Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and most of these products suck. Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage and a Market Strategy that motivates buyers to purchases your product. In this session, learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products.
This guide will help You to built and follow up your new project to reach heights ! LeadLike is the professional company to coach young entrepreneurs bring innovative products to the market. www.leadlike.com
Resources from Business Victoria's workshop giving early stage innovators information on the steps you need to take to turn your new product into a commercial reality.
Market Analysis - What's Your USP?
If You BUILD It...Will They BUY It?
Market Research and Analysis is the cornerstone to business success! Without Customers....There Is NO Business! I liken it to being pregnant without a way to deliver! Too often entrepreneurs rely on circumstantial or surface research to make their marketing decisions only to come out on the wrong side wondering why they can not attract the customers they want…or demand the price they want for their products or services.
Market research is an exact science that aids not only in understanding what your customers want and how much they are willing to pay for it…but also what intentions may be coming down the road (predictive analysis).
Numbers are the key to success! Without research, the numbers are meaningless. Understanding the size of your market, how many potential clients are available and what your capture rate should be are critical data to have at your fingertips when planning your marketing strategy. This program introduces the types and methodologies associated with Market Research and Analyzing the data.
If interested in attending one of our educational workshops or webinars simply reach out to www.epepsuccess.com or www.davna.com for more details.
This guide will help You to built and follow up your new project to reach heights ! LeadLike is the professional company to coach young entrepreneurs bring innovative products to the market. www.leadlike.com
Resources from Business Victoria's workshop giving early stage innovators information on the steps you need to take to turn your new product into a commercial reality.
Market Analysis - What's Your USP?
If You BUILD It...Will They BUY It?
Market Research and Analysis is the cornerstone to business success! Without Customers....There Is NO Business! I liken it to being pregnant without a way to deliver! Too often entrepreneurs rely on circumstantial or surface research to make their marketing decisions only to come out on the wrong side wondering why they can not attract the customers they want…or demand the price they want for their products or services.
Market research is an exact science that aids not only in understanding what your customers want and how much they are willing to pay for it…but also what intentions may be coming down the road (predictive analysis).
Numbers are the key to success! Without research, the numbers are meaningless. Understanding the size of your market, how many potential clients are available and what your capture rate should be are critical data to have at your fingertips when planning your marketing strategy. This program introduces the types and methodologies associated with Market Research and Analyzing the data.
If interested in attending one of our educational workshops or webinars simply reach out to www.epepsuccess.com or www.davna.com for more details.
How To Conduct a Market Analysis - SD Forum's Crafting A Fundable Roadmap For...Steve Tennant
How to conduct market analysis - a roadmap for startups. Presented at Software Development Forum March 31, 2009. Steve Tennant, Tennant Consulting, www.tennantconsulting.com. Tip of the hat to Scott Schwertly from Ethos3 Communications for "Meet ____" presentation format.
24 key practices for creating and delivering globally competitive products & ...CompellingPM
The history of innovation and new products includes many examples of “supposedly great ideas” that were never able to achieve commercial success. The key reason is that these products were driven by an internal focus and then the companies hoped that marketing and sales could figure out to whom they could sell it. While occasionally successful, this approach is not a recipe for long-term growth and success.
The proven approach for achieving this success is by creating and delivering market-driven products and services. To do this, companies must consistently do the following:
• Identify a Compelling Market Opportunity – identify a problem that is significant enough that many buyers are willing to pay money to solve it.
• Deliver a Compelling Solution – deliver a competitive and differentiated solution in a timely manner that solves the market problem.
• Build a Compelling Market Development Strategy – create market messages and conduct appropriate marketing activities that resonate with the buyers in the target market, motivating them to solve their problem by purchasing the products/services.
There are 24 Key Practices that have been identified that, when appropriately implemented, ensure that companies have a consistent and repeatable methodology for delivering market-driven products and services that lead to commercial success.
