David Daniels

Blog Post
7 Metrics Every Product Marketing Manager Should Know
Dec 21, 2017 -

 One of the most common ways to measure the performance of a product marketing manager is by the number of leads she generates. The approach comes from the old sales phrase “It’s a numbers game!”. “Get me more leads and I’ll close more deals!”. Not likely. What’s needed is a way to check on the health of the product, to monitor its vitals. To know that it’s healthy. What good is it to learn the patient was sick after he dies? Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track. This post helps to unpack that dilemma into a starting set of metrics which show the health of a product. Think of it like the data your doctor needs to diagnose your health. The list of metrics started with 10 and grew to 15. Then I stepped back and thought about a basic, starter set of metrics to track. A set that is easy to understand, easy to measure, and relate to each other in a way that helps you get a clear picture of the health of a product. Some of you […]

Dec 21, 2017 -

 One of the most common ways to measure the performance of a product marketing manager is by the number of leads she generates. The approach comes from the old sales phrase “It’s a numbers game!”. “Get me more leads and I’ll close more deals!”. Not likely. What’s needed is a way to check on the health of the product, to monitor its vitals. To know that it’s healthy. What good is it to learn the patient was sick after he dies? Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track. This post helps to unpack that dilemma into a starting set of metrics which show the health of a product. Think of it like the data your doctor needs to diagnose your health. The list of metrics started with 10 and grew to 15. Then I stepped back and thought about a basic, starter set of metrics to track. A set that is easy to understand, easy to measure, and relate to each other in a way that helps you get a clear picture of the health of a product. Some of you […]

Blog Post
Sales and Marketing Alignment – Why is it so hard?
Apr 21, 2017 - CEOs struggle to get their Sales and Marketing teams to work together. It seems simple enough. We all are driving toward the same outcome. Yet there is friction between the Sales and Marketing teams that is either visible or simmering below the surface. Sales has a mission that is clear and visible. They sell stuff and bring money into the company. The Sales team has a quota to hold them accountable for achieving their mission. Sales often believes the only role of Marketing is to support selling efforts. Marketing has many missions ranging from strategic market planning to supporting day-to-day sales efforts. The Marketing team has a wide range of metrics to hold them accountable for their efforts. Marketing doesn’t believe they are short-order cooks for the Sales team. When there is a disconnect between how each group approaches achieving the goals of the business you experience Sales and Marketing misalignment.  Each group understands the definition of success (the business goals). Where the tangle starts is the interpretation of how the goals get accomplished. Sales chooses to take one path to success. Marketing takes a different path. The result is misalignment. Both seek to take the moral high ground. There is great irony when both groups claim […]
Apr 21, 2017 - CEOs struggle to get their Sales and Marketing teams to work together. It seems simple enough. We all are driving toward the same outcome. Yet there is friction between the Sales and Marketing teams that is either visible or simmering below the surface. Sales has a mission that is clear and visible. They sell stuff and bring money into the company. The Sales team has a quota to hold them accountable for achieving their mission. Sales often believes the only role of Marketing is to support selling efforts. Marketing has many missions ranging from strategic market planning to supporting day-to-day sales efforts. The Marketing team has a wide range of metrics to hold them accountable for their efforts. Marketing doesn’t believe they are short-order cooks for the Sales team. When there is a disconnect between how each group approaches achieving the goals of the business you experience Sales and Marketing misalignment.  Each group understands the definition of success (the business goals). Where the tangle starts is the interpretation of how the goals get accomplished. Sales chooses to take one path to success. Marketing takes a different path. The result is misalignment. Both seek to take the moral high ground. There is great irony when both groups claim […]
Blog Post
Crafting a demo that sells
Jul 22, 2015 - Everyone wants a product demo that is so compelling buyers jump out of their seats to buy. Unfortunately that scenario rarely happens. In today’s buying environment a demo may meet two buyer needs. The first is to show the product is real and is consistent with the buyer’s needs. The second is to provide proof the product can deliver what the buyer expects. You may need different approaches to please both needs. Is It Real? The ‘standard’ demo is a marketing asset that proves your product is real. How you deliver the standard demo is up to you. It is helpful to know how your buyers make a buy decision. Some market segments want to see your product before they speak with a salesperson. This type of demo is often delivered using screen capture tools like Camtasia. It allows prospective buyers to see the product without wasting valuable sales resources. It  helps buyers in their research phase. Buyers in other market segments may want a demo that allows them to ask questions. An automated demo cannot deliver that need. In this case it’s best to deliver the demo by skilled individuals . Does it Perform? A buyer in a later buying stage wants to explore […]
Jul 22, 2015 - Everyone wants a product demo that is so compelling buyers jump out of their seats to buy. Unfortunately that scenario rarely happens. In today’s buying environment a demo may meet two buyer needs. The first is to show the product is real and is consistent with the buyer’s needs. The second is to provide proof the product can deliver what the buyer expects. You may need different approaches to please both needs. Is It Real? The ‘standard’ demo is a marketing asset that proves your product is real. How you deliver the standard demo is up to you. It is helpful to know how your buyers make a buy decision. Some market segments want to see your product before they speak with a salesperson. This type of demo is often delivered using screen capture tools like Camtasia. It allows prospective buyers to see the product without wasting valuable sales resources. It  helps buyers in their research phase. Buyers in other market segments may want a demo that allows them to ask questions. An automated demo cannot deliver that need. In this case it’s best to deliver the demo by skilled individuals . Does it Perform? A buyer in a later buying stage wants to explore […]
Blog Post
The Product Launch 30 Day Plan – Week 1
Jul 21, 2015 - Product Launch 30 Day Plan The purpose of the Product Launch 30 Day Plan is to provide a starting point for Launch seminar attendees to get started planning a product launch. Think of it like a Quick Start Guide that is designed to get customers up and running quickly, and to help put into action what was learned in the Launch seminar. I like to think of it like cooking. When you attend the Launch seminar, you learn about the cooking tools and the ingredients. The next step is to prepare a meal and for that you need a recipe. Think of the Product Launch 30 Day Plan as a recipe. The recipe will need to (and should) be adjusted to suit your tastes. Don’t think of the Product Launch 30 Day Plan as an absolute. Think of it like a guide that’s intended to provide the insight and foundation for your successful product launch. Every organization is different and every market segment has its idiosyncrasies that have to be factored into the Product Launch 30 Day Plan. Good luck, think about the ‘big picture’, and have fun! Week 1 – Product Launch Basics The first week of the Product Launch 30 […]
Jul 21, 2015 - Product Launch 30 Day Plan The purpose of the Product Launch 30 Day Plan is to provide a starting point for Launch seminar attendees to get started planning a product launch. Think of it like a Quick Start Guide that is designed to get customers up and running quickly, and to help put into action what was learned in the Launch seminar. I like to think of it like cooking. When you attend the Launch seminar, you learn about the cooking tools and the ingredients. The next step is to prepare a meal and for that you need a recipe. Think of the Product Launch 30 Day Plan as a recipe. The recipe will need to (and should) be adjusted to suit your tastes. Don’t think of the Product Launch 30 Day Plan as an absolute. Think of it like a guide that’s intended to provide the insight and foundation for your successful product launch. Every organization is different and every market segment has its idiosyncrasies that have to be factored into the Product Launch 30 Day Plan. Good luck, think about the ‘big picture’, and have fun! Week 1 – Product Launch Basics The first week of the Product Launch 30 […]
Blog Post
product launch is a campaign
Jul 02, 2015 - kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Jul 02, 2015 - kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Blog Post
The Differences Between a Buyer Persona and a Buyer Profile
Apr 10, 2017 - There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
Apr 10, 2017 - There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
Blog Post
Product Launch 30 Day Plan – Week 3
Sep 01, 2015 - In Week 3 of the Product Launch 30 Day Plan you have enough information to assemble the team to finish the launch planning process. A launch team needs a broad perspective of your organization and of the market. For that reason you need a cross functional team (CFT). Follow the links to Week 1 and Week 2 before continuing with Week 3. Organize the Launch CFT The purpose of a Cross-Functional Team is to provide the insight and expertise of many people. Insight and expertise that makes launch planning more thorough. CFTs should have the smallest number of people needed to address the launch readiness gaps identified in Week 2 of the Product Launch 30 Day Plan. These are experts in their area of responsibility.  They are capable of representing their functional area. They can make decisions and can offer recommendations based on how things work in their departments. The minimal group is the inner circle of the Launch CFT. Use an outer circle of advisors to provide extra insight.  They ensure small details outside the larger readiness gaps are not missed or forgotten. The Launch CFT needs a leader. This leader drives the completion of the Launch Plan and the achievement […]
Sep 01, 2015 - In Week 3 of the Product Launch 30 Day Plan you have enough information to assemble the team to finish the launch planning process. A launch team needs a broad perspective of your organization and of the market. For that reason you need a cross functional team (CFT). Follow the links to Week 1 and Week 2 before continuing with Week 3. Organize the Launch CFT The purpose of a Cross-Functional Team is to provide the insight and expertise of many people. Insight and expertise that makes launch planning more thorough. CFTs should have the smallest number of people needed to address the launch readiness gaps identified in Week 2 of the Product Launch 30 Day Plan. These are experts in their area of responsibility.  They are capable of representing their functional area. They can make decisions and can offer recommendations based on how things work in their departments. The minimal group is the inner circle of the Launch CFT. Use an outer circle of advisors to provide extra insight.  They ensure small details outside the larger readiness gaps are not missed or forgotten. The Launch CFT needs a leader. This leader drives the completion of the Launch Plan and the achievement […]
Blog Post
Product Launch 30 Day Plan – Week 2
Jul 29, 2015 - In Week 1 of the Product Launch 30 Day Plan the focus was on the most basic product launch information. In Week 2 you will gather more information, assess your organization’s strengths/weaknesses, and organize a cross functional launch team. After Week 1 you have the following completed: Defined product launch goals Established product launch priority Refined target market segments Chosen product launch strategies to support the launch goals I suggest you complete the these deliverables before continuing Week 2’s assignment. It’s OK if it takes longer than a week to complete Week 1’s deliverables. It’s better to complete the deliverables from beginning to end before continuing with Week 2 of Product Launch 30 Day Plan. Understand Your Buyers Who are the people you need to achieve your product launch goals? These are the people who need to take an action you want. They are people who are within your target market segments. The tool used to represent these people is a Buyer Persona. The purpose of the Buyer Persona is to provide the launch team a common picture of a buyer. Much has been written about Buyer Personas so I won’t to go into great detail here (it’s also covered in the […]
Jul 29, 2015 - In Week 1 of the Product Launch 30 Day Plan the focus was on the most basic product launch information. In Week 2 you will gather more information, assess your organization’s strengths/weaknesses, and organize a cross functional launch team. After Week 1 you have the following completed: Defined product launch goals Established product launch priority Refined target market segments Chosen product launch strategies to support the launch goals I suggest you complete the these deliverables before continuing Week 2’s assignment. It’s OK if it takes longer than a week to complete Week 1’s deliverables. It’s better to complete the deliverables from beginning to end before continuing with Week 2 of Product Launch 30 Day Plan. Understand Your Buyers Who are the people you need to achieve your product launch goals? These are the people who need to take an action you want. They are people who are within your target market segments. The tool used to represent these people is a Buyer Persona. The purpose of the Buyer Persona is to provide the launch team a common picture of a buyer. Much has been written about Buyer Personas so I won’t to go into great detail here (it’s also covered in the […]
Blog Post
Product Launch 30 Day Plan – Week 1
Jul 21, 2015 - Product Launch 30 Day Plan The purpose of the Product Launch 30 Day Plan is to provide a starting point for Launch seminar attendees to get started planning a product launch. Think of it like a Quick Start Guide that is designed to get customers up and running quickly, and to help put into action what was learned in the Launch seminar. I like to think of it like cooking. When you attend the Launch seminar, you learn about the cooking tools and the ingredients. The next step is to prepare a meal and for that you need a recipe. Think of the Product Launch 30 Day Plan as a recipe. The recipe will need to (and should) be adjusted to suit your tastes. Don’t think of the Product Launch 30 Day Plan as an absolute. Think of it like a guide that’s intended to provide the insight and foundation for your successful product launch. Every organization is different and every market segment has its idiosyncrasies that have to be factored into the Product Launch 30 Day Plan. Good luck, think about the ‘big picture’, and have fun! Week 1 – Product Launch Basics The first week of the Product Launch 30 […]
Jul 21, 2015 - Product Launch 30 Day Plan The purpose of the Product Launch 30 Day Plan is to provide a starting point for Launch seminar attendees to get started planning a product launch. Think of it like a Quick Start Guide that is designed to get customers up and running quickly, and to help put into action what was learned in the Launch seminar. I like to think of it like cooking. When you attend the Launch seminar, you learn about the cooking tools and the ingredients. The next step is to prepare a meal and for that you need a recipe. Think of the Product Launch 30 Day Plan as a recipe. The recipe will need to (and should) be adjusted to suit your tastes. Don’t think of the Product Launch 30 Day Plan as an absolute. Think of it like a guide that’s intended to provide the insight and foundation for your successful product launch. Every organization is different and every market segment has its idiosyncrasies that have to be factored into the Product Launch 30 Day Plan. Good luck, think about the ‘big picture’, and have fun! Week 1 – Product Launch Basics The first week of the Product Launch 30 […]
Blog Post
Why references, reviews, and referrals matter
Jul 14, 2015 - Today you will get a request from a member of your sales team for a ‘reference’. An individual who is using your product today, likes it, and is willing to say nice things about it to other people who have not yet bought. Why are references, reviews, and referrals so important? If you shop on Amazon chances are that you look at the reviews from other buyers. This functions as a reference for you. It gives you comfort that you’re making a good decision to purchase, based on other people’s feedback. That comfort helps you to take the risk of spending your money. The benefit to buyers of references is it reduces their perception of risk. The better the reference, the lower the perceived risk. Without a reference the purchase might still happen, but the buyer will have to work through the pros and cons of making the decision. There will be more questions. They will test you more thoroughly. It will just take more time. The benefit to you is that it shortens a buyer’s buying decision. Translation: a shorter sales cycle. Sometimes it makes good business sense to wait until you have a few references before launching a product. […]
Jul 14, 2015 - Today you will get a request from a member of your sales team for a ‘reference’. An individual who is using your product today, likes it, and is willing to say nice things about it to other people who have not yet bought. Why are references, reviews, and referrals so important? If you shop on Amazon chances are that you look at the reviews from other buyers. This functions as a reference for you. It gives you comfort that you’re making a good decision to purchase, based on other people’s feedback. That comfort helps you to take the risk of spending your money. The benefit to buyers of references is it reduces their perception of risk. The better the reference, the lower the perceived risk. Without a reference the purchase might still happen, but the buyer will have to work through the pros and cons of making the decision. There will be more questions. They will test you more thoroughly. It will just take more time. The benefit to you is that it shortens a buyer’s buying decision. Translation: a shorter sales cycle. Sometimes it makes good business sense to wait until you have a few references before launching a product. […]
Blog Post
A product launch is a campaign
Jul 02, 2015 - kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Jul 02, 2015 - kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Blog Post
Are You Listening to Learn or Listening to Sell?
