The Quest to be Market-driven Transcript

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Transcript from June 27/28, 2011 The Quest to be Market-driven: What product managers and product marketers need to do to become the customers’ advocate Global Product Management Talk with Mike Gospe

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ProdMgmtTalk Never participated in a twitter chat? FAQs - http://bit.ly/i88OuC Join us! How to participate in Global Prod Mgmt Talk http://bit.ly/i3f5Q7 ProdMgmtTalk Get ready! Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtag prodmgmttalk #prodmgmttalk ProdMgmtTalk Discussion questions from each talk http://on.fb.me/fFRi7b Today’s questions: http://on.fb.me/lXVEyX ProdMgmtTalk Please introduce yourself & where you're from when you come in! cindyfsolomon NOTE: Today's speaker, @Mikegospe is tweeting as @prodmgmttalk today to guarantee you see his tweets! http://bit.ly/kn5C0e -3:32 PM Jun 27th, 2011 ProdMgmtTalk Hi! This is @mikegospe preparing for today's Global Product Management Talk: The Quest 2B Market Driven-today at 4pm, pacific -3:36 PM Jun 27th, 2011 brainmates My little #prodmgmt vitamin pill for the week. Join us in 20 minutes for a session with @mikegospe The quest to be mkt driven -3:41 PM Jun 27th, 2011 gander2112 Yay, made it home in time! -3:50 PM Jun 27th, 2011 cindyfsolomon Product Management Tip Of The Day Contest http://conta.cc/iDolT0 -3:52 PM Jun 27th, 2011 cindyfsolomon Prequel to today's talk w @mikegospe tweeting as @prodmgmttalk http://bit.ly/jZ9ISc -3:55 PM Jun 27th, 2011 ProdMgmtTalk Today's topic: Quest 2B Market-driven on best practices discussed here: http://marketinghighground.wordpress.com -3:55 PM Jun 27th, 2011 cindyfsolomon 2 minutes to go for today's Quest 2B Market-driven: best practices discussed here: http://bit.ly/iDpyCG @mikegospe brainmates Getting ready for weekly dose of #prodmgmt. On skype with @cindyfsolomon and @mikegospe -3:59 PM Jun 27th, 2011 theresepadilla Join me at "Global Product Management Talk @ProdMgmtTalk " on Jun 27th. RSVP at http://twvt.us/prodmgmttalk #twvt -3:59 PM Jun 27th, 2011 cindyfsolomon Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtag -4:00 PM Jun 27th, 2011

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gander2112 Showtime! Geoff Anderson from Tucson is here! (113F outside right now) -4:01 PM Jun 27th, 2011 brainmates @gander2112 Thanks for joining! Good start to the week for you guys in the US -4:01 PM Jun 27th, 2011 ProdMgmtTalk hi everyone! I'm looking forward to participating and learning from everyone. @mikegospe -4:02 PM Jun 27th, 2011 brainmates This week @mikegospe is tweeting using @prodmgmttalk -4:02 PM Jun 27th, 2011 StacyLeidwinger Hi All! Stacy Leidwinger, Sr. Dir Prod Mgmt with @Vivisimo_Inc here! #ProdMgmtTalk -4:02 PM Jun 27th, 2011 brainmates Hello everyone its Adrienne here in Sydney, Principal consultant at brainmates -4:02 PM Jun 27th, 2011 gander2112 Ready for the best hour of my week -4:03 PM Jun 27th, 2011 ErikaLAndersen Hi all! Erika Andersen from Salt Lake checking in -4:03 PM Jun 27th, 2011 StefanieM Hi Everyone! Looking forward to today's chat at -4:03 PM Jun 27th, 2011 brainmates Intro speaker @mikegospe (tweeting as@prodmgmttalk today): accomplished leader, marketing strategist and corporate executive -4:04 PM Jun 27th, 2011 brainmates Intro speaker @mikegospe : co-founder of KickStart Alliance, a sales and marketing leadership consulting team -4:05 PM Jun 27th, 2011 brainmates Intro speaker @mikegospe: drives integrated marketing & voice-of-the customer programs -4:05 PM Jun 27th, 2011 brainmates Intro speaker @mikegospe: the author of "The Marketing High Ground" and “Marketing Campaign Development“ -4:06 PM Jun 27th, 2011 ProdMgmtTalk The quest 2b market driven starts by becoming a "customer advocate" @mikegospe -4:06 PM Jun 27th, 2011 brainmates Lets start Q1. What do product managers & product marketers need to do to earn a seat at their company's leadership table? -4:06 PM Jun 27th, 2011 cindyfsolomon Discussion questions from each talk http://t.co/gYJa4tT Today’s questions: http://t.co/vgEfonA -4:07 PM Jun 27th, 2011













