Product Marketing 101

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) .

Comments

[Rick Fleck]

It is hard these days to get free advice on the internet about anything. Everyone wants to sell you something but tell you nothing that might loose them a client or an account. Your Website is a little different in that I did get some valuable information without selling my company.

Thank You!
Rick Fleck