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

Transcript

1. 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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3. 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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4. 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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5. CONSIDER:
   HOW TO LAUNCH A NEW PRODUCT WITHIN
   YOUR EXISTING CULTURE
   3 Areas * 3 Insights → 9 Lessons Learned
   

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6. 4th
   Platform
   Wave
   

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7. MARKETING REPORT CARD
   CONSIDERATION EARLY NOW
   MARKET
   CHANNELS
   POSITIONING
   

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

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9. 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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10. 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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11. 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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12. KPIs Early
    Activity Leads # Deals Deals Size
    Voice of the Customer ‘beta’ Program
    Demand Gen Programs
    Sales Enablement
    Analytics
    Partners
    

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

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

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15. KPIs Afterwards
    Activity Leads # Deals Deals Size
    

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16. T H A N K YO U !
    Matt Sheridan
    www.linkedin.com/in/mattdsheridan
    

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