June 25, 2017

Webcast – Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do!

Date:  Dec 11, 1:00 PM CT

The Product Marketer is responsible for ensuring demand for a product in the market, and part of that responsibility is “guiding” marketing programs that will drive that demand.  Without a clear understanding of the Product Marketer’s role in demand generation, demand generation programs too often lack clarity and focus and deliver marginal results.  But what does this really mean for the Product Marketer?  What must the Product Marketer know and be able to do to effectively drive demand?

In this webinar, you’ll learn:

  • A clear definition of Product Marketing’s role in demand generation
  • How Product Marketing interfaces with the rest of the marketing organization
  • How to define program goals
  • How to determine the best methods of customer acquisition
  • How to define program metrics and monitor the marketing and sales funnel

Webcast – Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel For Success

Date:  November 19, 12pm CT

Too often, those of us in the product marketing role are not doing enough to help our sales team or sales channel be successful.  Our typical approach to helping is to provide a new salesperson with some marketing collateral and a product presentation and then wish them luck as they look for prospects and try to close deals with anyone that listens.  This approach is sufficient for the star salespeople as they intuitively know how to talk with the right potential buyers about their problems and then show these buyers how to solve these problems with their products or services.  But unfortunately, this only represents about 20% of salespeople.  The other 80% of sales people need more training and coaching to be successful and we as product marketers need to help them be successful.  This is the process of “Sales Enablement”.

What happens when we don’t engage in the sales enablement process?  Sales people pursue opportunities that don’t fit well with your solution, speak with the prospects that aren’t really decision makers, sell solutions that you don’t really have and the list can go on.  But the overall resulting impact is wasted time and effort in pursuing the wrong opportunities, confusion in the market place and poor sales results.

In this webinar, you’ll learn how to create a Sales Enablement program that will make your sales channel significantly more productive and close better deals faster for your products.

In this webinar, you’ll learn:

  • Why the typical approach to enabling sales doesn’t work.
  • The key goals of a successful Sales Enablement program.
  • The core tools you need to develop to effectively enable your sales channel.
  • Best practices to make sure the Sales Enablement program is effectively implemented.

 

The Strategic Role of Product Management & Product Marketing in Driving Product Revenue & Success – April 23, 2015

Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control.  You can’t own success because sales might not do a good job of selling your product!  You can’t own success because engineering might develop a poorly performing product!  You can’t own success because you can’t get the support from management to commit the right resources!  And the list goes on.   While bad Product Managers/Marketers continue to complain about these limitations, Good Product Managers & Marketers become Strategic and take ownership of the success of their products.

In this webinar, Tom Evans shares his insight on specific actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.

Key Takeaways from participating in this webinar:

    • Understand six key indicators that a Product Manager or Product Marketer is being tactical and not strategic.
    • Identify the key differences between Bad and Good Product Managers & Product Marketers
    • Learn the Strategic and Executional Levers of Control you can use to make your Product Management or Product Marketing role a stronger driver of product success.

 

Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do!

The following presentation is from my AIPMM Webinar deliver on Feb 14, 2014.

The Product Marketer is responsible for ensuring demand for a product in the market, and part of the responsibility is “guiding” marketing programs that will drive that demand. Without a clear understanding of the Product Marketer’s role in demand generation, demand generation programs too often lack clarity and focus and deliver marginal results. But what does this really mean for the Product Marketer? What must the Product Marketer know and be able to do to effectively drive demand?

In this webinar, you’ll learn:

  • A clear definition of Product Marketing’s role in demand generation
  • How to define program goals
  • How to determine the best methods of customer acquisition
  • How to define program metrics and monitor the marketing and sales funnel