Customer Experience Begins with Your Words

 

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True Story. (And we know that storytelling is more memorable.) I was having a conversation with a colleague who shared the tale of how she feels about her company.

You need to understand my colleague is experienced. She has held the titles, is a published author and a noted speaker. She is someone you know if you read this blog. But, her reputation is mostly US-based. Last fall her company was acquired, and while it wasn’t as smooth as she hoped, she was pleased with the direction it seemed to be heading. Recently some new leaders were brought into her company, and specifically on her team. That’s the background. (more…)

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…)

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…)

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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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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