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ProdMgmtTalk When a mrkter or prod mgr understands the market so well, they become acknowledged and valued internally as a "cust advocate" -4:08 PM Jun 27th, 2011 StacyLeidwinger A1: Must be strategic & thought leaders. Should offer insights into unmet need of cust based on knowing mrkt -4:08 PM Jun 27th, 2011 gander2112 A1 - Depends. is there a history of PM/PMK or not? Where do they report? History of success? (product dev/launch/mkt win)? -4:08 PM Jun 27th, 2011 ErikaLAndersen Hey, just to confirm...Cindy is tweeting only as@cindyfsolomon, and tweets from @prodmgmttalk are from@mikegospe -4:09 PM Jun 27th, 2011 gander2112 A1: Good point Mike. Bringing credible, actionable input from market & customers is an onramp -4:09 PM Jun 27th, 2011 StacyLeidwinger Must be more than marcom > how cust use the prod daily, possibilities wth engineering, competitive landscape ... -4:09 PM Jun 27th, 2011 cindyfsolomon RT @ErikaLAndersen: YES! Cindy is tweeting only as @cindyfsolomon, and tweets from @prodmgmttalk are from@mikegospe -4:09 PM Jun 27th, 2011 ProdMgmtTalk Yes! RT @StacyLeidwinger: Must b strat & thought leaders. Should offer insights into unmet need of cust based on knowing mrkt -4:10 PM Jun 27th, 2011 brainmates YES! RT @ErikaLAndersen: Hey, just to confirm...Cindy is tweeting as @cindyfsolomon, & tweets fr @prodmgmttalk r fr@mikegospe -4:10 PM Jun 27th, 2011 StacyLeidwinger RT @gander2112: A1: Good point Mike. Bringing credible, actionable input from market & customers is an onramp -4:10 PM Jun 27th, 2011 CollegeChat RT @cindyfsolomon: List of twitter chats: 400 plus and growing! Twitter Chat Schedule http://bit.ly/dJVfHk #collegechat -4:10 PM Jun 27th, 2011 gander2112 RT @StacyLeidwinger: Must be more than marcom - Very very true. It isn't really communications. -4:10 PM Jun 27th, 2011 ProdMgmtTalk This is where marketers can really earn their seat at the leadership table - by understanding the market & sharing knwldge -4:11 PM Jun 27th, 2011






































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ProdMgmtTalk Often, engineering/sales view marketing as overhead and only tactical. We can add to our value by being a "cust advocate" -4:12 PM Jun 27th, 2011 StacyLeidwinger Hi Erika :) RT @ErikaLAndersen: Hi all! Erika Andersen from Salt Lake checking into -4:12 PM Jun 27th, 2011 gander2112 A1: PM/PMK really needs to have the customer angle, AND the business acumen to back it up. Big task, not for faint of heart -4:12 PM Jun 27th, 2011 StefanieM A1: must be able to bring the customer's voice to the table and be able to align it with internal resources and strategy -4:12 PM Jun 27th, 2011 theresepadilla In my opinion leadership is about decisions, and as a pm, making solid decisions for the company will get you a seat -4:12 PM Jun 27th, 2011 StacyLeidwinger RT @ProdMgmtTalk: Often, eng/sales view marketing as overhead and only tactical. Add to our value by being a "cust advocate" -4:12 PM Jun 27th, 2011 gander2112 RT @ProdMgmtTalk: Often, engineering/sales view marketing as overhead and only tactical. - sad but true. Need to fight this -4:13 PM Jun 27th, 2011 ProdMgmtTalk There are 3 best practices to help marketers make this tangible: personas, positioning statements, messaging -4:13 PM Jun 27th, 2011 campusexplorer RT @CollegeChat: RT @cindyfsolomon: List of twitter chats: 400 plus and growing! Twitter Chat Schedulehttp://bit.ly/dJVfHk #collegechat -4:13 PM Jun 27th, 2011 ErikaLAndersen And bringing that input in terms they understand RT @gander2112: A1: Bringing credbl, actionbl inpt fr mrkt & cust is onramp -4:13 PM Jun 27th, 2011 brainmates A1: Bringing mkt insights is 1 aspect but also other aspects - financial acumen, input into corporate strategy -4:13 PM Jun 27th, 2011 ProdMgmtTalk Right on! RT @ErikaLAndersen: And bringing that input in terms they understand RT @gander2112: Bringing credbl, actionbl inpt -4:14 PM Jun 27th, 2011 ErikaLAndersen Hi again! RT @StacyLeidwinger: Hi Erika :) RT@ErikaLAndersen: Hi all! Erika Andersen from Salt Lake -4:14 PM Jun 27th, 2011
























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gander2112 Amen. It isn't enuf as you say. RT @brainmates: A1: Bringing mkt insights is 1 aspect -4:14 PM Jun 27th, 2011 StefanieM @brainmates yes, definitely need to tie metrics to market insights -4:14 PM Jun 27th, 2011 brainmates Moving on to Q2. How many of you use personas in your developing product use cases? -4:15 PM Jun 27th, 2011 gander2112 No engineer I ever took on a VoC visit ever doubted the value or the information again. Sold for life -4:15 PM Jun 27th, 2011 ProdMgmtTalk Bravo! RT @gander2112: No engineer I ever took on a VoC visit ever doubted the value or the information again. Sold for life -4:15 PM Jun 27th, 2011 newlogicusa RT @brainmates: Moving on to Q2. How many of you use personas in your developing product use cases? -4:15 PM Jun 27th, 2011 gander2112 A2: <raises hand> Often need to be a one man band on the importance early in a project tho -4:15 PM Jun 27th, 2011 ErikaLAndersen Yes! RT @gander2112: No engineer I ever took on a VoC visit ever doubted the value or the information again. Sold for life -4:15 PM Jun 27th, 2011 charlieoliver @gander2112 VoC visit? -4:16 PM Jun 27th, 2011 StacyLeidwinger +1 RT @gander2112: A2: <raises hand> Often need to be a one man band on the importance early in a project tho -4:16 PM Jun 27th, 2011 brainmates More to A1.... I don't think PMs can always rely on just bringing mkt insights. We need to bring more to the table -4:16 PM Jun 27th, 2011 Macmyday Heya, ers! Sorry I'm late today... -4:16 PM Jun 27th, 2011 gander2112 @charlieoliver @gander2112 Voice of Customer - a structured meeting to identify needs and problems. Not a problem solving trp -4:16 PM Jun 27th, 2011 ProdMgmtTalk VoC = voice of the customer -- a type of informal (or formal) market research to better understand the customer -4:16 PM Jun 27th, 2011


















