Principle based product marketing

Transcript

1. Principle Based Product Marketing Doug Weatherhead Data driven and Digitally-enabled trials Digital Trial Platform | Telemedicine | mHealth | eCOA
2. 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
3. Accounting GAAP Development Scrum & Agile Manufacturing LEAN
4. GM Sales Marketing Product External People change
5. GM Sales Marketing Product External Sales leader moves to a competitor
6. GM Sales Marketing Product External CMO is fired and an inbound / social “guru” brought in
7. GM Sales Marketing Product External Vendors change with new CMO
8. GM Sales Marketing Product External GM is replaced after 4 quarters of flat growth
9. GM Sales Marketing Product External Product management is replaced; and sales leader leaves again
10. GM Sales Marketing Product External and on… … … … … …
11. GM Sales Marketing Product External and on… and on… … … … … … … … … … …
12. 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
13. Does your marketing program resemble yo-yo dieting? Chasing shiny objects is not sustainable New Product launch CMO replaced New short term rev goals
14. Move a little bit of dirt everyday, quarter, year. Principles
15. 4 Principles with bias
16. 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
17. Positioning (duh Doug!) Performance Product Process People
18. 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
19. 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
20. “I need a technology solution that reduces my implementation time by 6 weeks and 50% less TCO” Abraham Lincoln Performance Product Process People
21. “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
22. “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
23. 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
24. Running more does not help you run faster… if a weakness exists, it must be addressed Performance Product Process People
25. Performance Product Process People *With 106 permutations Diagnose major gaps in bringing products to market
26. 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
27. 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 $$$
28. 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
29. “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
30. 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
31. 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
32. 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
33. Policies are many, Principles are few, ------------------------- Policies will change, Principles never do. John C. Maxwell
34. There are three constants in life… ------------------------ Change, Choice and Principles Stephen Covey
35. Principle Based Product Marketing Doug Weatherhead doug@medable.com Data driven and Digitally-enabled trials