product marketing framework for product or service launch
DESCRIPTION
A framework to launch a product or a service in either the B2B or B2C space. Shows step-by-step what to do and how to prepare to release a product to the market that's successful from the first day. Also covers 7 lessons learned in launching online products and services in the past.TRANSCRIPT
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 0
Go-To-Market Framework for Product Managers
Janet Jaiswal,
Tealeaf Technology
Sr. Director of Global Product Marketing
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 1 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Agenda
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 1
› Background
› Definition of go-to-market
› A framework
› Lessons Learned
› Q&A
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Products Launched
eBay
PayPal
Infosys
Tech-nologies
TRUSTe
Tealeaf
Janet’s background: 8 products launched, 3 more launches this year
Helped launch catalogs
functionality for buyers and sellers
(books, movies, music and games)
Launched the
PayPal Security
Key to
consumers and
merchants in 3
continents
Launched a mobile
and contact center
product globally to
online businesses.
Three more are
WIP
Launched a mobile and a
service provider data
privacy certification
service to online
businesses
Launched a mobile
product and a service
partnership with Cisco
globally to businesses
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 3 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
•~450 Enterprise Customers
• 7 of the 10 largest US banks
• Increase website and mobile conversion and adoption rates
• Improve customer satisfaction and retention
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Improving online customer relationships
one experience at a time
Tealeaf is the leader in online
customer experience management
• Reduce IT and Support costs
• Improve customer service efficiency
• Founded in 1999 and based in San Francisco, CA
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 4
Hundreds of companies rely on Tealeaf including 30% of the Fortune 100
Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
Including more than 40 P&C Insurance
Companies
Insurance
Including 25% of the leading Travel
Providers & Portals
Travel Financial Services
Including 7 of the 10 Largest U.S. Banks
Telco, Pharma, Utilities, etc. with B2C & B2B Sites
More E-business Leaders Retail
Including 1/3 of all Internet Retailers >
$100M
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 5 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Go-To-Market Framework
5
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 6
Go-To-Market Framework
Develop
Market Plan Execute
Plan Launch Monitor &
Adjust
Requires $$$ to create awareness; Leverage consumer-focused Social media such as Facebook, Twitter, Pinterest B2C
Events and associations; Leverage business-focused social media such as LinkedIn, Twitter, Pinterest etc.
B2B
Encourage trials and endorsements from influential users Product
Use testimonials, case studies and ROI models to prove value Service
Go
-to
-
Ma
rke
t
Ph
as
es
Product
Strategy
Market
Analysis
Strategic Tactical
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 7
Digital Marketing Framework
Develop
Market
Plan
Execute
Plan Launch Monitor &
Adjust
Ma
rke
tin
g
Ph
ases
Product
Strategy Market
Analysis
Strategic Tactical
1. Market problem & business objectives
2. Market size & growth rate
3. Target market characteristics (buyer function, vertical, company size etc.)
4. Competitive analysis
5. Capabilities analysis
6. Build, buy or partner?
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 8
Digital Marketing Framework
Develop
Market
Plan
Execute
Plan Launch Monitor &
Adjust
Ma
rke
tin
g
Ph
ases
Market
Analysis
Strategic Tactical
1. High-level use cases
2. Product positioning
3. Product capabilities analysis (ID unique differentiators)
4. Sales compensation structure
5. Pricing & packaging
6. Product delivery plan & roadmap
7. Sales & revenue forecast
Product
Strategy
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 9
Digital Marketing Framework
Product
Strategy Launch Monitor &
Adjust
Ma
rke
tin
g
Ph
ases
Market
Analysis
Strategic Tactical
1.Develop budget
2.Customer acquisition strategy (trial, direct, indirect
etc.)
3.Online marketing (website, email campaigns)
4.Market awareness & lead generation budget (events, advertising, SEM/SEO, direct media etc.)
5.Social media plan
6.Mobile marketing plan
7.Advertising & direct mail strategy
8.Public Relations & Analyst Relations plan
9.Sales training plan
10.Sales enablement (tools, collaterals)
11.Partners & alliances plan
Develop
Market
Plan
Execute
Plan
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 10
Digital Marketing Framework
Product
Strategy Launch Monitor &
Adjust
Ma
rke
tin
g
Ph
ases
Market
Analysis
Strategic Tactical
1.Execute online strategy (website, analytics, email campaigns)
2.Create sales collaterals, tools, presentations & demos
3.Recruit influencers (social media)
4.Create profile & post on social media (Facebook, Twitter,
Pinterest, blogs, communities, LinkedIn etc.)
