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Powering Revenue Growth
through Compelling Messaging

Russell Scherwin
rscherwin@gmail.com
@rscherwin
Themes
    • Correlating PM / PMk activity to revenue
    • World-class messaging and positioning
    • Translating segmentation into revenue process optimization




    Disclaimer: My opinions are my own, not those of my employer.




2                                    rscherwin@gmail.com
                                          @rscherwin
Introductions

    • What role do you play?          • What role do you play?
                                        (in the eyes of a revenue
                                        focused executive)

       –   Product Development?               –   Revenue Support
       –   Product Management?                –   Revenue Enablement
       –   Product Marketing?                 –   Revenue Protection
       –   Sales?                             –   Direct Sales
                                              –   Dead Weight



3                           rscherwin@gmail.com
                                 @rscherwin
What does the CEO think?




4                  rscherwin@gmail.com
                        @rscherwin
Product Messaging is Bridge Building




5                   rscherwin@gmail.com
                         @rscherwin
Which pitch is more effective


         We provide multi-channel selling
       technology that helps our customers
        drive value by increasing revenues,
          while decreasing cost, through
        integrated data semantics, within a
          multi-channel multi-dimensional
                  database model.



6                    rscherwin@gmail.com
                          @rscherwin
Which pitch is more effective

        We provide multi-channel selling
                   software.

         For example, we helped Best Buy
           achieve an integrated view of
     customers, orders and inventory across
      all sales channels, improving average
        revenue per transaction, customer
              loyalty, and cost of sales


7                   rscherwin@gmail.com
                         @rscherwin
Which pitch is more effective



       We seamlessly manage the
       secure flow of information
         across organizational,
      departmental, legislative, and
          system boundaries


8                   rscherwin@gmail.com
                         @rscherwin
Which pitch is more effective


          We provide secure data
          movement technology.

     For example, we partnered with
      the Federal Reserve to secure
           payments across our
             financial system.

9                   rscherwin@gmail.com
                         @rscherwin
Which pitch is more effective




                   Would the
         Federal Reserve pitch work
          if delivered to Coca-Cola?




10                   rscherwin@gmail.com
                          @rscherwin
What if I don’t have a reference customer?




                      Get one.




11                      rscherwin@gmail.com
                             @rscherwin
Before you do traditional marketing tasks,
     know where you are in your product’s life-cycle


                                                                Find a
                                                               new job



                                                    Scale
                                                    base




                  Build
                  base

           PM/PMk’s job is scaling out the revenue process.

             If you’re too early, you have nothing to scale.
12                            rscherwin@gmail.com
                                   @rscherwin
World-class Messaging and Positioning
Position is the space you occupy
     in your audience’s mind

                                                      • The message creates a position
                     Sales

                                                      • A Message Foundation is a
        Website                    Customers
                                                        necessary organizational
                                                        catalyst, governance
                                                        mechanism, and scale lever for
                    Message                             all outbound communication
                   Foundation


                                                      • Effective messages must always
        Analysts                    Partners
                                                        be audience tailored – each
                                                        audience starts with different
                     Press
                                                        cares and biases




14                              rscherwin@gmail.com
                                     @rscherwin
Crisp Messaging Creates a Winning Position




15                     rscherwin@gmail.com
                            @rscherwin
Messaging and positioning
     How do you breathe action into your message?
     • Position is the space the message occupies in the mind of the
       audience, relative to other messages (don’t become noise!)

     • A world-class message drives action and business outcomes

     • Messaging is the start of the revenue process. It’s measurable!

     • You control the message. Its delivery determines position.

     • Typically, channels communicates the message, not you.



