Management

Product Marketing Owns Insight

 

outsideinvew.comOn the advice (and prodding) of my friend Jim Holland, I also recently read The Challenger Sale by Matthew Dixon and Brent Adamson of the Corporate Executive Board. Like Jim, I then picked it up again, with a highlighter and pen and started again. (Side note – Jim was referred to this book by Steve Johnson.)

Jim wrote a great post about what he learned, as a product leader. In his post, he focuses on the main point of the Challenger Sale, that it is not about sales building relationships, but to challenge them. To rethink, reshape and change how you engage and lead. He further explains three models related to product leaders that are relevant: understanding the buying process, buyer personas and speaking the language of the buyer. (more…)

By |May 16th, 2013|Buyers, Communication, Management, Marketing, Product Marketing, Sales|0 Comments
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It’s a Matter of Trust

outsideinview.comThroughout this blog we’ve looked at buyer personas. More recently we looked at turning sales into our partners; and, even more recently, at the sales funnel. But, what all sales – B2B and B2C – come down to, in a single word, is trust. (more…)

By |October 30th, 2012|Buyers, Communication, Management, Marketing, Personas, Product Marketing, Sales, Service, Uncategorized|0 Comments
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You’ve Created It…You’ve Measured It…Now Share It

(This article is cross-posted at onproductmanagement.net)

outsideinview.com

Congratulations on creating the product marketing roadmap. Congratulations on discovering and creating metrics that show how you are progressing on that roadmap. But, now you have to communicate this information. The roadmap has no value if it is not shared.

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By |July 29th, 2011|Business Culture, Communication, Management, Marketing, Product Management, Product Marketing|0 Comments
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Measurement, Validation and Numbers, Oh My!

(This article is cross-posted at onproductmanagement.net)

In my recent post on product marketing roadmaps, we discussed how to get started creating your road map and how it serves nicely as a bridge between other department plans and efforts such as marketing, sales and product management. Once you’ve created your product marketing roadmap, you have to actually use it as a guide to strategic activities. And, if you are going to use it, you need to know that the efforts are moving toward success. You have to look at measurements which gauge the progress of the movement.

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By |July 22nd, 2011|Communication, Management, Marketing, Product Management, Product Marketing, Sales|0 Comments
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Time to Eat My Own Dog Food

No doubt, in your role as a product professional – whether you are in product management or product marketing – you’ve been told, go out and get a market view. A view from someone that isn’t you or in your company; a view from someone who would pay for the product or service you are offering, if they had the problem. You could call it the outsidein view. (Okay, bad pun I know, but I couldn’t resist – it fits.)

Now it’s my turn.

For more than two years I’ve written for this blog, commenting on topics and issues I hear from fellow product professionals through following on Twitter, LinkedIn, and now Google +, or through meeting at product camps and networking, and from just my friends.

Now it’s your turn.

I have a long list of “agenda” topics which I can keep writing about, delivering my take on issues I see and hear are of interest and/or concern. But, what I care about is what YOU want to hear. What are the topics of interest to YOU. Where could YOU use the most experience, guidance or support? What problems are keeping YOU up at night? Bottom line, how can I help YOU?

I have a quick survey created. It’s […]

By |July 11th, 2011|Appreciation, Communication, Marketing, Product Management, Product Marketing, Service|1 Comment
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