Product Marketing Content & Collateral Matrix

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Product Marketing Content & Collateral Matrix

  1. 1. Sales Collateral Matrix - 2006All collateral posted to documents tab in salesforce.com (https://ssl.salesforce.com) using naming format: CLP-#.#/CollateralNameDoc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)No. Name1 Y 0.0 General Case studies • Suspects & • Establish company credibility PDF Castro 1.0 So. States N Demand Prospects • Communicate success in stages 1.0 Enporion N Generation • Partners • Define key vertical target areas 1.0 BAT N • Sales • Summarize why client selected Skyway 1.0 Veolia N 1.0 GT Software N 1.0 DomainTech2 N 0.0 General Company fact • Suspects & • Establish company as successful firm with a PDF Castro 1.0 Demand sheet Prospects purpose, vision, mission, leadership, and value Generation • Partners • Establish credibility • Sales • Inform audience about Skyway3 N 0.0 General Company • Analysts • Establish company as successful firm with a Power Castro 1.0 Demand presentation • Suspects & purpose, vision, mission, leadership, and value Point Generation Prospects • Establish credibility • Partners • Inform audience about Skyway • Sales4 N 0.0 General Company • Analysts • Establish company credibility PDF Castro 1.0 Need 10 Demand reference • Suspects & • Define key vertical target areas Generation client list Prospects • Summarize why client selected Skyway • Partners • Sales5 N 0.0 General Competitive • Suspects & • Clearly identify how the product stands above the Power Castro 1.0 Align by key Demand analysis deck Prospects competition Point SODA Generation • Sales • Convey key market & product feature trends segments • Present preliminary information on Skyway product releases6 N 0.0 General Elevator • Suspects & • Define USP for product PDF Castro 1.0 • 15 sec Demand pitches & Prospects • Determine key statements of distinct and version Generation USPs • Partners compelling value compared to others • 30 sec • 60 sec7 N 0.0 General FAQ document • Suspects & • Self serving Q&A document to drive Skyway USP PDF Castro 1.0 Demand Prospects • Determine key statements of distinct and Generation • Partners compelling value compared to others8 N 0.0 General General Sales • Suspects & • Library of messages, formats, and expected HTML Castro 1.0 Demand prospecting Prospects outcomes to appeal to a wide variety of Generation email audiences templatesSkyway Software, Inc. Confidential Page 1 of 5 10/26/2006
  2. 2. Sales Collateral Matrix - 2006Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)No. Name9 N 0.0 General Non-technical • Business • Provide general company, product, or market PDF Castro 1.0 Demand white paper decision interpretation information Generation maker • Generate interest in exploring Skyway10 N 0.0 General Press releases • Suspects & • Increase product awareness PDF Castro 1.0 Demand Prospects • Celebrate product or customer successes Generation • Partners11 N 0.0 General Product • Analysts • Summarize key features and benefits PDF Castro 1.0 Demand backgrounder • Suspects & • Overview of market, product, and company Generation Prospects • Partners • Sales12 N 0.0 General Product • Analysts • Create general product awareness PDF Castro 1.0 Demand brochure • Suspects and • Establish credibility Generation Prospects • Satisfy questions on basic features and benefits • Business from Business and Technical Decision Makers Decision Makers • Partners • Sales13 N 0.0 General Product • Analysts • Depict a tabular comparison of competing PDF Castro 1.0 Top 3 Demand comparison • Suspects & products differentiators Generation table Prospects • Competitive “rant” (12 total) • Partners • Sales14 N 0.0 General Product • Engineers • Demonstrate product technical compatibility PDF Castro 1.0 Demand datasheet • Technical Generation Decision Makers15 N 0.0 General Product • Analysts • Provide brief corporate summary Power Castro 1.0 Demand presentation • Suspects and • Create product awareness Point Generation Prospects • Satisfy questions on basic features and benefits • Partners from business and technical decision makers • Sales16 N 0.0 General Product • Sales • Describe value our product creates for a PDF Castro 1.0 Demand positioning • CEM Customer Generation template • Provide underlying message for collateral17 N 0.0 General Sales axioms • Sales • Confirm internal understanding of products Demand fundamental concepts GenerationSkyway Software, Inc. Confidential Page 2 of 5 10/26/2006