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cindyfsolomon NOTE: Today our speaker @mikegospe is tweeting as @prodmgmttalk today to guarantee visibility! -4:17 PM Jun 27th, 2011 brainmates A2: We not only use personas but we spend time verifying our assumptions by testing personas in market -4:17 PM Jun 27th, 2011 ErikaLAndersen Personas crucial for user-experience designers RT@gander2112: A2: Often must be 1-man band on importance early in project -4:17 PM Jun 27th, 2011 charlieoliver @gander2112 Ah, much what I imagine, fantastic concept. -4:18 PM Jun 27th, 2011 gander2112 A2: I do find myself revisiting, refreshing, and enhancing personas as the project evolves -4:18 PM Jun 27th, 2011 ProdMgmtTalk A "persona" is representation of a real user/buyer. A persona illustrates a real market segment -4:18 PM Jun 27th, 2011 aussiegoldy @cindyfsolomon Sorry, about to speak at a conference. Hopefully will be at next week! -4:18 PM Jun 27th, 2011 brainmates RT @gander2112: A2: I do find myself revisiting, refreshing, and enhancing personas as the project evolves -4:18 PM Jun 27th, 2011 ProdMgmtTalk A "persona" is a tool that helps marketers and prod mgrs EMPATHISIZE with a target market @mikegospe -4:18 PM Jun 27th, 2011 gander2112 @aussiegoldy Have fun! -4:18 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: A "persona" is representation of a real user/buyer. A persona illustrates a real market segment -4:18 PM Jun 27th, 2011 StacyLeidwinger RT @ProdMgmtTalk: A "persona" is a tool that helps marketers and prod mgrs EMPATHISIZE with a target market@mikegospe -4:19 PM Jun 27th, 2011 charlieoliver @ProdMgmtTalk Thank you for clarifying, read my mind on that one, question answered before assked! -4:19 PM Jun 27th, 2011 ErikaLAndersen Good luck! RT @aussiegoldy: @cindyfsolomonSorry, about to speak at conference. Hopefully will be at next week! -4:19 PM Jun 27th, 2011






















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ProdMgmtTalk Here's the deal: whoever understands the customer best, wins! @mikegospe -4:19 PM Jun 27th, 2011 ErikaLAndersen Yes! RT @ProdMgmtTalk: A "persona" is a tool that helps marketers and prod mgrs EMPATHISIZE with a target market@mikegospe -4:19 PM Jun 27th, 2011 StacyLeidwinger Absolutely!!!! RT @ProdMgmtTalk: Here's the deal: whoever understands the customer best, wins! @mikegospe -4:19 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: Heres the deal: whoever understands the customer best, wins! @mikegospe -4:19 PM Jun 27th, 2011 gander2112 Usually. Execution counts too RT @ProdMgmtTalk: Heres the deal: whoever understands the customer best, wins!@mikegospe -4:19 PM Jun 27th, 2011 ProdMgmtTalk The resource library on personas, with examples.http://tinyurl.com/4xn3j4d @mikegospe -4:19 PM Jun 27th, 2011 Jim_Holland Jim Holland I tend to agree, Often its not just the customer you have to understand, its the user experience & data found in personas ErikaLAndersen +1 RT @gander2112: Usually. Execution counts too RT @ProdMgmtTalk: Whoever understands the customer best, wins! @mikegospe -4:20 PM Jun 27th, 2011 cindyfsolomon Welcome @Macmyday @charlieoliver@newlogicusa @campusexplorer @StefanieM @theresepadillaWe're on Q2: using personas -4:20 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: The resource library on personas, with examples. http://tinyurl.com/4xn3j4d @mikegospe -4:20 PM Jun 27th, 2011 charlieoliver @gander2112 @ProdMgmtTalk @mikegospe I guess the assumption is that you can _use_ the information gathered effectively! -4:20 PM Jun 27th, 2011 ProdMgmtTalk While "execution" does indeed count, if the persona is wrong, the marketing investment will only be sub-standard -4:21 PM Jun 27th, 2011 brainmates True! RT @charlieoliver: I guess the assumption is that you can _use_ the information gathered effectively! -4:21 PM Jun 27th, 2011

























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ErikaLAndersen Key is developing that empathy. View world as customer actually does, not how you hope they do -4:21 PM Jun 27th, 2011 rcauvin #prodmgmt is about enabling product decisions informed by market understanding & marketing principles. #prodmgmt -4:21 PM Jun 27th, 2011 StacyLeidwinger RT @rcauvin: #prodmgmt is about enabling product decisions informed by market understanding & marketing principles. -4:22 PM Jun 27th, 2011 brainmates Nice RT @rcauvin: #prodmgmt is about enabling product decisions informed by market understanding & marketing principles. -4:22 PM Jun 27th, 2011 ProdMgmtTalk I've seen 2 many marketing teams waste $ by shifting campaigns 2 often because they don't understand the persona -4:22 PM Jun 27th, 2011 cindyfsolomon "@rcauvin is like a knight in shining armor - always stepping in to save the day!" says @brainmates on skype.... -4:22 PM Jun 27th, 2011 gander2112 Indeed - hard 2 fix RT @ProdMgmtTalk: While "exec" does cnt, if the persona is wrong, the mktg investment will only be sub-std -4:23 PM Jun 27th, 2011 cindyfsolomon Moving on to Q3. What are the most common challenges you confront when developing a positioning statement for your product? -4:23 PM Jun 27th, 2011 ProdMgmtTalk Yes! RT @brainmates: Nice @rcauvin: #prodmgmt is about enabling prod decisions informed by mkt understanding & mkting princ -4:23 PM Jun 27th, 2011 ErikaLAndersen Nice! RT @cindyfsolomon: "@rcauvin is like a knight in shining armor - always stepping in to save the day!" says@brainmates -4:23 PM Jun 27th, 2011 rcauvin VOC is essential input into market understanding &#prodmgmt. Also need to apply strategic marketing principles. -4:23 PM Jun 27th, 2011 gander2112 Ditto here. But they ply ignorant 2 RT@ProdMgmtTalk: Ive seen 2 many marketing teams waste $ by shifting campaigns 2 often -4:23 PM Jun 27th, 2011 ProdMgmtTalk RT @rcauvin: VOC is essential input into market understanding & #prodmgmt. Also need to apply strategic marketing principles. -4:24 PM Jun 27th, 2011







