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Go-To-Market Framework
                                 for Product Managers
                                                                Janet Jaiswal,
                                                             Tealeaf Technology
                                                  Sr. Director of Global Product Marketing


0   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Agenda

    › Background
    › Definition of go-to-market
    › A framework
    › Lessons Learned
    › Q&A




1    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Janet’s background:
  8 products launched, 3 more launches this year


                                                                                                           Helped launch catalogs
                                                                                                  eBay
                                                                                                           functionality for buyers and sellers
                                                                                                           (books, movies, music and games)
Launched a mobile
and contact center
product globally to
                                                                                                                                Launched the
online businesses.
Three more are                                Tealeaf                                                                           PayPal Security
                                                                                                                                Key to
WIP                                                                                                             PayPal          consumers and
                                                                                            Products                            merchants in 3
                                                                                            Launched                            continents



Launched a mobile and a
service provider data                                                                                                   Launched a mobile
                                                         TRUSTe
                                                                                                         Infosys        product and a service
privacy certification
service to online                                                                                         Tech-         partnership with Cisco
businesses                                                                                               nologies       globally to businesses


  2   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
               2012
Tealeaf is the leader in online
customer experience management

    • ~450 Enterprise Customers
    • 7 of the 10 largest US banks
    • Increase website and mobile conversion and
      adoption rates
    • Improve customer satisfaction and retention
    • Reduce IT and Support costs
    • Improve customer service efficiency
    • Founded in 1999 and based in San
     Francisco, CA


    Improving online customer relationships
    one experience at a time
3    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Hundreds of companies rely on Tealeaf
including 30% of the Fortune 100

                                                                                                                                   More E-business
Financial Services                                   Retail                                     Travel          Insurance             Leaders




                                           Including 1/3 of all                       Including 25% of the   Including more than    Telco, Pharma,
Including 7 of the 10                                                                                                              Utilities, etc. with
                                           Internet Retailers >                           leading Travel      40 P&C Insurance
 Largest U.S. Banks                                                                                                                 B2C & B2B Sites
                                                 $100M                                 Providers & Portals        Companies




Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
4   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
             2012
Go-To-Market
                                                         Framework




5   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
             2012
Go-To-Market Framework

                           Strategic                                                                                    Tactical
 Phases
 Market
 Go-to-




                           Market                        Product                        Develop      Execute   Launch   Monitor &
                                                                                       Market Plan
                          Analysis                       Strategy                                     Plan               Adjust

                         Requires $$$ to create awareness; Leverage consumer-focused
  B2C                    Social media such as Facebook, Twitter, Pinterest

                         Events and associations; Leverage business-focused social media
     B2B                 such as LinkedIn, Twitter, Pinterest etc.


                         Encourage trials and endorsements from influential users
Product

                         Use testimonials, case studies and ROI models to prove value
Service



 6    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
               2012
Digital Marketing Framework

                         Strategic                                                                                       Tactical
Marketing
 Phases



                                                               Product                      Develop   Execute            Monitor &
                                                                                                                Launch
                                                                                                       Plan
                        Market                                 Strategy                     Market
                                                                                             Plan
                                                                                                                          Adjust

                       Analysis

              1.         Market problem & business objectives
              2.         Market size & growth rate
              3.         Target market characteristics (buyer function, vertical, company size etc.)
              4.         Competitive analysis
              5.         Capabilities analysis
              6.         Build, buy or partner?




7   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
             2012
Digital Marketing Framework

                         Strategic                                                                                       Tactical
Marketing
 Phases



                                                                                            Develop   Execute
                         Market                      Product                                Market     Plan
                                                                                                                Launch   Monitor &
                                                                                                                          Adjust
                        Analysis
                                                     Strategy                                Plan




                                             1.       High-level use cases
                                             2.       Product positioning
                                             3.       Product capabilities analysis (ID unique differentiators)
                                             4.       Sales compensation structure
                                             5.       Pricing & packaging
                                             6.       Product delivery plan & roadmap
                                             7.       Sales & revenue forecast




8   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
             2012
Digital Marketing Framework

                         Strategic                                                                                       Tactical
Marketing
 Phases



