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Building a Weatherproof Framework - How to Survive the Product Launch Storm in a New Market

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people.  It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day.

Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development.

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Building a Weatherproof Framework - How to Survive the Product Launch Storm in a New Market

  1. 1. Natalia Godyla Building a Weatherproof Framework: How to Survive the Product Launch Storm in a New Market
  2. 2. Tabletop Exercises ● Have you ever experienced a similar scenario? ● What additional challenges would you anticipate? ● How do you remediate the challenge? © Copyright 2019 Natalia Godyla
  3. 3. Tabletop Exercise #1 Sales Enablement • You have been in the business of selling IT software for 20+ years, and are now moving into cybersecurity. • You have a seasoned sales team that is more familiar with selling storage than data security, and don’t have relationships with the new target persona. • The initiative included hiring security specialist salespeople, which led to a mixed level of expertise for sales enablement. • You don't have buy-in from key sales leaders on pushing their team to shift to security selling. 01 © Copyright 2019 Natalia Godyla 1 3 5 2 4
  4. 4. Tabletop Exercise #2 Product Development • You are in a growth-stage company expanding its strategy to a new market. • The engineering team is strapped, and launch deadlines run up against development. • You find out feature-level information only a couple weeks before the launch and have to remain agile throughout the process. • This includes managing communication of relevant changes to your marketing and sales teammates (content, demand gen). 02 © Copyright 2019 Natalia Godyla The picture can't be displayed. 1 3 5 2 4 6
  5. 5. Tabletop Exercise #3 Sales Motion & Product Positioning • Your sales reps are used to selling use cases (ie. everything under the sun with the help of professional services). • The sales team is reluctant to sell a new product with a defined feature set, making it difficult to maintain momentum, while also narrowing scope. • On the other hand, the executive-suite is a pushing towards a product sell to reduce costly PS. 03 © Copyright 2019 Natalia Godyla 1 3 5 2 4 6
  6. 6. 1 3 5 2 4 6 Tabletop Exercise #4 Messaging • Your brand is globally known for financial consulting, and all top-level messaging is indicative of it. • The product-level messaging for your new GRC platform targets a different audience (compliance), with a different message. • There is no larger initiative to shift messaging in the near term. • Many of the marketing stakeholders are unfamiliar with the new space. 04 © Copyright 2019 Natalia Godyla
  7. 7. 1 3 5 2 4 6 Tabletop Exercise #5 Competitive Positioning • You are still in growth stages, and are slowly getting brand recognition. • Market entry is validated by several big competitors entering the market at once. • The new competitors are starting to show up in your accounts and prospecting. • In addition, there is a large competitive landscape, making it difficult to show differentiation. 05 © Copyright 2019 Natalia Godyla
  8. 8. Natalia Godyla Thank you!