Jun 26, 2015 - You want a better understanding of the markets you serve. You want to identify new markets. You want to identify new, innovative solutions that can vault your career and the fortunes of your company. Are you using your best listening skills? Too often you have your Listening to Sell filter on and miss important insights. The Listening to Sell filter discards information that isn’t relevant to selling efforts. You hear only what you need to move the sale forward. Listening to Learn is filterless. It’s an activity with no agenda; no preconceived notions. It is almost childlike in the wonderment of learning something new, something you never knew before. It opens your mind up to seeing problems in a whole new light. You see things differently.  The problems identified could lead to new markets, new solutions, and new growth opportunities. It’s unreliable to expect your salespeople to identify the next product and the next market because they Listen to Sell. It’s not a surprise and it’s not a criticism. It’s a fact. It’s how we expect them to perform and it’s how they are compensated. Someone in your organization needs to practice Listening to Learn. Who does this today? How can you engage more resources to practice Listening to Learn? […]
Jun 26, 2015 - You want a better understanding of the markets you serve. You want to identify new markets. You want to identify new, innovative solutions that can vault your career and the fortunes of your company. Are you using your best listening skills? Too often you have your Listening to Sell filter on and miss important insights. The Listening to Sell filter discards information that isn’t relevant to selling efforts. You hear only what you need to move the sale forward. Listening to Learn is filterless. It’s an activity with no agenda; no preconceived notions. It is almost childlike in the wonderment of learning something new, something you never knew before. It opens your mind up to seeing problems in a whole new light. You see things differently.  The problems identified could lead to new markets, new solutions, and new growth opportunities. It’s unreliable to expect your salespeople to identify the next product and the next market because they Listen to Sell. It’s not a surprise and it’s not a criticism. It’s a fact. It’s how we expect them to perform and it’s how they are compensated. Someone in your organization needs to practice Listening to Learn. Who does this today? How can you engage more resources to practice Listening to Learn? […]
Blog Post
The One-Trick Pony Launch
Mar 04, 2015 - The product launch worked so well last time so why not do the same exact things again? There is just this one, small, really important detail. Do you know why it worked so well? Maybe it was the right product at the right time that solved the right problem. Maybe it was really good execution. Maybe it was dumb luck. Maybe it was something else. It’s easy to repeat what you’ve done before but hard to replicate the success. It takes work, a good strategy, and knowledge of the market. Hubris runs rampant when the first product launch succeeds. You feel invincible; anything you do from here forward is going to be a winner. And then the second launch flops. You convince yourself it must be a fluke, an anomaly, an outlier. It could happen to anyone. You shrug it off and move on. And the third launch flops. Hmmm. It can’t be the product or the strategy. Must be the execution. Identify and punish the guilty. After the next flop the blame storming meetings consume the agenda. Know the market. Understand the problem. Solve it. Launch with the right strategy for the right reasons. Define the parameters of a successful launch. Execute […]
Mar 04, 2015 - The product launch worked so well last time so why not do the same exact things again? There is just this one, small, really important detail. Do you know why it worked so well? Maybe it was the right product at the right time that solved the right problem. Maybe it was really good execution. Maybe it was dumb luck. Maybe it was something else. It’s easy to repeat what you’ve done before but hard to replicate the success. It takes work, a good strategy, and knowledge of the market. Hubris runs rampant when the first product launch succeeds. You feel invincible; anything you do from here forward is going to be a winner. And then the second launch flops. You convince yourself it must be a fluke, an anomaly, an outlier. It could happen to anyone. You shrug it off and move on. And the third launch flops. Hmmm. It can’t be the product or the strategy. Must be the execution. Identify and punish the guilty. After the next flop the blame storming meetings consume the agenda. Know the market. Understand the problem. Solve it. Launch with the right strategy for the right reasons. Define the parameters of a successful launch. Execute […]
Blog Post
The 70% Solution
Jan 23, 2015 - There are basically two kinds of software companies. One provides as complete a solution as possible (a product) and the other is essentially a services company that combines some software that requires services to complete the solution. Sometimes this is referred to as a 70% Solution. The two approaches can be profitable. The big differences between the two approaches are operational business models, the ease of growing, and margin. Strategies With a complete solution, the strategy is to identify a problem or need, and build a complete software solution that requires very little dependency on additional services to make the solution complete for a market of buyers. Ideally no services are needed. With a 70% solution, the strategy is for the software to be a tool that drives services revenue. The software needs to be complete enough in the buyer’s eyes, but still require services to take it from a 70% solution to a 100% solution. Needs Identification With a complete solution, needs are identified through market sensing activities. Needs are identified, clarified, validated, and quantified. Then the solution is created. Every capability built into the solution is evaluated on the basis that it satisfies a broader market need. With […]
Jan 23, 2015 - There are basically two kinds of software companies. One provides as complete a solution as possible (a product) and the other is essentially a services company that combines some software that requires services to complete the solution. Sometimes this is referred to as a 70% Solution. The two approaches can be profitable. The big differences between the two approaches are operational business models, the ease of growing, and margin. Strategies With a complete solution, the strategy is to identify a problem or need, and build a complete software solution that requires very little dependency on additional services to make the solution complete for a market of buyers. Ideally no services are needed. With a 70% solution, the strategy is for the software to be a tool that drives services revenue. The software needs to be complete enough in the buyer’s eyes, but still require services to take it from a 70% solution to a 100% solution. Needs Identification With a complete solution, needs are identified through market sensing activities. Needs are identified, clarified, validated, and quantified. Then the solution is created. Every capability built into the solution is evaluated on the basis that it satisfies a broader market need. With […]
Blog Post
iBooks Author: A Game Changer for Marketers
Jan 19, 2012 - Today Apple announced iBooks 2 and iBooks Author, effectively disrupting the business of school textbooks. I wrote that the "Apple iPad...
Jan 19, 2012 - Today Apple announced iBooks 2 and iBooks Author, effectively disrupting the business of school textbooks. I wrote that the "Apple iPad...
Blog Post
How to Say 'No' Without Getting Fired (part 2)
Jan 17, 2012 - Part 1 | Part 2 | Part 3 Product marketing managers struggle to say ‘no’ to requests they know are frivolous. Sometimes it’s just...
Jan 17, 2012 - Part 1 | Part 2 | Part 3 Product marketing managers struggle to say ‘no’ to requests they know are frivolous. Sometimes it’s just...
Blog Post
Jonathan Salem Baskin: Customers, Not Conversations - How Kodak Blew It
Jan 13, 2012 - Kodak has been heralded for its work in social media, even writing a social media tip book. But recently Kodak filed...
Jan 13, 2012 - Kodak has been heralded for its work in social media, even writing a social media tip book. But recently Kodak filed...
Blog Post
VW Succumbs to Gobbledygook
Jan 13, 2012 - Many marketers fall victim to gobbledygook, but I expect better from Volkswagen. This effort was an epic fail. "Volkswagen's rich history of...
Jan 13, 2012 - Many marketers fall victim to gobbledygook, but I expect better from Volkswagen. This effort was an epic fail. "Volkswagen's rich history of...
Blog Post
How to Say 'No' Without Getting Fired (part 1)
Jan 12, 2012 - Part 1 | Part 2 | Part 3 Product marketing managers are inundated with requests for all manner of marketing collateral, sales...
Jan 12, 2012 - Part 1 | Part 2 | Part 3 Product marketing managers are inundated with requests for all manner of marketing collateral, sales...
Blog Post
SEOmoz: 8 Things You Can Give Away to Earn Links + Mentions
Jan 06, 2012 - Kenny Martin over at SEOmoz has a nice list of easy things you can do to earn links that can help...
Jan 06, 2012 - Kenny Martin over at SEOmoz has a nice list of easy things you can do to earn links that can help...
Blog Post
4 Things B2B Marketers Must Do in 2012
Jan 03, 2012 - For many B2B marketers 2011 was a challenging year. Given the current fuzzy economic climate 2012 will be no walk in...
Jan 03, 2012 - For many B2B marketers 2011 was a challenging year. Given the current fuzzy economic climate 2012 will be no walk in...
Blog Post
MarketingProfs: 15 Lead Magnets to Help You Capture and Convert Leads
Dec 19, 2011 - Here's a link to a nice article by Tyler Garns at InfusionSoft, via MarketingProfs. What I like about Tyler's approach is...
Dec 19, 2011 - Here's a link to a nice article by Tyler Garns at InfusionSoft, via MarketingProfs. What I like about Tyler's approach is...
Blog Post
"Pragmatic" is the word of the year for 2011
Dec 16, 2011 - "Pragmatic" is the word of the year for 2011
Dec 16, 2011 - "Pragmatic" is the word of the year for 2011
Blog Post
Is it your best effort or are you just getting it done?
Oct 26, 2011 - In the day-to-day grind of marketing there are many things you are asked to accomplish. All require some kind of result...
Oct 26, 2011 - In the day-to-day grind of marketing there are many things you are asked to accomplish. All require some kind of result...
Blog Post
Are You Your Own Worst Enemy?
Oct 21, 2011 - Hollis Tibbetts attended the Effective Product Marketing class I taught in Austin. He synthesized his learning into a great article over...
Oct 21, 2011 - Hollis Tibbetts attended the Effective Product Marketing class I taught in Austin. He synthesized his learning into a great article over...
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Pragmatic Marketing Mixer in Austin
Oct 17, 2011 - Pragmatic Marketing is hosting an informal networking mixer at Gabriel’s Café on Tuesday, October 18th at 5:30pm. Gabriel’s Café is...
Oct 17, 2011 - Pragmatic Marketing is hosting an informal networking mixer at Gabriel’s Café on Tuesday, October 18th at 5:30pm. Gabriel’s Café is...
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Social Media at work. What about you?
Oct 11, 2011 - Add your perspective to our social media survey.
Oct 11, 2011 - Add your perspective to our social media survey.
Blog Post
Getting Salespeople to Answer Their Own Questions
Aug 30, 2011 - A big time sink for many product marketing managers is answering the same questions over and over again that salespeople ask....
Aug 30, 2011 - A big time sink for many product marketing managers is answering the same questions over and over again that salespeople ask....
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Publish or Perish - B2B Marketing in the 21st Century
Aug 24, 2011 - Focus on the content not the tactic There’s a gazillion tactics that b2b marketers can choose to get a message to buyers...
Aug 24, 2011 - Focus on the content not the tactic There’s a gazillion tactics that b2b marketers can choose to get a message to buyers...
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TopRank: 5 Tips on Better Facebook Marketing for B2B Companies
Jun 22, 2011 - When teaching our Effective Product Marketing class I'm often asked for B2B examples on Facebook. Dave Folkens over a TopRank has...
Jun 22, 2011 - When teaching our Effective Product Marketing class I'm often asked for B2B examples on Facebook. Dave Folkens over a TopRank has...
Blog Post
Michelangelo's Sistine Chapel ceiling in Rubik's Cubes
Jun 15, 2011 - Cube Works in Toronto makes versions of pop and classic images out of Rubik's Cubes and it's really cool. Here's an...
