© 2016 SiriusDecisions. All Rights Reserved
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SiriusDecisions Team
Christina McKeon Service Director, Portfolio Marketing
Jeff Lash VP and Group Director, Go-to-Market
Tyler Anderson Team Leader, Account Management E: [email protected] P: 706-225-5642
© 2016 SiriusDecisions. All Rights Reserved
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Enhance Monitor Launch Build Align Design Discovery
The SiriusDecisions Product Marketing and Management Model A Best-in-Class Framework for Innovating and Marketing B-to-B Offerings
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising
Demand Measurement
Customer Marketing
Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss
Analysis Retention Strategies
Buyer Personas/ Requirements
Market Requirements*
Content Brief*
Content Activation
Buying Cycle Solution Handbook*
Sales Content and Tools
Launch Plan*
Portfolio Architecture
Pricing Product Roadmap* Sales Support Lifecycle Management
Competitive Analysis
User Stories/ Functional Spec*
Demos, Trials Proofs of Concept
Customer Feedback
Enhancement Prioritization
Business Case* (concept)
Product Testing
Future Roadmap*
Field Requirements
Sales Advisory Council Financial Targets Sales
Communications Sales Adoption Retention Programs
Sales Training Pipeline Analytics
Certification Incentives
STRATEGY EXECUTION GROWTH
Prototype Concept Testing
Product Requirements*
Sales Enablement Plan*
Deliverables* Activities
Business Case* (final)
Market Sizing Segmentation
Sales Coverage Strategy
Named Accounts
Territory Alignment
Satisfaction Measurement
Version 3.0
Field Feedback
Competitive Positioning
Channel Partner Strategy
Offering Dashboard*
Launch Dashboard*
Demand Creation
User Personas/ Requirements
Demand Type
Release Readiness
High-Priority Updates
Upsell Cross-sell
References and Advocacy
Influencer Relations
© 2016 SiriusDecisions. All Rights Reserved
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Enhance Monitor Launch Build Align Design Discovery
Benchmarking Audit Functional Performance and Resource Gaps
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising
Demand Measurement
Customer Marketing
Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss
Analysis Retention Strategies
Buyer Personas/ Requirements
Market Requirements*
Content Brief*
Content Activation
Buying Cycle Solution Handbook*
Sales Content and Tools
Launch Plan*
Portfolio Architecture
Pricing Product Roadmap* Sales Support Lifecycle Management
Competitive Analysis
User Stories/ Functional Spec*
Demos, Trials Proofs of Concept
Customer Feedback
Enhancement Prioritization
Business Case* (concept)
Product Testing
Future Roadmap*
Field Requirements
Sales Advisory Council Financial Targets Sales
Communications Sales Adoption Retention Programs
Sales Training Pipeline Analytics
Certification Incentives
STRATEGY EXECUTION GROWTH
Prototype Concept Testing
Product Requirements*
Sales Enablement Plan*
Business Case* (final)
Market Sizing Segmentation
Sales Coverage Strategy
Named Accounts
Territory Alignment
Satisfaction Measurement
Version 3.0
Field Feedback
Competitive Positioning
Channel Partner Strategy
Offering Dashboard*
Launch Dashboard*
Demand Creation
User Personas/ Requirements
Demand Type
Release Readiness
High-Priority Updates
Upsell Cross-sell
References and Advocacy
Influencer Relations
Healthy Questionable
Not Healthy
© 2016 SiriusDecisions. All Rights Reserved
5
Enhance Monitor Launch Build Align Design Discovery
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning Reputation/Advertising
Demand Measurement Customer Marketing
Relative Targeting Messaging Marketing Plan* Thought Leadership Demand Creation Win/Loss Analysis
Retention Strategies
Buyer Personas/ Needs
Competitive Positioning Content Brief* Content Activation References and
Advocacy
Buying Cycle Solution Handbook* Sales Content and Tools
Launch Plan* Influencer Relations
User Personas/ Needs Pricing Product Roadmap* User Stories/
Functional Spec* Sales Support Customer Feedback Lifecycle Management
Portfolio Architecture
Business Case* (final) Product Testing Demos, Trials
