Principle based product marketing

Transcript

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

   View Slide

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
   

   View Slide

3. Accounting
   GAAP
   Development
   Scrum & Agile
   Manufacturing
   LEAN
   

   View Slide

4. GM
   Sales
   Marketing
   Product
   External
   People change
   

   View Slide

5. GM
   Sales
   Marketing
   Product
   External
   Sales leader
   moves to a
   competitor
   

   View Slide

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

   View Slide

7. GM
   Sales
   Marketing
   Product
   External
   Vendors change
   with new CMO
   

   View Slide

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

   View Slide

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

   View Slide

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

    View Slide

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

    View Slide

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
    

    View Slide

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
    

    View Slide

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

    View Slide

15. 4 Principles
    with bias
    

    View Slide

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
    

    View Slide

17. Positioning
    (duh Doug!)
    Performance
    Product
    Process
    People
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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

    View Slide

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

    View Slide

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
    

    View Slide

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 $$$
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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

    View Slide

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

    View Slide

35. Principle Based Product Marketing
    Doug Weatherhead
    doug@medable.com
    Data driven and Digitally-enabled trials
    

    View Slide