Jun 15, 2011 - Cube Works in Toronto makes versions of pop and classic images out of Rubik's Cubes and it's really cool. Here's an...
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From PR Daily: Print Revenue Continues Its Decline
Jun 09, 2011 - If advertising in print media is working for you keep doing it, but keep in mind readership continues to decline, and...
Jun 09, 2011 - If advertising in print media is working for you keep doing it, but keep in mind readership continues to decline, and...
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4 Steps to Solving the Cross-Sell Problem
Jun 08, 2011 - Many organizations I work with struggle with getting their sales teams to sell ALL the products in their product portfolio. This is particularly difficult to do when there are silos of business units each with their independently defined goals, that don’t include helping the other silos sell their respective products.
Jun 08, 2011 - Many organizations I work with struggle with getting their sales teams to sell ALL the products in their product portfolio. This is particularly difficult to do when there are silos of business units each with their independently defined goals, that don’t include helping the other silos sell their respective products.
Blog Post
Why forcing Sales to commit to a set of deliverables from Marketing is a fools errand
Jun 06, 2011 - In an act of frustration, Marketing will ask Sales for a list of what they want: collateral, sales tools, etc. They will get Sales to prioritize the list. Then they will deliver against the list. Sales will change the priorities. Sales will ask for stuff that’s not on the list. Marketing will get frustrated all over again.
Jun 06, 2011 - In an act of frustration, Marketing will ask Sales for a list of what they want: collateral, sales tools, etc. They will get Sales to prioritize the list. Then they will deliver against the list. Sales will change the priorities. Sales will ask for stuff that’s not on the list. Marketing will get frustrated all over again.
Blog Post
Does an increase in Awareness increase Revenue?
Jun 02, 2011 - I was asked recently if I knew of any empirical data that shows the relationship between an increase in awareness and an increase in B2B sales. I don’t and so I started by searching online. I found anecdotal evidence at best.
Jun 02, 2011 - I was asked recently if I knew of any empirical data that shows the relationship between an increase in awareness and an increase in B2B sales. I don’t and so I started by searching online. I found anecdotal evidence at best.
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Why Marketing shouldn’t treat Sales as a customer
May 19, 2011 - Getting alignment between Sales and Marketing has been a problem for a long time. I’m a big advocate of finding simple ways to make both work together toward a common goal, but in some companies the gap between the two groups is so big, you wonder if they are from entirely different companies.
May 19, 2011 - Getting alignment between Sales and Marketing has been a problem for a long time. I’m a big advocate of finding simple ways to make both work together toward a common goal, but in some companies the gap between the two groups is so big, you wonder if they are from entirely different companies.
Blog Post
Double bonus in Scottsdale
May 18, 2011 - The Oscar Meyer Wiener Mobile in front of the Apple store! Kids of all ages love it.
May 18, 2011 - The Oscar Meyer Wiener Mobile in front of the Apple store! Kids of all ages love it.
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Why 'educating the market' is a last ditch effort
May 17, 2011 - Sooner or later you'll be asked to 'educate the market' (if you haven't already). It's a last ditch effort to generate...
May 17, 2011 - Sooner or later you'll be asked to 'educate the market' (if you haven't already). It's a last ditch effort to generate...
Blog Post
Life imitating art?
May 13, 2011 - Thanks goes to my wife for this...
May 13, 2011 - Thanks goes to my wife for this...
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Where is the 'product' in a product launch?
May 13, 2011 - Put another way, if a product is something that solves a customer problem, then a 'product' is all things necessary to solve that problem. Sounds simple enough but often confusing in technology companies where our 'product' is defined as the thing we've built, but the customer's expectation (buying criteria) can be very different.
May 13, 2011 - Put another way, if a product is something that solves a customer problem, then a 'product' is all things necessary to solve that problem. Sounds simple enough but often confusing in technology companies where our 'product' is defined as the thing we've built, but the customer's expectation (buying criteria) can be very different.
Blog Post
Features and Benefits oh my
May 12, 2011 - I see the features. Where are the benefits?
May 12, 2011 - I see the features. Where are the benefits?
Blog Post
How to get your developers to write a whitepaper
May 12, 2011 - I found a wonderful article written by Ari McKee-Sexton for MarketingProfs. It's hilarious and provides some great tips to get you started....
May 12, 2011 - I found a wonderful article written by Ari McKee-Sexton for MarketingProfs. It's hilarious and provides some great tips to get you started....
Blog Post
What are you waiting for? Write that blog post!
May 11, 2011 - For those of you who have noticed (thanks!), I've been making an effort to write more blog posts. Like everyone else...
May 11, 2011 - For those of you who have noticed (thanks!), I've been making an effort to write more blog posts. Like everyone else...
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Why do you have to trick customers into buying?
May 11, 2011 - If development builds a product the market wants and marketing connects the solution to customers, the job of selling should become...
May 11, 2011 - If development builds a product the market wants and marketing connects the solution to customers, the job of selling should become...
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How to know you have the best product
May 11, 2011 - Everyone believes they have the best product, don't you? Here's a simple test to figure out if your product is the best....
May 11, 2011 - Everyone believes they have the best product, don't you? Here's a simple test to figure out if your product is the best....
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Terminology Tuesday: "Lead"
May 10, 2011 - Marketing terminology Tuesday
May 10, 2011 - Marketing terminology Tuesday
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Why is product marketing so misunderstood?
May 10, 2011 - I have the privilege of working with many marketing teams at technology companies. A common theme is how many companies can...
May 10, 2011 - I have the privilege of working with many marketing teams at technology companies. A common theme is how many companies can...
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Telemarketing techniques that don't work on me
May 10, 2011 - Telemarketing techniques that don't work on me
May 10, 2011 - Telemarketing techniques that don't work on me
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Increase ranking through angry customers
Dec 01, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; I just read a NYT article about an online retailer that discovered that the more...
Dec 01, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; I just read a NYT article about an online retailer that discovered that the more...
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Terminology Tuesday - 'Spray and Pray'
Dec 01, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; A method used by B2B marketers applying interrupt marketing tactics with a broad, untargeted (and...
Dec 01, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; A method used by B2B marketers applying interrupt marketing tactics with a broad, untargeted (and...
Blog Post
Stunning Supercell Cloud Photos
Dec 03, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; From the UK Mail Online Science & Tech section - “Eye of the Storm: The...
Dec 03, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; From the UK Mail Online Science & Tech section - “Eye of the Storm: The...
Blog Post
eMarketer - Content Marketing is Critical
Dec 06, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; We’ve been saying it for years in our Effective Product Marketing class. The power is...
Dec 06, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; We’ve been saying it for years in our Effective Product Marketing class. The power is...
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Terminology Tuesday - 'List Fatigue'
Dec 07, 2010 - The state that occurs when the number of opt-outs of your email campaigns exceeds the number of responses. Often a result of...
Dec 07, 2010 - The state that occurs when the number of opt-outs of your email campaigns exceeds the number of responses. Often a result of...
Blog Post
Agile for Marketing
Dec 08, 2010 - Your development team may be an Agile Development shop already but have you ever considered how Agile principles could be applied...
Dec 08, 2010 - Your development team may be an Agile Development shop already but have you ever considered how Agile principles could be applied...
Blog Post
Is B2B Marketing Dead?
Dec 09, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; Rick Segal, President at GyroHSR made a statement recently at the B2B Marketing Europe conference in...
Dec 09, 2010 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; Rick Segal, President at GyroHSR made a statement recently at the B2B Marketing Europe conference in...
Blog Post
Friday Fun - Chopsticks
Dec 10, 2010 -
Dec 10, 2010 -
Blog Post
Terminology Tuesday - 'Show Up and Throw Up'
Dec 14, 2010 - The method where a salesperson (or a sales engineer as a proxy for said salesperson) demonstrates every conceivable feature in...
Dec 14, 2010 - The method where a salesperson (or a sales engineer as a proxy for said salesperson) demonstrates every conceivable feature in...
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Repeat After Me. The Buyer is in Charge.
Dec 15, 2010 - The game of buying and selling B2B products has changed dramatically in the last decade. Buyers have access to large amounts...
Dec 15, 2010 - The game of buying and selling B2B products has changed dramatically in the last decade. Buyers have access to large amounts...
Blog Post
Your Reseller isn’t Your Customer
Dec 16, 2010 - Your reseller is a method of distribution; a way to reach your customers. But I can see how easy it is...
Dec 16, 2010 - Your reseller is a method of distribution; a way to reach your customers. But I can see how easy it is...
Blog Post
Webinar today at 2pm EST with Steve Johnson
Feb 10, 2011 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; Steve and Scott Backer from Vovici are delivering a webinar today at 2PM EST titled...
Feb 10, 2011 - tweetmeme_source = 'launchclinic'; tweetmeme_service = 'bit.ly'; Steve and Scott Backer from Vovici are delivering a webinar today at 2PM EST titled...
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Terminology Tuesday: Run and Gun
Mar 29, 2011 - Run and Gun is a method of selling that requires salespeople to get in, make a sale, and move on to...
Mar 29, 2011 - Run and Gun is a method of selling that requires salespeople to get in, make a sale, and move on to...
Blog Post
One complicated shower
Mar 30, 2011 - Sometimes you just have to scratch your head. I was at a hotel recently, stepped into the shower, and there in...
Mar 30, 2011 - Sometimes you just have to scratch your head. I was at a hotel recently, stepped into the shower, and there in...
Blog Post
Why do we Launch Products?
Mar 22, 2007 - Seems like a simple question.  But before reading further, answer the question for yourself.  Now, my turn.  We Launch products to create...
Mar 22, 2007 - Seems like a simple question.  But before reading further, answer the question for yourself.  Now, my turn.  We Launch products to create...
Blog Post
Winning Launches are not Complicated
Mar 22, 2007 - That’s right.  The success of your launch is directly proportional to its simplicity.  The less complicated you make your Launch Plan...
Mar 22, 2007 - That’s right.  The success of your launch is directly proportional to its simplicity.  The less complicated you make your Launch Plan...
Blog Post
The 3 Launch Pads
Mar 22, 2007 - A Launch starts from one of three Launch Pads.  The Launch Pad you’re starting from will have a huge impact on...
Mar 22, 2007 - A Launch starts from one of three Launch Pads.  The Launch Pad you’re starting from will have a huge impact on...
Blog Post
Product Launch for the Engineering Entrepreneur
Apr 30, 2007 - If you are an entrepreneur from an engineering discipline this post is for you.  Having started from a technical discipline (software...
Apr 30, 2007 - If you are an entrepreneur from an engineering discipline this post is for you.  Having started from a technical discipline (software...
Blog Post
Decisions with Darts
May 14, 2007 - Flare9 is a client that had a dilemma.  They have a really cool service, delivering affordable, high-quality web sites for small businesses. ...
May 14, 2007 - Flare9 is a client that had a dilemma.  They have a really cool service, delivering affordable, high-quality web sites for small businesses. ...
Blog Post
Linkbaiting
May 31, 2007 - My good friend Josh Strebel at Flare9.com forwarded to me a great blog post on linkbaiting from Stuntdubl.com.  From the post…...
May 31, 2007 - My good friend Josh Strebel at Flare9.com forwarded to me a great blog post on linkbaiting from Stuntdubl.com.  From the post…...
Blog Post
Three factors that determine online success
Jun 13, 2007 - In the June 2007 edition of Target Marketing I read Jeffrey Eisenberg’s E-Commerce Link column and thought it would be of...
Jun 13, 2007 - In the June 2007 edition of Target Marketing I read Jeffrey Eisenberg’s E-Commerce Link column and thought it would be of...
Blog Post
What tech startups can learn from LaunchPR.com
Jun 15, 2007 - Joan Schneider of Schneider Associates (www.launchpr.com) wrote a book titled New Product Launch: 10 Proven Strategies. Although LaunchPR focuses on consumer...
Jun 15, 2007 - Joan Schneider of Schneider Associates (www.launchpr.com) wrote a book titled New Product Launch: 10 Proven Strategies. Although LaunchPR focuses on consumer...
Blog Post
Running a successful beta program
Jun 19, 2007 - A successful beta test program accomplishes three goals.  The first is to get greater test coverage.  The second is to...
Jun 19, 2007 - A successful beta test program accomplishes three goals.  The first is to get greater test coverage.  The second is to...
Blog Post
When do I need a product manager?
Jun 22, 2007 - We often get asked the question “When do I need a product manager?”.  Before answering the question we respond with “What...
Jun 22, 2007 - We often get asked the question “When do I need a product manager?”.  Before answering the question we respond with “What...
Blog Post
The Perfection Trap
Jul 09, 2007 - In the past few years I’ve been amazed at how many software startups get caught up in the Perfection Trap.  It’s...
Jul 09, 2007 - In the past few years I’ve been amazed at how many software startups get caught up in the Perfection Trap.  It’s...
Blog Post
Are B2B marketers missing the boat?
Jul 11, 2007 - Recently MarketingProfs produced an online B2B marketing conference. Several slides in a presentation by Laura Ramos of Forrester caught my attention....