  3. 3. Sales Collateral Matrix - 2006Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)No. Name18 N 0.0 General Technical • Technical • Answer TDM’s technical questions PDF Castro 1.0 Demand white paper Decision • Create clear understanding for the technical level Generation Makers & of product capabilities Influencers • Generate strong interest in implementing the • Analysts solution19 N 0.0 General Webinar • Suspects & • Establish company credibility Demand success story Prospects • Communicate success in stages Generation presentations • Partners • Define key vertical target areas • Sales • Summarize why client selected Skyway20 N 0.0 General Web site and • Analysts • Inform visitiors of key company information and HTML Castro 1.0 Demand web-based • Suspects and product features and benefits Generation tools Prospects • Provide easy access to key marketing collateral • Business • Provide wide variety of follow up contacts and Technical Decision Makers • Partners • Sales21 N 1.0 Qualify Qualification • Sales • Drive to Step 2.0 PDF Castro 1.0 Prospects script22 N 1.0 Qualify Problem • Analysts • Drive to Step 2.0 PDF Tasar 1.0 Prospects Solution • Suspects & • Create clear understanding about how product (and Features Prospects works Castro) Benefits • Partners • Demonstrate key features and benefits template • Sales23 N 2.0 Confirm Pain Point • Suspects & • Drive to Step 3.0 PDF Castro 1.0 CIO Interest & summaries for Prospects • Define market problems and root causes while CTO or Create all user • Partners conveying Skyway as logical solution Architect or VP Sponsorship audiences • Sales AppDev IT Manager or Sr Developer24 N 2.0 Confirm POV • Analysts • Drive to Step 3.0 Power Castro 1.0 Interest & • Partners • Market and strategic focus with limited product Point Create • Sales information Sponsorship • Summarize 3 game changing capabilities • Provide customer testimonials • Serve as foundation for additional technical marketing docuemntsSkyway Software, Inc. Confidential Page 3 of 5 10/26/2006
  4. 4. Sales Collateral Matrix - 2006Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)No. Name25 N 2.0 Confirm ROI Deck • Prospects • Drive to Step 3.0 Power Castro 1.0 Interest & • Partners • Generate interest in learning more about product Point Create • Provide quantifiable value delivered by product Sponsorship (using key Customer cost savings information)26 N 3.0 Create Demo deck • Prospects • Drive to Step 4.0 Power CEM 1.0 Value • Short • Partners • Clarify any areas of confusion about product Point Team Proposition version • Generate interest in learning more about product (and • Long version • Present product key features and benefits Castro)27 N 3.0 Create Face-Off • Prospects • Drive to Step 4.0 PDF 1.0 Value document • Partners • Address competitor claims on Skyways Proposition limitations • Provide professional responses28 N 3.0 Create Initial • Prospects • Drive to Step 4.0 Castro Value assessment • Partners • Provide needs-assessment results (using key Proposition document Customer data)29 N 3.0 Create Question to • Prospects • Drive to Step 4.0 PDF Castro 1.0 Value ask document • Partners • The FUD document Proposition • Provide questions for Prospects to ask OUR competitors regarding key benefits needed • Provide professional responses30 N 3.0 Create Sales proposal • Prospects • Drive to Step 4.0 Word Castro 1.0 Value template • Partners • Tell a consistent story to prospects Proposition • Answer all potential questions and objections • Determine if prospect is good fit with product and has good chance for success31 N 4.0 Execute CEM training • Customers • Drive to Step 5.0 Power CEM 1.0 Initial Project module Point Team (and Castro)32 N 4.0 Execute Initial project • Customers • Drive to Step 5.0 TBD CEM 1.0 Initial Project overview & Team Proof of (and Concept Castro)33 Y 4.0 Execute Price files • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0 Initial Project34 N 5.0 Create Beta overview • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0 Customer35 N 5.0 Create License review • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0 Customer sheetSkyway Software, Inc. Confidential Page 4 of 5 10/26/2006
  5. 5. Sales Collateral Matrix - 2006Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)No. Name36 N 5.0 Create Service fee • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0 Customer review sheet37 N 6.0 Conduct Customer • Customers • Drive Repeat Sale opportunity Power Support 1.0 Customer support Point Team Care training (and module Castro)38 N 6.0 Conduct Customer • Customers • Drive Repeat Sale opportunity PDF Support 1.0 Customer survey and Team Care scorecard (and document Castro)39 N 6.0 Conduct License • Customers • Drive Repeat Sale opportunity PDF Support 1.0 Customer upgrade Team Care overview (and Castro)40 N 6.0 Conduct Referral & • Customers • Drive Repeat Sale opportunity PDF Support 1.0 Customer testimonial Team Care scripts (and Castro)41 N 6.0 Conduct Support ticket • Customers • Drive Repeat Sale opportunity TBD Support 1.0 Customer overview Team Care (and Castro)CLP Notes:0.0 General Demand Generation1.0 Qualify Prospects2.0 Confirm Interest & Create Sponsorship3.0 Create Value Proposition4.0 Execute Initial Project5.0 Create Customer6.0 Conduct Customer CareSkyway Software, Inc. Confidential Page 5 of 5 10/26/2006

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