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johncass RT @brainmates: RT @ProdMgmtTalk: The resource library on personas, with examples. http://tinyurl.com/4xn3j4d @mikegospe -4:24 PM Jun 27th, 2011 gander2112 A3: Lack of knowledge of "real" customers. Too easy to abstract too far. -4:24 PM Jun 27th, 2011 cindyfsolomon Q3: common challenges on positioning statement: that it get buy in, reflect the entire market oppty & not just prod/feature -4:24 PM Jun 27th, 2011 ProdMgmtTalk A3: a "positioning statement" that I use is a simple fill in the blanks sentence @mikegospe -4:25 PM Jun 27th, 2011 gander2112 A3: Haphazard or simplified personas. Not enough knowledge of market. Listening to sales too closely -4:25 PM Jun 27th, 2011 brainmates @johncass Join us for our weeklyy #prodmgmt chat. This week with @mikegospe -4:25 PM Jun 27th, 2011 ProdMgmtTalk A3: What is a positioning statement? Here’s a proper definition: http://tinyurl.com/67v2keh -4:26 PM Jun 27th, 2011 gander2112 A3: Know your customers' customer -4:26 PM Jun 27th, 2011 cindyfsolomon Welcome @johncass! Our speaker @mikegospetweeting from @prodmgmttalk Today's Questions: http://on.fb.me/lXVEyX now on Q3 -4:26 PM Jun 27th, 2011 StacyLeidwinger A3: Ensuring it shows bus value – not just where it fits overall cust landscape but what quantifiable value prod will deliver -4:26 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: A3: What is a positioning statement? Here’s a proper definition: http://tinyurl.com/67v2keh -4:26 PM Jun 27th, 2011 ProdMgmtTalk A3: To (persona), the (product) is the one (category), that (offers benefit), unlike (competition) @mikegospe -4:26 PM Jun 27th, 2011 ErikaLAndersen Yes! RT @gander2112: A3: Know your customers customer -4:26 PM Jun 27th, 2011 StacyLeidwinger Excellent advice RT @gander2112: A3: Know your customers customer -4:26 PM Jun 27th, 2011 rcauvin A3: Biggest & most important challenge is narrowing the focus. Own 1 word/idea in the mind of customers #prodmgmt -4:26 PM Jun 27th, 2011





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cindyfsolomon RT @ProdMgmtTalk: A3: What is a positioning statement? Here’s a proper definition: http://tinyurl.com/67v2keh -4:26 PM Jun 27th, 2011 Macmyday A3: Making the rest of the business truly understand the product, getting input from stakeholders, getting accurate cost est's -4:27 PM Jun 27th, 2011 AndreaMoe RT @ProdMgmtTalk: A "persona" is a tool that helps marketers and prod mgrs EMPATHISIZE with a target market@mikegospe -4:27 PM Jun 27th, 2011 cindyfsolomon RT @ProdMgmtTalk A3: To (persona), the (product) is the one (category), that (offers benefit), unlike (competition) @mikegospe -4:27 PM Jun 27th, 2011 charlieoliver @ProdMgmtTalk @mikegospe Thank you for sharing that! -4:27 PM Jun 27th, 2011 ProdMgmtTalk Yes! RT @rcauvin: Big & most important challenge is narrowing the focus. Own 1 word/idea in the mind of customers#prodmgmt -4:27 PM Jun 27th, 2011 cindyfsolomon Welcome @AndreaMoe ! -4:27 PM Jun 27th, 2011 ProdMgmtTalk Insights on positioning: a fun example on “when is a television not a television?”: http://t.co/ckv2Aii -4:28 PM Jun 27th, 2011 rcauvin A3: Best positioning is rooted in prospect problems determined from VOC but has a single theme tying them together. #prodmgmt -4:29 PM Jun 27th, 2011 cindyfsolomon Welcome @Travis_Arnold ! http://www.prodmgmttalk.com Quest to be Market Driven Questions: http://on.fb.me/lXVEyX -4:29 PM Jun 27th, 2011 charlieoliver @gander2112 The corp mission statement? Of who? -4:29 PM Jun 27th, 2011 Macmyday RT @StacyLeidwinger A3: Ensuring it shows bus value – not just cust landscape but what quantifiable value prod will deliver -4:29 PM Jun 27th, 2011 ProdMgmtTalk A3: Positioning statements r about "Aha!" moments:http://tinyurl.com/43d8v83 @mikegospe -4:29 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: A3: Positioning statements r about "Aha!" moments: http://tinyurl.com/43d8v83 @mikegospe -4:30 PM Jun 27th, 2011











