Products matter. Customers buy products, marketing influences customers, Product Marketing fuels sales.

1. Solving the Problem
customers buy products
marketing influences customers
product marketing fuels revenue

2. a presentation by Arnie McKinnis @ amckinnis.com
The Innovator’s
Thinking
Base their beliefs
on…
What is possible
today
What as possible
10 years ago
Most People’s
Thinking
Base their beliefs
on ...
We all live our
beliefs & work hard
to defend them
what happens if those
beliefs are based upon
what was possible years
ago, do you even know
what’s possible? Have you
looked at the trends, your
customers, how they buy?

3. a presentation by Arnie McKinnis @ amckinnis.com
A person is smart. People are dumb, panicky dangerous
animals and you know it. 1500 years ago everybody knew the
Earth was the center of the universe; 500 years ago everybody
knew the Earth was flat; and 15 minutes ago you knew that
humans were alone on this planet.
imagine what we’ll
KNOW tomorrow?
K - Men in Black (1997)

4. a presentation by Arnie McKinnis @ amckinnis.com
Every product was
at one time, just an
idea in someone’s
head
Ideas plus products equals
revenue – the equation is
drop-dead simple, the
execution is difficult.
IDEAS PRODUCTS REVENUE

5. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS REVENUEPRODUCTS
Ideas to products
without some way to capture
and evaluate ideas, the
development of products and
services will suffer
create

6. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS REVENUEPRODUCTS
Product Marketing
consists of an evolving
set of activities
We start with Market
Awareness, providing us the
ability to Recognize
Opportunity, and showing us
the best Go-to-Market
Actions
Awareness
Recognition
Actions

7. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS REVENUEPRODUCTS
Product lifecycles
are constant
The more we learn about the
market and our customers,
technology changes, lifestyle
changes, economic changes
the more our products evolve
MVP
v.1v.2
v.X

8. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS PRODUCTS REVENUE
Testing, evaluation
and failure
The willingness to fail,
provides product marketing
with new ideas, which in turn
become new products or
enhancements
Not all
products
are winners,
most fail.

9. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS PRODUCTS REVENUE
Testing, evaluation
and failure
The willingness to fail,
provides product marketing
with the fuel for new ideas,
which in turn become new
products or enhancements
Every failure
is the
opportunity
for a new
idea.

10. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS REVENUEPRODUCTS
Customer buy
products
products drive revenue,
product marketing functions
fuels revenue, eases the path
of resistance, and provide
support to sales
organizations
fuels

11. a presentation by Arnie McKinnis @ amckinnis.com
IDEAS REVENUEPRODUCTS
Customer buy
products
products drive revenue,
product marketing functions
to drive revenue, ease the
path of resistance, and
provide support to sales
organizations
Your customers are
constantly changing
and evolving …
your products
should be evolving,
too.

12. a presentation by Arnie McKinnis @ amckinnis.com
customers buy products.
marketing influences buying.
product marketing fuels revenue.

13. Contact me today
arnie@amckinnis.com
and let’s start solving your Product Marketing problems!