                                                        Product                       Develop   Execute                  Monitor &
                         Market                                                                              Launch
                                                        Strategy                                 Plan                     Adjust
                        Analysis
                                                                                      Market
                                                                                       Plan
                                                                        1.Develop budget
                                                                        2.Customer acquisition strategy (trial, direct, indirect
                                                                              etc.)
                                                                        3.Online marketing (website, email campaigns)
                                                                        4.Market awareness & lead generation budget
                                                                              (events, advertising, SEM/SEO, direct media etc.)
                                                                        5.Social media plan
                                                                        6.Mobile marketing plan
                                                                        7.Advertising & direct mail strategy
                                                                        8.Public Relations & Analyst Relations plan
                                                                        9.Sales training plan
                                                                        10.Sales enablement (tools, collaterals)
                                                                        11.Partners & alliances plan
9   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
             2012
Digital Marketing Framework

                          Strategic                                                                                  Tactical
Marketing
 Phases



                                                         Product                        Develop                       Monitor &
                          Market                                                                            Launch
                         Analysis                        Strategy                       Market    Execute              Adjust
                                                                                         Plan
                                                                                                   Plan

                                                        1.Execute online strategy (website, analytics, email campaigns)
                                                        2.Create sales collaterals, tools, presentations & demos
                                                        3.Recruit influencers (social media)
                                                        4.Create profile & post on social media (Facebook, Twitter,
                                                             Pinterest, blogs, communities, LinkedIn etc.)
                                                        5.Create mobile web page, mobile and SMS campaigns /
                                                          advertising
                                                        6.Perform training (Sales reps, SEs, Support, Prof. services,
                                                             Partners)
                                                        7.Customer support enablement
                                                        8.Brief analysts
                                                        9.Execute PR, advertising & partner/alliance plan
10   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Digital Marketing Framework

                          Strategic                                                                                   Tactical
Marketing
 Phases



                                                         Product                        Develop
                          Market
                                                         Strategy                       Market
                                                                                                  Execute
                                                                                                            Launch     Monitor
                         Analysis                                                                  Plan
                                                                                         Plan                          & Adjust


                                                                                                  1.Launch product/service/program
                                                                                                  2.Define metrics
                                                                                                  3.Develop dashboard
                                                                                                  4.Measure, measure, measure
                                                                                                  5.Review results & adjust
                                                                                                  6.Readiness for next phase
                                                                                                  7.Review budget (plan vs. actual)


                                                                                                  Metrics:
                                                                                                  http://www.marketingsherpa.com/

11   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lessons learned the hard way




12   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Seven lessons learned

                                                     1. Communicate broadly within your
                                                        organization
                                                     2. Do a beta/trial or phased launch
                                                     3. Develop the right message
                                                     4. Be a good project manager
                                                     5. Measure performance
                                                     6. Do not ignore social media or mobile
                                                     7. Monitor and adjust strategy after
                                                        launch




13   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lesson #1:
Communicate broadly within your organization

     Reduce the chance of a stakeholder holding up the
     launch or reducing its effectiveness by
     communicating broadly and often
        • The goal is to obtain buy-in or some level of ownership for part of
          the launch so if anything goes wrong, they are more likely to help
        • Identify stakeholders
        • Communicate key activities to core and extended team, on a regular
          basis




14   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lesson #2: Beta or phase launch, where possible


                                         ›     A beta or trial allows us to learn about the
                                               issues our customers face, what they value
                                               and how they view our product. Use it to also
                                               test key messages, pricing, features and
                                               functionality
                                                 • Phone or survey feedback
                                                 • Seed references, case studies and early
                                                   customers
                                         ›     A phased launch (launch full or partial
                                               functionality to a subset of users, usually
                                               existing customers, F&F) reduces risk esp.
                                               when launching a substantially different
                                               product or to a new target vertical or buyer
                                                 • AKA “Exclusive sneak peek”, “Invite only”
                                                   launch

15   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lesson #3: Develop the right message


                                                   › The right message informs many
                                                         of your marketing efforts and if
                                                         done right makes the rest of the
                                                         work easier.
                                                   › The wrong message causes
                                                         confusion among customers and
                                                         users and reduces your
                                                         marketing effectiveness
                                                   › Test it
                                                   › Test it again

16   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lesson #4: Learn to be a good project manager

