Trend spotting, signals and noise

Editor's Notes

• #2: Intro: Main point – goals of presentation, etc. By trend spotting, I am referring to the practice of monitoring trends, particularly those that are pertinent to your business or industry. Those may be a demographic shift; an alteration in preferences for one product over another; a change in how people perceive a product or service; a political movement or a response to the shifting political current. All of these things could have an effect on how you do business and the way you sell your product or service, including developing the right product mix. In our connected world, it is easy for demands to suddenly boom or to die out just as easily, and without monitoring those trends, we could either miss a new opportunity or be left holding the bag when demand for our specialty or product dries up. 1. Where Your Customers Are Hanging Out 2. What Your Customers Are Saying on Social Media 3. What Customers REALLY Thought of Your Last Launch
• #3: Main point : Explain module objectives State the primary learning objectives. a. How the best companies deliver successful product. b. Product management process c. Product management roles and the business impact of effective product management d. The need for interlock e. Travelport’s PM framework f. How will this impact your department or team By trend spotting, I am referring to the practice of monitoring trends, particularly those that are pertinent to your business or industry. Those may be a demographic shift; an alteration in preferences for one product over another; a change in how people perceive a product or service; a political movement or a response to the shifting political current. All of these things could have an effect on how you do business and the way you sell your product or service, including developing the right product mix. In our connected world, it is easy for demands to suddenly boom or to die out just as easily, and without monitoring those trends, we could either miss a new opportunity or be left holding the bag when demand for our specialty or product dries up. 1. Where Your Customers Are Hanging Out 2. What Your Customers Are Saying on Social Media 3. What Customers REALLY Thought of Your Last Launch
• #4: Egress is in the business of helping technology companies build and launch successful products. We do this by combining industry best practices and subject matter expertise in our custom workshops and consulting engagements. We also allow our customers to use our best in class product management content and tools to improve how teams work together and communicate. We provide a wide range of product management and product marketing consulting services including: Assessments Advisory Support Workshops In operation since 2009, we service a wide range of technology companies in North America and the UK. We deliver results by: Improving go-to-market performance Eliminating inefficiency in the product lifecycle Increasing product development cadence
• #5: We have completed engagements for large and mid-market companies. As an example we have work with Sage Software a $2.2 Billion Company to créate a SaaS business model and channel strategy exclusively for their largest partners. We also completed a Project with e-folder a cloud backup provide with 150 employees to assess the market viability of a new venture. In addition we help multiple companies implement product management and product marketing using a common sense approach.
• #6: Main point: A framework can help. There are many; this one has been around for a while and is used because of its clarity. The key to using this framework is the view the market segmentation activity in relation to key elements such as Market problems, unique differentiators, competition, etc. you can increase the effectiveness of team with “just enough” process. A lean framework gives you a common language, clear accountability and a way to monitor progress. Our experience with the Pragmatic Marketing Framework™ and other product management processes give you the ability to adopt only what is crucial to your team effectiveness now. These techniques are rooted in common sense business practices. Key Benefits Get all members of the product planning, development and marketing process on the same page Tune into the needs of your customers and market better than ever before Leverage new understanding of market needs to capitalize on opportunities In order to make sure that your product organization derives all the benefits of Pragmatic Marketing, we work with your team at multiple levels. Service Deliverables Framework implementation concepts Hands-on Implementation Workshops Product management team support Checkpoint Problem solving Learning Session Tools and templates library
• #8: How many people do we have? What level of expertise do we have? Does the rest of the team understand? Do you have in-house skills to support a custom solution? Does an off-the-shelf solution really fit your needs?
• #9: Who are your customers? Who are the companies? Who are the buyers? Who are the users? What problems are they trying to solve? How important are those problems to customers? How many people do we have? What level of expertise do we have? Does the rest of the team understand? Do you have in-house skills to support a custom solution? Does an off-the-shelf solution really fit your needs?
• #11: Now you a wide range of inputs about your product. Now what? What’s next? Vetting process – get input from class Internal Sources Account Managers/Support team – Existing customers Sales -- Competitors customers Marketing/Research – non-customers Other Sources Trade Orgs Competition Customers 2. How to handle varied and unstructured inputs? Grouping exercise Personas are valuable
• #12: Integrate Win/Loss with other market research Part of ongoing discovery and validation Focused and dedicated resources Leverage what you have in place Establish a baseline Elicit feedback from at least 25 buyers Equal number of wins and losses Evaluate buyers perceptions on Company strength and weakness Leading competitors Product functionality Sales execution Price vs. Value Systematic and sustained activities based on: Interviewing recent buyers of your products and solutions Collecting and measuring key attitudes regarding purchase decisions Identifying common or recurring themes and assessing their impact on Sales velocity Lead conversion Buyer alignment Validating and aggregating unstructured data into information that Improves competitive intelligence Provides insight into the marketing ROI Guides the product strategy Program benefits: Improve lead conversion Enhance competitive Intelligence Develop consistent and reliable market data Improve buyer and seller alignment Improved trend spotting
• #22: Collaboration internally and externally with customers and partners is essential for innovative leadership going forward.