Proofs of Concept Satisfaction Measurement
Enhancement Prioritization
Competitive Analysis Release Readiness High-Priority Updates
Future Roadmap*
Field Input Sales Advisory Council Financial Targets Sales
Communications Sales Adoption Retention Programs
Sales Training Pipeline Analytics
STRATEGY EXECUTION GROWTH
Prototype
Concept Testing
Product Requirements*
Sales Enablement Plan*
*Deliverables Activities
Market Sizing Segmentation
Demand Type
Business Case* (concept)
Market Requirements*
Sales Coverage Strategy
Channel Partner Strategy
Named Accounts
Territory Alignment
Launch Dashboard*
Offering Dashboard*
Certification Incentives Field Feedback
Upsell Cross-sell
Version 3.0
The SiriusDecisions Product Marketing and Management Model Topic Coverage
© 2016 SiriusDecisions. All Rights Reserved
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Product Marketing
Enhance Monitor Launch Build Align Design Discovery
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising
Demand Measurement Customer Marketing
Relative Targeting Messaging Marketing Plan* Thought Leadership Demand Creation Win/Loss Analysis
Retention Strategies
Buyer Personas/ Needs
Competitive Positioning Content Brief* Content Activation References and
Advocacy
Buying Cycle Solution Handbook* Sales Content and Tools
Launch Plan* Influencer Relations
User Personas/ Needs Pricing Product Roadmap* User Stories/
Functional Spec* Sales Support Customer Feedback Lifecycle Management
Portfolio Architecture
Business Case* (final) Product Testing Demos, Trials
Proofs of Concept Satisfaction Measurement
Enhancement Prioritization
Competitive Analysis Release Readiness High-Priority Updates
Future Roadmap*
Field Input Sales Advisory Council Financial Targets Sales
Communications Sales Adoption Retention Programs
Sales Training Pipeline Analytics
STRATEGY EXECUTION GROWTH
Prototype
Concept Testing
Product Requirements*
Sales Enablement Plan*
*Deliverables Activities
Market Sizing Segmentation
Demand Type
Business Case* (concept)
Market Requirements*
Sales Coverage Strategy
Channel Partner Strategy
Named Accounts
Territory Alignment
Launch Dashboard*
Offering Dashboard*
Certification Incentives Field Feedback
Upsell Cross-sell
Version 3.0
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Communications
Field Marketing
Global Demand Center Global Campaigns CMO
Marketing Strategy
Marketing Ecosystem: A High-Level Functional View
Brand
Content Operations
Influencer Relations
Social Media
Portfolio Marketing
Audience Framework and
Personas
Messaging and Value Proposition
Product, Solution and Industry Intelligence
Themes
Global Planning
Marketing Mix
PMO
Planned Programs
Best
Pra
ctic
e
Rapid Response
Perpetual Leverage
MAP
Web Sites
Lead Scoring
ABM
Localize EMEA
Sales Enablement
Pipeline Acceleration
ABM
Localize Americas
Sales Enablement
Pipeline Acceleration
ABM
Localize
Asia Sales Enablement
Pipeline Acceleration
Business/Sales
Strategy
Product/ Solution Strategy
Marketing Operations
Accountability
Infrastructure
Enablement
Planning
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
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Master Brand
Business Unit
Industry
Industry Region
Industry
Region
Region Company Buying Center
Persona
Persona
Persona
Region
Company Buying Center
Persona
Persona
Account Buying Center
Persona
Persona
Business Unit
Business Unit
The SiriusDecisions GTM Architecture Model A visual diagram which illustrates how a company will
merchandise its offering portfolio aligned to a target buyer audience.
Audience Framework
Need
Need
Com
mon
Nee
d
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Solu
tion
Buying Scenario
Buyer’s Journey Map
Buying Scenario
Buyer’s Journey Map
Buying Scenario
Buyer’s Journey Map
Offering Map
Need
Need
Need
Buyer’s Journey Map
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
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• \
The SiriusDecisions Persona Framework Align the organization around a common understanding of the target
buyers and their needs to drive best-in-class messaging, content and campaigns.
