Machiavellian Strategies and Value Creation in Wireless
by Ronny Haraldsvik
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What you'll discover
when watching Ronny's story
- Marketing strategies must be tailored to the specific industry and target audience, as traditional demand generation may not apply in all sectors.
- Building relationships and face-to-face interactions are crucial in industries with a small, high-level customer base, like telecommunications.
- Common sense and understanding the customer's needs are fundamental to effective marketing, often overlooked in favor of following standard practices.
- Focus marketing efforts on the 20% of customers that drive 80% of revenue, rather than spreading resources too thin.
- Branding for startups should prioritize promoting the company name and product benefits, rather than extensive branding programs.
- Successful team leadership involves hiring experienced individuals, trusting them, and allowing them autonomy to perform their roles.
- In the current fast-paced digital landscape, marketing messages need to be brief, salient, and to the point to capture audience attention effectively.
Meet Ronny Haraldsvik - CMO and SVP Business Development + Field Systems Engineering @ Cohere Technologies
Ronny Haraldsvik is the CMO and SVP Business Development and Field Systems Engineering at Cohere Technologies, a company developing innovative wireless technology solutions. His journey in the networking and wireless industry began in 1997 when he was headhunted to join Bay Networks.
With over 30 years of experience, Ronny has played a key supporting role in bringing 4G technology to market in the early 2000s with Flarion Technologies, a company later acquired by Qualcomm. He has been part of 6 acquisitions and advised dozens of startups throughout his career.
At Cohere Technologies, Ronny is working on software that improves 4G and 5G networks, potentially doubling their capacity and performance. The company is also developing OTFS, a novel waveform for future 6G networks.
Ronny’s Machiavellian approach to marketing emphasizes extreme focus, understanding the customer, and driving revenue. He believes in building small, experienced teams and leading by example.
Check out Ronny Haraldsvik's thoughts on marketing
When it comes to essence of branding for startups, Ronny shares:
"For any startup, the first 3 to 5 years is all about pushing the company name out there, to show the product-market fit. You build trust one deal at a time. Branding programs come later."
He also shares the importance of focusing on revenue-driving activities:
"Up to 90% of all marketing spend is often funds and efforts. What really matters is...what will drive revenue for the sales teams."
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