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rcauvin A3: Ries & Trout say: "Create a new product category and be the first or best in it." #prodmgmt -4:30 PM Jun 27th, 2011 StefanieM A3: the more specific the better. too abstract and high level statements are easily ignored -4:30 PM Jun 27th, 2011 gander2112 @charlieoliver Your company. If you let your marcom people own positioning, they fall back to that (unless they are savvy) -4:30 PM Jun 27th, 2011 ProdMgmtTalk A3: Positioning statements are internal tools used to guide prod decisions. It is not a message to end customer. -4:30 PM Jun 27th, 2011 brainmates RT @StefanieM: A3: the more specific the better. too abstract and high level statements are easily ignored -4:30 PM Jun 27th, 2011 cindyfsolomon Moving on to Q4. What best practices do you use to evaluate the power of your positioning statement? -4:31 PM Jun 27th, 2011 brainmates RT @cindyfsolomon: Moving on to Q4. What best practices do you use to evaluate the power of your positioning statement? -4:31 PM Jun 27th, 2011 cindyfsolomon I think this is a key question! Q4. What best practices do you use to evaluate the power of your positioning statement? -4:31 PM Jun 27th, 2011 ProdMgmtTalk A4: A real pos statement example, with evaluation notes. Lessons for application in your company. http://tinyurl.com/3r977pw -4:31 PM Jun 27th, 2011 gander2112 A4: If the receptionist can grok it, it is good -4:32 PM Jun 27th, 2011 StacyLeidwinger Too funny RT @gander2112: A4: If the receptionist can grok it, it is good -4:32 PM Jun 27th, 2011 ProdMgmtTalk not bad! Everyone needs to grok it! RT@gander2112: A4: If the receptionist can grok it, it is good -4:32 PM Jun 27th, 2011 Macmyday Too true RT @gander2112 Too much temptation to repeat the corp mission statement. Lack of imagination and thought. -4:32 PM Jun 27th, 2011 StacyLeidwinger RT Q4. What best practices do you use to evaluate the power of your positioning statement? -4:32 PM Jun 27th, 2011


























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rcauvin A4: Focus, tie-back to compelling prospect problems, attacks competitor's biggest strength, embraces product weaknesses. -4:33 PM Jun 27th, 2011 charlieoliver @gander2112 Ah, fair point! -4:33 PM Jun 27th, 2011 ProdMgmtTalk Most positioning statements try be "all things to all people" - they are confused, run-on sentences that only confuse -4:33 PM Jun 27th, 2011 ProdMgmtTalk Yes! @rcauvin: Focus, tie-back to compelling prospect problems, attacks competitors biggest strength, embraces prod weaknes -4:33 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: Most positioning statements try be "all things to all people" - they are run-on sentences that only confuse -4:33 PM Jun 27th, 2011 StacyLeidwinger A4: Need to deliver meaning in 5 words, use FUBO matrix when developing -4:33 PM Jun 27th, 2011 gander2112 A4: More seriously, if you talk to a gartner or similar, and they "get it" you are golden. They are pretty good BS detectors -4:34 PM Jun 27th, 2011 cindyfsolomon Positioning Statements in Action! A4: example w/evaluation notes for application in your company. http://tinyurl.com/3r977pw -4:34 PM Jun 27th, 2011 ProdMgmtTalk A good pos statement is focused on a single persona, their pain points, and relevant differentators -4:34 PM Jun 27th, 2011 ErikaLAndersen RT @gander2112: A4: More seriously, if you talk to a gartner or similar, and they "get it" you are golden. Good BS detectors -4:34 PM Jun 27th, 2011 ProdMgmtTalk Part 2: A quick evaluation of a real B2B positioning statement: http://tinyurl.com/5sxqg7f -4:34 PM Jun 27th, 2011 StacyLeidwinger A4: Eliminate “fluffy” marketing language – use direct wording explaining the business value. -4:35 PM Jun 27th, 2011 ProdMgmtTalk Now, let's talk about customer-ready messaging . . . Q5 -4:35 PM Jun 27th, 2011 cindyfsolomon NOW! Q5. What techniques do you use to create customer-ready messaging? (messages that go beyond just being feature focussed) -4:35 PM Jun 27th, 2011























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gander2112 Spot on RT @StacyLeidwinger: A4: Eliminate “fluffy” marketing language – use direct wording explaining the business value. -4:35 PM Jun 27th, 2011 cindyfsolomon A5: targeting messaging to stakeholder's needs & pain points -4:36 PM Jun 27th, 2011 StacyLeidwinger RT @cindyfsolomon: NOW! Q5. What techniques do you use to create customer-ready messaging? -4:36 PM Jun 27th, 2011 Macmyday A4: My fav Albert Einstein quote applies here too: "If you can't explain it to a 6-year-old you don't understand it yourself" -4:37 PM Jun 27th, 2011 ProdMgmtTalk A5: I believe successful mktg is about story telling. The "message box" is a great tool for this. http://tinyurl.com/3s3ypfr -4:37 PM Jun 27th, 2011 gander2112 A5: Short, meaningful statements. Factual, no opinion. Based on a segment or persona -4:37 PM Jun 27th, 2011 brainmates A5: Addressing problem instead of listing features and benefits -4:37 PM Jun 27th, 2011 ErikaLAndersen RT @gander2112: A5: Short, meaningful statements. Factual, no opinion. Based on a segment or persona -4:37 PM Jun 27th, 2011 ErikaLAndersen RT @brainmates: A5: Addressing problem instead of listing features and benefits -4:37 PM Jun 27th, 2011 gander2112 A5: I often will go back to diagramming sentences to remove extraneous fluff marcom will lard in -4:38 PM Jun 27th, 2011 ProdMgmtTalk Most companies push "buy now" messages to the point where they are yelling at customers. Instead, story telling works better -4:38 PM Jun 27th, 2011 StacyLeidwinger A5: Focus on valid business drivers and mapping positioning to how you resolve these -4:38 PM Jun 27th, 2011 Macmyday A4: Does it answer a customer need and how? -4:38 PM Jun 27th, 2011 gander2112 Totally agree. RT @ProdMgmtTalk: Most companies push "buy now" messages Instead, story telling works better -4:38 PM Jun 27th, 2011

















