Tag Archives: Product Launch Process
Improve Your Next Product Launch: Engage Customers Through Social Media Channels
- 7th February 2013
- Pat McAnally
One of our most frequent inquiry topics is how to improve product launch. An important boost to the commercial success of an offering, this process often becomes mired in tactical details and spreadsheet checklists. Most marketers think of launch as an event instead of an opportunity to engage in conversation with their target customers. Unless you are entering a new market, communicating with existing customers should be a priority. Consider who needs to hear about what you are offering and how are you going to reach them. To engage customers in a product launch, social media is a valuable addition to the traditional mix of press releases, emails, newsletters and sales calls. It can be used before, during and after the launch date.
Continue Reading....A “Hail Mary” Approach to Product Launch?
- 18th October 2012
- Jeff Lash
We are well into American football season here in the U.S., and while I'm normally not one for sports metaphors, it struck me that football provides good analogies for how companies bring products to market. Many organizations struggle with product launch, ending up with ineffective and costly go-to-market failures. Similarly, some football teams run too many unsuccessful plays, struggling week after week to make any progress.
Continue Reading....Balancing Campaigns and Launches
- 17th October 2012
- Craig Moore
More and more, we find marketers adopting an integrated campaign strategy to drive increased sales productivity and marketing efficiency. An integrated campaign is built on a business-needs-based theme, and it runs for an extended duration (usually a year). Within the campaign is a series of carefully choreographed reputation, demand creation, sales enablement and market intelligence activities. When multiple products are folded into a single campaign, marketing messages shift from a focus on products, features and benefits to a focus on the relationship between the prospective buyer’s business needs and the value proposition of the campaign’s offerings. They can be more impactful to the business overall, but they do not make the direct product push that product managers are used to.
Continue Reading....A SiriusDecisions Secret to Product Launch Success
- 1st August 2012
- Marisa Kopec
Want to know a secret to product launch success? Create a solution handbook for the offering being launched. And, even though we call it a “solution” handbook, it can be used for a product, service or solution.
Continue Reading....Analyst Briefings: A Big, Scary Tactic?
- 23rd February 2012
- Pat McAnally
Product managers and marketers spend a lot of time obsessing about how to raise awareness and increase market acceptance. But you would be surprised how often one of the most effective tactics, briefing industry analysts, is an afterthought. For B2B organizations, especially in the high-tech market, analysts are the conduit to hundreds of client conversations every year. Yet analyst relations (AR) and PR teams wrestle with their product teams to get them to talk to the analysts. From the resistance, you’d think you were suggesting a scenario like that played out in the horror movie “Snakes on a Plane.”
Continue Reading....Product Investment Decisions: Choosing Enhancements
- 12th January 2012
- Marisa Kopec
The most prominent factor we see being used to prioritize a feature or version upgrade is ROI; namely, which enhancements will make the most money for the company? However, best-in-class ...
Continue Reading....Auditing the Product Launch Process
- 11th February 2011
- Marisa Kopec
SiriusDecisions has found that marketing and sales spending nearly doubles when B2B enterprises are introducing new concepts into a market vs. when they are operating in established markets. We define ...
Continue Reading....Leading High-Performance B-to-B Marketing
Sales Analytics: Measurement that Matters
The Evolution of Demand
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Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
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Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
-
Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
-
Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
-
Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
-
Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
-
Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 8014 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7851 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7491 views
-
Respect Your Competition
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it's important to balance support and bias toward your product with the realities of the marketplace. There's a difference between being a champion for your product and being blind to the market, customer needs and perceptions.
- 22nd May 2013
- Jeff Lash
-
Prepare Your Reps for Improvisation
I recently watched one of my all-time favorite comedies, the 1984 classic This Is Spinal Tap, a “rockumentary” following the fictitious band Spinal Tap as it tours the U.S. desperately looking to regain its lost popularity. Rob Reiner starred and directed a cast that included Harry Shearer, Christopher Guest and Michael McKean, all famous for their comic improvisation. Most of the movie was ad-libbed; the actors were given rough outlines instead of scripts to memorize for their scenes and simply worked off each other. The talent and skill of this ensemble resulted in one very funny movie. The job of sales enablement, to a degree, is to prepare reps for improvisation. I’m not talking about showing up on sales calls and making things up off their top off their heads – but the ability to spontaneously adapt and react to whatever happens on a call and with a buyer.
- 21st May 2013
- Jim Ninivaggi
-
Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science out of this discussion to help you better understand what this stuff is and how it can help you with your work. There are pragmatic ways you can take advantage of these techniques without a staff of scientists.
- 20th May 2013
- Craig Moore
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments