Principle Based Product Marketing Doug Weatherhead Data driven and Digitally-enabled trials Digital Trial Platform | Telemedicine | mHealth | eCOA

New company or client 1. New role or working with a new primary stakeholder (Sales leader, GM, Product manager, CMO, etc) 2. Raise your hand

Accounting GAAP Development Scrum & Agile Manufacturing LEAN

GM Sales Marketing Product External People change

GM Sales Marketing Product External Sales leader moves to a competitor

GM Sales Marketing Product External CMO is fired and an inbound / social “guru” brought in

GM Sales Marketing Product External Vendors change with new CMO

GM Sales Marketing Product External GM is replaced after 4 quarters of flat growth

GM Sales Marketing Product External Product management is replaced; and sales leader leaves again

GM Sales Marketing Product External and on… … … … … …

GM Sales Marketing Product External and on… and on… … … … … … … … … … …

Things change Why principles work? Metrics change - Corporate maturity - Product lifecycle New people & processes - GDPR - ”Digital first” Short term goals - Chasing the quarter - Roadmap change for client

Does your marketing program resemble yo-yo dieting? Chasing shiny objects is not sustainable New Product launch CMO replaced New short term rev goals

Move a little bit of dirt everyday, quarter, year. Principles

4 Principles with bias

Simple and long-term measurable metrics Graded: A – F Credits: 1 vs 2 vs 3 vs 4 vs N Performance: Ability to track over time regardless of company / product lifecycle, inherent to size of company Principle (course) Practice (application) Credits (importance) Grade Weighted Grade Product 4 B+ (3.3) 13.2 Process 1 D- (.7) .7 People 2 A (4.0) 8 Performance 7 (total) B (3.12) 21.9 Example small SaaS startup with <2 Marketers Performance Product Process People

Positioning (duh Doug!) Performance Product Process People

1. Proposals in minutes 2. Branded proposals in minutes 3. Quotes and proposals easily 4. Proposal automation that saves time 5. Create sales documents fast 6. Close deals faster 7. Close sales faster 8. Streamline how you create, deliver, track and eSign 9. Easy to create winning proposals quickly 10. Proposals 3x faster 11. Simple proposal software 12. Streamline workflow for you b2b sales deals Then why do we not do it? Performance Product Process People

Then why do we not do it? $11.6B Mkt Cap 1. Proposals in minutes 2. Branded proposals in minutes 3. Quotes and proposals easily 4. Proposal automation that saves time 5. Create sales documents fast 6. Close deals faster 7. Close sales faster 8. Streamline how you create, deliver, track and eSign 9. Easy to create winning proposals quickly 10. Proposals 3x faster 11. Simple proposal software 12. Streamline workflow for you b2b sales deals Performance Product Process People $539M Sales & Marketing 147 Marketers

“I need a technology solution that reduces my implementation time by 6 weeks and 50% less TCO” Abraham Lincoln Performance Product Process People

“I need a technology solution that reduces my implementation time by 6 weeks and 50% less TCO” Said no-one, ever Performance Product Process People

“tell true stories that resonate with the smallest viable audience (and make them easy to share).” Seth Godin Email October 3rd, 2019 Performance Product People Process

Principle (course) Practice (application) Credits (importance) Grade Weighted Grade Positioning (Product) Customer segmentation and appropriate content People Process Performance Performance Product People Process Customer acquisition vs retention vs thought leadership etc etc

Running more does not help you run faster… if a weakness exists, it must be addressed Performance Product Process People

Performance Product Process People *With 106 permutations Diagnose major gaps in bringing products to market

What this sounds like Marketing “I had no idea about release 2.31” “It took 20 days for sales to follow up with our web leads?” Sales “The leads are bad” “I need more leads” Product “We need a user-group” “I can’t believe we have no plan to launch release 2.31” “If I only had a brochure for the new AI- blockchain-augmented reality use-case I could have closed it.” Performance Product Process People

Performance Product Process People Example: Vendor optimization (supply chain) “If I only had a brochure for the new AI- blockchain-augmented reality use-case I could have closed it.” - Slow creative process - Multiple revisions (lack of context or competence) - Pricey $$$

Performance Product Process People Principle (course) Practice (application) Credits (importance) Grade Weighted Grade Positioning (Product) Customer segmentation and appropriate content Gap analysis & operations (Process) Time to lead qualification & vendor optimization People Performance The application to the real-world

“Fine, You’re off the project and I am now the CEO of the project. I will do your job and be CEO of two companies at the same time. I will deliver,” …. “Every time he’s fired someone and taken their job, he’s delivered on whatever the project was.” -BamBrogan Performance Product Process People

Engineers still do engineering, The best developers still code, And sales execs still help close major deals. Why do some marketers not do marketing? The fact is Performance Product Process People

3 ways to apply and grade the “people” principle Performance Product Process People 1 2 3 Can they pitch/demo your product ? Train sales? (with credibility) Channel partners & vendors? Could they run the roadmap? Do they know it? Build and run a campaign

Principle (course) Practice (application) Credits (importance) Grade Weighted Grade Positioning (Product) Customer segmentation and appropriate content Gap analysis & operations (Process) Time to lead qualification & vendor optimization Everyone does Marketing (People) Everyone builds an effective campaign or can demo the product Performance 3 Principles = real world application of marketing Performance Product Process People

Policies are many, Principles are few, ------------------------- Policies will change, Principles never do. John C. Maxwell

There are three constants in life… ------------------------ Change, Choice and Principles Stephen Covey

Principle Based Product Marketing Doug Weatherhead [email protected] Data driven and Digitally-enabled trials