 When executing a go-to-market plan, good
 project management can reduce costly mistakes


         Develop a plan with inputs from key
          stakeholders.
         Meet regularly with core team
         Hold core team and stakeholders
          accountable
         Use milestones to communicate status
          widely
         Identify critical milestones early so you
          know if your launch date will be
          impacted


17   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lesson #5: Measure performance

› If you don’t have measures in place, how will
     you know if you have been successful?
        • Marketing effectiveness
                 –     # of mentions in key publications
                 –     # of site registrations
                 –     # of product inquiries
                 –     # of webinar attendees
                 –     eMail open rates
                 –     User reviews/ratings, etc.
        • Revenue goals
                 –     # of followers, re-tweets etc.
                 –     # of qualified leads                                                      Good benchmarking sources:
                                                                                                     1. Marketing Sherpa
                 –     Quality and size of pipeline                                                  2. Pragmatic Marketing
                 –     Sales revenue, etc.
        • Review your budget
18   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Lesson #6: Do not ignore social media or mobile

                    Social media is time consuming and difficult to
                    measure. If done right, it can lead to success
                          • There are more channels than time: Social networks, microblogs,
                            blogs, meetups, etc.
                          • Identify your goals (increase traffic, revenue, search ranking etc.)
                          • Profile your audience
                          • Identify which social media channel is most effective for each
                            audience
                          • Develop a plan to create content and interact regularly with your
                            audience
                          Social Media marketing certification program

                    Mobile is widely adopted; having a mobile presence
                    is a must
                          • Understand your mobile users with mobile analytics
                          • Optimize your web site for the small screen
                          • Explore advertising on mobile or do SMS or MMS campaigns
19   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Bad customer
                                                                                                 experiences are more
                                                                                                 dangerous than ever




20   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
78% of users who
                                                                                                 encounter problems
                                                                                                 completing mobile
                                                                                                 transactions share those
                                                                                                 experiences with others




21   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example:
Tealeaf customers assess the following for their mobile channel


›    User Behavior                                                                                         • Detect customers struggling to
        •    Screens viewed, Referring screen                                                                change reservation or order
        •    Text field, Text Field value
                                                                                                           • Isolate by application version, by
        •    Touches, Motion
                                                                                                             error, by input
        •    App launched, Entered background
                                                                                                           • Quantify users impacted
›    Environmental
        •    App version, iOS/Android version,                                                             • Analyze customer behavior –
        •    Device Model                                                                                    sequence of events, screen logs,
        •    Device orientation, IP, Memory
                                                                                                             server calls
        •    Connectivity, Carrier, GPS                                                                    • Search to find other impacted
›    Application Health                                                                                      users
        • Exception, Crash
        • Server connection success / error
                                                                                                                                   Mobile marketing
                                                                                                                                     certification
                                                                                                                                      program




22                    Mobile Site                         Native Apps
     © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
                                                                                                 Hybrid Apps   HTML5
Lesson #7: Monitor and adjust strategy after launch



                                                                               Despite the best planning,
                                                                               some adjustment will have to
                                                                               be made



        •    What is the feedback from Sales?
        •    How did campaigns perform against KPIs?
        •    How did the media respond?
        •    How did your best customers respond to your new product?
        •    What are your users saying on social media channels?
        •    How well did you do against your budget?
        •    Marketing is about trial and error; it is not an exact science
             so expect to adjust your go-to-market strategy
23   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
              2012
Go-to-Market Strategy
Key takeaways for product marketers

     1. Create a plan before you start
     2. Leverage multiple channels
        for greater success
     3. Test, measure, monitor and
        adjust. Then do it again.
     4. Don’t forget to market on an
        ongoing basis

If you don’t, your competition will

24   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Thank You

Janet A. Jaiswal
Sr. Director of Product Marketing
jjaiswal@tealeaf.com
Twitter: JanetJaiswal




© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

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Product Marketing Framework for Product or Service Launch

