Product Camp Austin8 2009 Cowboy Messaging

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Cowboy Sales Messaging & Ways to Corral It

Kurt BallardAustin, Texas

August 15, 2009

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

The Setting

Product Background Sales Background

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“90% of marketing collateral is considered

useless by sales”

Source: Aberdeen

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Cowboy Sales Messaging

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The Conflict

RISK 1

Wasted Time!

RISK 2

Lost Sales!

RISK 3

Legal Exposure!

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Get on the Same Page

The Resolution

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

1. When do you use it?2. How useful is it?

Marketing Collateral Audit

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Stop Doing List

“…have a ferocious understanding of what you are not going to do.”

- Jim Collins

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

What are the tools that win business?

Top 5

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Focus on Buyer’s Minds

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Easy to Find?

Time-consuming archaeological dig?

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Product Management

Product Management: A Framework For Growing Revenue & Market Share Solutions Marketing Design/Development/QA Solutions Marketing

AssessMarkets

Create aStrategy

Plan Product Releases

Design & Develop Products

Rollout & Launch Products

Ideas

Emerging Technologies

Market Drivers

Customer Needs

Segment & Size Markets

QuantifyRevenue Potential

AlignObjectives with

Vision

PrioritizeTarget Markets

Map CoreCompetencies toMarket Segments

AnalyzeMarket Trends

and Drivers

AssessCompetition

DetermineMost Viable Markets

IdentifyStrategic Partners

AlignOperational Initiatives

IdentifyRisks

Approve & Communicatethe Strategy

CreateTarget Customer

Snapshot

Validate, Prioritize & Set Scope

Create Product Release Plan

Approve & Communicate

the Plan

Design & Validate the User

Experience

Create Functional / Technical

Requirements

DevelopProduct or Service

Test & AssureQuality

ValidateCommercial Readiness

Release toMarketing / Production

Deliver Sales & Marketing Materials

Deliver Training, Service & Support

Materials

Train Sales, Service, Support

& Channel

VerifyInfrastructure

Readiness

ExecuteMarketing Plan

RequirementsValue Chain

DefineBusiness

Requirements

CreateProduct & Solution

Roadmap

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Summary

1. Marketing Collateral Audit2. Stop Doing List3. Top 5 Tools4. Focus on Buyers5. Collateral Library

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

“Communicate & Coordinate”

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Workshops

Product Positioning & Messaging

• San Jose – September 3• Houston – September 10• Los Angeles – September 24• Boston – October 1• Dallas – October 8• New York – October 15• Orlando – October 21• Tampa – October 22

Market Assessment & Strategic Planning

• San Jose – September 2• Houston – September 9• Los Angeles – September 23• Boston – September 30• Dallas – October 7• New York – October 14• Orlando – October 20• Atlanta – November 11

Register at www.zigzagmarketing.com

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Resources for You

Tips & Articles• http://www.zigzagmarketing.com/Tips-Articles/

Webinars• http://www.zigzagmarketing.com/Resources/Webinars.html

Join our Groups• http://www.linkedin.com/e/gis/45904• kballard@zigzagmarketing.com