5.Create mobile web page, mobile and SMS campaigns /
advertising
6.Perform training (Sales reps, SEs, Support, Prof. services,
Partners)
7.Customer support enablement
8.Brief analysts
9.Execute PR, advertising & partner/alliance plan
Execute
Plan
Develop
Market
Plan
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 11
Digital Marketing Framework
Product
Strategy
Ma
rke
tin
g
Ph
ases
Market
Analysis
Strategic Tactical
1.Launch product/service/program
2.Define metrics
3.Develop dashboard
4.Measure, measure, measure
5.Review results & adjust
6.Readiness for next phase
7.Review budget (plan vs. actual)
Develop
Market
Plan
Execute
Plan Launch Monitor
& Adjust
Metrics:
http://www.marketingsherpa.com/
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 12
Lessons learned the hard way
12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 13 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Seven lessons learned
1. Communicate broadly within your organization
2. Do a beta/trial or phased launch
3. Develop the right message
4. Be a good project manager
5. Measure performance
6. Do not ignore social media or mobile
7. Monitor and adjust strategy after launch
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 14 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #1: Communicate broadly within your organization
Reduce the chance of a stakeholder holding up the launch or reducing its effectiveness by communicating broadly and often
• The goal is to obtain buy-in or some level of ownership for part of the launch so if anything goes wrong, they are more likely to help
• Identify stakeholders
• Communicate key activities to core and extended team, on a regular basis
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 15 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #2: Beta or phase launch, where possible
› A beta or trial allows us to learn about the issues our customers face, what they value and how they view our product. Use it to also test key messages, pricing, features and functionality
• Phone or survey feedback
• Seed references, case studies and early customers
› A phased launch (launch full or partial functionality to a subset of users, usually existing customers, F&F) reduces risk esp. when launching a substantially different product or to a new target vertical or buyer
• AKA “Exclusive sneak peek”, “Invite only” launch
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 16 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #3: Develop the right message
› The right message informs many of your marketing efforts and if done right makes the rest of the work easier.
› The wrong message causes confusion among customers and users and reduces your marketing effectiveness
› Test it
› Test it again
© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 17 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #4: Learn to be a good project manager
When executing a go-to-market plan, good project management can reduce costly mistakes
Develop a plan with inputs from key stakeholders.
Meet regularly with core team
Hold core team and stakeholders accountable
Use milestones to communicate status widely
Identify critical milestones early so you know if your launch date will be impacted
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 18 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #5: Measure performance
› If you don’t have measures in place, how will you know if you have been successful?
• Marketing effectiveness
– # of mentions in key publications
– # of site registrations
– # of product inquiries
– # of webinar attendees
– eMail open rates
– User reviews/ratings, etc.
• Revenue goals
– # of followers, re-tweets etc.
– # of qualified leads
– Quality and size of pipeline
– Sales revenue, etc.
• Review your budget
Good benchmarking sources:
1. Marketing Sherpa
2. Pragmatic Marketing
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 19 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #6: Do not ignore social media or mobile
Social media is time consuming and difficult to measure. If done right, it can lead to success
• There are more channels than time: Social networks, microblogs, blogs, meetups, etc.
• Identify your goals (increase traffic, revenue, search ranking etc.)
• Profile your audience
• Identify which social media channel is most effective for each audience
• Develop a plan to create content and interact regularly with your audience
Mobile is widely adopted; having a mobile presence is a must
• Understand your mobile users with mobile analytics
• Optimize your web site for the small screen
• Explore advertising on mobile or do SMS or MMS campaigns
Social Media marketing certification program
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 20
Bad customer experiences are more dangerous than ever
20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 21
78% of users who
encounter problems completing mobile transactions share those experiences with others
21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 22 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Example: Tealeaf customers assess the following for their mobile channel
› User Behavior • Screens viewed, Referring screen
• Text field, Text Field value
• Touches, Motion
• App launched, Entered background
› Environmental • App version, iOS/Android version,
• Device Model
• Device orientation, IP, Memory
• Connectivity, Carrier, GPS
› Application Health • Exception, Crash
• Server connection success / error
• Detect customers struggling to
change reservation or order
• Isolate by application version, by
error, by input
• Quantify users impacted
• Analyze customer behavior –
sequence of events, screen logs,
server calls
• Search to find other impacted
users
Native Apps Mobile Site Hybrid Apps HTML5
Mobile marketing
certification
program
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 23 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lesson #7: Monitor and adjust strategy after launch
Despite the best planning, some adjustment will have to be made
• What is the feedback from Sales?
• How did campaigns perform against KPIs?
• How did the media respond?
• How did your best customers respond to your new product?
• What are your users saying on social media channels?
• How well did you do against your budget?
• Marketing is about trial and error; it is not an exact science so expect to adjust your go-to-market strategy
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 24
Go-to-Market Strategy Key takeaways for product marketers
24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
If you don’t, your competition will
1. Create a plan before you start
2. Leverage multiple channels
for greater success
3. Test, measure, monitor and
adjust. Then do it again.
4. Don’t forget to market on an
ongoing basis
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Thank You
Janet A. Jaiswal Sr. Director of Product Marketing
Twitter: JanetJaiswal