Moore: Qualifying on budget works in tornadoes but fails in early markets
Geoffrey Moore · Geoffrey Moore on finding your beachhead, crossing the chasm, and dominating a market · Jan 25, 2024 · at 57:46
Author and management consultant Geoffrey Moore explains to Lenny Rachitsky why applying classic sales qualification frameworks out of sequence across technology adoption lifecycle stages causes go-to-market failures.
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“Qualified the customer on budget before you Make a sales call. Okay. That absolutely is critical on Main Street. It's dumb on, I mean, it's critical on the tornado. It's dumb on Main Street because obviously they have budget. They've got budget, so it has your name on it if you can go get it. But it's a big mistake in the early market or in the bowling alley because they don't have budget.”
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