Tag: Product Marketing
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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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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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Market Strategy vs. Product Strategy
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 is to highlight the strategic ripple effect across engineering, product marketing, sales, including presales, customer […]
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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 […]
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Forecasting Revenue by Market vs. Product
Product managers and product marketing managers, if you’re into data driven decisions, forecasting revenue is one of the more difficult things you’re tasked with, especially for each product/module. There’s a good reason it’s so difficult. But here’s the bigger thing. With the recurring revenue models in B2B software, it’s not just product management and product […]
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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, […]