Today marks a new chapter for Marketing Plan for Tech Startups: a partnership with Xapa, creators of a mobile app that turns learning into a gamified experience you actually want to use, with the coolest avatars! 👩🏫 ➡️ 🦸♀️
Together, we’re making the book’s frameworks accessible to marketing teams globally, not just individual readers.
I couldn’t imagine a better partner than Xapa’s CEO Christine / Chris Heckart, a three-time CMO and former C-level executive at NetApp, Cisco, and Juniper Networks. Her philosophy, “Think big, start small, move fast,” deeply aligns with how I think about modern marketing.
Christine shared this about my book:
𝘐 𝘈𝘔 𝘢 𝘮𝘢𝘳𝘬𝘦𝘵𝘦𝘳 𝘧𝘰𝘳 20+ 𝘺𝘦𝘢𝘳𝘴, 𝘣𝘶𝘵 𝘵𝘩𝘦 𝘴𝘱𝘢𝘤𝘦 𝘪𝘴 𝘤𝘩𝘢𝘯𝘨𝘪𝘯𝘨 𝘧𝘢𝘴𝘵, 𝘢𝘯𝘥 𝘦𝘷𝘦𝘳𝘺𝘵𝘩𝘪𝘯𝘨 𝘪𝘴 𝘣𝘦𝘪𝘯𝘨 𝘳𝘦𝘪𝘯𝘷𝘦𝘯𝘵𝘦𝘥. 𝘛𝘩𝘪𝘴 𝘣𝘰𝘰𝘬 𝘪𝘴 𝘧𝘢𝘯𝘵𝘢𝘴𝘵𝘪𝘤. 𝘑𝘶𝘴𝘵𝘺𝘯𝘢 𝘪𝘴 𝘵𝘩𝘦 𝘳𝘦𝘢𝘭 𝘥𝘦𝘢𝘭. 𝘚𝘩𝘦 𝘳𝘦𝘮𝘪𝘯𝘥𝘴 𝘶𝘴 𝘰𝘧 𝘵𝘩𝘦 𝘦𝘴𝘴𝘦𝘯𝘵𝘪𝘢𝘭𝘴 𝘵𝘩𝘢𝘵 𝘳𝘦𝘮𝘢𝘪𝘯 𝘤𝘰𝘳𝘦, 𝘦𝘷𝘦𝘯 𝘸𝘪𝘵𝘩 𝘈𝘐 𝘥𝘪𝘴𝘳𝘶𝘱𝘵𝘪𝘰𝘯.
I wrote Marketing Plan for Tech Startups after watching too many brilliant products stall for the same reason:
✅ The innovation is real
✅ The market need is real
😞 Yet adoption never comes
Why?
Too many random acts of marketing. Not enough fundamentals.
After speaking with hundreds of early-stage founders and marketing leaders, three themes keep repeating:
1️⃣ Marketing is often reduced to “promotion,” when it should start with product use cases and customer needs
2️⃣ Positioning, competitive analysis, and customer journey mapping are rushed or skipped
3️⃣ Once founders become “marketing converts,” they want to upskill the entire team, not just one reader
These misconceptions, and the cost of ignoring fundamentals under pressure, are exactly why I wrote the book.
When founders become “marketing converts,” their next question is always the same:
𝗛𝗼𝘄 𝗱𝗼 𝗜 𝗯𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗲𝘀𝘁 𝗼𝗳 𝗺𝘆 𝘁𝗲𝗮𝗺 𝗮𝗹𝗼𝗻𝗴?
Xapa is how.
Huge thanks to Uday Keshavdas, Betty Gower, and Jackie Canino for “xapifying” my book.
More soon.
#GoToMarket #ProductMarketing #MarketingLeadership #AIinMarketing
Tech Surprises 
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