Tag: Positioning & Sales Enablement
-
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 […]
-
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 […]
-
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 […]
-
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, […]
-
Develop a Content Strategy for Product Marketing in 5 Steps
Developing a content strategy for product marketing requires an approach similar to product positioning. It’s about meeting your target customers in their comfort zone with insightful content that strikes an emotional chord. The end game is to open more doors for sales at the decision-maker/influencer level and give them higher quality leads that are warmer […]
-
Qualifying Your Account Executives Before a Demo
If you’re a solution consultant (SC), sales engineer (SE), or any other role that does sales demos, there’s nothing more uncomfortable than going into a demo and not knowing what you’re aiming for. Qualifying your account executives prior to the demo is a practice that’s beneficial to everyone, including the buyer. The cold hard reality is […]
-
Free eBook: Top-Down Customer Discovery – Uncovering THE BIG WHY
I published this eBook to highlight the number one goal of customer discovery! It’s to make sure the products and services you’re building, marketing, selling and delivering are consistently tied to something that has measurable strategic value to your customers. That’s why the top-down aspect of customer discovery is so critical to success and why […]
-
Creating a Value Based Resume – Stop TELLING and Start SELLING
Creating a value based resume means it’s time to treat yourself as a product that has strategic (employer) value. The hard part is avoiding the trap of TELLING employers what the product (you) does versus SELLING its value. Here we are in the early part of 2023 and so many of my talented friends, former […]
-
Product Demos: Avoiding the Trap of Telling vs. Selling
If you’re a pre-sales solution consultant or sales engineer, falling into the trap of telling vs selling can happen before you know it, even though your intentions are always on the mark to start the demo. Here’s how to avoid the trap. The Difference Between Telling and Selling Demos Telling Demos The telling demo is […]
-
Creating a Sales Playbook: 5 Must-Haves
The whole point of creating a sales playbook is to give your sales team “situational sales tools” that make them highly effective in every part of the sales process. The end game is shorter sales cycles where your products and services are the clear choice. What is a Sales Playbook? A sales playbook is a […]