Jul 11, 2007 - Recently MarketingProfs produced an online B2B marketing conference. Several slides in a presentation by Laura Ramos of Forrester caught my attention....
Blog Post
Understanding and Using Launch Cross Functional Teams
Jul 27, 2007 - Launch Cross Functional Teams (CFTs) can be a very effective tool to expedite a launch.  If not used properly, they...
Jul 27, 2007 - Launch Cross Functional Teams (CFTs) can be a very effective tool to expedite a launch.  If not used properly, they...
Blog Post
Know your market: Sizing matters… so does credibility…
Aug 17, 2007 - A successful launch starts with a firm understanding of your market. So I am happy to say I’ve made a bunch...
Aug 17, 2007 - A successful launch starts with a firm understanding of your market. So I am happy to say I’ve made a bunch...
Blog Post
The Role of the Product Marketing Manager
Aug 20, 2007 - The boundaries of responsibilities of product managers and product marketing managers can be confusing, compounded if an organization has multiple business...
Aug 20, 2007 - The boundaries of responsibilities of product managers and product marketing managers can be confusing, compounded if an organization has multiple business...
Blog Post
Something different…
Aug 20, 2007 - Someone please help me with this one.  How was the market research conducted?  How was the addressable market defined?  Wouldn’t...
Aug 20, 2007 - Someone please help me with this one.  How was the market research conducted?  How was the addressable market defined?  Wouldn’t...
Blog Post
Cincinnati Post editor says we only have to launch every 18 months…
Sep 11, 2007 - An opinion editor with the Cincinnati Post has come to the rescue to inform us that we must follow Moore’s Law...
Sep 11, 2007 - An opinion editor with the Cincinnati Post has come to the rescue to inform us that we must follow Moore’s Law...
Blog Post
Why Do Start-Ups Suffer From E.D.?
Sep 13, 2007 - Not that E.D., silly. I’m talking about “execution dysfunction”. And I’m referring to the flawed approach many start-ups take when launching...
Sep 13, 2007 - Not that E.D., silly. I’m talking about “execution dysfunction”. And I’m referring to the flawed approach many start-ups take when launching...
Blog Post
How to leverage Industry Analysts during a launch
Sep 13, 2007 - Whenever product managers talk about Industry Analysts, and by this I mean the analysts at Gartner, Forrester, Yankee, the same comment...
Sep 13, 2007 - Whenever product managers talk about Industry Analysts, and by this I mean the analysts at Gartner, Forrester, Yankee, the same comment...
Blog Post
Launch is not part of the development process
Sep 14, 2007 - I recently posted a question on Linkedin Answers as a way to get perceptions on whether launch was planned (formally or...
Sep 14, 2007 - I recently posted a question on Linkedin Answers as a way to get perceptions on whether launch was planned (formally or...
Blog Post
The Service Essence
Sep 14, 2007 - After working in lots of roles throughout my life, I’ve come to appreciate the benefits of working in the restaurant industry...
Sep 14, 2007 - After working in lots of roles throughout my life, I’ve come to appreciate the benefits of working in the restaurant industry...
Blog Post
Nice list of free press release submission sites at Naked PR
Sep 18, 2007 - The folks over at NakedPR.com have a nice list of free press release submission sites.  We’re trying a few out and...
Sep 18, 2007 - The folks over at NakedPR.com have a nice list of free press release submission sites.  We’re trying a few out and...
Blog Post
Services Marketing Requires a Different Approach
Sep 26, 2007 - Why is Services Marketing Different? Marketing services is distinctly different from marketing products and requires a different approach. Within the technology space...
Sep 26, 2007 - Why is Services Marketing Different? Marketing services is distinctly different from marketing products and requires a different approach. Within the technology space...
Blog Post
When Launches Go Bad
Oct 15, 2007 - A lot of really great products are created that should succeed in the market but never get a chance. By “really...
Oct 15, 2007 - A lot of really great products are created that should succeed in the market but never get a chance. By “really...
Blog Post
Columbus Regional Technology Incubator
Oct 31, 2007 - On Friday, October 26 I had the privilege of presenting at the first quarterly Columbus Regional Technology Incubator’s (CRTI) Lunch and...
Oct 31, 2007 - On Friday, October 26 I had the privilege of presenting at the first quarterly Columbus Regional Technology Incubator’s (CRTI) Lunch and...
Blog Post
Schneider Associates study of B2B launch best practices
Nov 02, 2007 - Schneider Associates conducted a study of B2B launch best practices in conjunction with the Center for Business Innovation at Babson College....
Nov 02, 2007 - Schneider Associates conducted a study of B2B launch best practices in conjunction with the Center for Business Innovation at Babson College....
Blog Post
Product Implementation Complexity and Product Price
Nov 09, 2007 - Have you factored the implementation complexity of your product when establishing the price? By implementation complexity I mean the level of...
Nov 09, 2007 - Have you factored the implementation complexity of your product when establishing the price? By implementation complexity I mean the level of...
Blog Post
Qualifying leads is like a series of rooms with escape doors
Nov 26, 2007 - The analogy of a funnel is almost universally used to visualize how leads go through a process of qualification that eventually...
Nov 26, 2007 - The analogy of a funnel is almost universally used to visualize how leads go through a process of qualification that eventually...
Blog Post
6 Steps to a better understanding of your buyers
Nov 27, 2007 - Do you know your buyers? Really? Successful companies are successful because they have a deep understanding of their buyers and the problems...
Nov 27, 2007 - Do you know your buyers? Really? Successful companies are successful because they have a deep understanding of their buyers and the problems...
Blog Post
The Role of Beta in Product Launch
Nov 30, 2007 - Software companies traditionally use a Beta program to expose the product to more rigorous testing by customers. Depending on the nature...
Nov 30, 2007 - Software companies traditionally use a Beta program to expose the product to more rigorous testing by customers. Depending on the nature...
Blog Post
Selling an ingredient product as a solution?
Dec 12, 2007 - Sometimes products are developed that are thought to be standalone solutions, but are really “ingredient products”.  Ingredient products, when included in...
Dec 12, 2007 - Sometimes products are developed that are thought to be standalone solutions, but are really “ingredient products”.  Ingredient products, when included in...
Blog Post
LinkedIn Webinar Rocked!
Dec 13, 2007 - For those of you who couldn’t make the LinkedIn Power Users Webinar that we had today really missed out. I have...
Dec 13, 2007 - For those of you who couldn’t make the LinkedIn Power Users Webinar that we had today really missed out. I have...
Blog Post
Lead Gen with a Tiny Budget
Dec 13, 2007 - I read a really great case study on Marketing Sherpa titled “How to Launch a Lead-Gen Campaign on a Tiny Budget:...
Dec 13, 2007 - I read a really great case study on Marketing Sherpa titled “How to Launch a Lead-Gen Campaign on a Tiny Budget:...
Blog Post
Competing in a Commoditized Market
Dec 15, 2007 - Working Knowledge from HBS just published an article by Harvard prof John Quelch, Senior Associate Dean and Lincoln Filene Professor of...
Dec 15, 2007 - Working Knowledge from HBS just published an article by Harvard prof John Quelch, Senior Associate Dean and Lincoln Filene Professor of...
Blog Post
Check out CookZ
Dec 19, 2007 - I discovered CookZ while cruising through Flickr. CookZ delivers visual recipes. They’re still in beta and are adding to their content....
Dec 19, 2007 - I discovered CookZ while cruising through Flickr. CookZ delivers visual recipes. They’re still in beta and are adding to their content....
Blog Post
When to Ramp Up the Sales Force
Dec 28, 2007 - Early stage companies often start ramping up sales as soon at the product is out of development.  The product is ready...
Dec 28, 2007 - Early stage companies often start ramping up sales as soon at the product is out of development.  The product is ready...
Blog Post
Interview with Adam Shapiro - CustomerCentric Selling
Jan 17, 2008 - Recently I sat down with sales and marketing process consultant Adam Shapiro. Among other things, Adam helps his clients implement the...
Jan 17, 2008 - Recently I sat down with sales and marketing process consultant Adam Shapiro. Among other things, Adam helps his clients implement the...
Blog Post
The Launch Manager is not a part-time job
Jan 17, 2008 - When it comes to launching a product or service, successful organizations have figured out that the Launch Manager needs to be...
Jan 17, 2008 - When it comes to launching a product or service, successful organizations have figured out that the Launch Manager needs to be...
Blog Post
5 things to improve launch performance in 2008
Jan 22, 2008 - The Launch Clinic think tank has been hard at work developing a list of things you can do to improve the...
Jan 22, 2008 - The Launch Clinic think tank has been hard at work developing a list of things you can do to improve the...
Blog Post
Email isn’t dead - it’s just starting to grow up
Jan 22, 2008 - Great article from Richard Mullins of Acceleration in Johannesburg on the use of email in B2B marketing. What is dying out quickly...
Jan 22, 2008 - Great article from Richard Mullins of Acceleration in Johannesburg on the use of email in B2B marketing. What is dying out quickly...
Blog Post
Four Pillars for Product Launch
Jan 22, 2008 - Rick Sklarin and Ling Gee of Crimson Consulting have written an important paper titled “Four Pillars for Product Launch, Best Practices...
Jan 22, 2008 - Rick Sklarin and Ling Gee of Crimson Consulting have written an important paper titled “Four Pillars for Product Launch, Best Practices...
Blog Post
My first cross-(dys)functional team experience
Jan 25, 2008 - I have come to embrace the use of cross-functional teams for product launch as being vital.  But my initial exposure to...
Jan 25, 2008 - I have come to embrace the use of cross-functional teams for product launch as being vital.  But my initial exposure to...
Blog Post
Under Armour’s biggest and riskiest product launch
Jan 30, 2008 - The teasers started weeks ago: 15-second commercials starring muscular athletes and an Under Armour shoe box with a mysterious red glow. Viewers...
Jan 30, 2008 - The teasers started weeks ago: 15-second commercials starring muscular athletes and an Under Armour shoe box with a mysterious red glow. Viewers...
Blog Post
B2B Marketing in 2008: Trends and Spending
Jan 30, 2008 - The folks at MarketingProfs teamed up with Forrester Research to conduct a marketing trends and spending survey. The summary: More spending on new...
Jan 30, 2008 - The folks at MarketingProfs teamed up with Forrester Research to conduct a marketing trends and spending survey. The summary: More spending on new...
Blog Post
Marketing ROI News…
Feb 01, 2008 - MediaBuyerPlanner   Direct Marketing ROI for Auto Retailers Nearly $34 for Every $1       BtoB Magazine   How can I achieve higher ROI with my postal campaign...
Feb 01, 2008 - MediaBuyerPlanner   Direct Marketing ROI for Auto Retailers Nearly $34 for Every $1       BtoB Magazine   How can I achieve higher ROI with my postal campaign...
Blog Post
Accounting Oversight in Product Launch Planning
Feb 13, 2008 - As many organizations prepare to launch a new or enhanced product the question that is inevitably asked – generally late in...
Feb 13, 2008 - As many organizations prepare to launch a new or enhanced product the question that is inevitably asked – generally late in...
Blog Post
People do less research on products that have already launched
Feb 13, 2008 - Source: http://www.eurekalert.org/pub_releases/2008-02/uocp-csi021208.php When a new product is released – say, an even slimmer laptop or the next generation iPhone – people either...
Feb 13, 2008 - Source: http://www.eurekalert.org/pub_releases/2008-02/uocp-csi021208.php When a new product is released – say, an even slimmer laptop or the next generation iPhone – people either...
Blog Post
Best and Worst Online Tactics and Budget Plans
Feb 13, 2008 - From MarketingSherpa.  Among the top tactics: Behaviorally targeted ads favored: Still a favorite, marketers say they will be investing more in them...
Feb 13, 2008 - From MarketingSherpa.  Among the top tactics: Behaviorally targeted ads favored: Still a favorite, marketers say they will be investing more in them...
Blog Post
Shaq: Product Launch Success or Failure?
Feb 21, 2008 - Now that the sheet has finally been pulled off to reveal the current model Phoenix Suns with Shaquille O’Neal, let’s engage...
Feb 21, 2008 - Now that the sheet has finally been pulled off to reveal the current model Phoenix Suns with Shaquille O’Neal, let’s engage...
Blog Post
What Consumer Technology Companies Can Learn From Apple Product Launches
Feb 25, 2008 - Nice piece from Joshua Weinberg at Digital Life Consulting Group from All Things Digital.  Digital Life Consulting Group advises consumer electronics...
Feb 25, 2008 - Nice piece from Joshua Weinberg at Digital Life Consulting Group from All Things Digital.  Digital Life Consulting Group advises consumer electronics...
Blog Post
The Dave and Mike show on the road at PMEC West
Mar 17, 2008 - Good news to share.  Both Dave and Mike will be speakers at the Product Management Educational Conference (PMEC) in San Diego. ...
Mar 17, 2008 - Good news to share.  Both Dave and Mike will be speakers at the Product Management Educational Conference (PMEC) in San Diego. ...
Blog Post
Creative way to build buzz
Mar 17, 2008 - I have to hand to Joshua Strebel at Obuweb.  He’s a regular at South by Southwest (sxsw) in Austin and this...
