The Customer Alignment Lifecycle (CAL)™
Put technology adoption lifecycle theory into practice and create solutions that customers want.
The customer alignment lifecycle (CAL) is a market-strategy framework that builds on the predictable sequence of the technology adoption lifecycle, making innovation and new-product success predictable. The customer alignment lifecycle framework employs psychographic, qualitative, and market segmentation methods that reveal the hidden requirements for business growth. CAL is the driving force behind 86 percent of all successful products.
Elevate your success rate
With a dynamic, customer-perception approach to innovation
When it comes to building market leadership, pasting together an unorganized collection of incompatible practices just doesn’t work. That’s why market-strategy pioneer Warren Schirtzinger has spent the last 30 years creating the customer alignment lifecycle (CAL), a dynamic, customer-centric framework that transforms technology adoption theory into practice.
CAL is effective because it starts with a deep understanding of customer characteristics and motivations, including the criteria customers use to evaluate competing products and services. These criteria — based on an overriding need to reduce risk — form the basis of new-product acceptance. By knowing how customers perceive and avoid risk, companies are able to align the actions of marketing, sales, communications, and product management with these requirements and systematically create customer value.
Leveraging technology adoption theory, we’ve created a system that guides the continual redirection and renewal of your business, and ensures strategic adaptation to your environment. Market leaders know the environment is in constant flux and business transformation must continue without end. Discover the six-step customer alignment process described below, and experience the ultimate upgrade in new-product success.
Discover new opportunities
By defining your markets correctly
Defining a market from a product perspective doesn’t work because products come and go. A winning market strategy begins with defining your category, and then placing your company and its category on the technology adoption life cycle. We help you develop a concise description of your “solution-type,” which describes the intersection between your product offering, target customer, price range and geographic boundaries. With category definition, you can discover underserved customer segments and paths to growth that traditional methods would never reveal.
Accelerate revenue growth
By understanding customer motivation
People buy products and services to accomplish specific goals. And the old, worn out saying is “people don’t want a quarter inch drill, they want a quarter inch hole.” But did anyone ever think to ask WHY people want a hole in the first place? The answer is at the core of technology adoption theory
Customers buy for their reasons, not yours. Using our customer-alignment process, we help you create breakthrough products and services by helping your customers achieve their specific goals. We start by getting to know the people involved in the buying process, and understanding their true motivations.
Expand new-product acceptance
By understanding your customer’s point-of-view
Successful companies are those that come the closest to seeing the world as their customers do. We define products the way your customers do: in terms of perceived risk and goal achievement. With three decades of experience, we are the best in the world at defining mandatory product attributes at each stage of your category lifecycle.
This is what differentiates High Tech Strategies. We understand the product challenges you face, and with our proven process called the low-risk recipe, we are sure to get it right. Your success depends on it.
Sell more and close faster
By using familiar channels
The root cause of lackluster sales growth is misalignment between your sales strategy and your target market. Because the selling techniques you use must help your customer achieve their specific goals. The vast majority of all customers want to minimize, or even eliminate, the perceived risk of adopting your product. This is why we use our trademarked customer alignment lifecycle process to configure your sales strategy so that purchasing feels familiar to your customer, which in turn helps them achieve their goals. Using CAL, you can identify the sales channels that make selling faster and easier.
Help customers “feel” the value you provide
By understanding what they already believe
As your product moves through the technology adoption lifecycle, the area of greatest value to the customer changes. And those involved in product management must learn the unique marketing “language” of each adopter category sequentially. Using the customer alignment lifecycle, you can describe or promote your product in a way that is consistent with what people already believe to be true. Start creating messages that increase product understanding and amplify perceived value
Test your value proposition
By confirming customer pain vs gain
How do you know if your product provides the right amount of value? By confirming that it aligns with your customer’s view of pain vs. gain. Using CAL, we make the perfect assessment of your value proposition because it uses the same cost-benefit ratio customers use to assess value. We validate that the gain of using your product is commensurate with the pain the customer is willing to endure. This ensures your product’s success and your company’s growth.