Functional Attributes
Job Role Common Titles Position on Organizational Chart Buying Center Firmagraphics
Emotive Attributes
Initiatives Challenges Buyer Need Lexicon
Decision Process Attributes
Buyer Role Engagement Level Decision Drivers
Behavioral Attributes
Content Asset Types Interaction Types Watering Holes
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
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Messaging Nautilus Version 2.0 The Messaging Nautilus is a sequential and logical process for
transforming skills in order to create more audience-centric messaging that resonates.
Arc 1: Audience Isolation Isolate the target market segments, buying centers and buyer personas for an offering.
Arc 2: Persona Context Catalog the insights necessary to engineer messaging that resonates with that specific persona. Arc 3: Intent State the messaging intent by demand type and buying scenario.
Arc 4: Value Proposition Craft the core value proposition for the buyer persona.
Arc 5: Inflection Points Catalog the persona’s information requirements by stage.
Arc 6: Narrative Elements Build the narrative elements – the messaging components.
Arc 7: Activation Map the content activation routes and requirements. Arc 8: Blueprint Finalize the messaging for handover to the content activation functions.
Arc 7: Activation Map the content activation routes and requirements.
SiriusPerspective:
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Prioritize launches based on level of impact; for example, is this a new offering launch or simply a version release?
The SiriusDecisions Launch Tier Model
Tier 4
Tier 3
Tier 2
Tier 1 New Offering
Add-on
Version Release
Enhancement
• Add-on module • Service capability • Bundle
• Full point release • Upgrade • Platform upkeep
• New feature • Increased performance • Better capability
• New innovation • New geography • New industry
SiriusPerspective:
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The Buyer-Centric Sales Presentation Framework Portfolio marketers must move outside their comfort zone to own
sales presentation content, increasing sales productivity and efficiency.
Positioning (Vendor) Needs Diagnostics
Business Insights Use Cases, Proof Points
Key Industry Trends and Facts Pain Points
Value Proposition
Challenges, Opportunities
Needs Analysis/Development Qualify
Initiate Decision
Decision: There is a reason for change
Why? Education
Implementation Customer Onboarding
Risk Mitigation Engagement Plan
Business Case, Financial Value
Use Cases, Proof Points
Investment Validation (Against Other Initiatives) References
Propose Solution Decision
Support Decision
Decision: Pursue solution with vendor of choice
Alignment to Challenges Offering Details
Positioning (Offering) Value: Business, Personal, Functional
Transition (Would that help?)
Use Cases, Proof Points
Claim (What if you could...?)
Differentiators (Vendors, In-House, Do Nothing)
Identify Solution Demonstrate Value
Influence Decision
Decision: Which approach to use and which vendor to choose
Sales Process Stages
How? Solution
Who? Selection
Content Purpose
Content Components
Buying Decision
Process Gate
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The Product Marketing Maturity Assessment An Assessment of Functional Competencies
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
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Go-to-Market Strategy Design go-to-market strategy and architecture for the enterprise offering portfolio
Personas and Buyer Insights Understand buyer audiences, including personas, and how they buy to inform campaigns, content and innovation
Messaging and Content Origination Craft audience-centric messaging and value propositions that resonate
Bringing Offerings to Market Improve go-to-market workflow process and take a strategic approach to launch with defined accountability and metrics
Sales Knowledge Transfer Increase sales of the offering via knowledge transfer, content and programs for sellers
Functional Design and Development Build and manage an effective cross-functional portfolio marketing team
Portfolio Marketing Leader Priorities The SiriusDecisions Portfolio Marketing Research and Advisory
Service helps b-to-b portfolio marketing leaders address these top priority initiatives.
© 2016 SiriusDecisions. All Rights Reserved
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Advisory
Our Business
Research-Informed Consulting
Research-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face.
Advisory
Designed for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as-needed access to analysts, and best practice research – including operational models and frameworks.
