Launch Plan

Article
Where Does Product End and Brand Begin?
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
Article
10 Tips for Getting to Know Your Buyers and Users
In this world where smart + connected is becoming the new ordinary, our job is to understand how people (customers, buyers and users) will experience new technologies and how these technologies will shift the experiences of their daily life. Officially titled principal engineers, we are experts respectively in human factors and...
In this world where smart + connected is becoming the new ordinary, our job is to understand how people (customers, buyers and users) will experience new technologies and how these technologies will shift the experiences of their daily life. Officially titled principal engineers, we are experts respectively in human factors and...
Blog
The Difference Between a Buyer Persona and a Buyer Profile
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 […]
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 […]
Article
Ask the Experts: How can I measure sales enablement, public launches and customer happiness?
                    Ideally, you want to tie everything you do back to its impact on one of the following three business goals: profitable revenue growth, customer retention, and awareness and perceptions. But it can be challenging to find direct links from specific marketing activities...
                    Ideally, you want to tie everything you do back to its impact on one of the following three business goals: profitable revenue growth, customer retention, and awareness and perceptions. But it can be challenging to find direct links from specific marketing activities...
Article
How One Executive’s New Product Ignited Revenue Growth
As the CEO of Sales Benchmark Index (SBI), I work with a lot of great clients to help them achieve sales success at their companies. One such client, Marc Osofsky, the senior vice president and general manager at Lionbridge Technologies, faced a unique challenge. He was tasked with growing revenue by...
As the CEO of Sales Benchmark Index (SBI), I work with a lot of great clients to help them achieve sales success at their companies. One such client, Marc Osofsky, the senior vice president and general manager at Lionbridge Technologies, faced a unique challenge. He was tasked with growing revenue by...
Article
A Product Manager’s Worst Nightmare
Imagine that the product you’ve been working on for months or years implodes on its first day of life—product management’s worst nightmare. Unfortunately, this story happens too often in the software world. Here’s what you can do to prevent it.
Imagine that the product you’ve been working on for months or years implodes on its first day of life—product management’s worst nightmare. Unfortunately, this story happens too often in the software world. Here’s what you can do to prevent it.
Article
HubSpot’s Formula for Product Launch Success
Successful product launches require a clear, well-articulated vision that goes beyond the actual launch.
Successful product launches require a clear, well-articulated vision that goes beyond the actual launch.
Article
Ask the Experts: How do I create an effective cross functional launch team?
How do I create an effective cross functional launch team?
How do I create an effective cross functional launch team?
Article
When Sales and Product Teams Collide
A few years ago, I worked for a large company that acquired a series of software startups it planned to integrate into its hardware portfolio. My product team was responsible for the integration, product management and transition of the software startups. It was a painful process which taught me a lot about sales behavior.
A few years ago, I worked for a large company that acquired a series of software startups it planned to integrate into its hardware portfolio. My product team was responsible for the integration, product management and transition of the software startups. It was a painful process which taught me a lot about sales behavior.
Article
Why Marketing Should Go Agile
Marketers should take a cue from software development to become more adaptable.
Marketers should take a cue from software development to become more adaptable.
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