10 Ways to Work More Successfully with Product Management/Marketing Team - David Fradin

10 Things

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10 Ways You can Work More Successfully with your Product Management and

Product MarkeAng Team David Fradin

[email protected] h@p://www.spicecatalyst.com

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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

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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

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What do Product Mangers and Product Marke9ng Managers Do?

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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

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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

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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

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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

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The Customer Journey

Validate Value

Expand

Deploy SoluAon

Explore OpAons

Evaluate SoluAons

Status Quo Trigger

Point

Internal Buy In

Business Case

Purchase

Refer

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Market Segmenta9on •  Personas •  Not Top Down Anymore •  See the World Differently

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Target Markets •  Depends on Your LifeCycle •  Maybe Coming To You •  Be Agile

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Key Selling Points •  Its about them, Stupid •  Real, verified PAIN! •  Depends on Persona and where are they in the Customer Journey

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Marke9ng Strategy •  Con9nuous Learning and Innova9on •  Agile

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Sales Process •  Its part of the Customer Journey

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Sales Support Materials •  Must support the Customer Journey

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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

10 Ways to Work More Successfully with Product Management/Marketing Team - David Fradin

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