Research-Enabled Learning
Our learning solutions address practitioners’ skills gaps and extend core concepts across teams to enable consistent execution.
Learning Consul2ng
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How to Use Advisory Brainstorming Generate new ideas around a topic, trend, project, strategy or initiative. Analyst offers new ways of
thinking about an issue or a unique b-to-b perspective.
Planning Scope and set definitions or objectives for a project, or receive guidance on annual planning and budget ideas. Analysts reviews and provides feedback on plan.
Discovery Delve into a topic of interest, usually to learn about an emerging topic or refine understanding of an existing topic.
Problem-Solving Present a problem, get insights into whether other companies are struggling with the same challenge, and get recommendations on how to solve it.
Assessment Review findings from a SiriusDecisions benchmark, process audit, functional competency or maturity assessment. Typically done via multiple inquiries.
Best Practices Learn how best practice organizations are achieving success related to a particular initiative, goal or challenge, and review case studies.
Vendor Insights Get insight into SiriusDecisions’ view of a market or technology category of vendors. Conversely, vendors brief analysts on latest offerings and strategies.
Education Research is presented to the seatholder’s team. Agenda is set in advance and collaboratively. Typically, the format is an internal webinar with Q&A.
Feedback Get feedback on planning templates, organization charts, messaging or tactics, RFP, dashboards, product roadmaps, etc. Usually done via written inquiry.
© 2016 SiriusDecisions. All Rights Reserved
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Product Marketing SiriusPathway™
Launch Plan Is your launch plan built
to align activities to desired outcomes for
each of your audiences?
PMM Model Is your product marketing framework comprehensive enough show your marketers their roles and responsibilities?
Buyer Personas Have you identified and prioritized your personas?
Action Plan & Timeline Is your buyer profile robust, accurate, and based on your buyer personas?
Sales Enablement Have you established a sales enablement plan that optimizes productivity?
© 2016 SiriusDecisions. All Rights Reserved
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Problem Statement Client’s product-centric messaging did not maximize inbound marketing and contributed to limited product launch success. Results New messaging, tools, and system designed around the persona buyer journey.
Use Case: Product to Audience Messaging
+10% Email
orders
-78% Time to market
+53% Web
revenue
+59% Web
visitors
© 2016 SiriusDecisions. All Rights Reserved
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Problem Statement Changing buyer behavior; sales and marketing not aligned on a common approach. Buyer messaging wasn’t compelling. Results Deeper customer understanding, consistency of language, better alignment around common set of customers, common way to speak to buyers.
Use Case: Be!er Alignment Around Target Customers
+20% Number of opportunities
and pipeline value
+100% SQLs YoY
+50% Conversion
YoY
5x YoY • Number of contacts
mapped to persona • Number of contacts
responding to marketing communications
© 2016 SiriusDecisions. All Rights Reserved
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Problem Statement Align the organization to an audience-centric go-to-market approach Results Accelerated go-to-market collaboration and execution among marketing, product and sales teams
Ling Koay Manager of Product Marketing
Use Case: Aligning for Go-to-Market Success
Best Practices 1. Assess current go-to-market
maturity 2. Agree on go-to-market end state 3. Workshop for cross-functional
alignment 4. Identify, assign and address gaps 5. Keep socializing the final model
“The PMM Model gave us the framework to have go-to-market conversations with teams outside our control and achieve alignment together.”
© 2016 SiriusDecisions. All Rights Reserved
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Problem Statement Product marketers acting as downstream administrators of product-focused messaging and launches. Results Product owners now request product marketing input on buyer needs and innovation strategy.
Cameron van Orman Senior VP of Product and Solution Marketing
Use Case: Transforming the Product Marketing Function
Changing the Product Marketing Process Framework • Incubate knowledge transfer to
sharpen skills • Ongoing feedback to put
methodologies into practice • Management reinforcement of
learning
“Product marketers needed to evolve…to add strategic value upstream during the business and product and strategy development portion of the go-to-market process.”
Tier 4
Tier 3
Tier 2
Tier 1
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