SDSU Mgt747 FA13 summary - Technology Commercialization Ricardo dos Santos
Summary of SDSU's MBA class, MGT 747: Seminar in Technology Commercialization
Overview of major frameworks covered in class including disruptive innovation, customer development, business model generation and strategic choice canvas
How to move away from top-down, template-based, product strategies into ones that deliver and capture value. Learn how to build effective strategies through experimentation and learning.
Poster on the road-map, approach of Platform for Translational Research on Transgenic Crops (PTTC) An ICRISAT-Department of Biotechnology, Government of India initiative.
Date:15 June 2012
Chip Hysler from CM Marketing presents "Launching Your Product- Are You Ready?" Part of an ongoing education series, presented by the Nashville Technology Council and Nashville Entrepreneur Center
Six Sigma Marketing is not a project-by-project approach for reducing the costs of marketing activities, but rather an approach that seeks to enhance marketing’s effectiveness and efficiency
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/growth-strategy-208
All businesses face the challenge of achieving sustainable growth. Growth is commonly inhibited by a lack of breakthrough ideas, balancing cost-out and margin trade-offs, and execution challenges.
This business framework document discusses growth strategy. It includes business concepts and analysis models utilized by top tier management consulting firms. It frames the various horizons of the "growth challenge," and dives into various strategy frameworks for growth--from Porter's Five Forces to Blue Ocean. This detailed document also includes case examples, a full growth strategy initiative breakdown, and tabulation of key growth strategy work products.
Topics breakdown:
*Growth challenges
*Traditional strategy thinking ( Porter?s Five Forces)
*Modern strategy thinking ( Blue Ocean Strategy)
*A growth strategy project initiative (project approach, design, frameworks & analytics, deliverables)
*Case examples
There is a specific marketing strategy for each and every kind of product or service. "Inside the Tornado" gives stimulating introduction to guerilla marketing tactics in Silicon Valley and detailed analysis of various marketing strategies. Read book summary compiled by Prof. Sameer Mathur for more insights.
Cómo crear productos que no sean una porqueria feb 28 2013CompellingPM
Slides from the Software Guru Virtual Conference - presented on Feb 28, 2013. Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and most of these products are crap. Even established companies sit around conference rooms dreaming of the next great product and end up wondering why their products also crap.
Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage and a Market Strategy that motivates buyers to purchases your product.
In this session, you will learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products (in startups as well as big enterprises).
How To Conduct a Market Analysis - SD Forum's Crafting A Fundable Roadmap For...Steve Tennant
How to conduct market analysis - a roadmap for startups. Presented at Software Development Forum March 31, 2009. Steve Tennant, Tennant Consulting, www.tennantconsulting.com. Tip of the hat to Scott Schwertly from Ethos3 Communications for "Meet ____" presentation format.
24 key practices for creating and delivering globally competitive products & ...CompellingPM
The history of innovation and new products includes many examples of “supposedly great ideas” that were never able to achieve commercial success. The key reason is that these products were driven by an internal focus and then the companies hoped that marketing and sales could figure out to whom they could sell it. While occasionally successful, this approach is not a recipe for long-term growth and success.
The proven approach for achieving this success is by creating and delivering market-driven products and services. To do this, companies must consistently do the following:
• Identify a Compelling Market Opportunity – identify a problem that is significant enough that many buyers are willing to pay money to solve it.
• Deliver a Compelling Solution – deliver a competitive and differentiated solution in a timely manner that solves the market problem.
• Build a Compelling Market Development Strategy – create market messages and conduct appropriate marketing activities that resonate with the buyers in the target market, motivating them to solve their problem by purchasing the products/services.
There are 24 Key Practices that have been identified that, when appropriately implemented, ensure that companies have a consistent and repeatable methodology for delivering market-driven products and services that lead to commercial success.
SDSU Mgt747 FA13 summary - Technology Commercialization Ricardo dos Santos
Summary of SDSU's MBA class, MGT 747: Seminar in Technology Commercialization
Overview of major frameworks covered in class including disruptive innovation, customer development, business model generation and strategic choice canvas
How to move away from top-down, template-based, product strategies into ones that deliver and capture value. Learn how to build effective strategies through experimentation and learning.
