Product Marketing, the difficult art of linking a technology to a product to a customer is one of the hardest tasks for a technology CEO. Good post from Daniel Gerges on this.
I have used the Geoffrey A. Moore framework that he describes...
- For (target customers - beachhead segment only)
- Who are dissatisfied with (the current market alternatives)
- Our product is a (new product category)
- That provides (key problem-solving capability)
- Unlike (the product alternative)
- We have assembled (key whole product features for your specific application)
... and found out that it works as a sharp tool that can be used to crystallize your thinking on what product you have. My key leanings from using the framework are:
- Get two three customers before you try to solidify your answers and use the framework
It’s hard to use, but almost impossible to use BEFORE you have 2 or 3 customers that will anchor you in reality.
- Run a first internal cross-functional workshop with representatives from sales, marketing, technology and service.
The framework will force and structure the internal discussion, and build consensus on the company and product mission and positioning.
- Run then an external workshop with representatives from the key members of your eco-system i.e. consulting organisation, customer, integrators, EOM partners etc...
The framework will help describing the rules of engagement between the various member of the eco-system, and describing the whole-product (product view from the end user perspective) .