16                             rscherwin@gmail.com
                                    @rscherwin
Messaging through (and to) Sales
Marketing is sales in the aggregate
     but don’t forget that the aggregate doesn’t have a checkbook
     •   PMk starts with the product. Sales starts with the audience.
     •   Sales sells to individuals. Marketing sells to markets.
     •   Segmentation and focus is the secret.
     •   The trick is finding the balance between scale and granularity


     Means &             Message                           Math &                Management
     Market              • Define expected                 Medium                • Manage and
     • Identify and        segment                         • Create Models         execute
       prioritize          behaviors                       • Define metrics by     ruthlessly
       product/market    • Define message                    segment             • Continually hone
       segments            by segment                      • Cascade metrics       model
                         • Create                            to channel          • Provide
                           enablement and                    mediums               backwards
                           assets                                                  feedback




18                                   rscherwin@gmail.com
                                          @rscherwin
Elements of world-class sales messaging

     • Relevant
     • Differentiated
     • Defensible




19                      rscherwin@gmail.com
                             @rscherwin
Elements of world-class sales messaging
     Relevance

     • Relevant to the audience
            •   Industry Segment Specific
            •   Product Ownership Specific (customer or prospect)
            •Sales needs to know why a
                Title Specific
            •
               specific title in a specific
                Psychographic Specific


         segment would agree to spend
     • Differentiated
             a specific dollar amount on
     • Defensible
                      this offering


20                                   rscherwin@gmail.com
                                          @rscherwin
Elements of world-class sales messaging
     Differentiation

     • Relevant
     • Differentiated from the competition
        –   What is unique about your offering
        –
           Sales needs the ability to
            What makes you or your offering stand out
        articulate why their offering is
        –   Feature/Function arrows for sales to throw in the heat of battle
        –   The ideal decision criteria that identifies the competitive land-mines
        unique, relative to others vying
            they should set early in the sales cycle
           for the target’s attention
     • Defensible




21                                   rscherwin@gmail.com
                                          @rscherwin
Elements of world-class sales messaging
     Defensibility

     • Relevant
     • Differentiated
                Sales
     • Defensible           needs credibility.
       – Assume you start with little credibility
       – Credibility comes from references with similar business
                  Up-front credibility
         models/challenges
       – Or
               reduces cycle time and
       – Credibility comes through tedious cycle proof steps
                 competitive threats.


22                               rscherwin@gmail.com
                                      @rscherwin
Your customer is the value chain’s next step




           In a multi product-line
       organization, you are selling to
           and competing for the
        attention of the sales force.



23                      rscherwin@gmail.com
                             @rscherwin
The sales force is its own market!
     • Enablement Secret




                                      “B” and
              “A” Reps
                                      “C” reps




24                         rscherwin@gmail.com
                                @rscherwin
Field Enablement Pre-Requisites
     What PM and PMk needs to understand
     • Identify and prioritize buying segments, and the process, roles,
       skills, and gaps that exist for selling into them.
        – Outline sales process activities for each segment
             • (identify, qualify, prove, reach agreement, close)
        – Link activities to roles and resource requirements
             • (AE, SE, PS, Mgmt, Channels, Demo Team, Support, Contracts, etc)
        –   Identify skills and artifacts required by role
        –   Identify and fill gaps for effectively selling into prioritized segments
        –   Deliver sales kits for prioritized segments, containing #3 and #4
        –   Create measurement metrics and goals by buying segment




25                                     rscherwin@gmail.com
                                            @rscherwin
Sales plays focus the field on execution
     Sales should execute, not recreate messaging wheels
     • For each prioritized segment:
         – Identify titles to target and reasons why key capabilities benefit them
         – Describe the Challenges / Opportunities / Compelling Events / Trends that your
           capabilities address that trigger opportunities
         – Key quantifiable value components with a concept of how to derive an as-is state
           that your product capabilities improve
              • Most important are the capabilities that differentiate versus the competitive landscape,
                and their relative value
         – Qualifying Questions with tree showing probable answers and follow ups
         – Product launch details (special offers, contracts / LOI’s, potential hurdles and
           gotchas, etc)
         – Call scripts, VITO notes, and
         – “Macro-Attack plans are created at a macro-level and account level
              • Who do you target
              • Hypothesis of
                   – The Pains / Challenges / Opportunities they have that we address
                   – How we have address them
                   – Anecdotes telling the story of how we address them




26                                          rscherwin@gmail.com
                                                 @rscherwin
Mistakes commonly made by product marketers

     • Task orientation, rather than results orientation

     • Allowing executives and their opinions to play pinball with you.
         – Push back.
         – But know the market better – be the expert.
         – Team with the A reps. Leaders trust them, and they make more $$$ than
           them.


