Download - Product Camp Austin8 2009 Cowboy Messaging
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Cowboy Sales Messaging & Ways to Corral It
Kurt BallardAustin, Texas
August 15, 2009
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
The Setting
Product Background Sales Background
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
“90% of marketing collateral is considered
useless by sales”
Source: Aberdeen
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Cowboy Sales Messaging
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
The Conflict
RISK 1
Wasted Time!
RISK 2
Lost Sales!
RISK 3
Legal Exposure!
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Get on the Same Page
The Resolution
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
1. When do you use it?2. How useful is it?
Marketing Collateral Audit
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Stop Doing List
“…have a ferocious understanding of what you are not going to do.”
- Jim Collins
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
What are the tools that win business?
Top 5
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Focus on Buyer’s Minds
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Easy to Find?
Time-consuming archaeological dig?
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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
Emerging Technologies
Market Drivers
Customer Needs
Segment & Size Markets
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 & Validate the 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
Train Sales, Service, Support
& Channel
VerifyInfrastructure
Readiness
ExecuteMarketing Plan
RequirementsValue Chain
DefineBusiness
Requirements
CreateProduct & Solution
Roadmap
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Summary
1. Marketing Collateral Audit2. Stop Doing List3. Top 5 Tools4. Focus on Buyers5. Collateral Library
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
“Communicate & Coordinate”
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Workshops
Product Positioning & Messaging
• San Jose – September 3• Houston – September 10• Los Angeles – September 24• Boston – October 1• Dallas – October 8• New York – October 15• Orlando – October 21• Tampa – October 22
Market Assessment & Strategic Planning
• San Jose – September 2• Houston – September 9• Los Angeles – September 23• Boston – September 30• Dallas – October 7• New York – October 14• Orlando – October 20• Atlanta – November 11
Register at www.zigzagmarketing.com
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Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Resources for You
Tips & Articles• http://www.zigzagmarketing.com/Tips-Articles/
Webinars• http://www.zigzagmarketing.com/Resources/Webinars.html
Join our Groups• http://www.linkedin.com/e/gis/45904• [email protected]