Joining us for today’s show is Hassane El-Khoury, the CEO of Cypress, the leader of the semiconductor industry. Hassane’s mission is to establish Cypress as the global supplier of choice for innovative companies in high-growth markets. Cypress is leading the industry in growth after making the shift from commodity products to high value sales efforts. He has made it possible to focus on the high value offerings within the Cypress product portfolio. Learn how he made it happen.
Hassane answers questions out of SBI’s How to Make Your Number in 2018 to provide an in-depth view into how CEO’s guide revenue growth by being able to single-out markets with the highest potential for growth. To follow along flip to the Corporate Strategy section and turn to Phase 1: Markets beginning on page 48.
Why is this an important topic? Being in fast-growing markets is the largest driver of revenue growth. Least important is market share growth. Yet, many executive teams tend to focus most of their attention on gaining share in their existing markets. While it is necessary to maintain, and sometimes increase, market share, changing your company’s exposure to growing and shrinking market segments should be a major focus.
The first segment will seek to answer the question: How have you prioritized high-growth markets? Hassane provides an overview to validate the claim that exposing your company to rapidly developing markets is the easiest way of growing with the highest probability of success.
In the second segment, Hassane outlines what traditional routes to market exist in his addressable markets, as well as innovative routes that disrupt those markets and his company’s competitors. Hassane also covers which channels he uses to target buyers, for each market segment (direct field sales, inside sales, global account management, key account management, VAR, systems integrator, e-commerce, phone, etc.)
The final segment of the show describes the different areas market growth can come from, such as market expansion or taking share from your competitors. Hassane goes on to describe the current demand drivers of his company’s addressable markets.
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