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2012 11-27 TPMA - CEO of your Product - E Caley A Dunford

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These are the slides from the 2012-11-27 presentation by Elizabeth Caley and April Dunford on "CEO of Your Product? Prove it with Revenue".

These are the slides from the 2012-11-27 presentation by Elizabeth Caley and April Dunford on "CEO of Your Product? Prove it with Revenue".

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  • 1. CEO OF YOUR PRODUCT?YEAH? PROVE IT!Elizabeth Caley @ECaley
  • 2. TOP FIVE WAYS TOLOSE CREDIBILITY AS YOUR PRODUCT’S CEO
  • 3. 5.Stall onmaking decisions
  • 4. 4.Ask foreverythingand ask forit now!
  • 5. 3.Throw otherdepartmentsunder thebus
  • 6. 2. Be oblivious to ROI
  • 7. 1.Don’t havethe voice ofthe customer
  • 8. TOP FIVE WAYS TO LOSE CREDIBILITY AS YOUR PRODUCT’S CEO @ECaley
  • 9. How to Act Like the CEO of Your Product April Dunford @aprildunford Rocketwatcher.com
  • 10. What Does a CEO Worry About All Day?
  • 11. Product
  • 12. Product
  • 13. Revenue
  • 14. Sales:Used to be in charge of this
  • 15. Who Owns the Buying Process? The Good Ol’ Days Sales Nobody No Rene Need Eval Buy Enjoyneed w Cust. Serv.
  • 16. The Customer Buying Process Has ChangedProspects only talk to you when they are ready to buy
  • 17. Who Owns the Buying Process? Today Marketing Sales Marketing No Rene Need Eval Buy Enjoyneed w Marketing Cust. Serv.
  • 18. Marketing has Changed Old NewFocus on Products Focus on customer problemsSelling Engagement and EducationOutbound InboundBrochures, Data Sheets, Articles, eBooks, BlogProduct Demos Posts, VideoPromotion of the Promoting a point ofProduct/Company view/thought leadershipBranding fluff Market Understanding
  • 19. The Big Opportunity For PM’s• Marketing is becoming the revenue driving engine of the company• Marketing is becoming more focused on useful content• PM’s are in a unique position to make everything that marketing does better
  • 20. 10 Ways to Get Closer to Revenue1 Educate Marketing on Segments2 Help Marketing understand your Market Context3 Be a data nutjob4 Identify friction points and accelerators in the pipeline and work on those5 Work with Marketing to make your product more “self-spreading”
  • 21. 10 Ways to Get Closer to Revenue6 Create content like a maniac7 Brand yourself: Be a known, respected expert in your customer community8 Be a credible spokesperson for your company’s point of view on the market (then land speaking gigs)9 Adopt a reporter10 Have 10 referenceable customers that owe you one
  • 22. Thanks! @aprildunfordRocketWatcher.com

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