You’ve been planning this launch and everyone involved in the process knows everything they need to know. Or, do they? In addition to Sales, Professional Services, Customer Success, Support teams need to be part of communication and alignment plan since they work with customers and prospects more often than you think. So, how do make…
moving upmarket from smb to happy enterprise customers
Given the low barrier to entry, most technology vendors initially target SMB customers and develop a product to meet the specific needs of those customers. As revenues grow, vendors leverage SMB focused customer acquisition and marketing models to try and build a large customer base. Ideally, the product improves, large customers show interest, and vendors…
quick guide: sunsetting a product
I was recently reading Todd Berkowitz’s blog, “Overcoming the Sunk Cost Fallacy When Selling Applications”. According to Todd, Research Vice President focusing on B2B technology marketing and sales at Gartner, the Sunk Cost Fallacy is the justification of increased investment, based on the cumulative prior investment, despite new evidence suggesting that the cost, beginning immediately,…
3 reasons for startups to redo their customer success stories
Have you ever bought anything online from a company that does not have testimonials or some sort of review? My guess is, probably not. Without testimonials or reviews, the company or website does not look credible. And without credibility, no company can expect to attract new customers and grow their business. Many startups confuse customer…
step-by-step guide to acquire new customers for your new product
It goes without saying that acquiring new customers for your business is critical to the growth of your company. It is especially true for companies that are launching new products into the market and have not determined an exact formula to grow their customer base. Smaller companies that typically have 1-2 products in their arsenal are…
10 topics your business plan must include
Late last year, a CEO who is currently looking to build out a new product line for his business approached me to get some help on a business plan. He has a great idea for a product that he believes will bring in the sales he wants but needed help in determining how to…
what should you include in a product launch checklist?
Now that you are closer to launching your new product, you are most likely a little stressed or extremely excited, or perhaps even both. After all, you’ve been planning this launch and everyone involved in the process knows everything they need to know. Or, do they? Even if they say they are, how do you ensure they are?…
identifying the right partnership that works for everyone
Product Management is already a complicated profession but it certainly can be a very satisfying one; it challenges you in many ways and gives you opportunities to find creative ways to solve problems. And the most successful product managers are ones who continue to grow because of their ability to forge relationships and partnerships along the…
rethink your go-to-market strategy for a successful product launch
If one tries to look for the definition of Go-To-Market (GTM) strategy to determine what’s best for the organization or the solution/product, it will become very apparent that the variations are endless. Many tried and tested processes and recommendations exist that help a product marketer to put together a GTM strategy for their products/solutions. However, per…
achieving campaign success with smarter spending
The last quarter of the financial year is normally the time when most marketing organizations are trying to figure out what to do with the money that’s left for the year. While its not always the case when there is excess money, but it sure does happen. There could be multiple reasons why organizations or…
focusing on the right customer and avoiding the prickly ones
Most pundits will tell you to identify a clear market segment for your product without which there is no real need to build a product. As simple and valid as the recommendation is, it really is a flawed recommendation. If you really want your product to sell and the customers to buy your product, the real…
3 things to remember as a first time product or marketing manager
As a first time product manager or product marketing manager, it can be very daunting to determine your first steps. More than likely, your manager will give you a list of things you need to get done. Or perhaps you are one of the lucky few who has some time on their hands to determine what to…
Reach Every Customer 