Portfolio Marketing - SiriusDecisions/media/SiriusDecisions/Event...Customer Marketing Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss Analysis Retention Strategies

Research and Advisory Service

Portfolio Marketing

© 2016 SiriusDecisions. All Rights Reserved

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SiriusDecisions Team

Christina McKeon Service Director, Portfolio Marketing

Jeff Lash VP and Group Director, Go-to-Market

Tyler Anderson Team Leader, Account Management E: [email protected] P: 706-225-5642


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Enhance Monitor Launch Build Align Design Discovery

The SiriusDecisions Product Marketing and Management Model A Best-in-Class Framework for Innovating and Marketing B-to-B Offerings

MARKETING

PRODUCT

SALES

Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising

Demand Measurement

Customer Marketing

Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss

Analysis Retention Strategies

Buyer Personas/ Requirements

Market Requirements*

Content Brief*

Content Activation

Buying Cycle Solution Handbook*

Sales Content and Tools

Launch Plan*

Portfolio Architecture

Pricing Product Roadmap* Sales Support Lifecycle Management

Competitive Analysis

User Stories/ Functional Spec*

Demos, Trials Proofs of Concept

Customer Feedback

Enhancement Prioritization

Business Case* (concept)

Product Testing

Future Roadmap*

Field Requirements

Sales Advisory Council Financial Targets Sales

Communications Sales Adoption Retention Programs

Sales Training Pipeline Analytics

Certification Incentives

STRATEGY EXECUTION GROWTH

Prototype Concept Testing

Product Requirements*

Sales Enablement Plan*

Deliverables* Activities

Business Case* (final)

Market Sizing Segmentation

Sales Coverage Strategy

Named Accounts

Territory Alignment

Satisfaction Measurement

Version 3.0

Field Feedback

Competitive Positioning

Channel Partner Strategy

Offering Dashboard*

Launch Dashboard*

Demand Creation

User Personas/ Requirements

Demand Type

Release Readiness

High-Priority Updates

Upsell Cross-sell

References and Advocacy

Influencer Relations


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Benchmarking Audit Functional Performance and Resource Gaps

MARKETING

PRODUCT

SALES


Demand Measurement

Customer Marketing

Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss

Analysis Retention Strategies

Buyer Personas/ Requirements


Content Brief*

Content Activation

Buying Cycle Solution Handbook*

Sales Content and Tools

Launch Plan*


Pricing Product Roadmap* Sales Support Lifecycle Management

Competitive Analysis

User Stories/ Functional Spec*

Demos, Trials Proofs of Concept

Customer Feedback



Product Testing

Future Roadmap*

Field Requirements

Sales Advisory Council Financial Targets Sales



Certification Incentives


Prototype Concept Testing



Business Case* (final)



Named Accounts

Territory Alignment

Satisfaction Measurement

Version 3.0

Field Feedback

Competitive Positioning


Offering Dashboard*

Launch Dashboard*

Demand Creation

User Personas/ Requirements

Demand Type

Release Readiness

High-Priority Updates

Upsell Cross-sell

References and Advocacy


Healthy Questionable

Not Healthy


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MARKETING

PRODUCT

SALES

Brand and Naming Routes to Market Campaign Planning Reputation/Advertising

Demand Measurement Customer Marketing

Relative Targeting Messaging Marketing Plan* Thought Leadership Demand Creation Win/Loss Analysis

Retention Strategies

Buyer Personas/ Needs

Competitive Positioning Content Brief* Content Activation References and

Advocacy

Buying Cycle Solution Handbook* Sales Content and Tools

Launch Plan* Influencer Relations

User Personas/ Needs Pricing Product Roadmap* User Stories/

Functional Spec* Sales Support Customer Feedback Lifecycle Management


Business Case* (final) Product Testing Demos, Trials

Proofs of Concept Satisfaction Measurement


Competitive Analysis Release Readiness High-Priority Updates

Future Roadmap*

Field Input Sales Advisory Council Financial Targets Sales




Prototype

Concept Testing



*Deliverables Activities


Demand Type





Named Accounts

Territory Alignment

Launch Dashboard*

Offering Dashboard*

Certification Incentives Field Feedback

Upsell Cross-sell

Version 3.0

The SiriusDecisions Product Marketing and Management Model Topic Coverage


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Tailoring the PMM Model


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Tailoring the PMM Model


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Product Marketing


MARKETING

PRODUCT

SALES


Demand Measurement Customer Marketing

Relative Targeting Messaging Marketing Plan* Thought Leadership Demand Creation Win/Loss Analysis

