(This article is cross-posted at onproductmanagement.net)
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.
(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.
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 10 questions and takes no more than 3 minutes to complete. Will you please take the pause in your day and complete the survey? It will help me help YOU better.
Looking in from the outside, I can only be as relevant as you allow, enable and help me be.
Thank you, Jennifer
When ever a new product is launched, great pains are taken to measure success of the new product (you are measuring, right?). Do you know what are you measuring against? If you created a business case prior to developing the product, you should already have a first year sales forecast ready, available and communicated to all involved. (more…)
(This article is cross-posted as a guest post at onproductmanagement.net)
As product marketing professionals, we are tasked by senior leadership with understanding the buyer persona and directing the creation of marketing materials that tout the benefits of our product to those specific personas, benefits that solve the buying problems of the market. We are tasked with understanding the voice of the customer. We are tasked with win/loss analysis, competitor analysis, branding and sales psychology. Strategic stuff. Big picture stuff. Important stuff that makes sales more efficient and ultimately brings revenue in the door.