Mar 17, 2008 - I have to hand to Joshua Strebel at Obuweb.  He’s a regular at South by Southwest (sxsw) in Austin and this...
Blog Post
Show Me the Money: Maximizing Tradeshow ROI
Mar 17, 2008 - Great article by Susan Friedmann, The Tradeshow Coach on Guruknowledge.org.  Tradeshows that are properly planned for and executed can return incredible...
Mar 17, 2008 - Great article by Susan Friedmann, The Tradeshow Coach on Guruknowledge.org.  Tradeshows that are properly planned for and executed can return incredible...
Blog Post
10 Megatrands in B2B Marketing 2008
Mar 17, 2008 - From the Economist Intelligence Unit (EIU) report of the same title.  These "megatrends" were culled from two surveys.  The first surveyed...
Mar 17, 2008 - From the Economist Intelligence Unit (EIU) report of the same title.  These "megatrends" were culled from two surveys.  The first surveyed...
Blog Post
Top 10 Ballads for Product Launches
Mar 17, 2008 - Hillarious.  Nice list from Shane Schick at Computerworld Canada. Every time I go to a product launch of user conference keynote I...
Mar 17, 2008 - Hillarious.  Nice list from Shane Schick at Computerworld Canada. Every time I go to a product launch of user conference keynote I...
Blog Post
Partners frustrated by Microsoft launch delays
Mar 17, 2008 - While your organization my not have the massive legacy customer base to deal with when rolling out new products that Microsoft...
Mar 17, 2008 - While your organization my not have the massive legacy customer base to deal with when rolling out new products that Microsoft...
Blog Post
Ooops - How’d that happen?
Mar 19, 2008 - Adobe is developing Flash for the iPhone, which is great news. What I found interest was this tidbit… Here’s what Adobe’s CEO,...
Mar 19, 2008 - Adobe is developing Flash for the iPhone, which is great news. What I found interest was this tidbit… Here’s what Adobe’s CEO,...
Blog Post
Launch Blunder #1 - Pretending your product works
Mar 20, 2008 - Every software product that ships has bugs.  Some more than others.  We’re always under pressure to ship as quickly as possible. ...
Mar 20, 2008 - Every software product that ships has bugs.  Some more than others.  We’re always under pressure to ship as quickly as possible. ...
Blog Post
Product Launches on a Bootstrap Budget
Mar 20, 2008 - We will be delivering "Product Launches on a Bootstrap Budget" starting on Tuesday April 8.  As the title suggests this webinar...
Mar 20, 2008 - We will be delivering "Product Launches on a Bootstrap Budget" starting on Tuesday April 8.  As the title suggests this webinar...
Blog Post
Launch Clinic nominated for AIPMM Product Management Excellence Award
Mar 26, 2008 - I’m pleased to announce that Launch Clinic has been nominated for a Product Management Excellence Award at AIPMM’s Product Management Educational...
Mar 26, 2008 - I’m pleased to announce that Launch Clinic has been nominated for a Product Management Excellence Award at AIPMM’s Product Management Educational...
Blog Post
PMEC West Day 1
Apr 02, 2008 - Day 1 at Product Management Educational Conference (PMEC) AIPMM is the world’s largest professional organization of product managers, brand managers, product marketing...
Apr 02, 2008 - Day 1 at Product Management Educational Conference (PMEC) AIPMM is the world’s largest professional organization of product managers, brand managers, product marketing...
Blog Post
Launch - the beginning of selling
Apr 06, 2008 - I recently did a presentation at AIPMM’s PMEC West conference in San Diego and had the opportunity to speak with a...
Apr 06, 2008 - I recently did a presentation at AIPMM’s PMEC West conference in San Diego and had the opportunity to speak with a...
Blog Post
"Launch" is overused
Apr 07, 2008 - In the old days when a software product reached a state where it could be sold, we referred to it as...
Apr 07, 2008 - In the old days when a software product reached a state where it could be sold, we referred to it as...
Blog Post
New Product Introduction
Apr 10, 2008 - The PDMA New Product Development Glossary supplies the following definition for New Product Introduction: New Product Introduction (NPI): The launch or commercialization...
Apr 10, 2008 - The PDMA New Product Development Glossary supplies the following definition for New Product Introduction: New Product Introduction (NPI): The launch or commercialization...
Blog Post
Launch Blunder #2 - You believe you know what the market wants
Apr 16, 2008 - If you’ve done your homework, surveyed the market and have the data to prove your position, skip this post. If you...
Apr 16, 2008 - If you’ve done your homework, surveyed the market and have the data to prove your position, skip this post. If you...
Blog Post
Why you should pay attention to SEO
Apr 23, 2008 - According to recent research from Forrester and Enquiro’s 2007 B2B Survey, business buyers use search engines most frequently at the beginning...
Apr 23, 2008 - According to recent research from Forrester and Enquiro’s 2007 B2B Survey, business buyers use search engines most frequently at the beginning...
Blog Post
Self-Important Position Statement
Apr 23, 2008 - With all due respect to AireSpring, isn’t there an easier way to say what you do? About AireSpring Headquartered in Los Angeles, AireSpring...
Apr 23, 2008 - With all due respect to AireSpring, isn’t there an easier way to say what you do? About AireSpring Headquartered in Los Angeles, AireSpring...
Blog Post
84% of Marketing Programs Disappoint
Apr 23, 2008 - According to best selling author and consultant Kevin J. Clancy, Ph.D, 84% of marketing programs disappoint the creators and that the...
Apr 23, 2008 - According to best selling author and consultant Kevin J. Clancy, Ph.D, 84% of marketing programs disappoint the creators and that the...
Blog Post
Press Releases that Suck
Apr 23, 2008 - Is it me or did I miss the point? I’m guessing that they’re announcing the launch of InCharge for Wii (I have...
Apr 23, 2008 - Is it me or did I miss the point? I’m guessing that they’re announcing the launch of InCharge for Wii (I have...
Blog Post
Why Finance is the Key to any Launch
Apr 25, 2008 - I was speaking with a product manager last week who was describing the challenges of managing a cross organizational team while...
Apr 25, 2008 - I was speaking with a product manager last week who was describing the challenges of managing a cross organizational team while...
Blog Post
What is Marketing’s role (today)?
May 16, 2008 - I recently received an invitation to become a member of CLOSE - Coalition to Leverage and Optimize Sales Effectiveness. It looked...
May 16, 2008 - I recently received an invitation to become a member of CLOSE - Coalition to Leverage and Optimize Sales Effectiveness. It looked...
Blog Post
The Product is Built - Now What?
Jun 06, 2008 - Product marketing managers that are responsible for launching products don’t always get the lead time we need to adequately plan a...
Jun 06, 2008 - Product marketing managers that are responsible for launching products don’t always get the lead time we need to adequately plan a...
Blog Post
Are you Tuned In to your buyers?
Jun 09, 2008 - Three guys I know just completed a great new book - "Tuned In". It’s already on Amazon’s and Barnes & Noble’s...
Jun 09, 2008 - Three guys I know just completed a great new book - "Tuned In". It’s already on Amazon’s and Barnes & Noble’s...
Blog Post
Pragmatic Marketing Acquires Launch Clinic
Jul 08, 2008 - There is some very exciting Launch Clinic news I would like to share.  Pragmatic Marketing has acquired Launch Clinic effective June...
Jul 08, 2008 - There is some very exciting Launch Clinic news I would like to share.  Pragmatic Marketing has acquired Launch Clinic effective June...
Blog Post
A Launch Story
Jul 08, 2008 - Over a series of weekly posts I want to create a story around a product launch scenario.  I thought it would...
Jul 08, 2008 - Over a series of weekly posts I want to create a story around a product launch scenario.  I thought it would...
Blog Post
US Airways - Unintended Consequences
Jul 17, 2008 - I took a flight on US Airways this week.  I’ve been flying USAir a lot lately. They have started charging you...
Jul 17, 2008 - I took a flight on US Airways this week.  I’ve been flying USAir a lot lately. They have started charging you...
Blog Post
US Airways - Unintended Consequences (Part 2)
Jul 18, 2008 - It appears that USAir passengers are figuring out how to get around paying for checked bags.  On a flight from San...
Jul 18, 2008 - It appears that USAir passengers are figuring out how to get around paying for checked bags.  On a flight from San...
Blog Post
Doubletree in Marietta and “Free” WiFi
Jul 23, 2008 - As a product marketer how could you defend this approach?  I’m staying at the Doubletree hotel in Marietta (I-75 and Windy...
Jul 23, 2008 - As a product marketer how could you defend this approach?  I’m staying at the Doubletree hotel in Marietta (I-75 and Windy...
Blog Post
CMO Council Gaffe
Jul 25, 2008 - Like many other people, I have given the Chief Marketing Officer Council permission to send me their newsletter and typically enjoy...
Jul 25, 2008 - Like many other people, I have given the Chief Marketing Officer Council permission to send me their newsletter and typically enjoy...
Blog Post
A Launch Story - Part 2
Jul 25, 2008 - Thanks to Steve, Jeff and Mike for their insight.  You all make great points.  I’m going to align with Jeff on...
Jul 25, 2008 - Thanks to Steve, Jeff and Mike for their insight.  You all make great points.  I’m going to align with Jeff on...
Blog Post
Webinar tomorrow: Planning for Sales Velocity
Aug 21, 2008 - I just completed the slides for a webinar I’m giving tomorrow morning at 10am Pacific titled Product Launch Readiness: Planning for...
Aug 21, 2008 - I just completed the slides for a webinar I’m giving tomorrow morning at 10am Pacific titled Product Launch Readiness: Planning for...
Blog Post
Sales Velocity Webinar replay available
Aug 22, 2008 - Thanks to everyone who attended the Product Launch Readiness: Planning for Sales Velocity webinar today.  The webinar was recorded and is...
Aug 22, 2008 - Thanks to everyone who attended the Product Launch Readiness: Planning for Sales Velocity webinar today.  The webinar was recorded and is...
Blog Post
The Launch of Sarah Palin
Sep 05, 2008 - We have witnessed one of the most significant product launches of the year, the launch of Sarah Palin as nominee for...
Sep 05, 2008 - We have witnessed one of the most significant product launches of the year, the launch of Sarah Palin as nominee for...
Blog Post
CEOs Don’t Understand the Role of a Product Manager
Sep 08, 2008 - If you are in a technology company chances are you have at least one person with the title “Product Manager”.  This...
Sep 08, 2008 - If you are in a technology company chances are you have at least one person with the title “Product Manager”.  This...
Blog Post
Product Launch in an Agile World
Oct 20, 2008 - I was preparing to deliver a webinar on Product Launch in an Agile Worldrent a car bulgaria and it brought up...
Oct 20, 2008 - I was preparing to deliver a webinar on Product Launch in an Agile Worldrent a car bulgaria and it brought up...
Blog Post
Cookie Cutter Product Marketing
Nov 14, 2008 - Product marketing managers in technology companies don’t see the forest from the trees.  I interact with lots of you on a...
Nov 14, 2008 - Product marketing managers in technology companies don’t see the forest from the trees.  I interact with lots of you on a...
Blog Post
Inflight Entertainment
Nov 20, 2008 - On a recent flight on a major US airline I like to fly, I was on a 757 that had a...
Nov 20, 2008 - On a recent flight on a major US airline I like to fly, I was on a 757 that had a...
Blog Post
Too much sales support isn’t healthy
Dec 05, 2008 - Every week I have the privilege of working with product marketing managers from a wide range of companies.  For the most...
Dec 05, 2008 - Every week I have the privilege of working with product marketing managers from a wide range of companies.  For the most...
Blog Post
Launch Clinic news update
Jan 12, 2009 - It’s hard to believe it’s 2009 already.  My kids are getting older and one will be entering high school soon.  Wait...
Jan 12, 2009 - It’s hard to believe it’s 2009 already.  My kids are getting older and one will be entering high school soon.  Wait...
Blog Post
Why marketing ROI measures lead to failure
Jan 12, 2009 - Thought provoking isn’t it?  Pretty damn scary for others.  If you liked David Meerman Scott’s The New Rules of Marketing and...
Jan 12, 2009 - Thought provoking isn’t it?  Pretty damn scary for others.  If you liked David Meerman Scott’s The New Rules of Marketing and...
Blog Post
Launch Clinic in a cloud
Jan 20, 2009 - Thanks to Steve Johnson for passing along Saeed's link to Wordle.  So here is the Launch Clinic blog in a cloud. ...
Jan 20, 2009 - Thanks to Steve Johnson for passing along Saeed's link to Wordle.  So here is the Launch Clinic blog in a cloud. ...
Blog Post
Spatially Relevant Blog: Marketing IS in the middle
Jan 26, 2009 - A blog post about a blog post about me titled Marketing IS in the Middle: David Daniels.  Kind of like the...
Jan 26, 2009 - A blog post about a blog post about me titled Marketing IS in the Middle: David Daniels.  Kind of like the...
Blog Post
The AMA on Super Bowl Ads
Feb 03, 2009 - After reading the AMA blog post - "The Super Bowl Spots: What Worked, What Didn't", I realized first there was no...
