product management in b2b
TRANSCRIPT
Strategy
1. Target user2. Value proposition3. Differentiation4. Customer acquisition5. Monetization6. KPIs
Strategy is iterative in nature.
Strategy
TARGET USER Server/Backup Admin
Ease of use
Features
Cost savings
IT Director
Risk mitigation
Cost savings
Visibility
CIO
Cloud transformation
M&A integration
ROI
Security & Compliance
1
Strategy
VALUE PROPOSITION
What we solve? How we solve?
Problem you are solving
Product Features
2Vs.
Strategy
KPIs
D E A L E R
Demand Efficiency Acquisition Leverage Expansion Retention
# Leads# Meetings# OpportunitiesImpressionsWebsite TrafficPipeline
Cost Per LeadConversion RatiosOpportunities AgeUnit Economics
Quota Attainment6 ARPUChannelInternational
% Cross sell% Upsell
ChurnNPSCSAT
Marketing
Sales
Support
Requirement Definition
MRD PRD Feature brief/ PRFAQ
On-prem SaaS
*MRD – Marketing Requirements Document, PRD – Product Requirements Document, PRFAQ – Press Release/ Frequently Asked Questions
Marketing
TRADE SHOWS/ EVENTS
WEB MARKETING
SALES SUPPORT TOOLS
PUBLIC RELATIONS/ ANALYST/ PRESS
CHANNEL/ PARTNER MARKETING
e.g. TCO/ ROI Calculator
DIRECT MARKETING
Collaterals
Customer presentation
Sales Presentation
TekTalk
Solutions Brief
Datasheet
Green Zone
Door Opener
TCO/ROI Calculator
Whitepaper Whiteboard selling
Sales Guide
Pre-Sales Presentation
Design Guide
Customer References
Competitive Battlecard
Launch Webinar
Sales WebinarTraining Road
show
Lunch-n-Learn
Hands-on Lab
Channel Value Proposition
On-prem SaaS
Customer presentation
Competitive Battlecard
TCO/ROI Calculator
Sales Guide
Documentation Heavy Documentation Light
Customer References
Last Bit of Advice
Keep reinventing yourself every 5 years (for the better).
- Alok Kejriwal (Rodinhood)
References
• The Art of Product Management – Sachin Rekhi
• Rodinhood life lessons – Alok Kejriwal