One of the top topics at any tech transfer industry meeting is technology marketing. Just a few weeks ago, one of the most popular sessions at the AUTM™ Eastern Region Meeting was on the topic of “guerrilla marketing.” We have blogged a lot about marketing strategies and various marketing tools over the years. And as the tech transfer profession has evolved, we have developed new insights that we would like to share. So we’ve decided to get our readers caught up by offering a systematic treatment of the topic in our new series: Marketing Mondays. We will discuss developing effective collateral, strategically reaching out to prospects, and converting the qualified leads into licensees. Of course, any discussion of technology marketing has to begin with the AMMO, which Fuentek developed years ago and has been applying successfully for our clients ever since.
Last month there was a series of posts on the AUTM members discussion group on the topic of metrics. Metrics is a topic that Fuentek has thought about before. And we’ve recently completed several organizational analysis projects with a heavy metrics component. So I wanted to chime in with some context and best practices. Then I offer some specific recommendations for TTO metrics.
An interesting article in Harvard Business Review caught my attention… mostly because its message sounded very familiar. In the article, entrepreneurship ecosystems pioneer Daniel Isenberg asks an important question: Do Startups Really Create Lots of Good Jobs? He suggests that the startups-create-jobs idea has experienced “the truth effect,” gaining legitimacy and becoming accepted as fact when the reality is far different:
Leading companies actively manage their IP portfolio as a strategic and financial asset. Those that are more passive are missing out on potential new revenue streams or cost-saving opportunities. But they don’t have to. Fuentek teamed up with PatSnap to offer a free webinar on strategically managing the IP portfolio.
Having spent 15+ years helping major research universities manage their intellectual property (IP), Fuentek knows a great deal about efficient and effective tech transfer. We’ve also seen that many universities struggle to explain this complex process to their stakeholders — administrators, researchers, and even legislators.
This Friday, March 4th at noon EST, the Industrial Research Institute (IRI) is focusing its 1-hour “Brown Bag” webinar on Collaborating with Universities and Government Labs. This is a great opportunity for companies to gain tips and useful resources for navigating the partnerships between industry and research institutions. And you don’t have to be a member of IRI to attend Friday’s webinar – it’s open to all. I’m pleased to be a panelist for this interactive, web-based discussion along with Dr. Richard Chylla of Michigan State University. Rich and I co-authored an article published in IRI’s bimonthly journal Research–Technology Management on this very topic. Our conversation on Friday will focus on how to pursue collaborations with academic and government organizations…
Fuentek has unique insight into how TTOs can improve their operations for more efficient commercialization of intellectual property (IP). And because we heard from so many TTOs that our Road to Tech Transfer was a valuable tool for communicating with key stakeholders, we thought a new infographic would serve as a useful starting point for sharing our insights for efficient and effective TTO operations. Thinking of the technologies in the IP portfolio as plants, we created the Cultivate Your IP infographic to illustrate TTO best practices for (1) channeling your efforts/resources into the seedlings that are poised to thrive and (2) providing the timely care that allows them to flourish and achieve commercialization success.
Fuentek’s Danielle McCulloch, Becky Stoughton, and I are packing our bags and heading to San Diego for this year’s national meeting of the Association of University Technology Managers (AUTM®). The annual AUTM meeting is the best place for technology transfer office (TTO) professionals to learn the latest tools and techniques for managing IP. It’s also a great place for universities and industry to network for R&D collaborations. • Tech Marketing Session Monday Morning • Visit Fuentek in Booth 304 • Connect with Us on AUTM Connect™
For technology-based companies, universities and government labs are a great resource for reducing the risk, cost, and time to market for new products. Not only have they extensive capabilities, expertise, and intellectual property (IP) portfolios, but they also have a growing interest in collaborating with industry. Companies wanting to pursue partnerships with university/government labs now have a new resource to consult for how-to advice.
Earlier this fall, I gave a guest lecture to the Electrical and Computer Engineering students at the North Carolina State University. Mostly my presentation focused on how to present their Senior Design Project effectively. But I also gave some career advice that I’d like to share here today. So, if you’re an undergraduate student in engineering, consider this.
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