Feb 03, 2009 - After reading the AMA blog post - "The Super Bowl Spots: What Worked, What Didn't", I realized first there was no...
Blog Post
Cross-Functional Teams - the Grand Illusion of Collaboration
Feb 06, 2009 - Cross-functional teams are a requirement for a successful product lunch.  Unfortunately most implementations of CFTs are nothing more than an...
Feb 06, 2009 - Cross-functional teams are a requirement for a successful product lunch.  Unfortunately most implementations of CFTs are nothing more than an...
Blog Post
How INTTRA got a 23% increase in B2B leads
Feb 19, 2009 - For those of you debating (arguing, actually) over whether to have a registration form before a visitor to your site...
Feb 19, 2009 - For those of you debating (arguing, actually) over whether to have a registration form before a visitor to your site...
Blog Post
Saturn, RIP
Feb 19, 2009 - The writing is on the wall for Saturn and it’s only a matter of time before the brand that would have...
Feb 19, 2009 - The writing is on the wall for Saturn and it’s only a matter of time before the brand that would have...
Blog Post
Runners wanted – Ragnar Relay – Wasatch Back
Feb 20, 2009 - Pragmatic Marketing has entered a team to run the Wasatch Back Ragnar Relay and we need four runners to complete...
Feb 20, 2009 - Pragmatic Marketing has entered a team to run the Wasatch Back Ragnar Relay and we need four runners to complete...
Blog Post
Product launch isn’t about the product
Feb 23, 2009 - By the time it gets to you to plan a product launch, the product features and content have already decided....
Feb 23, 2009 - By the time it gets to you to plan a product launch, the product features and content have already decided....
Blog Post
The product management dance
Mar 03, 2009 - My friend Jon Gatrell over at Spatially Relevant created an awesome presentation called the Product Management Dance.  Check it out and...
Mar 03, 2009 - My friend Jon Gatrell over at Spatially Relevant created an awesome presentation called the Product Management Dance.  Check it out and...
Blog Post
Happy square root day!
Mar 03, 2009 - For those of you who don’t know today is the square root of ‘09.  03/03/09  Yeah, I know it’s...
Mar 03, 2009 - For those of you who don’t know today is the square root of ‘09.  03/03/09  Yeah, I know it’s...
Blog Post
April Dunford on Competition
Mar 03, 2009 - I’m a big fan of April’s blog. She posted a story about competition that I really like. It reminds of...
Mar 03, 2009 - I’m a big fan of April’s blog. She posted a story about competition that I really like. It reminds of...
Blog Post
CMO Survey: Traditional Branding is “Broken”
Mar 05, 2009 - Today while reading Marketing Vox, one of the many RSS feeds I like to read each day, an article caught...
Mar 05, 2009 - Today while reading Marketing Vox, one of the many RSS feeds I like to read each day, an article caught...
Blog Post
B2B marketing budgets down; pipeline acceleration programs are up
Mar 06, 2009 - A SiriusDecisions study of B2B companies revealed that 44% of companies report a drop in budget, but  many are doubling...
Mar 06, 2009 - A SiriusDecisions study of B2B companies revealed that 44% of companies report a drop in budget, but  many are doubling...
Blog Post
The four R’s of selling more stuff
Mar 10, 2009 - Technology companies are seeing their R&D budgets slashed as a result of current economic conditions. It’s a natural reaction to...
Mar 10, 2009 - Technology companies are seeing their R&D budgets slashed as a result of current economic conditions. It’s a natural reaction to...
Blog Post
A launch lesson – Nokia U.S. 5800 XpressMusic Phones
Mar 11, 2009 - Not to pick on Nokia but there is a lesson for all of us to learn from Nokia’s efforts at launching...
Mar 11, 2009 - Not to pick on Nokia but there is a lesson for all of us to learn from Nokia’s efforts at launching...
Blog Post
Trade show budgets decline 17% in 2009
Mar 13, 2009 - According to the Trade Show Exhibitors Association in their newly released “2009 Exhibit Marketing Survey”. It’s the result of “interviews...
Mar 13, 2009 - According to the Trade Show Exhibitors Association in their newly released “2009 Exhibit Marketing Survey”. It’s the result of “interviews...
Blog Post
The Cranky Sales Engineer and responsiveness from Marketing
Mar 31, 2009 - I just finished reading the third installment of blog posts by the Cranky Sales Engineer who is guest blogging at...
Mar 31, 2009 - I just finished reading the third installment of blog posts by the Cranky Sales Engineer who is guest blogging at...
Blog Post
Lunch is an event, product launch is a process
Apr 03, 2009 - April Dunford at Rocket Watcher wrote a post titled “Press Releases, Launches and Seth Godin” which I enjoyed. It was if...
Apr 03, 2009 - April Dunford at Rocket Watcher wrote a post titled “Press Releases, Launches and Seth Godin” which I enjoyed. It was if...
Blog Post
Why product launch checklists don't work
Apr 06, 2009 - A common request I hear is for a product launch checklist.  When I ask how the checklist will be used, I...
Apr 06, 2009 - A common request I hear is for a product launch checklist.  When I ask how the checklist will be used, I...
Blog Post
Gobbledygook Grader: just how crappy are your marketing materials?
Apr 10, 2009 - In my commitment to provide innovative and unique approaches to product launch, I am pleased to introduce  a tool that is...
Apr 10, 2009 - In my commitment to provide innovative and unique approaches to product launch, I am pleased to introduce  a tool that is...
Blog Post
The Big M of Marketing
Apr 14, 2009 - The perception of what a Marketing team does is incredibly varied and misunderstood. More often than not blog posts and articles...
Apr 14, 2009 - The perception of what a Marketing team does is incredibly varied and misunderstood. More often than not blog posts and articles...
Blog Post
Why product launches fail
Apr 16, 2009 - Product launches often fail to produce the results expected, especially in revenue. The reasons aren’t complicated and are easy to pinpoint. ...
Apr 16, 2009 - Product launches often fail to produce the results expected, especially in revenue. The reasons aren’t complicated and are easy to pinpoint. ...
Blog Post
Hype me up
May 01, 2009 - I received an email regarding complimentary analyst reports from a big industry analyst firm you would recognize. What struck me are...
May 01, 2009 - I received an email regarding complimentary analyst reports from a big industry analyst firm you would recognize. What struck me are...
Blog Post
Product launch is a team sport
May 15, 2009 - Have you ever been responsible for a product launch and felt like you were the only one doing the work? I...
May 15, 2009 - Have you ever been responsible for a product launch and felt like you were the only one doing the work? I...
Blog Post
From No Smoke and Mirrors – Soft launch
May 18, 2009 - I completely agree with Mark at No Smoke and Mirrors on his post “Don’t let “FUD” cause you to “soft launch”...
May 18, 2009 - I completely agree with Mark at No Smoke and Mirrors on his post “Don’t let “FUD” cause you to “soft launch”...
Blog Post
eBook: New Rules of Sales Enablement
May 20, 2009 - I just read Jeff Ernst’s new ebook “The New Rules of Sales Enablement”. I laughed and I groaned, but mostly I...
May 20, 2009 - I just read Jeff Ernst’s new ebook “The New Rules of Sales Enablement”. I laughed and I groaned, but mostly I...
Blog Post
iPhone 3GS launch fun
Jun 08, 2009 - OK kids here’s an example of either a) what not to do, or b) a very clever marketing program by Apple and AT&T.
Jun 08, 2009 - OK kids here’s an example of either a) what not to do, or b) a very clever marketing program by Apple and AT&T.
Blog Post
The Product Launch Pledge
Jun 09, 2009 - The time has come for a product launch pledge. Kind of like the Hippocratic oath. A pledge that can demonstrate our...
Jun 09, 2009 - The time has come for a product launch pledge. Kind of like the Hippocratic oath. A pledge that can demonstrate our...
Blog Post
So you think “re-branding” will make things better?
Jun 11, 2009 - I recently received an email from a marketing professional seeking advice on re-branding and re-launching a product. No detail for...
Jun 11, 2009 - I recently received an email from a marketing professional seeking advice on re-branding and re-launching a product. No detail for...
Blog Post
A product launch checklist is not a launch strategy
Jun 15, 2009 - Last week I was asked again about product launch checklists and why I hate them. I’m not averse to checklists and...
Jun 15, 2009 - Last week I was asked again about product launch checklists and why I hate them. I’m not averse to checklists and...
Blog Post
Why you need a launch owner
Jun 16, 2009 - A product launch is a major undertaking for most organizations with the primary goal of creating sales velocity. Every important initiative...
Jun 16, 2009 - A product launch is a major undertaking for most organizations with the primary goal of creating sales velocity. Every important initiative...
Blog Post
Poll: Who is responsible for product launch results?
Jun 17, 2009 - I have a one question poll on LinkedIn that I’d like for you to participate in. The poll question is “Who...
Jun 17, 2009 - I have a one question poll on LinkedIn that I’d like for you to participate in. The poll question is “Who...
Blog Post
Who is responsible for product launch results in your organization?
Jun 18, 2009 - I recently conduct an informal poll using the LinkedIn polls feature. I asked one simple question: “Who is responsible for product launch results in your organization?”
Jun 18, 2009 - I recently conduct an informal poll using the LinkedIn polls feature. I asked one simple question: “Who is responsible for product launch results in your organization?”
Blog Post
Sales enablement: critical to product launch success
Jun 23, 2009 - If you want to enable your sales channel to be effective at selling the product you’re planning to launch, focus on training them about buyers, their buying criteria and how they prefer to buy.
Jun 23, 2009 - If you want to enable your sales channel to be effective at selling the product you’re planning to launch, focus on training them about buyers, their buying criteria and how they prefer to buy.
Blog Post
Product Launch Essentials class now available
Jul 07, 2009 - Product Launch Essentials is a 1-day class for professionals responsible for planning and executing a product launch.
Jul 07, 2009 - Product Launch Essentials is a 1-day class for professionals responsible for planning and executing a product launch.
Blog Post
Beware if your service sucks
Jul 10, 2009 - Here’s a music video from Dave Carroll, a guy who had his expensive Taylor guitar broken during a United flight. He worked with United for months to get a resolution to no avail. So instead of getting mad, he got even. Watch carefully as he even names the employee at United who finally told him no.
Jul 10, 2009 - Here’s a music video from Dave Carroll, a guy who had his expensive Taylor guitar broken during a United flight. He worked with United for months to get a resolution to no avail. So instead of getting mad, he got even. Watch carefully as he even names the employee at United who finally told him no.
Blog Post
How to turn off buyers: hide contact information
Jul 11, 2009 - My pet peeve are web sites that hide contact information. I’ve heard all kinds of excuses for why this is done but I’ve yet to hear one that makes a lick of sense. Your buyers are impatient and they’re looking for a solution now. And when they can’t easily figure out how to contact you they move on.
Jul 11, 2009 - My pet peeve are web sites that hide contact information. I’ve heard all kinds of excuses for why this is done but I’ve yet to hear one that makes a lick of sense. Your buyers are impatient and they’re looking for a solution now. And when they can’t easily figure out how to contact you they move on.
Blog Post
37% of you don’t have launch goals
Jul 16, 2009 - 62% of you said you have clearly defined and communicated launch goals. The remaining 37% of you indicated they were either vague, not shared or not defined.
Jul 16, 2009 - 62% of you said you have clearly defined and communicated launch goals. The remaining 37% of you indicated they were either vague, not shared or not defined.
Blog Post
3 tips for product launch marketing success (Part 1)
Jul 22, 2009 - A big product launch is coming soon. You’re the one tasked with developing the promotional marketing plan. You’re agonizing over an array of marketing tactics. Some you’ve come up with and some others in the company are recommending.
Jul 22, 2009 - A big product launch is coming soon. You’re the one tasked with developing the promotional marketing plan. You’re agonizing over an array of marketing tactics. Some you’ve come up with and some others in the company are recommending.
Blog Post
When does a product launch end? Or does it?
Jul 23, 2009 - You can probably provide a guess of when you think a launch starts, but when does it end? Product launching is about gaining momentum through sales velocity.
Jul 23, 2009 - You can probably provide a guess of when you think a launch starts, but when does it end? Product launching is about gaining momentum through sales velocity.
Blog Post
The Launch Clinic recommended blogs to read
Jul 24, 2009 - The Launch Clinic recommend blogs to read
Jul 24, 2009 - The Launch Clinic recommend blogs to read
Blog Post
My excellent Windows 7 adventure
Jul 26, 2009 - This weekend I decided to download and install Windows 7 RC on the PC in our kitchen. It’s a few years old and with the kids pounding on it (sometimes literally) was time to wipe it clean anyway. Through countless downloads of crap from untold number of game sites it had gotten sluggish. So I decided to surface my inner geek and load Windows 7 on it.
Jul 26, 2009 - This weekend I decided to download and install Windows 7 RC on the PC in our kitchen. It’s a few years old and with the kids pounding on it (sometimes literally) was time to wipe it clean anyway. Through countless downloads of crap from untold number of game sites it had gotten sluggish. So I decided to surface my inner geek and load Windows 7 on it.