     • Not identifying and prioritizing segments that drive revenue

     • Not identifying and prioritizing channels that drive revenue




27                                  rscherwin@gmail.com
                                         @rscherwin
Driving Revenue through World Class Messaging and Positioning

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Driving Revenue through World Class Messaging and Positioning

  • 1. Powering Revenue Growth through Compelling Messaging Russell Scherwin rscherwin@gmail.com @rscherwin
  • 2. Themes • Correlating PM / PMk activity to revenue • World-class messaging and positioning • Translating segmentation into revenue process optimization Disclaimer: My opinions are my own, not those of my employer. 2 rscherwin@gmail.com @rscherwin
  • 3. Introductions • What role do you play? • What role do you play? (in the eyes of a revenue focused executive) – Product Development? – Revenue Support – Product Management? – Revenue Enablement – Product Marketing? – Revenue Protection – Sales? – Direct Sales – Dead Weight 3 rscherwin@gmail.com @rscherwin
  • 4. What does the CEO think? 4 rscherwin@gmail.com @rscherwin
  • 5. Product Messaging is Bridge Building 5 rscherwin@gmail.com @rscherwin
  • 6. Which pitch is more effective We provide multi-channel selling technology that helps our customers drive value by increasing revenues, while decreasing cost, through integrated data semantics, within a multi-channel multi-dimensional database model. 6 rscherwin@gmail.com @rscherwin
  • 7. Which pitch is more effective We provide multi-channel selling software. For example, we helped Best Buy achieve an integrated view of customers, orders and inventory across all sales channels, improving average revenue per transaction, customer loyalty, and cost of sales 7 rscherwin@gmail.com @rscherwin
  • 8. Which pitch is more effective We seamlessly manage the secure flow of information across organizational, departmental, legislative, and system boundaries 8 rscherwin@gmail.com @rscherwin
  • 9. Which pitch is more effective We provide secure data movement technology. For example, we partnered with the Federal Reserve to secure payments across our financial system. 9 rscherwin@gmail.com @rscherwin
  • 10. Which pitch is more effective Would the Federal Reserve pitch work if delivered to Coca-Cola? 10 rscherwin@gmail.com @rscherwin
  • 11. What if I don’t have a reference customer? Get one. 11 rscherwin@gmail.com @rscherwin
  • 12. Before you do traditional marketing tasks, know where you are in your product’s life-cycle Find a new job Scale base Build base PM/PMk’s job is scaling out the revenue process. If you’re too early, you have nothing to scale. 12 rscherwin@gmail.com @rscherwin
  • 14. Position is the space you occupy in your audience’s mind • The message creates a position Sales • A Message Foundation is a Website Customers necessary organizational catalyst, governance mechanism, and scale lever for Message all outbound communication Foundation • Effective messages must always Analysts Partners be audience tailored – each audience starts with different Press cares and biases 14 rscherwin@gmail.com @rscherwin
  • 15. Crisp Messaging Creates a Winning Position 15 rscherwin@gmail.com @rscherwin
  • 16. Messaging and positioning How do you breathe action into your message? • Position is the space the message occupies in the mind of the audience, relative to other messages (don’t become noise!) • A world-class message drives action and business outcomes • Messaging is the start of the revenue process. It’s measurable! • You control the message. Its delivery determines position. • Typically, channels communicates the message, not you. 16 rscherwin@gmail.com @rscherwin
  • 18. Marketing is sales in the aggregate but don’t forget that the aggregate doesn’t have a checkbook • PMk starts with the product. Sales starts with the audience. • Sales sells to individuals. Marketing sells to markets. • Segmentation and focus is the secret. • The trick is finding the balance between scale and granularity Means & Message Math & Management Market • Define expected Medium • Manage and • Identify and segment • Create Models execute prioritize behaviors • Define metrics by ruthlessly product/market • Define message segment • Continually hone segments by segment • Cascade metrics model • Create to channel • Provide enablement and mediums backwards assets feedback 18 rscherwin@gmail.com @rscherwin
