Augmenting product marketing: launching a new product inside a billion-dollar company

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Augmenting Product Marketing: Launching a new Product Inside a Billion Dollar Company Matt Sheridan Sr. Director Augmented Reality Product Marketing & Field Execution PTC

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Back in 1993, it seemed the average software release timeline was several months. Today, it’s closer to three weeks. Platform updates can now happen in just minutes or seconds, and even AI is now writing its own code. ~Forbes More than half of tech executives expect M&A to be the most popular exit strategy for tech companies this year [2019], according to a BDO Technology Outlook Survey. Only 14% said a U.S. IPO would be the top strategy. ~CIODIVE

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Majority of Revenue ~20% Revenue Customers 5-20% Probability of selling to a new prospect 60% – 70% Probability of selling to an existing customer 50% More likely to try new products and spend 31% more, when compared to new customers https://www.invespcro.com/blog/customer-acquisition-retention/

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CONSIDER: HOW TO LAUNCH A NEW PRODUCT WITHIN YOUR EXISTING CULTURE 3 Areas * 3 Insights → 9 Lessons Learned

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4th Platform Wave

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MARKETING REPORT CARD CONSIDERATION EARLY NOW MARKET CHANNELS POSITIONING

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MARKETING REPORT CARD CONSIDERATION EARLY NOW MARKET C- CHANNELS C POSITIONING A-

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MARKET Technology Lifecycle Curve Lessons Learned: - Make a two phase plan: early / later - Value Selling - Keep an eye on the ‘Whole Product’ MARKET Technology Lifecycle Curve *Geoffrey Moore

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MARKET Technology Lifecycle Curve Lessons Learned: - Avoid temptation to do too many too fast - Pricing Alignment - Avoid: “Do you want fries with that?” CHANNELS

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MARKET Technology Lifecycle Curve Lessons Learned: - Capturing mindshare works when everyone is involved - A strong vision drives customer connection - Market maturity POSITIONING

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KPIs Early Activity Leads # Deals Deals Size Voice of the Customer ‘beta’ Program Demand Gen Programs Sales Enablement Analytics Partners

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MARKETING REPORT CARD CONSIDERATION EARLY NOW MARKET C- B+ CHANNELS C B POSITIONING A- A

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MARKET Comprehensive Business Plan Focused Value Selling CHANNELS Focused Sales Ensure Complete Coverage ACTIONS TO ADDRESS ISSUES MARKET CHANNELS POSITIONING Consistent Vision Continue Focus