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Tom Brinkoetter is a consultant specializing in the marketing of new products
and product line management. This experience allows Tom to audit, make recommendations,
and train on most functions of a marketing organization. Examples are:
- Market segmentation analysis - techniques to arrive at a segmentation model that
allows the organization to focus resources appropriately
- Price/value assessment - how to maximize the over all profit in the face of competition.
- New product launch - maximize order build-up with effective collateral,
public relations material, and sales training.
- Market research - effective use of surveys and focus groups to assess target customer
needs and preferences.
- Forecasting - determine market size and opportunity for new products.
- Demand creation - assess promotional efficiency and effectiveness and review lead
generation and tracking efforts.
- Product line management - review procedures for effective product line pruning to
improve overall profitability and review phase-over plans for new products
- Marketing organization - assess the structure and effectiveness, review department goals,
strategies and tactics, and review job definitions and training needs.
His experience includes the following:
- At Hewlett Packard, Tom was a Product Marketing Engineer or Product Marketing Manager
for 6 product lines. He supported or managed 5 new product launches. For one product line,
he wrote application notes and magazine articles that greatly increased the product's
applicability and subsequent orders. For another, wrote competitive assessments that
significantly increased HP's market share. For yet another product line Tom recommended
and planned the launch of a new product type based on the integration of two products.
Tom confirmed the business opportunity by using focus groups with potential customers.
This "first of its kind" product met an aggressive sales forecast and was copied by
competitors. The product was introduced with much fanfare including a sophisticated
software package. Tom supervised the development effort for this software package.
At HP's Santa Clara division he was responsible for the strategic plan for two product
families. These plans received accolades from division management. Also at HP's Santa
Clara division, Tom was the Customer Support Manager for all the division's products.
In this role, he completely revamped the pricing and service strategies for a key product.
This reduced turn around times from an average of 6 weeks to just a few days. The customers
were ecstatic. For this accomplishment, Tom won the division's "Quality Award". - A first
for marketing.
- As Sales and Marketing manager for a division of Gould, Tom increased orders 60% the
first year. He launched a new type of semiconductor device with a powerful PR campaign
that achieved magazine covers and coverage in the Wall Street Journal and Time magazine.
- As Strategic Marketing manager at Microsource, a new venture, he moved the company
into new product areas by researching new markets that matched the company's technological
strengths, and implementing a plan to address these markets. In one new product area of
frequency synthesizers, won $400,000 contract in just six months through intensive technical
liaison activity between the companies's R&D and the customer. He also helped company
diversify its products away from an excessive dependency upon military contracts by
recommending new products for the private sector. The company acted upon these recommendations
and introduced a new line of synthesizers for communications systems which won magazine
awards for contribution to the industry. He also, revitalized the company's advertising
and promotional literature with a program that provided high visibility and diversity,
yet low cost, due to reusable investments in ad agency artwork.
- As a division Marketing manager at Tektronix, Tom transitioned a low growth, marginal
profit business to a vibrant high growth business by completing strategic alliances with
other wireless equipment suppliers. He successfully guided a joint development serving
the CDMA mobile test market to become one of the company's top 5 products and the fastest
growth new product at the company in many years. He helped the sales force to become
"believers" in wireless test products. Improved sales force share-of-mind through
extensive training and support. Successfully trained the Tek sales force on digital
wireless technology including TDMA, GSM, and CDMA. Achieved big wins at major
wireless manufacturers including Motorola, TI, Transtech, Northern Telecom, and AT&T.
He developed a new Wireless Test business strategy for Tektronix that was reviewed by
management to the president level and assailed for its thoroughness and detail. The segmentation
model has been held up as an example for all Tektronix measurement divisions. He
recruited and trained a staff of marketing engineers capable of introducing
and supporting a complete line of Wireless Test products.
- Also at Tektronix, Tom managed the marketing staff of 12 supporting the largest
and most profitable product line for the company. He managed 5 successful new product
launches with this group. Many were "A" to "B" launches where a stumble would have
significantly damaged the order flow. He managed the new product definition
process from segmentation research to providing marketing deliverables per the
company's new product process. He managed current product marketing activities
including product pricing, forecasting, new product introductions, competitive
activities, and sales training. He championed and guided one new product from
definition to market success in less than 12 months. This product was defined in
conjunction with customers providing high speed digital designs incorporating
RAMBUS, FC1063, Gigabit Ethernet, and SONET technologies. This product quickly
became the #2 revenue product for the product line.
- At Wiltron Co., a division of the Japanese company Anritsu, Tom was a Marketing
Communications Manager (MARCOM), Product Manager, and Division Marketing manager.
In his role as a MARCOM manager, he managed public relations, advertising, direct mail,
and collateral production for the division. He implemented direct mail campaigns
targeted at new markets which provided numerous leads and new orders. For these projects;
conceived the concept, managed art production and printing, wrote copy, procured the mail
list, managed mailing, and qualified leads prior to passing on to sales force. As a
Product Manager, he improved the quality of new product introductions resulting in
greater field sales enthusiasm, better customer understanding, and faster rate of
order build-up. He received numerous corporate accolades for success in handling
new product introductions and subsequent promotional activities. He was twice selected
by general management to develop new products within marketing. The products were
introduced on time, and met or exceeded sales projections.
- As a division Marketing Manager at Anritsu, he prepared and implement business
plans, including strategy, new product definition, and new product development.
He also managed tactical marketing of current products.
Tom has a BSEE with high honors from the University of Illinois and a MS in
Engineering Management from Stanford University. Tom is a co-inventor on patent
US5587934: Automatic VNA calibration apparatus and was a session chairman for
Wireless the Wireless Design Trade Show from 1992 to 1999>
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