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

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

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

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

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