Summary : Art Zafiropoulo was honored for championing technology through innovative marketing approaches: first with plasma etching and later with “mix and match” lithographic manufacturing strategies.
Art Zafiropoulo was honored for championing technology through innovative marketing approaches: first with plasma etching and later with “mix-and-match” lithographic manufacturing strategies. One of the most important criteria for receiving SEMI’s Sales and Marketing Excellence Award is the person’s contribution must benefit the customer. It can’t just be a slick sales or marketing campaign. Often customers can’t see what will benefit them because they are caught up with preconceived problems and solutions. Mixing-and-Matching different lithography tools in a fab had generally been rejected by fab engineers because of previous overlay problems. In the nineties, Art drove Ultratech’s R&D to solve the technical problems, while he crafted a marketing approach that would convince them. It would saved billions of dollars in cost for the industry allowing Moore’s Law to continue. Today, mix-and-match is a mainstay of semiconductor manufacturing.
SEMI's Sales & Marketing Excellence Award
SEMI's Sales & Marketing Excellence Award is our industry’s highest honor for excellence in sales and marketing. The award was established by SEMI in remembrance of our industry’s greatest marketing professional, Bob Graham, after he passed away in 1998. He believed that the sole purpose of sales and marketing was to serve the customer by keeping product offerings and development focused on customer need. The award is presented annually to recognize individuals for their outstanding achievement in the establishment of marketing and sales programs that created lasting value for customers of the semiconductor equipment and materials industry. This section of VLSI Research’s web site honors these individuals with an archive that chronicles their achievements and documents the lessons they learned for all posterity.