2012-11-27 TPMA Siides - CEO of Your Product

Elizabeth Caley & April Dunford

Transcript

1. CEO OF YOUR PRODUCT? YEAH? PROVE IT! Elizabeth Caley @ECaley
2. TOP FIVE WAYS TO LOSE CREDIBILITY AS YOUR PRODUCT’S CEO
3. 5. Stall on making decisions
4. 4. Ask for everything and ask for it now!
5. 3. Throw other departments under the bus
6. 2. Be oblivious to ROI
7. 1. Don’t have the voice of the customer
8. TOP FIVE WAYS TO LOSE CREDIBILITY AS YOUR PRODUCT’S CEO @ECaley
9. How to Act Like the CEO of Your Product April Dunford @aprildunford Rocketwatcher.com
10. What Does a CEO Worry About All Day?
11. Product
12. Product
13. Revenue
14. Sales: Used to be in charge of this
15. Who Owns the Buying Process? The Good Ol’ Days No need Need Eval Buy Enjoy Rene w Sales Cust. Serv. Nobody
16. The Customer Buying Process Has Changed Prospects only talk to you when they are ready to buy
17. Who Owns the Buying Process? Today No need Need Eval Buy Enjoy Rene w Sales Marketing Marketing Cust. Serv. Marketing
18. Marketing has Changed Old New Focus on Products Focus on customer problems Selling Engagement and Education Outbound Inbound Brochures, Data Sheets, Product Demos Articles, eBooks, Blog Posts, Video Promotion of the Product/Company Promoting a point of view/thought leadership Branding fluff Market Understanding
19. The Big Opportunity For PM’s • Marketing is becoming the revenue driving engine of the company • Marketing is becoming more focused on useful content • PM’s are in a unique position to make everything that marketing does better
20. 10 Ways to Get Closer to Revenue 1 Educate Marketing on Segments 2 Help Marketing understand your Market Context 3 Be a data nutjob 4 Identify friction points and accelerators in the pipeline and work on those 5 Work with Marketing to make your product more “self-spreading”
21. 10 Ways to Get Closer to Revenue 6 Create content like a maniac 7 Brand yourself: Be a known, respected expert in your customer community 8 Be a credible spokesperson for your company’s point of view on the market (then land speaking gigs) 9 Adopt a reporter 10 Have 10 referenceable customers that owe you one
22. Thanks! @aprildunford RocketWatcher.com