B2Bridge

Early 2007, I gave my regular course on marketing planning for the introduction of high-tech innovations on industrial markets (Vlerick Leuven Ghent School of Management). As usual, I wanted to verify I had the right public in front of me. So my first question was "how many clients do you want to obtain by the end of this year?". The majority of the audience was aiming at one or two customers for their innovation by the end of this year. Others were dreaming of less than ten new clients. Only one customer was different with a couple of thousand new clients for his innovation. That was no surprise, since he was the only one aiming at a consumer audience.