Market plans cannot be static documents that stop with capturing well-known facts or assumptions about the market. We need to ensure that we use them dynamically to identify not just true opportunities, but threats and constraints too.
Read More >>Most Product companies tend to align Product Marketing to the Corporate Marketing function or the Sales organization. However, Product Marketing is a strategic function and needs to participate right at the early stages of the Product evolution cycle.
Read More >>With social media, we are witnessing the rise of an entirely new mode and level of engagement; one that has become “normal” in a very short time. How can we participate in and use this new engagement model to meet business objectives?
Read More >>For many high-tech firms, Positioning is often indistinguishable from a collection of product features. Customers however choose benefits, not features, and attributes beyond products such as corporate reputation and ease of doing business play a critical role too.
Read More >>Client acquisition strategy is more than building a pipeline. With a direct impact on profitability and cash flow, client acquisition can define whether your product makes it past early stage to address a significant part of the market.
Read More >>While product improvements are essential, incremental innovation in the form of minor changes to existing product lines cannot lead to significant and sustainable opportunities.
Read More >>Innovation by chance cannot sustain growth and profitability in the long run. We need an extreme push to break through to new opportunities, dropping our uncontested beliefs along the way.
Read More >>
