Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers

by Geoffrey A. Moore

Sales 2.0 consists of direct-touch marketing, sales, and service conducted entirely over digital media. The marketing looks a lot like the Web-based self-service transactional marketing for end users. The difference arises when the prospect clicks on a link. Instead of going to an automated response system, the click alerts a human salesperson who then approaches the end user via email, chat, or a voice call. Based on the prospect’s level of interest, this can lead to a referral to a website, a download of relevant literature, an invitation to a webinar, or a Web-enabled live demo of the offer. As prospects demonstrate increasing levels of engagement, the system tracks their status and alerts salespeople to the next step in the sales cycle. The entire process, from interest to close, is conducted over the Web.