Technical entrepreneurs always work hard to create an innovative product or service, but often count on standard seller marketing for sales. However, the reality is that sellers are no longer in charge of the customer-buying process. Current reports (http://chiefmarketer.com/online_marketing/0329-consumer-power/) suggest that 90 percent of today's shoppers skip marketing pitches, research online before they buy, and over 50 percent check user reviews before making a decision.

The Internet and smartphones have changed everything. Kristin Zhivago, in her book, Roadmap to Revenue (http://www.amazon.com/Roadmap-Revenue-Sell-Your-Customers/dp/0974917923), makes the point that the selling system is broken, since sellers no longer sell the way customers are buying. Here is my summary of her detailed roadmap to get you back on the right track with a "customer-centric" approach rather than a "company-centric" approach: