Product Marketing Framework for Product or Service Launch

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    28-Nov-2014
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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 of Product Marketing Framework for Product or Service Launch

  • 1. Go-To-Market Framework for Product Managers Janet Jaiswal, Tealeaf Technology Sr. Director of Global Product Marketing0 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 2. Agenda Background Definition of go-to-market A framework Lessons Learned Q&A1 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 3. Janets background: 8 products launched, 3 more launches this year Helped launch catalogs eBay functionality for buyers and sellers (books, movies, music and games)Launched a mobileand contact centerproduct globally to Launched theonline businesses.Three more are Tealeaf PayPal Security Key toWIP PayPal consumers and Products merchants in 3 Launched continentsLaunched a mobile and aservice provider data Launched a mobile TRUSTe Infosys product and a serviceprivacy certificationservice to online Tech- partnership with Ciscobusinesses nologies globally to businesses 2 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 4. Tealeaf is the leader in onlinecustomer experience management ~450 Enterprise Customers 7 of the 10 largest US banks Increase website and mobile conversion and adoption rates Improve customer satisfaction and retention Reduce IT and Support costs Improve customer service efficiency Founded in 1999 and based in San Francisco, CA Improving online customer relationships one experience at a time3 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 5. Hundreds of companies rely on Tealeafincluding 30% of the Fortune 100 More E-businessFinancial Services Retail Travel Insurance Leaders Including 1/3 of all Including 25% of the Including more than Telco, Pharma,Including 7 of the 10 Utilities, etc. with Internet Retailers > leading Travel 40 P&C Insurance Largest U.S. Banks B2C & B2B Sites $100M Providers & Portals CompaniesNote: Tealeaf only uses the names and logos of customers who have given us prior permission.4 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 6. Go-To-Market Framework5 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 7. Go-To-Market Framework Strategic Tactical Phases Market Go-to- Market Product Develop Execute Launch Monitor & Market Plan Analysis Strategy Plan Adjust Requires $$$ to create awareness; Leverage consumer-focused B2C Social media such as Facebook, Twitter, Pinterest Events and associations; Leverage business-focused social media B2B such as LinkedIn, Twitter, Pinterest etc. Encourage trials and endorsements from influential usersProduct Use testimonials, case studies and ROI models to prove valueService 6 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 8. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Execute Monitor & Launch Plan Market Strategy Market Plan Adjust Analysis 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?7 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  • 9. Digital Marketing Framework Strategic TacticalMarketing Phases Develop Execute Market Product Market Plan Launch Monitor & Adjust Analysis Strategy Plan 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.