Why am I failing?

marcommIf you were hired to be in product marketing, and all you do is write PowerPoint presentations, data sheets and webinars, you’re in marketing communications (marcomm) role. And, if you’re in marcomm, you will fail.

Really.

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Make it Simple

outsideinview.comI lived in Minneapolis and each year I longed for that that magical moment in December. No, I am not talking about the holiday and the craziness. (It is especially prevalent when you live in a retail HQ town like Minneapolis.) Rather, I am a fan of British TV advertising; and in Minneapolis, the Walker Art Center would show the commercials over several nights of events each December. (more…)

Doing the dance

outsideinview.comWhen you are putting together a package you know that it has to contain the right features for the market, is launched to the market, and is exciting enough for the market to generate talk. Or, at least that’s your hope. Really putting the package into the market, to generate that buzz, will depend on what you say during your sales cycle. Enterprise sales is a dance. (more…)

It’s about the story not the format

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It’s a basic necessity that if you’re in product management or product marketing, you will end up writing a presentation for sales (or two or a dozen.) There are hundreds, if not thousands, of presentation tips, articles and books out in the market for you, all claiming to be “the source of truth” when it comes to writing the presentation that is “the best”, “most compelling” or “attention getting to deliver results.” Really though, it is pretty simple. (more…)

The Pendulum has swung to the other side

outsideinview.comTraditional new product launch has included catching a new product as the development organization tossed it over the fence. Product marketing would dust off their launch check list and make sure that all the tactics were accomplished. They would book appearances at trade shows, write press releases, design data sheets, plan direct mail campaigns to current customers, research advertising opportunities in trade publications and other assorted tasks on the checklist. (more…)