Staying Engaged

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Andrews uses these class lessons to turn TI’s products into profit:

Focus on the highest value opportunities. Andrews concentrates on identifying and reaching the best customers in the market for buying TI’s products.

Use “voice of the customer” (VOC) techniques. A VOC technique details and prioritizes very specific needs of the customer and creates language for the team to use when approaching sales. Andrews relies on feedback from the entire customer community-engineers, manufacturers, vendors, end users, technical support, etc.-using traditional and new social media tools.

Adjust marketing methods as necessary. Andrews routinely adjusts marketing strategies to speak to specific clients at different phases of the product cycle.

For more information about executive education courses at Caltech, visit http://irc.caltech.edu.

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