Poster on the road-map, approach of Platform for Translational Research on Transgenic Crops (PTTC) An ICRISAT-Department of Biotechnology, Government of India initiative.
Date:15 June 2012
Chip Hysler from CM Marketing presents "Launching Your Product- Are You Ready?" Part of an ongoing education series, presented by the Nashville Technology Council and Nashville Entrepreneur Center
Six Sigma Marketing is not a project-by-project approach for reducing the costs of marketing activities, but rather an approach that seeks to enhance marketing’s effectiveness and efficiency
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/growth-strategy-208
All businesses face the challenge of achieving sustainable growth. Growth is commonly inhibited by a lack of breakthrough ideas, balancing cost-out and margin trade-offs, and execution challenges.
This business framework document discusses growth strategy. It includes business concepts and analysis models utilized by top tier management consulting firms. It frames the various horizons of the "growth challenge," and dives into various strategy frameworks for growth--from Porter's Five Forces to Blue Ocean. This detailed document also includes case examples, a full growth strategy initiative breakdown, and tabulation of key growth strategy work products.
Topics breakdown:
*Growth challenges
*Traditional strategy thinking ( Porter?s Five Forces)
*Modern strategy thinking ( Blue Ocean Strategy)
*A growth strategy project initiative (project approach, design, frameworks & analytics, deliverables)
*Case examples
There is a specific marketing strategy for each and every kind of product or service. "Inside the Tornado" gives stimulating introduction to guerilla marketing tactics in Silicon Valley and detailed analysis of various marketing strategies. Read book summary compiled by Prof. Sameer Mathur for more insights.
Cómo crear productos que no sean una porqueria feb 28 2013CompellingPM
Slides from the Software Guru Virtual Conference - presented on Feb 28, 2013. Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and most of these products are crap. Even established companies sit around conference rooms dreaming of the next great product and end up wondering why their products also crap.
Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage and a Market Strategy that motivates buyers to purchases your product.
In this session, you will learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products (in startups as well as big enterprises).
How to create products that don't suck RISE 2013CompellingPM
RISE Austin 2013 Session at Tech Ranch Austin, May 13, 2013
Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and many of these products suck. Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage, and a Market Strategy that motivates buyers to purchase your product. In this session, learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products.
Challenges and solution to innovation management. Framework for a) understanding the state of your innovation efforts, b) determine where to focus to improve - to find the "choke point", and c) examples of new tools to enable best practices to align work to what customers value, fast
How to Create Products That Don't Suck - ProductCamp Austin 13CompellingPM
Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and most of these products suck. Established companies sit around conference rooms staring at their navels, dreaming of the next great product and end up wondering why their products also suck. Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage and a Market Strategy that motivates buyers to purchases your product. In this session, learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products (in startups as well as big enterprises).
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
The Most Effective Ways To Identify New Market Opportunities For Your Busines...SlideTeam
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on The Most Effective Ways To Identify New Market Opportunities For Your Business Complete Deck and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty one slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. https://bit.ly/2VZ6EKA
A presentation of the search for Product-Market Fit with the principles, practices and processes that lead to it, from the Lean-Startup and Design Thinking perspective
Driving the Marketing and Sales Funnel to close Deals: What Product Marketer...CompellingPM
The Product Marketer is responsible for ensuring demand for a product in the market, and part of that responsibility is “guiding” marketing programs that will drive that demand. Without a clear understanding of the Product Marketer’s role in demand generation, demand generation programs too often lack clarity and focus and deliver marginal results. But what does this really mean for the Product Marketer? What must the Product Marketer know and be able to do to effectively drive demand?
In this webinar, you’ll learn:
A clear definition of Product Marketing’s role in demand generation
How Product Marketing interfaces with the rest of the marketing organization
How to define program goals
How to determine the best methods of customer acquisition
How to define program metrics and monitor the marketing and sales funnel
Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel t...CompellingPM
Too often, those of us in the product marketing role are not doing enough to help our sales team or sales channel be successful. Our typical approach to helping is to provide a new salesperson with some marketing collateral and a product presentation and then wish them luck as they look for prospects and try to close deals with anyone that listens. This approach is sufficient for the star salespeople as they intuitively know how to talk with the right potential buyers about their problems and then show these buyers how to solve these problems with their products or services. But unfortunately, this only represents about 20% of salespeople. The other 80% of sales people need more training and coaching to be successful and we as product marketers need to help them be successful. This is the process of “Sales Enablement”.