Blog Post
5 Myths that can kill your marketing copy: Susan Gunelius
Jul 27, 2009 - Today I found an article written by Susan Gunelius in Entrepreneur Magazine titled “5 Myths That Can Kill Your Marketing Copy”. Susan is the author of “Kick-ass Copywriting in 10 Easy Steps” and she writes the Keysplash Creative blog.
Jul 27, 2009 - Today I found an article written by Susan Gunelius in Entrepreneur Magazine titled “5 Myths That Can Kill Your Marketing Copy”. Susan is the author of “Kick-ass Copywriting in 10 Easy Steps” and she writes the Keysplash Creative blog.
Blog Post
3 tips for product launch marketing success (Part 2)
Jul 28, 2009 - In Part 2 of this series I’m going to connect the buyer persona profile to the buying process, which is the missing component of many product launch marketing programs.
Jul 28, 2009 - In Part 2 of this series I’m going to connect the buyer persona profile to the buying process, which is the missing component of many product launch marketing programs.
Blog Post
ProductCamp Austin Summer 2009: Register today!
Jul 29, 2009 - I'm attending my first ProductCamp Austin on Saturday, August 15, 2009. I’m really looking forward to hanging around a lot of...
Jul 29, 2009 - I'm attending my first ProductCamp Austin on Saturday, August 15, 2009. I’m really looking forward to hanging around a lot of...
Blog Post
Who does the CEO trust for market information?
Jul 30, 2009 - When CEOs want a briefing of the market they often turn to the VP of Sales to get the information they’re looking for. Why don’t they turn to the VP of Marketing? Afterall it is the marketing department, right?
Jul 30, 2009 - When CEOs want a briefing of the market they often turn to the VP of Sales to get the information they’re looking for. Why don’t they turn to the VP of Marketing? Afterall it is the marketing department, right?
Blog Post
Blogs and magazines I’m reading
Jul 31, 2009 - Blogs and magazines I'm reading.
Jul 31, 2009 - Blogs and magazines I'm reading.
Blog Post
Does social media influence B2B buying decisions?
Aug 03, 2009 - A raging debate within marketing departments is how to use social media to drive sales leads. Unfortunately some marketing teams view social media as merely another way to SPAM us. They completely blow it when it comes to social media.
Aug 03, 2009 - A raging debate within marketing departments is how to use social media to drive sales leads. Unfortunately some marketing teams view social media as merely another way to SPAM us. They completely blow it when it comes to social media.
Blog Post
3 tips for product launch marketing success (part 3)
Aug 04, 2009 - The final article in the 3 tips for product launch marketing success series explores techniques you can use to discover the buying process without making the Sales team feel like you’re treading into their territory.
Aug 04, 2009 - The final article in the 3 tips for product launch marketing success series explores techniques you can use to discover the buying process without making the Sales team feel like you’re treading into their territory.
Blog Post
ReadWriteWeb: Google Voice now available to military personnel
Aug 04, 2009 - ReadWriteWeb reports that Google Voice is now available to military personnel and they will activate .mil email addresses in 24 hours.
Aug 04, 2009 - ReadWriteWeb reports that Google Voice is now available to military personnel and they will activate .mil email addresses in 24 hours.
Blog Post
copyblogger: The Billy Mays 5 step guide to easy selling
Aug 05, 2009 - My family loved watching Billy Mays’ show Pitchmen. What fascinated me about the show was the process they followed to select...
Aug 05, 2009 - My family loved watching Billy Mays’ show Pitchmen. What fascinated me about the show was the process they followed to select...
Blog Post
Google’s Wonder Wheel simplifies search
Aug 05, 2009 - Google has a cool new feature called the Wonder Wheel. For those of us who regularly use Google as a business tool, this is a fantastic addition.
Aug 05, 2009 - Google has a cool new feature called the Wonder Wheel. For those of us who regularly use Google as a business tool, this is a fantastic addition.
Blog Post
Product Launch Webinar Series coming
Aug 07, 2009 - I just got word that the product launch seminar series I have been working on has been scheduled. There will be 3 webinars in the series and they are free. If you can't attend for the live presentation, register anyway and we'll send you a link to the recorded version as soon as it's ready.
Aug 07, 2009 - I just got word that the product launch seminar series I have been working on has been scheduled. There will be 3 webinars in the series and they are free. If you can't attend for the live presentation, register anyway and we'll send you a link to the recorded version as soon as it's ready.
Blog Post
Email campaigns – consider your audience and your offer
Aug 11, 2009 - I am a raving fan of Sony Ericsson mobile phones. Recently I received an email from Sony Ericsson as part of what appears to be a customer retention program. The subject of the email is “More tips and tools for your W380a Phone”. The subject was interesting enough for me to open the email, as I’m always looking for ways to get more value out of the things I buy, especially my tech products. The subject got me in but I was disappointed after that.
Aug 11, 2009 - I am a raving fan of Sony Ericsson mobile phones. Recently I received an email from Sony Ericsson as part of what appears to be a customer retention program. The subject of the email is “More tips and tools for your W380a Phone”. The subject was interesting enough for me to open the email, as I’m always looking for ways to get more value out of the things I buy, especially my tech products. The subject got me in but I was disappointed after that.
Blog Post
A humbling experience at ProductCamp Austin
Aug 17, 2009 - Product Camps are an amazing phenomenon. There’s no fee to attend. The agenda isn’t known in advance. And the attendees get to choose the sessions. How cool is that?
Aug 17, 2009 - Product Camps are an amazing phenomenon. There’s no fee to attend. The agenda isn’t known in advance. And the attendees get to choose the sessions. How cool is that?
Blog Post
10 Ways to Identify an Impending Product Launch Disaster
Aug 19, 2009 - Here are ten easily identifiable signs to watch for that can help forecast if a product launch may be in trouble and suggested course corrections to make before it’s too late.
Aug 19, 2009 - Here are ten easily identifiable signs to watch for that can help forecast if a product launch may be in trouble and suggested course corrections to make before it’s too late.
Blog Post
Product Launch ebook “Is your product launch Doomed?” now available
Aug 24, 2009 - My new ebook - “Is your product launch Doomed? 10 ways to identify an impending product launch disaster” is now available for download.
Aug 24, 2009 - My new ebook - “Is your product launch Doomed? 10 ways to identify an impending product launch disaster” is now available for download.
Blog Post
Your product launch won’t be successful if your sales team doesn’t trust you
Aug 25, 2009 - Have you noticed that your sales team isn’t very excited about your next product launch? You’re getting a “yeah, whatever” vibe from them and it’s driving you crazy. So crazy you’re at the point of believing the launch goals are in jeopardy, and you should.
Aug 25, 2009 - Have you noticed that your sales team isn’t very excited about your next product launch? You’re getting a “yeah, whatever” vibe from them and it’s driving you crazy. So crazy you’re at the point of believing the launch goals are in jeopardy, and you should.
Blog Post
A product launch lesson learned
Sep 08, 2009 - I learned something important during the launch of the Product Launch Essentials seminar. Included in the launch activities were 3 webinars...
Sep 08, 2009 - I learned something important during the launch of the Product Launch Essentials seminar. Included in the launch activities were 3 webinars...
Blog Post
Product launch and the project management office (PMO)
Oct 13, 2009 - In the Product Launch Essentials seminar we advocate the role of Launch Owner, the person tasked with the responsibility for achieving your product launch goals. Some organizations utilize a project management office (PMO) to facilitate product launch activities and I wanted to explore that with you in more detail.
Oct 13, 2009 - In the Product Launch Essentials seminar we advocate the role of Launch Owner, the person tasked with the responsibility for achieving your product launch goals. Some organizations utilize a project management office (PMO) to facilitate product launch activities and I wanted to explore that with you in more detail.
Blog Post
PDFs are great but not a substitute for content
Oct 14, 2009 - I find it really annoying when companies put minimal content on their web sites but feel like they’re doing visitors a...
Oct 14, 2009 - I find it really annoying when companies put minimal content on their web sites but feel like they’re doing visitors a...
Blog Post
Sales velocity webinar – October 16
Oct 15, 2009 - I’m delivering a webinar on Friday, October 16 at 10am Pacific time titled “Product Launch Readiness: Planning for Sales Velocity”.
Oct 15, 2009 - I’m delivering a webinar on Friday, October 16 at 10am Pacific time titled “Product Launch Readiness: Planning for Sales Velocity”.
Blog Post
Don't forget about internal communications
Oct 21, 2009 - One of the things we talk about in our Effective Product Marketing seminar is how to roll out a new message. We recommend starting out internally first before rolling it out to the market.
Oct 21, 2009 - One of the things we talk about in our Effective Product Marketing seminar is how to roll out a new message. We recommend starting out internally first before rolling it out to the market.
Blog Post
FUTURELAB: Why Thought Leadership is Your Most Valuable Asset
Oct 22, 2009 - Jon Miller posted on his blog about thought leadership over at Futurelab and he really nailed it. Many marketers focus so much on doing “stuff” (my technical description for deliverables) from a menu item of tactics when they should be focusing much, much more attention on (my term for this is “obsess over”) thought leadership. Why?
Oct 22, 2009 - Jon Miller posted on his blog about thought leadership over at Futurelab and he really nailed it. Many marketers focus so much on doing “stuff” (my technical description for deliverables) from a menu item of tactics when they should be focusing much, much more attention on (my term for this is “obsess over”) thought leadership. Why?
Blog Post
How to prevent your whitepaper from being read
Nov 06, 2009 - You spent a lot of time and effort to create a new whitepaper. Assuming the goal of a whitepaper is to build thought leadership and help drive sales velocity, would you put a big fence in front of it and force people to provide a bunch of information that isn’t needed at this stage? How many people would just skip it and move along?
Nov 06, 2009 - You spent a lot of time and effort to create a new whitepaper. Assuming the goal of a whitepaper is to build thought leadership and help drive sales velocity, would you put a big fence in front of it and force people to provide a bunch of information that isn’t needed at this stage? How many people would just skip it and move along?
Blog Post
Support Julia - she needs your help
Nov 23, 2009 - At some point in your life you will be touched by a family that needs your help. Maybe the family is close to you or maybe far away. Maybe the situation is minor or maybe it’s life changing. No matter the case you feel compelled to do something. Anything. Because if you don’t you’ll regret it for the rest of your life.
Nov 23, 2009 - At some point in your life you will be touched by a family that needs your help. Maybe the family is close to you or maybe far away. Maybe the situation is minor or maybe it’s life changing. No matter the case you feel compelled to do something. Anything. Because if you don’t you’ll regret it for the rest of your life.
Blog Post
Last chance - Annual Product Management and Marketing Survey
Nov 23, 2009 - OK kids, today and tomorrow will be your last day to participate in the Annual Product Management and Marketing Survey. We...
Nov 23, 2009 - OK kids, today and tomorrow will be your last day to participate in the Annual Product Management and Marketing Survey. We...
Blog Post
Welcoming 2010 with a bang
Jan 13, 2010 - My 2010 is starting out with a bang and hopefully yours is also. While on the road I have time to reflect on many things. This time of year it’s about looking forward and setting goals for the new year.
Jan 13, 2010 - My 2010 is starting out with a bang and hopefully yours is also. While on the road I have time to reflect on many things. This time of year it’s about looking forward and setting goals for the new year.
Blog Post
Do we really need a new definition of "marketing"
Jan 16, 2010 - Really? Has marketing changed so much that a new definition is needed?
Jan 16, 2010 - Really? Has marketing changed so much that a new definition is needed?
Blog Post
Social media and product marketing
Jan 24, 2010 - I often get asked how important social media is to product marketing efforts. It’s one of the few “it depends moments” I have, before responding. There is so much hype surrounding social media it’s easy to get caught up into believing that you’re not doing what all the cool kids are doing.
Jan 24, 2010 - I often get asked how important social media is to product marketing efforts. It’s one of the few “it depends moments” I have, before responding. There is so much hype surrounding social media it’s easy to get caught up into believing that you’re not doing what all the cool kids are doing.
Blog Post
Lunch is an event. Product launch is a process.
Feb 01, 2010 - Too often we think about product launch as an event. The magic product launch checklist is consulted. The ‘required’ deliverables are produced. Unfortunately the sales velocity that management expects doesn’t materialize.
Feb 01, 2010 - Too often we think about product launch as an event. The magic product launch checklist is consulted. The ‘required’ deliverables are produced. Unfortunately the sales velocity that management expects doesn’t materialize.
Blog Post
Apple iPad is a game changer for education
Feb 03, 2010 - A lot has been written already about the new Apple iPad. From my perspective the iPad isn’t merely an oversized iPod. It’s not a tablet. It’s not a PC (er Mac). It’s not another device to surf the web or view photos. It’s not another Kindle. It’s a whole new category of device.
Feb 03, 2010 - A lot has been written already about the new Apple iPad. From my perspective the iPad isn’t merely an oversized iPod. It’s not a tablet. It’s not a PC (er Mac). It’s not another device to surf the web or view photos. It’s not another Kindle. It’s a whole new category of device.
Blog Post
Repeatable Product Launch Process – Evaluate Phase
Feb 10, 2010 - In my post “Lunch is an event. Product launch is a process.”, I shared with you the Repeatable Product Launch Process...