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rcauvin A5: Rank prospect problems; find focused theme that ties high-priority ones together & differentiates from competition. -4:38 PM Jun 27th, 2011 StacyLeidwinger We start with 200, 50, 25 then 5 word statements RT @gander2112: A5: Short, meaningful statements. -4:38 PM Jun 27th, 2011 ProdMgmtTalk A5: A word about messaging, and a graphic for mkters trying to break into new markets.http://tinyurl.com/yznnxeb @mikegospe -4:38 PM Jun 27th, 2011 ProdMgmtTalk It must! RT @Macmyday: A4: Does it answer a customer need and how? -4:39 PM Jun 27th, 2011 gander2112 A5: Remember that the message may need a few different versions to resonate with diff decision makers too. one size aint enuf -4:39 PM Jun 27th, 2011 cindyfsolomon A5: This is what social media/direct marketers need to learn from us: messaging tht makes a difference at right time/place -4:39 PM Jun 27th, 2011 rcauvin A5: Compose a "mindshare map" that carves out the competitive landscape in the mind of the customer. #prodmgmt -4:39 PM Jun 27th, 2011 StacyLeidwinger RT @rcauvin: A5: Compose a "mindshare map" that carves out the competitive landscape in the mind of the customer. #prodmgmt -4:40 PM Jun 27th, 2011 ProdMgmtTalk Customers go out of there way to AVOID the sales rep. Our messages must be "findable" in a world we no longer control -4:40 PM Jun 27th, 2011 bigyahu RT @brainmates: RT @ProdMgmtTalk: A3: Positioning statements r about "Aha!" moments: http://tinyurl.com/43d8v83@mikegospe -4:40 PM Jun 27th, 2011 gander2112 @cindyfsolomon you mean spamming me when I mention my iPad is a #fail? -4:40 PM Jun 27th, 2011 cindyfsolomon RT @rcauvin: A5: Compose "mindshare map" carves out competitive landscape in mind of the customer. #prodmgmt -4:40 PM Jun 27th, 2011 ProdMgmtTalk Yes! RT @gander2112: A5: the message may need a few versions to resonate with diff decision makers too. one size aint enuf -4:40 PM Jun 27th, 2011 StacyLeidwinger LOL! RT @gander2112: @cindyfsolomon you mean spamming me when I mention my iPad is a #fail? -4:40 PM Jun 27th, 2011











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ErikaLAndersen RT @StacyLeidwinger: RT @rcauvin: A5: Compose "mindshare map" that carves out the compet landscape in the mind of customer. -4:41 PM Jun 27th, 2011 rcauvin A5: Ries & Trout say positioning is a battle for the mind. Understand the "territory" that you can capture & defend. -4:41 PM Jun 27th, 2011 brainmates I like @mikegospe answer of story telling. Too often we forget. Perhaps we can forget abt competitors if story is captivating -4:41 PM Jun 27th, 2011 cindyfsolomon Welcome @bigyahu on Q5. What techniques to create messages that go beyond just being feature focussed?http://on.fb.me/lXVEyX -4:41 PM Jun 27th, 2011 gander2112 A5: The message will be different to different segments too. Don't get fixated on your clever positioning -4:41 PM Jun 27th, 2011 ProdMgmtTalk A5: A cheat-sheet for mapping mrcm objectives to the buying & sales processes. Tool for B2B mktrs. http://tinyurl.com/25lupfc -4:42 PM Jun 27th, 2011 StefanieM Stefanie Mainwaring @prodmgmttalk: What's your take on competitive depositioning statements? StacyLeidwinger So true RT @gander2112: A5: Don't get fixated on your clever positioning -4:42 PM Jun 27th, 2011 gander2112 A5: If it fails, re-spin, and re-target. There is no wrong answer -4:42 PM Jun 27th, 2011 ProdMgmtTalk A5: Yes, different personas will need different messages focused on addressing their needs -4:42 PM Jun 27th, 2011 johncass @ProdMgmtTalk agreed has to be different messages depending on the persona cindyfsolomon RT @ProdMgmtTalk: A5: For mapping mrcm objectives to buying & sales processes; Tool for B2B mktrs http://tinyurl.com/25lupfc -4:43 PM Jun 27th, 2011 rcauvin @gander2112 Too complicated. Unfortunately, a brand usually can stand for only 1 thing in the marketplace. #prodmgmt -4:43 PM Jun 27th, 2011 Macmyday @ProdMgmtTalk Certainly it has to. My question was the answer;) -4:43 PM Jun 27th, 2011 Macmyday @ProdMgmtTalk Certainly it has to. My question was the answer;) -4:43 PM Jun 27th, 2011















