How the Cloud Changes Strategic Marketing

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Technology Marketing Center webcast panel features perspectives from Regis McKenna, marketing guru and author.

Many technology enabled businesses, not just IT hardware and software vendors, see opportunities to add value with cloud-based data collection and analysis. - Chris Halliwell, Director, Technology Marketing Center

Regis McKenna, legendary Silicon Valley marketing guru and author, including the seminal Harvard Business Review article "Real Time, Preparing for the Age of the Never Satisfied Customer", will participate on a Technology Marketing Center panel to discuss Technology Marketing in the Age of the Cloud at 10am PDT, Tuesday, January 28, in a free, one-hour webcast.

Chris Halliwell, director and founder of the Technology Marketing Center (TMC), will facilitate the panel, which will also include Tim Smith, PhD author of Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures, as well as Mathew Frey, CEO of Optimum Energy, a Seattle-based cloud services start-up operating at the intersection of energy management and the internet of things.

"Many technology enabled businesses, not just IT hardware and software vendors, see opportunities to add value with cloud-based data collection and analysis," said Halliwell." To profitably grow cloud-based initiatives, new strategic marketing tools are needed to set and manage subscription type prices, and to drive marketing and support costs down through automation," she added. This panel will provide expert advice on these topics from successful practitioners.

The panel is one in a series of webcast executive discussions on effective strategic technology marketing, conducted on the last Tuesday of the first month of each calendar quarter by TMC. The Technology Marketing Center is a rich content destination on the web providing audio files, discussion forums, and case studies to high tech strategic marketing professionals and their colleagues in sales, engineering, and management. To register for the panel, please visit

Previously as the instructor for the Caltech Industrial Relations Center’s course on strategic marketing of technology products for more than 20 years, Halliwell engaged 3,500 executive participants worldwide. Presently TMC offers five executive courses taught by Halliwell, Smith, and other authors and educators; courses develop skills and process needed for technology enabled value creation, capture, and communication.

McKenna and his renowned Silicon Valley marketing firm worked with a number of entrepreneurial start-ups during their formation years including: America Online, Apple, Compaq, Electronic Arts, Genentech, Intel, Linear Technology, and Microsoft, among many others. In the last decade, McKenna consulted on strategic marketing and business issues to industrial, consumer, transportation, healthcare, and financial firms in the United States, Japan, and Europe. McKenna continues to be involved in high tech start-up companies through his venture activities.

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Gayle Paride

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