What happens when we don’t engage in the sales enablement process? Sales people pursue opportunities that don’t fit well with your solution, speak with the prospects that aren’t really decision makers, sell solutions that you don’t really have and the list can go on. But the overall resulting impact is wasted time and effort in pursuing the wrong opportunities, confusion in the market place and poor sales results.
In this webinar, you’ll learn how to create a Sales Enablement program that will make your sales channel significantly more productive and close better deals faster for your products.
In this webinar, you’ll learn:
Why the typical approach to enabling sales doesn’t work.
The key goals of a successful Sales Enablement program.
The core tools you need to develop to effectively enable your sales channel.
Best practices to make sure the Sales Enablement program is effectively implemented.
How to Create Sales & Marketing Tools that Sales & Customers Will Actually UseCompellingPM
According to the American Marketing Association (AMA), “Up to 90% of collateral created by marketing is never used by sales.” That is an astounding statistic which should be a wakeup call to those of us in Product Marketing that we need to be doing something different. Most of the time, sales doesn’t use our tools because the tools are ineffective, and the reasons for this include:
Too many companies create a standard checklist of marketing and sales tools based upon what someone used in a past company, without any consideration as to what is really needed in this company.
Too much content is about the company and their products with little discussion about the buyers and users and what they need.
In this webinar, you’ll learn:
A process for discovering and defining what sales & marketing tools are required for your target markets.
How to develop content that resonates with your target audiences.
How to use your marketing and sales tools to create alignment with the sales team.
Going From Messaging Nightmare to Messaging Delight: How to Create a Powerful...CompellingPM
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMS, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
Key Takeaways from participating in this webinar:
Understand the key business drivers for developing a messaging platform
Discover the most important, but yet often overlooked, starting point for your messaging
Learn the five key components of a successful Messaging Platform
Understand how the Messaging Platform contributes to more success in the market
The 10 Most Important Levers of Control That All Product Managers and Product...CompellingPM
Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control. While many Product Managers/Marketers complain about these limitations, Great Product Managers & Marketers become Strategic and take ownership of the success of their products.
In this session, we’ll discuss 10 specific strategic actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.
Pricing is the fastest and most effective way for companies to increase profitability. Studies show that a 1% increase in pricing has a greater positive impact on profitability than does a 1% increase in sales volume or a 1% decrease in costs. Unfortunately, too many companies think tactically about pricing and do not effectively price for profitability. In this webinar, we’ll discuss common mistakes that companies make in pricing and identify best pricing practices that will enable them to maximize company profitability.
Key Takeaways from participating in this webinar:
Understand key principles for defining pricing
Connect your pricing strategy to your Go-to-Market strategy
Discover ways to define your price based upon your value proposition
Great Requirements Form the Foundation for Successful ProductsCompellingPM
Every once in a while, we start using a product that totally enchants us. We feel like it fits us perfectly and we never want to put it down or quit using it. It’s just that amazing.
What makes products like this so amazing? What is the secret ingredient? Is it the design and user experience (UX)? Is it a new technology that was used? Maybe it’s a new and innovative way for doing something? All of these elements are essential to making products that we love, but rarely do these elements happen without a strong foundation of excellent requirements.
Excellent requirements start with a “deep and intimate understanding” of our buyers and users in our target markets. Excellent requirements continue when we create a “shared understanding” of our buyers and users with those people who will design and develop the product.
In this webinar, Tom Evans will share ways to develop that deep and intimate understanding of buyers and users and then share techniques to communicate those requirements to enable the designers and developers to create amazing products.
Key Takeaways from participating in this webinar:
Understand how bad requirements can lead to bad products.
Learn multiple techniques for developing a deep understanding of your buyers and users.
