Selling to the masses has become an art form in the tech sector, for it marries the complexity of consumer marketing with the speed of disruptive technologies. Small and large companies can compete on a level playing field, and they must act and react with poise and instinct. Challengers and contenders constantly bend the rules. No wonder that CMOs have gained prominence in the sector - they drive the success, or suffer the failure, of their products and face the market verdict.