Feb 10, 2010 - In my post “Lunch is an event. Product launch is a process.”, I shared with you the Repeatable Product Launch Process...
Blog Post
Biggest challenges in product launches
Feb 16, 2010 - I recently noticed a LinkedIn Answer posted by Tom Grant over at Forrester. The question was “For anyone in the tech industry: What are the biggest challenges in product launches”. The answers were either about the product or getting someone in the organization to do something they don’t already do (or are unwilling to do).
Feb 16, 2010 - I recently noticed a LinkedIn Answer posted by Tom Grant over at Forrester. The question was “For anyone in the tech industry: What are the biggest challenges in product launches”. The answers were either about the product or getting someone in the organization to do something they don’t already do (or are unwilling to do).
Blog Post
Repeatable Product Launch Process - Prepare Phase
Feb 17, 2010 - This is the third of four posts providing an overview of the Repeatable Product Launch Process which is delivered in the Product Launch Essentials seminar. So far I’ve covered the Organize Phase and the Evaluate Phase. In this post I’m going to share with you the Prepare Phase which is about assembling the launch team and developing the plans to fill the Launch Readiness gaps you’ve identified in the Evaluate Phase.
Feb 17, 2010 - This is the third of four posts providing an overview of the Repeatable Product Launch Process which is delivered in the Product Launch Essentials seminar. So far I’ve covered the Organize Phase and the Evaluate Phase. In this post I’m going to share with you the Prepare Phase which is about assembling the launch team and developing the plans to fill the Launch Readiness gaps you’ve identified in the Evaluate Phase.
Blog Post
Beta Programs - My Take
Feb 18, 2010 - Recently I read a nice post by April Dunford on her Rocket Watcher blog about her take on beta programs. I also found a rant by Tom Grant on beta programs with an interesting spin. Beta programs in software companies have become so distorted it’s hard to find a consistent approach any more.
Feb 18, 2010 - Recently I read a nice post by April Dunford on her Rocket Watcher blog about her take on beta programs. I also found a rant by Tom Grant on beta programs with an interesting spin. Beta programs in software companies have become so distorted it’s hard to find a consistent approach any more.
Blog Post
Repeatable Product Launch Process – Execute Phase
Mar 04, 2010 - This is the final of four posts providing an overview of the Repeatable Product Launch Process which is delivered in the Product Launch Essentials seminar. So far I’ve covered the Organize Phase, Evaluate Phase and the Prepare Phase. In this post I’m going to share with you the Execute Phase which is about building the product launch plan and measuring the effectiveness of the product launch.
Mar 04, 2010 - This is the final of four posts providing an overview of the Repeatable Product Launch Process which is delivered in the Product Launch Essentials seminar. So far I’ve covered the Organize Phase, Evaluate Phase and the Prepare Phase. In this post I’m going to share with you the Execute Phase which is about building the product launch plan and measuring the effectiveness of the product launch.
Blog Post
ProductCamp Austin Spring 2010
Mar 22, 2010 - Alert the media! ProductCamp Austin Spring 2010 is coming on March 27, 2010 at the
Mar 22, 2010 - Alert the media! ProductCamp Austin Spring 2010 is coming on March 27, 2010 at the
Blog Post
The (un)cross-functional cross-functional team
Mar 23, 2010 - With increasing frequency I’m encountering product marketing managers who are managing cross-functional go-to-market teams that never actually (or rarely) meet.
Mar 23, 2010 - With increasing frequency I’m encountering product marketing managers who are managing cross-functional go-to-market teams that never actually (or rarely) meet.
Blog Post
Treadmill marketing
Apr 07, 2010 - The important work that product marketing managers and marketing managers do to help sell what’s on the shelf is hard work. Not too long ago someone who attended an Effective Product Marketing class I was teaching for Pragmatic Marketing made the connection for me of what it feels like that everyone can relate to.
Apr 07, 2010 - The important work that product marketing managers and marketing managers do to help sell what’s on the shelf is hard work. Not too long ago someone who attended an Effective Product Marketing class I was teaching for Pragmatic Marketing made the connection for me of what it feels like that everyone can relate to.
Blog Post
Dave gets a Mac
Apr 13, 2010 - I'm playing right into Apple's strategy of world domination and quite honestly I'm enjoying the journey. This past weekend I bought a Mac Mini for the family and I am impressed with its elegance and simplicity.
Apr 13, 2010 - I'm playing right into Apple's strategy of world domination and quite honestly I'm enjoying the journey. This past weekend I bought a Mac Mini for the family and I am impressed with its elegance and simplicity.
Blog Post
Your most important promotional vehicle
Jun 01, 2010 - For B2B marketers your web site is your most important promotional vehicle. I know I'm overstating the obvious but I continue to be amazed at how little emphasis is placed on the one marketing asset than can drive the most qualified opportunities into the pipeline...
Jun 01, 2010 - For B2B marketers your web site is your most important promotional vehicle. I know I'm overstating the obvious but I continue to be amazed at how little emphasis is placed on the one marketing asset than can drive the most qualified opportunities into the pipeline...
Blog Post
How to freak out your PR team
Jun 03, 2010 - It's really not that hard to freak out your PR team. Just tell them you want to issue a series of press releases as a SEO tactic. If they are old-school PR folks relying on the 'tried and true' techniques from the agency they worked for 10 years ago they may bristle and proceed to...
Jun 03, 2010 - It's really not that hard to freak out your PR team. Just tell them you want to issue a series of press releases as a SEO tactic. If they are old-school PR folks relying on the 'tried and true' techniques from the agency they worked for 10 years ago they may bristle and proceed to...
Blog Post
Product Marketing Manager – who are you?
Jun 21, 2010 - I’m conducting marketing research on you, product marketing manager. I’m doing this to support a project. I don’t want to create a generalized or stereotypical picture of you; I want to create the perfect picture of you. I want to know everything about you. I want to talk to you in a way that your jaw drops in amazement when I speak...
Jun 21, 2010 - I’m conducting marketing research on you, product marketing manager. I’m doing this to support a project. I don’t want to create a generalized or stereotypical picture of you; I want to create the perfect picture of you. I want to know everything about you. I want to talk to you in a way that your jaw drops in amazement when I speak...
Blog Post
Product Launch eBook sourced for Gartner paper
Jun 22, 2010 - Gartner analysts April Adams and Andy Rolfe published a research report titled "Marketing Essentials: How to Design a Successful Product Launch"...
Jun 22, 2010 - Gartner analysts April Adams and Andy Rolfe published a research report titled "Marketing Essentials: How to Design a Successful Product Launch"...
Blog Post
Copyblogger: 7 Strategies for Escaping “Me Too” Product Launches
Jun 23, 2010 - Jordon Cooper over at Copyblogger posted a launch piece that I found interesting and wanted to share. The context of the post is around products that bloggers launch but there are many good ideas that can be applied to launching other products (even B2B technology products).
Jun 23, 2010 - Jordon Cooper over at Copyblogger posted a launch piece that I found interesting and wanted to share. The context of the post is around products that bloggers launch but there are many good ideas that can be applied to launching other products (even B2B technology products).
Blog Post
Product marketing manager word cloud
Jun 24, 2010 - Just for fun I took the job descriptions I’ve been collecting and dropped them into Wordle.net. I thought you would like to see a graphical representation of your job description.
Jun 24, 2010 - Just for fun I took the job descriptions I’ve been collecting and dropped them into Wordle.net. I thought you would like to see a graphical representation of your job description.
Blog Post
Steve Kayser comments on my launch ebook
Jun 25, 2010 - Steve Kayser comments on the "Is your product launch Doomed?" ebook by David Daniels at Pragmatic Marketing.
Jun 25, 2010 - Steve Kayser comments on the "Is your product launch Doomed?" ebook by David Daniels at Pragmatic Marketing.
Blog Post
Habitats of the Product Marketing Manager
Aug 04, 2010 - Those with the job title of ‘Product Marketing Manager’ live in a variety of organizational habitats. There are four that I...
Aug 04, 2010 - Those with the job title of ‘Product Marketing Manager’ live in a variety of organizational habitats. There are four that I...
Blog Post
Product Camp Austin – August 7, 2010
Aug 05, 2010 - Product Camp is happening again in Austin on Saturday August 7. It’s officially sold out with 600 registrations but there is...
Aug 05, 2010 - Product Camp is happening again in Austin on Saturday August 7. It’s officially sold out with 600 registrations but there is...
Blog Post
How Do You Measure the Effectiveness of Your Product Marketing Managers?
Sep 13, 2010 - Too often the primary measurement of a product marketing manager’s performance is the number of leads they generate. Is this really the measure that reflects their individual performance?
Sep 13, 2010 - Too often the primary measurement of a product marketing manager’s performance is the number of leads they generate. Is this really the measure that reflects their individual performance?
Blog Post
Measuring Marketing Performance
Sep 30, 2010 - One department within B2B companies that has been the last to have business metrics applied to their performance is marketing. Current metrics are fuzzy at best but at the same time many marketing leaders are feeling the pressure to “show me the money”. There’s a tendency to measure individual marketing tactics but that doesn’t provide a macro level measurement that gauges overall return on investment.
Sep 30, 2010 - One department within B2B companies that has been the last to have business metrics applied to their performance is marketing. Current metrics are fuzzy at best but at the same time many marketing leaders are feeling the pressure to “show me the money”. There’s a tendency to measure individual marketing tactics but that doesn’t provide a macro level measurement that gauges overall return on investment.
Blog Post
Sales Velocity Killer: Delivery Bottlenecks
Oct 07, 2010 - In the Product Launch Essentials class we introduce the concept of identify and correcting “speed bumps” that get in the way...
Oct 07, 2010 - In the Product Launch Essentials class we introduce the concept of identify and correcting “speed bumps” that get in the way...
Blog Post
SWAT Team Approach: Introducing New Products to Established Sales Teams
Oct 15, 2010 - You are responsible for launching a new product and you have an established (perhaps large) global sales team. The board of directors has high expectations the new product and if you nail it, you have a shot at a big promotion.
Oct 15, 2010 - You are responsible for launching a new product and you have an established (perhaps large) global sales team. The board of directors has high expectations the new product and if you nail it, you have a shot at a big promotion.
Blog Post
Friday Reading
Nov 05, 2010 - B2B marketing Friday reading
Nov 05, 2010 - B2B marketing Friday reading
Blog Post
Pragmatic Marketing’s John Milburn to Speak at Pipeline 2010
Nov 05, 2010 - Our very own John Milburn is speaking at Pipeline 2010. What is Pipeline you say? “A virtual meeting ground for experts and...
Nov 05, 2010 - Our very own John Milburn is speaking at Pipeline 2010. What is Pipeline you say? “A virtual meeting ground for experts and...
Blog Post
Take the Pragmatic Marketing Annual Product Management Survey
Nov 09, 2010 - Take the annual Pragmatic Marketing Product Management Survey
Nov 09, 2010 - Take the annual Pragmatic Marketing Product Management Survey
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Marketing Terminology Tuesday: 'Lead bait'
Nov 16, 2010 - Marketing Terminology Tuesday - Lead Bait
Nov 16, 2010 - Marketing Terminology Tuesday - Lead Bait
Blog Post
Product Launch 30 Day Plan – Week 4
Oct 24, 2016 - Week 4 of the Product Launch 30 Day Plan is about refining and finalizing the launch plan. Through the third week you have developed a general approach to achieving your product launch goals. Now is the time to rationalize. It’s not possible to do all things for all people. Choices have to be made. Trade-offs need evaluation. The driving principal to rationalization should be your launch goals. What is the shortest path to achieving those goals? Not all Market Segments are Equal The purpose of product launch is to create momentum. Momentum isn’t possible when there is a lack of focus, a lack of direction. That’s the reason why the Product Launch 30 Day Plan starts with defining launch goals. The first question to ask is “Which market segment(s) provide the shortest path to accomplishing our launch goals?”. Once you have that list of market segments, the next question to ask is “Which of those market segment(s) should we focus on?”. If you don’t have the resources (or the market segment expertise) it isn’t a wise decision to go after every market segment. There are two things you are doing. Launch goals create a measurement of success and an urgency. […]
Oct 24, 2016 - Week 4 of the Product Launch 30 Day Plan is about refining and finalizing the launch plan. Through the third week you have developed a general approach to achieving your product launch goals. Now is the time to rationalize. It’s not possible to do all things for all people. Choices have to be made. Trade-offs need evaluation. The driving principal to rationalization should be your launch goals. What is the shortest path to achieving those goals? Not all Market Segments are Equal The purpose of product launch is to create momentum. Momentum isn’t possible when there is a lack of focus, a lack of direction. That’s the reason why the Product Launch 30 Day Plan starts with defining launch goals. The first question to ask is “Which market segment(s) provide the shortest path to accomplishing our launch goals?”. Once you have that list of market segments, the next question to ask is “Which of those market segment(s) should we focus on?”. If you don’t have the resources (or the market segment expertise) it isn’t a wise decision to go after every market segment. There are two things you are doing. Launch goals create a measurement of success and an urgency. […]
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