Identify multiple techniques for communicating requirements to the solution development team to ensure that they understand the context of your target buyers and users.
Define a Powerful Go-to-Market Strategy That Sets Your Product ApartCompellingPM
Your Go-to-Market Strategy is the foundation that defines how you’re going to compete with your product and win in the market. But all too often, companies jump right to defining their product or marketing tactics without a solid foundation of strategy. And even when a Product Manager or Product Marketer makes an attempt to define a Go-to-Market Strategy, too often, it’s created without solid evidence or without the depth necessary to make it compelling. And because different stakeholders have different ideas and definitions for a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders.
In this webinar, we’ll help you to create a clear understanding of what a Go-to-Market Strategy is and what Product Management and Product Marketing need to do to create a powerful Go-to-Market Strategy that will set their product apart from the competition.
Key Takeaways from participating in this webinar:
--Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
--Learn the seven elements that go into a complete Go-to-Market Strategy
--Understand the essential steps to creating your Go-to-Market Strategy
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...CompellingPM
In my April 23rd Webinar, I presented the importance of becoming more Strategic as Product Managers and Product Marketers. The starting point for this is to clearly understand our target markets. Too much activity in Product Management/Marketing is guided by our own assumptions, internal discussions and anecdotal information. If we are serious about being great Product Managers & Product Marketers, we must develop a deep (or dare I shall say intimate) understanding of our target markets. In this webinar, we’ll show what you must learn about your target markets and how to do it?
Key Takeaways from participating in this webinar:
Learn the 3 key points you must know about your target markets
Discover essential frameworks that will allow you to effectively describe your target markets to sales, marketing and executive management.
Understand how this understanding leads to great Product Management & Product Marketing
The Strategic Role of Product Management & Product Marketing in Driving Produ...CompellingPM
Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control. You can’t own success because sales might not do a good job of selling your product! You can’t own success because engineering might develop a poorly performing product! You can’t own success because you can’t get the support from management to commit the right resources! And the list goes on. While bad Product Managers/Marketers continue to complain about these limitations, Good Product Managers & Marketers become Strategic and take ownership of the success of their products.
In this webinar, Tom Evans shares his insight on specific actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.
Key Takeaways from participating in this webinar:
Understand six key indicators that a Product Manager or Product Marketer is being tactical and not strategic.
Identify the key differences between Bad and Good Product Managers & Product Marketers
Learn 5 specific actions that you can take to make your Product Management or Product Marketing role a stronger driver of product success.
Learn the Strategic and Executional Levers of Control that Product Managers and Product Marketers have to drive product revenue and success.
You Messaging Sucks, Now Let's Go Fix It! PCA14CompellingPM
Most product messaging sucks. Too often, messaging is about the product or the company and not about the customers, and because of that, your prospects say, SO WHAT! In this session, we’ll review how to build a messaging map that resonates with all of your target personas and then will review messaging from several companies, and define ways to build messaging map to fix it. Please bring some of your own examples as we’ll make this an interactive discussion working on your own challenges, helping your as a Product Manager or Product Marketing develop compelling messaging that resonates with your target markets.
Transforming Guadalajara Tech Companies for Global Export SuccessCompellingPM
Since May, 2014, Tom Evans of The Lûcrum Group has been working with this select group in a program organized by CANIETI-Guadalajara with financial support from ProMéxico to assist them in creating a Globally Competitive Export Business Plan and a World Class Business Presentation. The first interational event for these companies is the WCIT 2014 Exhibition.
During this presentation, we’ll discuss the structure of the program, the benefits for the participating companies and how you can offer this program to companies in your country or community that are looking to enhance their global competitiveness. In addition to the presentation by Tom Evans, several of the participating companies will provide testimonials about their participation and the significant improvements they have made throughout the program in their Export Strategy and the presentation of their Value Proposition.
Good Product Manager, Bad Product Manager - Product Camp Austin 13CompellingPM
Product Management has been rated as the 4th most important role in Corporate America, but that only is true if the Product Manager is making a valuable strategic contribution. The problem is that too many Product Managers are acting like Product Janitors, doing many low value activities, putting our fires and cleaning up messes. In this session, we'll discuss what Bad Product Managers do and define what you must do to transform into an Excellent Product Manager.