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ProdMgmtTalk The POSITIONING statement is the theme or central thread. The MESSAGE BOX is the words to use with customers -4:43 PM Jun 27th, 2011 gander2112 @rcauvin I had a product with different position for automotive, medical device, and semiconductor. 1 pos statement would fail -4:44 PM Jun 27th, 2011 brainmates RT @ProdMgmtTalk: The POSITIONING statement is the theme or central thread. The MESSAGE BOX is the words to use with customers -4:44 PM Jun 27th, 2011 rcauvin @gander2112 Should have created separate brands. Each brand has different positioning. #prodmgmt -4:44 PM Jun 27th, 2011 gander2112 @rcauvin Their values, and needs were orthogonal -4:44 PM Jun 27th, 2011 cindyfsolomon Part 1: Q6. Successful marketing requires sacrifice in not addressing all markets at the same time. -4:44 PM Jun 27th, 2011 cindyfsolomon Part 2: Q6 How effective is your organization in prioritizing market segments, use cases, features and benefits? -4:45 PM Jun 27th, 2011 gander2112 @rcauvin Tried multiple brands. Failed. Orig. brand had high value that mapped diff mkts -4:45 PM Jun 27th, 2011 brainmates Q6: Many companies say they do it well but many simply focus on features which they apply to ALL segments -4:46 PM Jun 27th, 2011 gander2112 A6.1: Yep, hardest lesson for a GM/VP to learn. When to walk away. Otherwise, U become sales focused -4:46 PM Jun 27th, 2011 StacyLeidwinger A6: Orgs must do this well - especially smaller orgs. PM need to focus & also help qualify where sales spends their time -4:47 PM Jun 27th, 2011 gander2112 Amen. Too many examples of this. RT @brainmates: Q6: Many companies say they do it well ... -4:47 PM Jun 27th, 2011 rcauvin @gander2112 This is bread & butter Ries material. Seehttp://bit.ly/eyW63v. #prodmgmt -4:47 PM Jun 27th, 2011 gander2112 Very true. Training sales is key RT @StacyLeidwinger: A6: PM need to focus & also help qualify where sales spends their time -4:48 PM Jun 27th, 2011







































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cindyfsolomon @mikegospe @prodmgmttalk "Personas, Positioning, & Messaging to help marketing teams critique work" http://tinyurl.com/2dcq5mx -4:48 PM Jun 27th, 2011 StacyLeidwinger A6: As an org we're very focused on solution sales – from how we build, sell and support our product -4:48 PM Jun 27th, 2011 cindyfsolomon @rcauvin @gander2112 AMEN from @mikegospe@prodmgmttalk (overloaded on tweets right now) -4:49 PM Jun 27th, 2011 gander2112 @rcauvin one day I will tell you about the company I worked for that pulled this off. Bad choices early, but it worked -4:49 PM Jun 27th, 2011 StacyLeidwinger A6: A key thing orgs need to grasp is that it isn’t about having a lot of activity but the RIGHT activity -4:49 PM Jun 27th, 2011 ErikaLAndersen RT @StacyLeidwinger: A6: A key thing orgs need to grasp is that it isn’t about having a lot of activity but the RIGHT activity -4:50 PM Jun 27th, 2011 charlieoliver @cindyfsolomon Fantastic insight on Q6! RT @cindyfsolomon A6.1 http://bit.ly/k8ZbG5 A6.2 http://bit.ly/kapNL0 -4:50 PM Jun 27th, 2011 gander2112 A6.2: I wouls say so so. PM is good with it, but sales has a pipeline to sr. mgmt, and gets their way. Leads to 2 much tactcl -4:50 PM Jun 27th, 2011 brainmates True! RT @StacyLeidwinger: A key thing org need to grasp is that it isn’t about having lot of activity but the RIGHT activity -4:50 PM Jun 27th, 2011 rcauvin @gander2112 Sounds good. Would love to hear the story. #prodmgmt -4:51 PM Jun 27th, 2011 StacyLeidwinger A6: Don’t spend/waste cycles on what is not your core competence –someone will be better than you. -4:51 PM Jun 27th, 2011 cindyfsolomon @mikegospe 's new book of templates & techniques on personas, positioning & messaging http://amzn.to/mPiaFd -4:51 PM Jun 27th, 2011 rcauvin RT @StacyLeidwinger: A6: Don’t spend/waste cycles on what is not your core competence –someone will be better than you. -4:51 PM Jun 27th, 2011








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ErikaLAndersen yes! RT @StacyLeidwinger: A6: Don’t spend/waste cycles on what is not your core competence –someone will be better than you. -4:52 PM Jun 27th, 2011 cindyfsolomon @mikegospe says to @brainmates "more is not better" activity -4:52 PM Jun 27th, 2011 brainmates @mikegospe says more does not equal better -4:52 PM Jun 27th, 2011 gander2112 A6: Learn to say no, mean it, and walk away, regrdless of how many benjamins are waved at you. If it ain't your core, sty awy -4:52 PM Jun 27th, 2011 cindyfsolomon A perspective on voice-of-the-market programs and how marketers can/should own the "high ground."http://tinyurl.com/yhk4bc2 -4:53 PM Jun 27th, 2011 rcauvin RT @gander2112: A6: Say no, mean it, & walk away, regrdless of how many benjamins waved at u If it ain't ur core, sty awy -4:53 PM Jun 27th, 2011 ErikaLAndersen RT @gander2112: A6: Learn to say no, mean it, and walk away, regrdless of benjamins waved. If it aint your core, sty awy -4:54 PM Jun 27th, 2011 brainmates Check out @mikegospe - The Marketing High Ground - contains tools and tips abt what we have discussed today -4:54 PM Jun 27th, 2011 cindyfsolomon All @mikegospe URLs & book "Marketing High Ground" answers these questions & more http://amzn.to/mPiaFd -4:54 PM Jun 27th, 2011 ProdMgmtTalk For more on personas, positioning, messaging best practices: check out new blog: http://marketinghighground.wordpress.com -4:55 PM Jun 27th, 2011 gander2112 A6: As a marketeer, it can be difficult to hold to discipline. It is why you need market authority, and a seat at the table -4:55 PM Jun 27th, 2011 rcauvin RT @brainmates: Check out @mikegospe - The Marketing High Ground - contains tools and tips abt what we have discussed today -4:55 PM Jun 27th, 2011 StacyLeidwinger A6: Focus on your core and dont stray too far unless you are ready to expand market reach. -4:55 PM Jun 27th, 2011 gander2112 A6: 1st time you win a battle with engineering (data high road, not pissing match), you will have trust, and ability to succd -4:56 PM Jun 27th, 2011


















