Dataminr

From Defense Knowledge

A Defense[1] PAI[2] GTM[3] case study:

Dataminr is an exemplar use-case whereas they were able to gain enterprise support vis a vis USD-I (now I&S) and USAF complemented by their natural links to the Intelligence Community. The initial awards were SubK award from USD-I via Penn State University Applied Research Lab (PSU/ARL), a UARC/SETA in USD-I. From there the work expanded to the Combatant Commands and National intelligence partners. Eventually, the contract was promoted and solidified on it's merits and user-case as a stand-alone large award to Dataminr via Air Force (possibly SAF/CDM) as the executive agent for USD-I appropriated military intelligence program dollars.

Dataminr did many thigns well - and one was strong marketing and persistent presnce face-to-face with thier customers. One day in paritcular, Dataminr has a large multi-sided table booth in the heart of the pentagon in a large corridor on the way to the food court and gave away companyt swag, information material and most important boot shine kits. Everyone had those leather/boot shine kits - and it hinted and acknowledged the culture of the Pentagon and military alike. This sort of thing endears a brand to it's constiuency or market segment.


References

  1. ↑ Catch-all term for US DOD, Intelligence Community and National Security equities applicable to business opportunities.
  2. ↑ Publicly Available Information
  3. ↑ Go-To-Market: Comprehensive set-activites to take a product or service to market or continue market penetration. It's an evergreen term to summize the entire business and technical process of building, marketing, selling, services customers and clients in a way that is repeatable, robust, and right.
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