How to Achieve Business Success at WCIT 2014: Ten Keys to Creating and Marke...CompellingPM
Please join us on May 5, 2014 as CANIETI hosts Tom Evans for a free seminar where he'll present a workshop on "Ten Keys to Creating and Marketing Successful Global Products & Services" and then will describe how the "Global Market Entry @ WCIT 2014" Program will prepare companies to effectively present their companies, products and services at WCIT 2014.
CANIETI has partnered with Tom Evans of The Lûcrum Group to prepare a select group of companies to successfully conduct Global Business on one of the biggest stages of the ICT Industry, WCIT 2014. The objective of this program, entitled "Global Market Entry @ WCIT 2014", is to effectively prepare ICT companies to present globally competitive products and services at WCIT 2014. Over the next five months, Tom Evans will train, coach and consult with participating companies in order to ensure that each company has world class products, services, marketing and business development and is prepared to conduct professional business discussions and negotiations at WCIT 2014.
Please join us as Tom Evans shares his personal insight on conducting global business and learn how you can increase your chances of achieving business success at WCIT 2014.
Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers...CompellingPM
The Product Marketer is responsible for ensuring demand for a product in the market, and part of the responsibility is "guiding" marketing programs that will drive that demand. Without a clear understanding of the Product Marketer's role in demand generation, demand generation programs too often lack clarity and focus and deliver marginal results. But what does this really mean for the Product Marketer? What must the Product Marketer know and be able to do to effectively drive demand?
In this webinar, you'll learn:
* A clear definition of Product Marketing's role in demand generation
* How to define program goals
* How to determine the best methods of customer acquisition
* How to define program metrics and monitor the marketing and sales funnel
All of the Responsibility, But No Authority: Get Over It and LeadCompellingPM
This is the keynote presentation that I gave at ProductCamp Minnesota in Oct 2013.
"All the responsibility, but no authority" has become a mantra for those of us in Product Management and Product Marketing. It's such a great phrase as it allows us to commiserate with each other about the unique challenges and frustrations of being a PM. But if we want to be taken seriously and really succeed in the PM role, we must cast aside this excuse and establish ourselves as leaders in our organizations. While it is true that we don't have "given authority", we must learn how to develop "earned authority", which enables us to succeed through influence, trust and respect. In this keynote address, Tom Evans of CompellingPM will present five keys to help you earn authority and establish yourself as a Product Management/Product Marketing leader in your organization.
What is a Go-to-Market Strategy & How to Create OneCompellingPM
We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one.
Key Takeaways from participating in this webinar:
- Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
- Learn the seven elements that go into a complete Go-to-Market Strategy
- Understand the steps to creating your Go-to-Market Strategy
Going From Messaging Nightmare to Messaging Delight, How to Create a Powerful...CompellingPM
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMS, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
Key Takeaways:
* Understand the key business drivers for developing a messaging platform
* Discover the most important, but yet often overlooked, starting point for your messaging
* Learn the five key components of a successful Messaging Platform
* Understand how the Messaging Platform contributes to more success in the market.
People Fund Innovation Week 2013 - How to Create Products that Customers Re...CompellingPM
Many entrepreneurs and companies begin with what they think is a brilliant idea and they immediately jump to developing a product before they discover if anyone else thinks it’s a good idea, and most often, these products fail. Successful products are based upon solving a significant Market Problem with a Product that creates a competitive advantage and a Market Strategy that motivates buyers to purchases your product. In this session, you’ll learn a discovery process that leads to products that customer will buy.
Put a Little Love in Your Product - Discover How Great Products Evoke Emotion...CompellingPM
People wait in line for hours in anticipation of being one of the first to buy a new Apple product release and then handle it like a new baby. Harley riders adorn themselves with Harley apparel and Harley tattoos. Most would agree that there is a strong emotional bond between these products and their owners. But is emotion required to be a great product? Does emotion apply to just a small group of fanatics or is it applicable to the general market? Can you plan emotion into products or is it a serendipitous outcome? Is emotion just for consumer products or can it also apply to business & industrial products? These are just a few of the questions that we'll explore together during this highly interactive and dynamic Town Hall Discussion on the importance of creating products that emanate emotion. Come join us as we share & learn together.
