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The State of Marketing in Early Stage Canadian Tech Companies

Do Canada‟s tech start-ups maximize their growth and potential by leveraging the power of marketing?

To answer this question and understand the perspectives of Canadian tech companies on marketing, The Mezzanine Group conducted a study among CEOs of early-stage venture-funded technology companies. The participants had an average of 32 employees and an average annual marketing budget of $400,000. Ten CEOs participated in the study through interviews and a survey in spring 2007.

The topics covered included:
1. Definitions of marketing
2. Perspectives on the value of marketing
3. Where responsibility for marketing lay in their organizations
4. The types of marketing initiatives they undertake
5. Which types of marketing are effective
6. Their strengths in marketing
7. Their top marketing challenges
8. What, if anything, is holding them back from marketing

To access the full White Paper, please click on the 'Download the PDF' button above.