cowboy sales messaging abstract
TRANSCRIPT
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Cowboy Sales Messaging & Ways to Avoid It
Kurt Ballard
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
“90% of marketing
collateral is considered
useless by sales”
Source: Aberdeen
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
The Conflict
RISK 1
Wasted Time!
RISK 2
Lost Sales!
RISK 3
Legal Exposure!
Copyright 2001 – 2009 ZIGZAG Marketing, Inc. All rights reserved
Product Management
Product Management: A Framework For Growing Revenue & Market Share
Solutions Marketing Design/Development/QA Solutions Marketing
AssessMarkets
Create aStrategy
Plan Product Releases
Design & Develop Products
Rollout & Launch Products
Ideas
EmergingTechnologies
Market Drivers
Customer Needs
Segment & SizeMarkets
QuantifyRevenue Potential
AlignObjectives with
Vision
PrioritizeTarget Markets
Map CoreCompetencies toMarket Segments
AnalyzeMarket Trends
and Drivers
AssessCompetition
DetermineMost Viable Markets
IdentifyStrategic Partners
AlignOperational Initiatives
IdentifyRisks
Approve & Communicatethe Strategy
CreateTarget Customer
Snapshot
Validate, Prioritize & Set Scope
Create Product Release Plan
Approve & Communicate
the Plan
Design & Validatethe User Experience
Create Functional / Technical
Requirements
DevelopProduct or Service
Test & AssureQuality
ValidateCommercial Readiness
Release toMarketing / Production
Deliver Sales & Marketing Materials
Deliver Training, Service & Support Materials
TrainSales, Service, Sup
port & Channel
VerifyInfrastructure
Readiness
ExecuteMarketing Plan
RequirementsValue Chain
DefineBusiness
Requirements
CreateProduct & Solution
Roadmap
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Positioning & Messaging Workshops
San Jose – September 3
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Boston – October 1
New York City – October 8