  • 1. Go-To-Market Framework for Product Managers Janet Jaiswal, Tealeaf Technology Sr. Director of Global Product Marketing 0 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 2. Agenda › Background › Definition of go-to-market › A framework › Lessons Learned › Q&A 1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 3. Janet’s background: 8 products launched, 3 more launches this year Helped launch catalogs eBay functionality for buyers and sellers (books, movies, music and games) Launched a mobile and contact center product globally to Launched the online businesses. Three more are Tealeaf PayPal Security Key to WIP PayPal consumers and Products merchants in 3 Launched continents Launched a mobile and a service provider data Launched a mobile TRUSTe Infosys product and a service privacy certification service to online Tech- partnership with Cisco businesses nologies globally to businesses 2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 4. Tealeaf is the leader in online customer experience management • ~450 Enterprise Customers • 7 of the 10 largest US banks • Increase website and mobile conversion and adoption rates • Improve customer satisfaction and retention • Reduce IT and Support costs • Improve customer service efficiency • Founded in 1999 and based in San Francisco, CA Improving online customer relationships one experience at a time 3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 5. Hundreds of companies rely on Tealeaf including 30% of the Fortune 100 More E-business Financial Services Retail Travel Insurance Leaders Including 1/3 of all Including 25% of the Including more than Telco, Pharma, Including 7 of the 10 Utilities, etc. with Internet Retailers > leading Travel 40 P&C Insurance Largest U.S. Banks B2C & B2B Sites $100M Providers & Portals Companies Note: Tealeaf only uses the names and logos of customers who have given us prior permission. 4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 6. Go-To-Market Framework 5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 7. Go-To-Market Framework Strategic Tactical Phases Market Go-to- Market Product Develop Execute Launch Monitor & Market Plan Analysis Strategy Plan Adjust Requires $$$ to create awareness; Leverage consumer-focused B2C Social media such as Facebook, Twitter, Pinterest Events and associations; Leverage business-focused social media B2B such as LinkedIn, Twitter, Pinterest etc. Encourage trials and endorsements from influential users Product Use testimonials, case studies and ROI models to prove value Service 6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 8. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Execute Monitor & Launch Plan Market Strategy Market Plan Adjust Analysis 1. Market problem & business objectives 2. Market size & growth rate 3. Target market characteristics (buyer function, vertical, company size etc.) 4. Competitive analysis 5. Capabilities analysis 6. Build, buy or partner? 7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 9. Digital Marketing Framework Strategic Tactical Marketing Phases Develop Execute Market Product Market Plan Launch Monitor & Adjust Analysis Strategy Plan 1. High-level use cases 2. Product positioning 3. Product capabilities analysis (ID unique differentiators) 4. Sales compensation structure 5. Pricing & packaging 6. Product delivery plan & roadmap 7. Sales & revenue forecast 8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 10. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Execute Monitor & Market Launch Strategy Plan Adjust Analysis Market Plan 1.Develop budget 2.Customer acquisition strategy (trial, direct, indirect etc.) 3.Online marketing (website, email campaigns) 4.Market awareness & lead generation budget (events, advertising, SEM/SEO, direct media etc.) 5.Social media plan 6.Mobile marketing plan 7.Advertising & direct mail strategy 8.Public Relations & Analyst Relations plan 9.Sales training plan 10.Sales enablement (tools, collaterals) 11.Partners & alliances plan 9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 11. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Monitor & Market Launch Analysis Strategy Market Execute Adjust Plan Plan 1.Execute online strategy (website, analytics, email campaigns) 2.Create sales collaterals, tools, presentations & demos 3.Recruit influencers (social media) 4.Create profile & post on social media (Facebook, Twitter, Pinterest, blogs, communities, LinkedIn etc.) 5.Create mobile web page, mobile and SMS campaigns / advertising 6.Perform training (Sales reps, SEs, Support, Prof. services, Partners) 7.Customer support enablement 8.Brief analysts 9.Execute PR, advertising & partner/alliance plan 10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 12. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Market Strategy Market Execute Launch Monitor Analysis Plan Plan & Adjust 1.Launch product/service/program 2.Define metrics 3.Develop dashboard 4.Measure, measure, measure 5.Review results & adjust 6.Readiness for next phase 7.Review budget (plan vs. actual) Metrics: http://www.marketingsherpa.com/ 11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 13. Lessons learned the hard way 12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 14. Seven lessons learned 1. Communicate broadly within your organization 2. Do a beta/trial or phased launch 3. Develop the right message 4. Be a good project manager 5. Measure performance 6. Do not ignore social media or mobile 7. Monitor and adjust strategy after launch 13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 15. Lesson #1: Communicate broadly within your organization Reduce the chance of a stakeholder holding up the launch or reducing its effectiveness by communicating broadly and often • The goal is to obtain buy-in or some level of ownership for part of the launch so if anything goes wrong, they are more likely to help • Identify stakeholders • Communicate key activities to core and extended team, on a regular basis 14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 16. Lesson #2: Beta or phase launch, where possible › A beta or trial allows us to learn about the issues our customers face, what they value and how they view our product. Use it to also test key messages, pricing, features and functionality • Phone or survey feedback • Seed references, case studies and early customers › A phased launch (launch full or partial functionality to a subset of users, usually existing customers, F&F) reduces risk esp. when launching a substantially different product or to a new target vertical or buyer • AKA “Exclusive sneak peek”, “Invite only” launch 15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 17. Lesson #3: Develop the right message › The right message informs many of your marketing efforts and if done right makes the rest of the work easier. › The wrong message causes confusion among customers and users and reduces your marketing effectiveness › Test it › Test it again 16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 18. Lesson #4: Learn to be a good project manager When executing a go-to-market plan, good project management can reduce costly mistakes  Develop a plan with inputs from key stakeholders.  Meet regularly with core team  Hold core team and stakeholders accountable  Use milestones to communicate status widely  Identify critical milestones early so you know if your launch date will be impacted 17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 19. Lesson #5: Measure performance › If you don’t have measures in place, how will you know if you have been successful? • Marketing effectiveness – # of mentions in key publications – # of site registrations – # of product inquiries – # of webinar attendees – eMail open rates – User reviews/ratings, etc. • Revenue goals – # of followers, re-tweets etc. – # of qualified leads Good benchmarking sources: 1. Marketing Sherpa – Quality and size of pipeline 2. Pragmatic Marketing – Sales revenue, etc. • Review your budget 18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 20. Lesson #6: Do not ignore social media or mobile Social media is time consuming and difficult to measure. If done right, it can lead to success • There are more channels than time: Social networks, microblogs, blogs, meetups, etc. • Identify your goals (increase traffic, revenue, search ranking etc.) • Profile your audience • Identify which social media channel is most effective for each audience • Develop a plan to create content and interact regularly with your audience Social Media marketing certification program Mobile is widely adopted; having a mobile presence is a must • Understand your mobile users with mobile analytics • Optimize your web site for the small screen • Explore advertising on mobile or do SMS or MMS campaigns 19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 21. Bad customer experiences are more dangerous than ever 20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 22. 78% of users who encounter problems completing mobile transactions share those experiences with others 21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 23. Example: Tealeaf customers assess the following for their mobile channel › User Behavior • Detect customers struggling to • Screens viewed, Referring screen change reservation or order • Text field, Text Field value • Isolate by application version, by • Touches, Motion error, by input • App launched, Entered background • Quantify users impacted › Environmental • App version, iOS/Android version, • Analyze customer behavior – • Device Model sequence of events, screen logs, • Device orientation, IP, Memory server calls • Connectivity, Carrier, GPS • Search to find other impacted › Application Health users • Exception, Crash • Server connection success / error Mobile marketing certification program 22 Mobile Site Native Apps © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012 Hybrid Apps HTML5
  • 24. Lesson #7: Monitor and adjust strategy after launch Despite the best planning, some adjustment will have to be made • What is the feedback from Sales? • How did campaigns perform against KPIs? • How did the media respond? • How did your best customers respond to your new product? • What are your users saying on social media channels? • How well did you do against your budget? • Marketing is about trial and error; it is not an exact science so expect to adjust your go-to-market strategy 23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 25. Go-to-Market Strategy Key takeaways for product marketers 1. Create a plan before you start 2. Leverage multiple channels for greater success 3. Test, measure, monitor and adjust. Then do it again. 4. Don’t forget to market on an ongoing basis If you don’t, your competition will 24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 26. Thank You Janet A. Jaiswal Sr. Director of Product Marketing jjaiswal@tealeaf.com Twitter: JanetJaiswal © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.