Please see my blogpost on the session at:
http://compellingpm.com/put-a-little-love-in-your-product-how-great-products-evoke-emotion/
Put a Little Love in Your Product - Discover How Great Products Evoke Emotion...
How to make products that don't suck - RISE Austin - Mar 30 2012
1. Welcome to
RISE WEEK 2012
How to Create Products That Don’t Suck
A Discovery Process for Creating Breakthrough Products
(For Start-ups through Big Enterprises)
Hosted by
Tom Evans
Principal, Lûcrum Marketing
@compellingmktr
2. High New Product Failure Rate
• Only one product concept out of seven becomes a new
product winner; and 44% of businesses’ product
development projects fail to achieve their profit targets.
• One out of four development projects succeeds
commercially. (75% failure rate)
Robert G Cooper
Copyright 2012 - LÛCRUM MARKETING
3. High New Product Failure Rate
• Only one product concept out of seven becomes a new
product winner; and 44% of businesses’ product
development projects fail to achieve their profit targets.
• One out of four development projects succeeds
commercially. (75% failure rate)
Robert G Cooper
Copyright 2012 - LÛCRUM MARKETING
4. Why Do So Many Products Suck?
1. Idea to Product
5. Why Do So Many Products Suck?
1. Idea to Product
2. One point of market evidence to idea to product
6. Why Do So Many Products Suck?
1. Idea to Product
2. One point of market evidence to idea to product
3. Market evidence & validation to product
7. Why Do So Many Products Suck?
1. Idea to Product
2. One point of market evidence to idea to product
3. Market evidence & validation to product
4. Market evidence & validation, product validation, no
clear market strategy
8. Why Do So Many Products Suck?
1. Idea to Product
2. One point of market evidence to idea to product
3. Market evidence & validation to product
4. Market evidence & validation, product validation, no clear market
strategy
5. Market evidence & validation, product validation, no
profitable business model
9. Keys to Products That Don’t Suck
• Compelling Market Opportunity
– Big painful issues
– That many in your target market
– Are willing to pay to solve
• Compelling Solution Discovery
– Differentiated Value Proposition +
– Profitable business model
– Time to market
Validation
• Compelling Market Strategy
– Motivates target market
– To solve problem with your solution
10. Model for Discovery
Four Key Steps
Validate
Plan Strategy Build Solution To Market
Hypothesis
Market Problem
Four Key Pillars
Product
Business
Model
Market Strategy
Valid Market Ready to
Validation Valid Hypothesis
Opportunity Launch
Market Growth
Product-to-Market™ Model
Product-to-Market is a trademark of Lûcrum Marketing
11. Four Key Pillars
• Market Problem – if you’re not solving a problem, there is
no need for a product!
• Product – How do you solve the market problem in a
valuable and differentiated manner?
• Business Model – How do you deliver the product and
profitably capture the value?
• Market Strategy – Who is going to buy it and why?
13. Model for Discovery
Four Key Steps
Validate
Plan Strategy Build Solution To Market
Hypothesis
Market Problem
Four Key Pillars
Product
Business
Model
Market Strategy
Valid Market Ready to
Validation Valid Hypothesis
Opportunity Launch
Market Growth
Product-to-Market™ Model
Product-to-Market is a trademark of Lûcrum Marketing
14. Market Evidence (of Market Problem)
• Sources of Market Evidence
– Customers
– Non-customers
– Market trends/shifts
– Unexpected occurrences
– New technologies
– Competitors
– Personal experience
– Etc.
15. Market Evidence (of Market Problem)
• Sources of Market Evidence
– Customers
– Non-customers
– Market trends/shifts
– Unexpected occurrences
– New technologies
– Competitors
– Personal experience
– Etc.
