Advises Research & Development Organizations To Use the Economic Downturn To Bring New Technologies To Market

Share Article

For R&D executives, recessionary periods paradoxically provide an excellent time to present their labs' innovations and technologies to existing and new customers. Success requires a new approach -- creation of a special Venture Commitment Team™ -- to identify market needs and opportunities, engage new customers, and deliver concrete customer commitments to the larger organization.

The RevLaunch Company, a business development execution services company, released a new white paper published by BizTechReports entitled "Navigating the Downturn: Go-To-Market Strategies and Tactics For R&D Executives In Today's Tough Economic Times" ( The white paper describes how the most effective R&D executives use a recessionary period to identify new revenues streams and leap ahead of competitors.

The report's author, Gerry Barañano, Principal of The RevLaunch Company (, advances the case for CTOs and senior R&D executives to take a new more strategic role in engaging with existing and new customers to identify new market opportunities.

Barañano notes bad economic times, paradoxically, are an excellent to invest in existing customer relationships and develop new ones. Barañano says, "Actions taken today to introduce new technologies to the market provide an opportunity for companies to get a jump on competitors."

Strategic CTO's take matters into their own hands after they realize traditional internal sales and marketing groups often lack the skills and are not properly incentivized to take new and innovative technologies to market. Instead, Barañano says, "CTOs must develop their own separate and very special "dream teams," called Venture Commitment Teams™ (VCT™)."

The Venture Commitment Team (VCT) is a small team of seasoned experts with deep knowledge developed from years of accomplishment in three areas - technical or scientific knowledge, business development proficiency, and knowledge of internal company capabilities. The team's charter is to obtain a commitment from potential customers that concretely demonstrates business potential of the new technology, invention or innovation. Through these quantifiable commitments the VCTs are able to identify viable markets and named customers.

Barañano describes how CTOs and other strategic R&D leaders should build VCTs to help identify viable near-term markets for new technology offerings. This paper outlines the process R&D leaders should implement to present their inventions and technologies to key customers and then hand off a market-vetted plan to their internal business development group.

Barañano provides tips for getting started in launching a Venture Commitment Team with people who have the necessary skills and frame of mind.

About The RevLaunch Company:
The RevLaunch Company provides business development execution services to companies facing management and implementation gaps in the areas of revenue growth and product launch. RevLaunch gets you your first couple of customers. RevLaunch specializes in implementation. We launch your new innovative products and services into established industries, or your existing products into new markets or target companies. We do the strategy planning and our execution results in signed contracts. RevLaunch reduces your risk of attaining your revenue goals, of launching your products into established markets or companies, of achieving a rapid return on your R&D investment. For more information, visit:


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Gerry Baranano

Lane Cooper
Visit website