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cindyfsolomon NOTE: Global Product Management Talk off next week for July 4 USA Holiday. Join us July 11 with Lance Knight of @Accept360 -4:57 PM Jun 27th, 2011 ProdMgmtTalk Yes. @gander2112 A6: when mkters respond as a "cust advocate" they stand a better chance of debating engineering successfully -4:57 PM Jun 27th, 2011 ProdMgmtTalk Thank you everyone for a fabulous session! I enjoyed your tweets. -4:58 PM Jun 27th, 2011 cindyfsolomon Thank you everyone for today's talk - unedited transcript will be posted in next hour - please blog your insights & tweet us! -4:58 PM Jun 27th, 2011 ErikaLAndersen RT @gander2112: A6: 1st time you win battle w/ engng (data high road, not pissing match), you'll have trust & ability to succd -4:58 PM Jun 27th, 2011 ProdMgmtTalk Keep on leading your companies and clients to the marketing high ground! @mikegospe -4:58 PM Jun 27th, 2011 brainmates Women in #prodmgmt - step up & take the challenge. Lead a talk on #prodmgmt on twitter. We have not had women speak yet.. -4:58 PM Jun 27th, 2011 gander2112 Thanks so much! GReat times! -4:58 PM Jun 27th, 2011 rcauvin Really enjoyed the w/ folks like@gander2112, @ErikaLAndersen, @StacyLeidwinger, @brainmates, & @cindyfsolomon. #prodmgmt -4:59 PM Jun 27th, 2011 gander2112 Fabulous conversations that I have missed greatly (due to travel) -4:59 PM Jun 27th, 2011 cindyfsolomon Thank you Mike Gospe @mikegospe tweeting from @prodmgmttalk today for overcoming tweeting tech obstacles & rich content -4:59 PM Jun 27th, 2011 brainmates Have a good 4th of July holiday next week guys! -4:59 PM Jun 27th, 2011 johncass @ProdMgmtTalk thanks for running great -4:59 PM Jun 27th, 2011 StefanieM Great insights at today's . thanks to Everyone! -4:59 PM Jun 27th, 2011 charlieoliver @mikegospe @rcauvin @gander2112 @ErikaLAndersen@StacyLeidwinger @brainmates @cindyfsolomon Thank you all! -5:00 PM Jun 27th, 2011






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StacyLeidwinger TY! Always love your wisdom nuggets @rcauvin @gander2112 @ErikaLAndersen @brainmates @cindyfsolomon -5:00 PM Jun 27th, 2011 rcauvin Thanks a bunch to @mikegospe for seeding the conversation & for his expertise. #prodmgmt -5:00 PM Jun 27th, 2011 ErikaLAndersen Agreed RT @rcauvin: Really enjoyed the w/ folks like @gander2112, @StacyLeidwinger, @brainmates & @cindyfsolomon -5:00 PM Jun 27th, 2011 StacyLeidwinger Indeed! RT @rcauvin: Thanks a bunch to@mikegospe for seeding the conversation & for his expertise. #prodmgmt -5:00 PM Jun 27th, 2011 cindyfsolomon Please like Global Management Talk on FB to stay updated with news http://on.fb.me/kQF1dY -5:00 PM Jun 27th, 2011 brainmates @rcauvin: @mikegospe says thank you very much! -5:01 PM Jun 27th, 2011 ErikaLAndersen RT @StacyLeidwinger: Indeed! RT @rcauvin: Thanks a bunch to @mikegospe for seeding the conversation & for his expertise. -5:01 PM Jun 27th, 2011 cindyfsolomon Mike Gospe says "Thank you very much!" to@rcauvin and everyone! -5:01 PM Jun 27th, 2011 cindyfsolomon Please blog about today's talk to be repostedhttp://www.prodmgmttalk.com -5:02 PM Jun 27th, 2011 cindyfsolomon Please Join LinkedIn grouphttp://linkd.in/jRmwRx Follow company:http://linkd.in/e3JmDn -5:02 PM Jun 27th, 2011 cindyfsolomon Subscribe to newsletter for ebook launch:http://bit.ly/gHIWcO -5:03 PM Jun 27th, 2011 kate_mcgoey @rcauvin @gander2112 @ErikaLAndersen@StacyLeidwinger @brainmates @cindyfsolomon enjoyed watching your tweets. good stuff! thx -5:09 PM Jun 27th, 2011 cindyfsolomon Thank you everyone! Have a great 2 weeks - please visit the site to keep up on background info http://www.prodmgmttalk.com -5:10 PM Jun 27th, 2011 cindyfsolomon Request for Sequel blog posts for today! Here's Prequel to The Quest To Be Market-driven with Mike Gospe http://bit.ly/jZ9ISc -5:17 PM Jun 27th, 2011

















































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JessicaK RT @ProdMgmtTalk: While "execution" does indeed count, if the persona is wrong, the marketing investment will only be sub-standard -5:18 PM Jun 27th, 2011 cindyfsolomon Today's unedited transcript: June 27 Transcript cleaning http://bit.ly/jeSKJh (scroll to bottom up and read up) -5:22 PM Jun 27th, 2011 gander2112 Glad to see familiar and NEW faces @prodmgmttalk. Great time was had by all! stempm Irina Menn RT @ProdMgmtTalk: A word about messaging and a graphic for mkters trying to break into new markets. tinyurl.com/yznnxeb @mikegospe #prodmktg StefanieM Great insights at today's #prodmgmttalk. thanks to Everyone! cindyfsolomon @Jim_Holland Didn't see your tweets in the stream! Here's how to get indexed by twitter http://t.co/ljBKFEL -5:28 PM Jun 27th, 2011





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The Quest to be Market-driven Transcript