VP of Product Marketing: Your 5-Point Plan for the First 100 Days
Congratulations! You’ve just landed your first VP of Product Marketing job and expectations are through the roof. No pressure!
Here’s a 5-point plan for your first 100 days. The objective is to get you playing offense right out of the gate.
Are You Just Building User Stories or Improving User Job Performance?
Let’s net this out!
Your product has two goals:
- Make customers measurably better at specific job tasks and workflows that have strategic value to their organization.
- Create long-term value for your organization in terms of revenue, market share, wallet share and customer retention.
Goal #2 can’t be met without accomplishing goal #1.
If you’re on board so far, pause your […]
Web-Based Demos Are Grounding Product Management & Product Marketing on This One Thing
In the enterprise B2B space, it’s hard to imagine a world where discovery calls and sales demos aren’t done via web meeting.
If you’re in a pre-sales role, picture this…3-4 cities a week, all the hotels, planes, trains and automobiles you can take, one demo a day, and late night prep. Grueling, although you will have top-tier status with your travel partners!
You’re Trying to Sell Value. Buyers Want to Talk Product.
As a salesperson, it gets beat into your head in every pipeline review, every team meeting and every sales training session. Sell value, not features!
Then comes demo day on your next opportunity and you’ve got the value pitch all teed up, except your audience wants to talk product. […]
Customer Innovation is the Best
Customer innovation comes in many forms, and you can always count on customers for great ideas to improve your products.
The best possible situation though, is when customers come up with a new way to use your product that you never thought of, and it doesn’t require you to do anything other than expand your positioning.
One of our recent clients, Gensler, has done […]
B2B: Three Twists on Traditional Product Management
Meeting the needs of a market and building products people love are universal principles.
However, those principles take on a few unique twists in B2B (B2B2C).
Here are three that should always be top-of-mind. […]