Report Explores How Research & Development Organizations Are Navigating Economic Downturn

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Revlaunch Author Makes Case for Why This May be the Right Time for CTOs to Bring New Technologies to Market.

A new white paper from BizTechReports.Com entitled "Navigating the Downturn: Go-To-Market Strategies and Tactics For R&D Executives In Today's Tough Economic Times" ( describes how R&D activity during a recessionary period can serve as an opportunity to identify new revenue streams and leap ahead of competitors.

The report's author, Gerry Baranano, CEO of RevLaunch (, a sales and marketing execution services consulting firm, makes the case for a new, more strategic role for CTOs and other senior executives in charge of Research & Development organizations.

The report notes that during bad economic times, companies often suspend or reduce R&D activities. Rather than using bad times to invest in existing customer relationships and develop new ones, companies cut back and even redeploy personnel. As a consequence, developments of many R&D technologies are often delayed or abandoned. Today, few new technologies are being brought to market; promising offerings languish on the R&D shelf.

However, by introducing new technologies to potential customers during tough economic times, high-tech research organizations can position themselves for better times and for future explosive growth. Actions taken today to introduce new technologies to the market provide an opportunity to get a jump on competitors.

In the report, Baranano argues that the most effective leaders of R&D organizations recognize they must take charge of the situation. Strategic CTOs take matters into their own hands after they realize that they cannot - and perhaps should not - rely on traditional means to get take their new and most innovative technologies to market. Too much reticence or active resistance can delay and even derail the progress of promising technologies. Instead, they develop their own separate and very special "dream teams," called Venture Commitment Teams (VCT).

Baranano describes how VCTs should be built by CTOs and other strategic R&D leaders to identify viable near-term markets for new technology offerings. The white paper outlines a process that R&D leaders can implement to jump start the introduction of new technologies to establish initial adoption before the go-to-market process is transitioned to traditional business development activities.

About The RevLaunch Company

The RevLaunch Company provides sales and marketing execution services to companies facing gaps in revenue growth and product launch capabilities. RevLaunch specializes in launching innovative new products and services into established industries, or existing products into new markets or target companies. RevLaunch does the strategy planning and execution or processes that lead to initial signed contracts. Once the go-to-market model is proven, the process is turned over to in-house marketing and sales teams. For more information, visit:


BizTechReports.Com is an independent reporting agency with offices in Washington, DC and the San Francisco Bay Area that analyzes user trends in business technology. BizTechReports.Com explores the role that technology products and services play in the overall economy and/or in specific vertical industries. Business Technology Reports are often based on Independent Field Surveys which provide a foundation for performing gap analyses that highlight the capabilities of current technology investments and compare them against emerging requirements in the market. For more information visit:

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Lane Cooper
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