Charles has over 20 years of experience bringing enterprise software to market. He has launched over 40 products and provides expertise in product positioning, packaging, pricing, requirements, and vendor evaluation. Testimonials praise his ability to quickly understand businesses, identify issues, and develop creative solutions. He works with CEOs and executives to help software companies successfully market SaaS, mobile, and enterprise products.

1. BRINGING ENTERPRISE SOFTWARE TO MARKET
POSITIONING, PACKAGING and PRICING
SaaS, MOBILE and ENTERPRISE SOFTWARE

2. CREDENTIALS
§ More than 20 years of experience in successfully
bringing enterprise software applications to market
§ Launched more than 40 Online, Mobile and
Enterprise products to date
§ Executive leadership in Corporate and Product
Marketing, Product Management, Corporate
Development, Sales and Business Development
§ Providing a unique 360-degree organizational perspective
§ Deep domain expertise across Financial Services, Enterprise
B2E/B2B, SaaS and Mobile markets

3. TESTIMONIALS
I brought in Charles to help us with our pricing and packaging strategy
and overall approach to delivering pricing. His ability to rapidly become
familiar with our business, quickly identify inefficiencies, and to develop
and recommend alternatives, was critical to the project success. I look
forward to working with Charles in the near future!
Ian Archbell, Chief Marketing Officer
Charles has the ability to keep the big picture in focus while delivering on
an insane amount of short-term, immediate deliverables. He is incisive
and knows how to get to the heart of a business problem and creative in
his solutions. I would jump at the chance to work with Charles again.
Kate Quackenbush, VP Product Marketing

4. SUMMARY OF SERVICES
• Product Positioning • Product Requirements
• Product Packaging • Vendor Evaluation
• Product Pricing • Staff Augmentation
• Supporting CEOs and Senior Product Marketing and Management
Executives of SaaS, Mobile and Enterprise Software Companies

5. PRODUCT POSITIONING
§ Answers to these critical questions:
• What are your product’s unique value propositions?
• What are your product(s) key differentiators and associated messaging?
• What are the “whole” product requirements?
• What key Partnerships and Alliances need to be established?
§ Key Deliverables:
• Complete Go-to Market Planning and Execution
• Sales Enablement Materials
• Product collateral, presentations
• Social Media and Web-site content
• Sales Training Services
• Competitive Review and Positioning

6. PRODUCT PACKAGING
§ Answers to these critical questions:
• Which features do your customers & prospects most highly value?
─ By market segment?
How should I bundle my products to maximize adoption and
•
revenue?
§ Key Deliverables:
• Market-based assessment of the relative value of your key features
• Packaging review and recommendations
• Sales training tools

7. PRICING STRATEGY
§ Answers to these critical questions:
•
How do my customers value my products?
•
What is the optimum price range for my products?
Are my products perceived as “too-expensive” or “too cheap”?
•
• Are my Services and Support offerings in-line with my products?
§ Key Deliverables:
• Market Opportunity and Forecasting Analysis
• Market-based assessment of your customer’s and prospect’s
“willingness to buy” and optimal price range for your products.
• Services and Support Profitability Analysis and Training
• Pricing Models and Tools

8. PRICING EXECUTION
§ Answers to these critical questions:
• How can I ensure pricing is aligned across by my organization?
(Sales, Support, Services, Marketing, Finance, Legal, Development)
• Are my products cross-sold by Services and Support teams?
§ Key Deliverables:
• Development of Pricing and Revenue Models
• Pricing and Discounting Process Review and creation
• Sales Training and support materials
• ROI Model development
• Pricing tools and Sales Training Materials
(e.g. Presentations, documentation, videos, etc.)

9. ADDITIONAL OFFERINGS
STAFF AUGMENTATION
• Provide Acting VP/Director of Product
Marketing or Product Management
• Develop and/or execute strategic
product direction PRODUCT REQUIREMENTS & DEFINITION
• Hire, train and mentor marketing • Market Requirement’s Document (MRD)
resources for new products or future releases
• Manage 3rd party vendors • Business Case Development for new or
OEM products
• Vendor Evaluation and Negotiation
VENDOR EVALUATION
• Turnkey RFP/RFI Management
• Business & Technical Requirements
• Vendor Evaluation and Negotiations
• OEM Business Case Development

10. ADDITIONAL TESTIMONIALS
Charles is a rare blend of marketing talent who can "speak" a number of
languages simultaneously. He understands both the art and science of
products and marketing. He also understands sales and how the sales
team wins and loses deals. I haven't run across many people who have
that degree of range. Charles is also a great colleague to work with. I
recommend him highly. Michael Diamond, Director of Sales/Alliances
Charles is a top-notch product management/product marketing person,
and a pleasure to work with. One of the top guys in the industry.
Keith Gray, Director of US Sales

11. ADDITIONAL TESTIMONIALS
Charles is an experienced product professional. He excels at working
through complex issues to find the best solutions. For example, he took
ownership of a very complex pricing process and successfully ran it
including developing training programs and materials for our sales team.
David Eads, VP Product Marketing
Charles is a big-picture thinker with a knack for small details, a staunch
client advocate, and a straight shooter who is equally comfortable working
with the executive team as well as the program manager. If you're looking
for timely deliverables and a maximized ROI, then I recommend Charles
Herel for the job. I've worked with Charles in the past and look forward to
doing so again in the future. Brian Burke, Sr. Account Executive
Find Additional References at: www.linkedin.com/in/charlesherel

12. THANK YOU FOR YOUR CONSIDERATION