The art of NOT launching a product

Transcript

1. The art of not launching a product Paul Lenser Product Marketing Manager Sprout Social Lessons learned from abandoning a product launch
2. Create and market add-on feature packages Our goal
5. Add-ons fix the bloated packaging perception
7. #1 go-to-market priority for 2019 Marketing a Customer Care add-on package was our
8. Standard Plan Features • Message Tagging • Custom Influencer List (VIP) • Inbox Views • Asset Library • Automated Rules • Saved Replies • Crisis Monitoring / Spike Alerts • Team & Productivity Reporting • Task Completion Reporting • Twitter Customer Satisfaction Survey • Suggested Twitter Replies • Helpdesk Integration • Message Tagging • Custom Influencer List (VIP) • Inbox Views • Asset Library • Automated Rules • Saved Replies • Crisis Monitoring / Spike Alerts • Team & Productivity Reporting • Task Completion Reporting • Twitter Customer Satisfaction Survey • Suggested Twitter Replies • Helpdesk Integration Standard Plan Standard Plan with Customer Care add-on
10. How we were feeling... Sales/Success Me Product Marketing
12. Lesson learned Gather and share
14. Product
15. Product Marketing
16. Product Marketing Support
17. Product Marketing Support Success
18. Product Marketing Support Sales Success
19. Lesson learned Be the empathy champion
22. New Attitudes... Sales/Success Me Product Marketing
23. Lesson learned Be the objective voice
24. Now that we have the full picture, does this still meet market demands? Ask this question
27. Lesson learned Turn lemons into lemonade
28. Gather and share the whole story Lessons Learned Be the empathy champion Be the objective voice Turn lemons into lemonade
30. Thank you Paul Lenser paul.lenser@sproutsocial.com linkedin.com/in/paullenser