product excellence 2014 earnix (approved for release)
Post on 14-Jul-2015
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The Force of creating
Direct Customer Relationships from End User to CEO
Aviv Cohen VP Products and Marketing
EARNIX
Years in the trenches
• 15 years of building products
• Some of which are selling strong to date
• I did a lot of experiments
• …some worked
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Acknowledge the Barriers
Corporate barriers
Sales / Account managers
Travel budgets
Personal barriers
Fear
Uncertainty
Doubt
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All you need is
1. Integrity – you’re there to help them, don’t sell
2. Product knowledge – know your system
3. Market knowledge – a broader perspective
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Tips – Getting the Access
Tag along your CEO
Leverage your board members
Create a customer advisory board
Coordinate a roadmap roadshows
Leverage the VP Marketing / Community Manager
Direct approach (leverage the PA)
Conferences
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Tips – Running the Meeting
Agenda: e.g. roadmap, market trends, or specific solution
A little small talk, then straight to the point
Verify and address the customer challenges
Share market information, disruptive trends
Finally – ask 1,2 questions you need answers to
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Company has over $20B in marketing cap
Approached: Chief Actuary (20 yrs experience)
Worked in many of the prime insurers in Europe
We needed to create UI to a new product that models the customer risk analytics process and practices
Recipe:
1 Long & trusted relationship
3 meetings x 2 hours each
Shake well, serve with an olive
Results: PRD defined & verified
Case Study - Financial Arm of a UK Retailer
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PRD
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Case Study – Mellanox UFM Software
• Network Provisioning Product wasn’t selling
• Product Manager (Tom Thirer, Mellanox) went on an ‘around the world in 80 days’ tour
• Sit down with >10 customers
• Thru Europe and US
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Priceless Input
Vertical A Vertical B Vertical C
Monitoring & Root cause analysis
Device Management
Fabric Provisioning
• Result: shift from Provisioning to Monitoring
• Over 100,000 licenses to date and counting
• Couldn’t have done it without that input
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