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Product marketing excellence (product camp Toronto jul2015)



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Product Marketing is key to the success of a firm’s Products, Services, Sales, and New Product Introduction (Launch) efforts. Question is – do you know what exceptional Product Marketing is, or looks like? For those of us in the field we need to define the key functions, what kind of background is needed - or must we develop, which metrics should be monitored, what elements of Digital Marketing are important, and what are a few key examples of exceptional product marketing. This session will be a GROUP BRAINSTORMING exercise to define excellence – and structure Product Marketing so we can target where to learn and improve. Ultimately, this session's goal will be to create a PRODUCT MARKETING SCORECARD – to help guide those in the Profession.

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Product marketing excellence (product camp Toronto jul2015)

  1. 1. Charles Dimov @Cdimov Product Marketing Excellence
  2. 2. • Product Marketing = key to the success of a firm’s Products, Services, Sales • Product Marketing = Critical to New Product Introductions (Launches) – What is exceptional Product Marketing? – Req’d Background (Is Digital Marketing key?) – Key functions (Deliverables / Tangibles) – Metrics – Examples of Exceptional Product Marketing Defining Product Marketing
  3. 3. • Imagine: Product Marketing Excellence Award • How to judge it? • What would you look for? • How to distinguish Excellence from Mediocrity? • What Metrics in Product Marketing makes an Impact? Excellence
  4. 4. Excellence ScoreCard: Tangibles Item Dimension Description Weight 1 2 3 4 5 6
  5. 5. Dimension Team 1 Team 2 Team 3 Team 4 1 2 3 4 5 6 BrainStorm
  6. 6. 25 Product Marketing Ads
  7. 7. 25 Product Marketing Ads
  8. 8. Excellence ScoreCard: Intangibles Item Dimension Explanation Weight 1 2 3 4 5 6