Adoption-Driven Marketing (ADM) is a total business approach that boosts early market sales by speeding up innovation adoption.

It’s an approach that any company can practice. At the strategic level, ADM improves planning, positioning, and management of marketing resources. At the execution level, ADM increases effectiveness of customer communications and selling efforts. Marketing and sales work together for one objective: accelerating adoption to drive faster revenue growth.

Instead of trying to build revenues through brute-force advertising and selling, ADM focuses on understanding adoption and what it takes to make it relevant and credible to customers before investing in major promotions. Marketing and sales work toward the same adoption related objectives, which raises effectiveness and conserves resources producing faster growth and better ROI on marketing and selling expenditures.