16. Start With Hypothesis
– Buyer/User ‘W’
– In Market Segment “X”
– Has problem “Y”
– That happens when “Z” occurs
– We can solve it by creating/delivering solution “A”
E.g.: Owners of small manufacturing operations that
use hot water & steam are unable to manage
manufacturing costs due to the volatility of fuel prices.
We can solve this by providing a high temperature
solar heating system under a lease agreement.
17. Exercise 1
• Create a Hypothesis for a New Opportunity
– Buyer/User
– Market Segment
– Market Problem
– When it happens
18. Screening
• Alignment with company
– Strategy
– Target markets
– Core competencies
• Potential Competition
– Does someone already do this?
– Are there other ways to address this problem?
19. Validate the Hypothesis (1)
• Market problem and market segment(s)
• Speaking to potential customers (buyers & users)
– Most companies don’t and won’t do this
• Significant time investment
– Requires many conversations (cold calling)
• Minimum: 20 conversations
• May take over 100 conversations
• Iterate until validated or rejected
Copyright 2012 - LÛCRUM MARKETING
21. Henry Ford’s Quote
“If I had asked people what they wanted,
they would have said faster horses.”
Copyright 2011 - LÛCRUM MARKETING
22. What Do They Need (To Do)?
“People don't want to buy a
quarter-inch drill. They
want a quarter-inch hole!”
–Theodore Levitt
Copyright 2011 - LÛCRUM MARKETING
23. What We Want to Identify
• Problems, Goals, Needs
– What do they want to do that they can’t do?
– What do they want to improve (decrease/increase)?
• Why is this P/G/N important?
• When does this happen (usage scenarios)
• How do you currently do this?
• What is your current satisfaction?
• What is the impact?
• Who are they (Personas)?
Copyright 2011 - LÛCRUM MARKETING
26. Exercise 3
• Conduct a short interview to validate hypothesis
– Groups of 3 (potential customer, interviewer, observer)
27. Validate Hypothesis (2)
• Create product & business model concept
– Low cost way of presenting product concept
– Mockup, prototype, wire frame, story board,
presentation, product description
• Validate product & business model concept
– Present concept and receive feedback
• Does the problem still resonate?
• Does the approach solve the problem?
• What is the Minimum Viable Product (MVP)
• Iterate until validated or rejected
28. Plan Strategy
• Define & discover at greater depth
• Competitive research (strategy, position, strength)
• Validate the market opportunity
– Business Case - Can it be profitable?
• Detailed design of product & business model
– Market requirements, product requirements, user
stories, etc.
– Pricing model, delivery mechanism, costs to deliver,
etc.
• Iterate until validated or rejected
29. Build Solution
• Define Minimum Viable Product (MVP)
– Just enough functionality to solve the most important
market problems
– For small segment of market (early adopters, etc.)
– Willing to pay for this functionality
– Fast to market
– Learning
• Continue to discover, validate, refine!
30. To Market
• Sell your first customers
• Based upon market validation work
• Targeted Market Development Plan
– Well defined target market
– Clear understanding of buyer roles and their
challenges/goals/needs
– Compelling reason to buy from you
• Value Proposition – what we do for you
• Positioning & Differentiation – why buy our solution
• Continue to discover, validate, refine!
31. Positioning Statement
• For (target customer)
• Who (statement of need or opportunity)
• The (product name) is a (product category)
• That (statement of key benefit – that is compelling reason
to buy)
• Unlike (primary competitive alternative)
• Our product (statement of primary differentiation)
Geoffrey Moore: “Crossing the Chasm”
33. Model for Discovery
Four Key Steps
Validate
Plan Strategy Build Solution To Market
Hypothesis
Market Problem
Four Key Pillars
Product
Business
Model
Market Strategy
Valid Market Ready to
Validation Valid Hypothesis
Opportunity Launch
Market Growth
Product-to-Market™ Model
Product-to-Market is a trademark of Lûcrum Marketing
34. Key Principles
• Hypothesis – Discovery – Validate
• Continuous engagement with target market
– Validate important decisions
• Planning is good, but learning is better
• Fail fast – discover fast!
37. COMMUNITY SUPPORT
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