Retention Strategies

Buyer Personas/ Needs

Competitive Positioning Content Brief* Content Activation References and

Advocacy

Buying Cycle Solution Handbook* Sales Content and Tools

Launch Plan* Influencer Relations

User Personas/ Needs Pricing Product Roadmap* User Stories/

Functional Spec* Sales Support Customer Feedback Lifecycle Management


Business Case* (final) Product Testing Demos, Trials

Proofs of Concept Satisfaction Measurement


Competitive Analysis Release Readiness High-Priority Updates

Future Roadmap*

Field Input Sales Advisory Council Financial Targets Sales




Prototype

Concept Testing



*Deliverables Activities


Demand Type





Named Accounts

Territory Alignment

Launch Dashboard*

Offering Dashboard*

Certification Incentives Field Feedback

Upsell Cross-sell

Version 3.0


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Communications

Field Marketing

Global Demand Center Global Campaigns CMO

Marketing Strategy

Marketing Ecosystem: A High-Level Functional View

Brand

Content Operations


Social Media

Portfolio Marketing

Audience Framework and

Personas

Messaging and Value Proposition

Product, Solution and Industry Intelligence

Themes

Global Planning

Marketing Mix

PMO

Planned Programs

Best

Pra

ctic

e

Rapid Response

Perpetual Leverage

MAP

Web Sites

Lead Scoring

ABM

Localize EMEA

Sales Enablement

Pipeline Acceleration

ABM

Localize Americas

Sales Enablement


ABM

Localize

Asia Sales Enablement


Business/Sales

Strategy

Product/ Solution Strategy

Marketing Operations

Accountability

Infrastructure

Enablement

Planning

SiriusPerspective:


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Master Brand

Business Unit

Industry

Industry Region

Industry

Region

Region Company Buying Center

Persona

Persona

Persona

Region

Company Buying Center

Persona

Persona

Account Buying Center

Persona

Persona

Business Unit

Business Unit

The SiriusDecisions GTM Architecture Model A visual diagram which illustrates how a company will

merchandise its offering portfolio aligned to a target buyer audience.

Audience Framework

Need

Need

Com

mon

Nee

d

Product

Product

Product

Product

Product

Product

Product

Product

Product

Product

Product

Solu

tion

Buying Scenario

Buyer’s Journey Map

Buying Scenario


Buying Scenario


Offering Map

Need

Need

Need


SiriusPerspective:


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•  \

The SiriusDecisions Persona Framework Align the organization around a common understanding of the target

buyers and their needs to drive best-in-class messaging, content and campaigns.

Functional Attributes

Job Role Common Titles Position on Organizational Chart Buying Center Firmagraphics

Emotive Attributes

Initiatives Challenges Buyer Need Lexicon

Decision Process Attributes

Buyer Role Engagement Level Decision Drivers

Behavioral Attributes

Content Asset Types Interaction Types Watering Holes

SiriusPerspective:


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Messaging Nautilus Version 2.0 The Messaging Nautilus is a sequential and logical process for

transforming skills in order to create more audience-centric messaging that resonates.

Arc 1: Audience Isolation Isolate the target market segments, buying centers and buyer personas for an offering.

Arc 2: Persona Context Catalog the insights necessary to engineer messaging that resonates with that specific persona. Arc 3: Intent State the messaging intent by demand type and buying scenario.

Arc 4: Value Proposition Craft the core value proposition for the buyer persona.

Arc 5: Inflection Points Catalog the persona’s information requirements by stage.

Arc 6: Narrative Elements Build the narrative elements – the messaging components.

Arc 7: Activation Map the content activation routes and requirements. Arc 8: Blueprint Finalize the messaging for handover to the content activation functions.

Arc 7: Activation Map the content activation routes and requirements.

SiriusPerspective:


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Prioritize launches based on level of impact; for example, is this a new offering launch or simply a version release?

The SiriusDecisions Launch Tier Model

Tier 4

Tier 3

Tier 2

Tier 1 New Offering

Add-on

Version Release

Enhancement

•  Add-on module •  Service capability •  Bundle

•  Full point release •  Upgrade •  Platform upkeep

•  New feature •  Increased performance •  Better capability

•  New innovation •  New geography •  New industry

SiriusPerspective:


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The Buyer-Centric Sales Presentation Framework Portfolio marketers must move outside their comfort zone to own

sales presentation content, increasing sales productivity and efficiency.

Positioning (Vendor) Needs Diagnostics

Business Insights Use Cases, Proof Points

Key Industry Trends and Facts Pain Points

Value Proposition

Challenges, Opportunities

Needs Analysis/Development Qualify

Initiate Decision

Decision: There is a reason for change

Why? Education

Implementation Customer Onboarding

Risk Mitigation Engagement Plan

Business Case, Financial Value

Use Cases, Proof Points

Investment Validation (Against Other Initiatives) References

Propose Solution Decision

Support Decision

Decision: Pursue solution with vendor of choice

Alignment to Challenges Offering Details

Positioning (Offering) Value: Business, Personal, Functional

Transition (Would that help?)

Use Cases, Proof Points

Claim (What if you could...?)

