product marketing

By: Ateala Management  09-12-2011
Keywords: Management Consulting, product management, product marketing

Ateala Management Inc. | Product Management Consulting | Ottawa » The Two-Word Value Proposition Ateala Management Inc. | Product Management Consulting

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Can you create a two-word phrase that describes your value proposition? Something like ‘Change Ready’ or ‘Threat Resistant’. You should be able to attach them to the end of the phrase ‘Are you …?’ or ‘Is your whatever …’. You then can use phrases that contain these two words when you talk to a prospect or add it to the front page of your web site. Or maybe even trademark it.

The first word needs to describe the problem that you solve or the desired outcome and the second word needs to describe your solution to the problem. The problem, of course, has to be expressed from your target market’s perspective … i.e. it can not be what you do (no one cares about that).

My company – Ateala Management – helps tech companies with their product management issues. Outside of the realm of product management nobody gets this. The usual response is “huh?”. My target companies are those that are just beyond the start-up phase looking to scale their business to the next level. The problem they have is staying focused on meeting their business objectives with all the distractions being thrown at them. What I do is implement systems and processes and educate their staff to focus on making decisions that help in meeting their business objectives. I now ask if  they have an objective-focused business. So my value proposition can be condensed to “objective focused”. Is your business objective focused?

Try it with your product. Can you share your two-word value proposition?

Why do tech companies insist on barfing out their message. It’s like they have to spew out absolutely every competitive threat, differentiator, techo-wizardry, benefit, target customer in one single breath. No wonder nobody understands what they do and what value they provide. Just stop it!

The net result is that product marketing (and product management) teams will have the ability to engage customers early and often throughout the project which will increase the chances of a successful product (or release) launch. In other words, by engaging customers during the project, they will feel like they helped shape the release (or capability or feature) and so will be in a better position to talk to the press and industry analysts. They will also help you with your messaging, i.e. they will provide with real value statements.

Keywords: Management Consulting, Marketing Teams, product management, product marketing,

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The net result is that product marketing teams will have the ability to engage customers early and often throughout the project which will increase the chances of a successful product launch. The underlying goal is that the development team needs to understand what it is that needs to be built so that they can come up with a design and an estimate for effort and risk.


09-12-2011

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The net result is that product marketing teams will have the ability to engage customers early and often throughout the project which will increase the chances of a successful product launch.


09-12-2011

Ateala Management Inc. | Product Management Consulting

Whether they are small, medium or large or a startup, failure to achieve this will have dire impact on the organization – unsatisfied customers, inability to expand within existing and into new markets – affecting revenue and market share. Definition and implementation of a product management process focused on meeting your business needs and the dynamics of your market for either on-Premise or Software-as-a-Service delivery models.


09-12-2011

Ateala Management Inc. | Product Management Consulting | Ottawa » Technorati Claim Code Ateala Management Inc. | Product Manageme

I envision that the association meetings would be on a monthly basis somewhere in the city with guest presenters or a panel discussion related to product management. To all you product managers in the Ottawa area … I’m interested in determining who would participate in an Ottawa Product Management Association. The goal is to help enrich each other in the practice of product management and to network.