Tag: Product Marketing
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How To Climb The Product Marketing Career Ladder Faster
If you’re looking to climb the product marketing career ladder faster, here are five things you can do that’ll accelerate your climb. How you do these things may differ depending on your products and your sales model, but they’re otherwise timeless. I had great success with them in both individual contributor roles and leadership roles. […]
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The Most Basic Rule of Product Positioning – It’s Easy
I learned a lot about product positioning long before I ever stepped into a product marketing role. For the first four years of my software career, I was a pre-sales solution consultant, a.k.a. demo guy! I think of demos as verbal product positioning. The difference is demos are a two-way dialogue with buyers whereas product […]
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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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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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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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A Portfolio Roadmap Isn’t Just a Product Thing
Before we bring the portfolio roadmap into the picture, let’s set the stage with product roadmaps. For most people, the term roadmap conjures up a visual presentation of product features and delivery dates published by product management. While that definition doesn’t coincide with the purist view, let’s run with it since feature-date roadmaps are the […]
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Product Portfolio Management – 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 – 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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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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Bridging the Gap – Strategic vs Tactical Customer Discovery
Market and customer discovery is the single most foundational skill for success in product management and product marketing. There are two things to consider when it comes to being more strategic in your discovery. One of them is obvious and the other is rarely if ever discussed. Let’s start with the obvious one, understanding what’s […]