  • 19. Elements of world-class sales messaging • Relevant • Differentiated • Defensible 19 rscherwin@gmail.com @rscherwin
  • 20. Elements of world-class sales messaging Relevance • Relevant to the audience • Industry Segment Specific • Product Ownership Specific (customer or prospect) •Sales needs to know why a Title Specific • specific title in a specific Psychographic Specific segment would agree to spend • Differentiated a specific dollar amount on • Defensible this offering 20 rscherwin@gmail.com @rscherwin
  • 21. Elements of world-class sales messaging Differentiation • Relevant • Differentiated from the competition – What is unique about your offering – Sales needs the ability to What makes you or your offering stand out articulate why their offering is – Feature/Function arrows for sales to throw in the heat of battle – The ideal decision criteria that identifies the competitive land-mines unique, relative to others vying they should set early in the sales cycle for the target’s attention • Defensible 21 rscherwin@gmail.com @rscherwin
  • 22. Elements of world-class sales messaging Defensibility • Relevant • Differentiated Sales • Defensible needs credibility. – Assume you start with little credibility – Credibility comes from references with similar business Up-front credibility models/challenges – Or reduces cycle time and – Credibility comes through tedious cycle proof steps competitive threats. 22 rscherwin@gmail.com @rscherwin
  • 23. Your customer is the value chain’s next step In a multi product-line organization, you are selling to and competing for the attention of the sales force. 23 rscherwin@gmail.com @rscherwin
  • 24. The sales force is its own market! • Enablement Secret “B” and “A” Reps “C” reps 24 rscherwin@gmail.com @rscherwin
  • 25. Field Enablement Pre-Requisites What PM and PMk needs to understand • Identify and prioritize buying segments, and the process, roles, skills, and gaps that exist for selling into them. – Outline sales process activities for each segment • (identify, qualify, prove, reach agreement, close) – Link activities to roles and resource requirements • (AE, SE, PS, Mgmt, Channels, Demo Team, Support, Contracts, etc) – Identify skills and artifacts required by role – Identify and fill gaps for effectively selling into prioritized segments – Deliver sales kits for prioritized segments, containing #3 and #4 – Create measurement metrics and goals by buying segment 25 rscherwin@gmail.com @rscherwin
  • 26. Sales plays focus the field on execution Sales should execute, not recreate messaging wheels • For each prioritized segment: – Identify titles to target and reasons why key capabilities benefit them – Describe the Challenges / Opportunities / Compelling Events / Trends that your capabilities address that trigger opportunities – Key quantifiable value components with a concept of how to derive an as-is state that your product capabilities improve • Most important are the capabilities that differentiate versus the competitive landscape, and their relative value – Qualifying Questions with tree showing probable answers and follow ups – Product launch details (special offers, contracts / LOI’s, potential hurdles and gotchas, etc) – Call scripts, VITO notes, and – “Macro-Attack plans are created at a macro-level and account level • Who do you target • Hypothesis of – The Pains / Challenges / Opportunities they have that we address – How we have address them – Anecdotes telling the story of how we address them 26 rscherwin@gmail.com @rscherwin
  • 27. Mistakes commonly made by product marketers • Task orientation, rather than results orientation • Allowing executives and their opinions to play pinball with you. – Push back. – But know the market better – be the expert. – Team with the A reps. Leaders trust them, and they make more $$$ than them. • Not identifying and prioritizing segments that drive revenue • Not identifying and prioritizing channels that drive revenue 27 rscherwin@gmail.com @rscherwin