David Fradin share 10 great ways that you can implement to work more successfully with you product management and product marketing teams.

1. 10
Things
10
Ways
You
can
Work
More
Successfully
with
your
Product
Management
and
Product
MarkeAng
Team
David
Fradin
dave@spicecatalyst.com
h@p://www.spicecatalyst.com
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2. 10
Things
Starts
By
Being
Insanely
Great
• Informing,
Exci9ng,
UpliLing,
DelighMul
Rewarding
• Wonder
• New
Insight,
New
Perspec9ve,
New
Understanding
• Empowers
/Delights
• Personal
• Trust
/
Bonding
• Proud
And
Excited
To
Share
• Excited
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3. 10
Things
Agenda
1. Be
Insanely
Great!
2. Customer
Journey
3. What
do
Product
Mangers
and
Product
Marke9ng
Managers
Do?
4. Market
Segmenta9on
5. Target
Markets
6. Personas
7. Key
Selling
Points
8. Market
Strategy
9. Sales
Process
10. Sales
Support
Material
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2013
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4. 10
Things
What
do
Product
Mangers
and
Product
Marke9ng
Managers
Do?
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5. 10
Things
Product
Mangers
Individual
Contributor
including
the
product
roadmap
• Business
Case
Development
and
perhaps
• Manages
the
product
lifecycle
(Tasks
listed
realiza9on
below)
– Market
Expert
and
Voice
of
the
Customer
• Bridges
engineering
and
the
market
place
– Feature,
schedule
and
cost
tradeoffs
• Manages
business
ecosystem
members
– Return
on
Investment/Profit
and
Loss
• Manages
the
product
porMolio
Analysis
• Pricing
• Insures
the
product
is
valuable
and
differen9ated
• Scope:
Geographic/Market
• Owns
the
“whole
product”
(core,
benefits,
augmented)
defini9on
• Works
strategically
as
the
product
visionary
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6. 10
Things
Managers
of
Product
Mangers
Manager
and
financial
level
• Market
Plan
Strategy
• Coordinates
Market
Research
and
– Target
Market
Compe99ve
Research
needed
by
the
– Value
Proposi9on
product
managers
– Posi9oning
• Process
Development
and
Op9miza9on
• PorMolio
Planning
• Resource
alloca9on
• Product
Life
Cycle
strategy
• Pricing
Strategy
• Compe99ve
analysis
at
the
company
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7. 10
Things
What
do
Product
Marke9ng
Managers
Do?
• MarkeAng
• Launch
– Marke9ng
Plans
over9me
– Launch
plan
– Marke9ng
Objec9ves
– Product
announcement
– Target
Markets
– Related
events
and
ac9vi9es
– Branding
• End
of
Life
– Messaging:
Internal,
channel
and
customer
– End
of
life
plan
– Collateral
and
Sales
tools
development
– Announcement
– Off-­‐line/on-­‐line
and
Social
Media,
as
needed,
and
– Related
events
and
ac9vi9es
mix
for
on-­‐going
marke9ng
– Conferences,
trade
shows
and
events
– Budget
– Pricing
– Forecas9ng
– Press
and
analyst
rela9ons
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8. 10
Things
What
do
Product
Mangers
and
Product
Marke9ng
Managers
Do?
QualificaAons:
• Years
of
experience
in
industry
• Domain
Exper9se
• Years
of
experience
as
a
Product
Manager
or
Product
Marke9ng
Manager
• Leadership,
team
work,
nego9a9ng,
media9on,
rela9onship
skills
and
communica9on
skills
• Cer9fied
• Technology
Exper9se
as
needed
• Kevlar
underwear
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9. 10
Things
The
Customer
Journey
Status
Quo
Trigger
Refer
Point
Expand
Explore
OpAons
Validate
Value
Deploy
Evaluate
SoluAon
SoluAons
Purchase
Business
Internal
Case
Buy
In
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10. 10
Things
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11. 10
Things
Market
Segmenta9on
• Personas
• Not
Top
Down
Anymore
• See
the
World
Differently
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12. 10
Things
Target
Markets
• Depends
on
Your
LifeCycle
• Maybe
Coming
To
You
• Be
Agile
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13. 10
Things
Key
Selling
Points
• Its
about
them,
Stupid
• Real,
verified
PAIN!
• Depends
on
Persona
and
where
are
they
in
the
Customer
Journey
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14. 10
Things
Marke9ng
Strategy
• Con9nuous
Learning
and
Innova9on
• Agile
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15. 10
Things
Sales
Process
• Its
part
of
the
Customer
Journey
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16. 10
Things
Sales
Support
Materials
• Must
support
the
Customer
Journey
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17. 10
Things
Deep
Dive
Assessment
Customer
Status
Quo
Trigger
Point
Explore
Evaluate
Business
Internal
Purchase
Deploy
Validate
Expand
Refer
OpAons
SoluAons
Case
Buy
In
SoluAon
Value
Use
buying
stages
Customer
Insight
Content
/
Experience
AnalyAcs
&
VOC
Process
AutomaAon
Progress
/
Risk
Tracking
&
Mgt.
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