Tag: Positioning & Sales Enablement
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Positioning Value – The Simplest Things Are The Hardest to Say
To all of you product marketers out there, you totally understand this situation! When it comes to positioning value, sometimes the simplest things are the hardest to say. A good friend of mine is leaving his corporate job and going out on his own as a consultant with an amazing track record of success. He […]
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Product Portfolio Management & the Strategic Ripple Effect 8 of 10 – The One Thing That Simplifies Sales Enablement Most
Nothing eludes the ripple effect of your product management model, and sales enablement is no exception. Sales enablement encompasses a lot, but there’s one thing that still matters more than anything else when you’re a salesperson in the throes of the sales process. It’s the conversations you’re having with buyers at all levels, from users […]
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Product Portfolio Management & the Strategic Ripple Effect 7 of 10 – Portfolio Positioning Is What Makes Your Product Positioning More Strategic
Here’s a simple example of portfolio positioning and how it makes your product positioning more strategic. Your accounts payable product improves the customer’s cash flow. It sounds strategic. What CFO doesn’t want a stronger balance sheet? Your accounts receivable product further enhances cash flow. Even more strategic when customers use both, right? There’s still something […]
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Product Portfolio Management & the Strategic Ripple Effect 5 of 10 – Integrating Business Processes vs. Products
Let’s start this discussion of integrating business processes vs. products with the spotlight on pre-sales, sales, and customer on-boarding since they bear the brunt of the ripple effect. Here’s the scenario. You’re in the throes of the sales cycle and it’s product demo time. In addition to functionality, you’re highlighting the fact that all your […]
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Product Portfolio Management & the Strategic Ripple Effect 4 of 10 – Market Strategy vs. Product Strategies
Going all the way back to my practitioner days, it was apparent then that as product management goes, so goes the rest of the organization. I guess that shouldn’t be a surprise since everything revolves around the products. My goal with this 10-part series on product portfolio management is to highlight the strategic ripple effect […]
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Product Portfolio Management & the Strategic Ripple Effect 3 of 10 – How To Use a Portfolio Vision to Lead Products
Here’s why a portfolio vision is so critical to the success of your products and how it elevates Product Management, Product Marketing, Sales and Customer Success teams to plan and execute more strategically. Think of your portfolio vision as the ultimate “strategic goal/outcome” your target customers want from your portfolio of products. Then think of the […]
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The 3 E’s of a Great Sales Demo – A Chain Reaction
When all three of these factors are present, it’s going to be a great sales demo. There are a lot of steps in the sales process that can make or break a deal, but buyer politics aside, the demo is the biggest hurdle to clear because the product is the centerpiece of the evaluation. The […]
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Portfolio Marketing – Strategic Product Marketing At Its Finest
If you had $1 for every time someone said, “we need to be more strategic,” you’d be a retired millionaire living on your own private island. Consider the fact that portfolio marketing just might be your ticket to strategic product marketing in its purest form, making everything a lot easier with better results. What is […]
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10 Things That Would Happen if All Customer-Facing Disciplines Were Aligned to a Common View of the Customer
Here are 10 things that would happen if product management, product marketing, sales and customer success all had a common view of your target customers. Is there more to it than this? Sure, broader market research, competitive landscape, emerging technologies, etc., but this how you build your organization’s core strength for the long haul. Do […]
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Should Product Positioning and Sales Narratives be Different?
Does your product positioning need to be different than your sales narratives? The short and simple answer is no, but it’s highly dependent on how your product positioning is constructed. As a former product marketing manager, I know this all too well and was guilty in the first degree! We tend to overthink our messaging, […]