Upload
marketingcamp
View
168
Download
0
Tags:
Embed Size (px)
DESCRIPTION
David Fradin share 10 great ways that you can implement to work more successfully with you product management and product marketing teams.
Citation preview
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
10 Ways You can Work More Successfully with your Product Management and
Product MarkeAng Team David Fradin
[email protected] h@p://www.spicecatalyst.com
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Starts By Being Insanely Great • Informing, Exci9ng, UpliLing, DelighMul Rewarding • Wonder • New Insight, New Perspec9ve, New Understanding • Empowers /Delights • Personal • Trust / Bonding • Proud And Excited To Share • Excited
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Agenda 1. Be Insanely Great! 2. Customer Journey 3. What do Product Mangers and Product Marke9ng Managers Do? 4. Market Segmenta9on 5. Target Markets 6. Personas 7. Key Selling Points 8. Market Strategy 9. Sales Process 10. Sales Support Material
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
What do Product Mangers and Product Marke9ng Managers Do?
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Product Mangers
Individual Contributor • Business Case Development and perhaps
realiza9on – Market Expert and Voice of the Customer – Feature, schedule and cost tradeoffs – Return on Investment/Profit and Loss
Analysis • Insures the product is valuable and
differen9ated • Owns the “whole product” (core, benefits,
augmented) defini9on • Works strategically as the product visionary
including the product roadmap • Manages the product lifecycle (Tasks listed
below) • Bridges engineering and the market place • Manages business ecosystem members • Manages the product porMolio • Pricing • Scope: Geographic/Market
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Managers of Product Mangers
Manager • Market Plan Strategy
– Target Market – Value Proposi9on – Posi9oning
• PorMolio Planning • Resource alloca9on • Product Life Cycle strategy • Pricing Strategy • Compe99ve analysis at the company
and financial level • Coordinates Market Research and
Compe99ve Research needed by the product managers
• Process Development and Op9miza9on
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
What do Product Marke9ng Managers Do?
• MarkeAng – Marke9ng Plans over9me – Marke9ng Objec9ves – Target Markets – Branding – Messaging: Internal, channel and customer – Collateral and Sales tools development – Off-‐line/on-‐line and Social Media, as needed, and
mix for on-‐going marke9ng – Conferences, trade shows and events – Budget – Pricing – Forecas9ng – Press and analyst rela9ons
• Launch – Launch plan – Product announcement – Related events and ac9vi9es
• End of Life – End of life plan – Announcement – Related events and ac9vi9es
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
What do Product Mangers and Product Marke9ng Managers Do?
QualificaAons: • Years of experience in industry • Domain Exper9se • Years of experience as a Product Manager or Product Marke9ng Manager • Leadership, team work, nego9a9ng, media9on, rela9onship skills and communica9on skills • Cer9fied • Technology Exper9se as needed • Kevlar underwear
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
The Customer Journey
Validate Value
Expand
Deploy SoluAon
Explore OpAons
Evaluate SoluAons
Status Quo Trigger
Point
Internal Buy In
Business Case
Purchase
Refer
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng 10
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Market Segmenta9on • Personas • Not Top Down Anymore • See the World Differently
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Target Markets • Depends on Your LifeCycle • Maybe Coming To You • Be Agile
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Key Selling Points • Its about them, Stupid • Real, verified PAIN! • Depends on Persona and where are they in the Customer Journey
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Marke9ng Strategy • Con9nuous Learning and Innova9on • Agile
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Sales Process • Its part of the Customer Journey
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Sales Support Materials • Must support the Customer Journey
10 Things
Spice 2013 www.spicecatalyst.com Copyrighted © All rights reserved Please ask before repurposing or distribu9ng
Validate Value
Expand Use Refer Deploy
SoluAon Purchase Internal
Buy In Explore OpAons
Evaluate SoluAons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
AnalyAcs & VOC
Process AutomaAon
Progress / Risk Tracking & Mgt.
Customer Insight
Deep Dive Assessment