Differentiators (Vendors, In-House, Do Nothing)

Identify Solution Demonstrate Value

Influence Decision

Decision: Which approach to use and which vendor to choose

Sales Process Stages

How? Solution

Who? Selection

Content Purpose

Content Components

Buying Decision

Process Gate


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The Product Marketing Maturity Assessment An Assessment of Functional Competencies

SiriusPerspective:


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Go-to-Market Strategy Design go-to-market strategy and architecture for the enterprise offering portfolio

Personas and Buyer Insights Understand buyer audiences, including personas, and how they buy to inform campaigns, content and innovation

Messaging and Content Origination Craft audience-centric messaging and value propositions that resonate

Bringing Offerings to Market Improve go-to-market workflow process and take a strategic approach to launch with defined accountability and metrics

Sales Knowledge Transfer Increase sales of the offering via knowledge transfer, content and programs for sellers

Functional Design and Development Build and manage an effective cross-functional portfolio marketing team

Portfolio Marketing Leader Priorities The SiriusDecisions Portfolio Marketing Research and Advisory

Service helps b-to-b portfolio marketing leaders address these top priority initiatives.


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Advisory

Our Business

Research-Informed Consulting

Research-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face.

Advisory

Designed for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as-needed access to analysts, and best practice research – including operational models and frameworks.

Research-Enabled Learning

Our learning solutions address practitioners’ skills gaps and extend core concepts across teams to enable consistent execution.

Learning Consul2ng


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How to Use Advisory Brainstorming Generate new ideas around a topic, trend, project, strategy or initiative. Analyst offers new ways of

thinking about an issue or a unique b-to-b perspective.

Planning Scope and set definitions or objectives for a project, or receive guidance on annual planning and budget ideas. Analysts reviews and provides feedback on plan.

Discovery Delve into a topic of interest, usually to learn about an emerging topic or refine understanding of an existing topic.

Problem-Solving Present a problem, get insights into whether other companies are struggling with the same challenge, and get recommendations on how to solve it.

Assessment Review findings from a SiriusDecisions benchmark, process audit, functional competency or maturity assessment. Typically done via multiple inquiries.

Best Practices Learn how best practice organizations are achieving success related to a particular initiative, goal or challenge, and review case studies.

Vendor Insights Get insight into SiriusDecisions’ view of a market or technology category of vendors. Conversely, vendors brief analysts on latest offerings and strategies.

Education Research is presented to the seatholder’s team. Agenda is set in advance and collaboratively. Typically, the format is an internal webinar with Q&A.

Feedback Get feedback on planning templates, organization charts, messaging or tactics, RFP, dashboards, product roadmaps, etc. Usually done via written inquiry.


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Product Marketing SiriusPathway™

Launch Plan Is your launch plan built

to align activities to desired outcomes for

each of your audiences?

PMM Model Is your product marketing framework comprehensive enough show your marketers their roles and responsibilities?

Buyer Personas Have you identified and prioritized your personas?

Action Plan & Timeline Is your buyer profile robust, accurate, and based on your buyer personas?

Sales Enablement Have you established a sales enablement plan that optimizes productivity?

Client Examples


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Problem Statement Client’s product-centric messaging did not maximize inbound marketing and contributed to limited product launch success. Results New messaging, tools, and system designed around the persona buyer journey.

Use Case: Product to Audience Messaging

+10% Email

orders

-78% Time to market

+53% Web

revenue

+59% Web

visitors


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Problem Statement Changing buyer behavior; sales and marketing not aligned on a common approach. Buyer messaging wasn’t compelling. Results Deeper customer understanding, consistency of language, better alignment around common set of customers, common way to speak to buyers.

Use Case: Be!er Alignment Around Target Customers

+20% Number of opportunities

and pipeline value

+100% SQLs YoY

+50% Conversion

YoY

5x YoY • Number of contacts

mapped to persona • Number of contacts

responding to marketing communications


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Problem Statement Align the organization to an audience-centric go-to-market approach Results Accelerated go-to-market collaboration and execution among marketing, product and sales teams

Ling Koay Manager of Product Marketing

Use Case: Aligning for Go-to-Market Success

Best Practices 1.  Assess current go-to-market

maturity 2.  Agree on go-to-market end state 3.  Workshop for cross-functional

alignment 4.  Identify, assign and address gaps 5.  Keep socializing the final model

“The PMM Model gave us the framework to have go-to-market conversations with teams outside our control and achieve alignment together.”


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Problem Statement Product marketers acting as downstream administrators of product-focused messaging and launches. Results Product owners now request product marketing input on buyer needs and innovation strategy.

Cameron van Orman Senior VP of Product and Solution Marketing

Use Case: Transforming the Product Marketing Function

Changing the Product Marketing Process Framework •  Incubate knowledge transfer to

sharpen skills •  Ongoing feedback to put

methodologies into practice •  Management reinforcement of

learning

“Product marketers needed to evolve…to add strategic value upstream during the business and product and strategy development portion of the go-to-market process.”

Tier 4

Tier 3

Tier 2

Tier 1

Documents

Portfolio Marketing - SiriusDecisions/media/SiriusDecisions/Event...Customer Marketing Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss Analysis Retention Strategies