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
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
The Setting
Product Background Sales Background
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.
Cowboy Sales Messaging
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
The Conflict
RISK 1
Wasted Time!
RISK 2
Lost Sales!
RISK 3
Legal Exposure!
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Get on the Same Page
The Resolution
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
1. When do you use it?2. How useful is it?
Marketing Collateral Audit
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
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
What are the tools that win business?
Top 5
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Focus on Buyer’s Minds
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Easy to Find?
Time-consuming archaeological dig?
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
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Summary
1. Marketing Collateral Audit2. Stop Doing List3. Top 5 Tools4. Focus on Buyers5. Collateral Library
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
“Communicate & Coordinate”
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
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]