Track Sessions

Product Marketing and Management

As a growing number of b-to-b organizations go through product-to-audience transformations, product marketing and management often find themselves right in the middle of the change. These two roles must shepherd the organization through defining successful product strategies focused on buyer and customer needs, ensuring offerings are channel-ready and effectively transferring knowledge to the sales force. In this track, we will share key approaches for enabling product marketing and management to interlock across functions and align priorities for intelligent growth.

Is Your Product Channel-Ready?

Presenters: Kathy Contreras, Lisa Singer

To achieve corporate growth targets, b-to-b companies apply various strategies – including introducing new offerings, expanding into new markets or selling to different audiences. These strategies may require gaining access to buyers through both new and existing types of channel partners; however, if the company’s products were not built in channel-friendly way, the approach will almost certainly fall flat. This presentation will provide the following benefits:

For product:

  • Learn the elements to focus on when creating a product that will be sold through partners, including product line strategy, packaging, pricing and channel compensation
  • Understand product decisions that will influence the channel sales process, customer lifecycle and profitability

For marketing:

  • Recognize the key alignment points between product and marketing in enabling the channel to achieve product targets
  • Understand the product support that the channel will need for success throughout the pre- and post-sale lifecycle

Programs of the Year: Product Marketing and Management

Facilitator: Suzy Meriwether

The one question that SiriusDecisions analysts get most often from our clients is: Can you show me an example of someone who’s doing “X” the best? Interactions with hundreds of companies and thousands of seatholders allow us not only to answer the question in the moment, but also to bring examples to our Summit attendees in a series of sessions we call Programs of the Year. This presentation will provide the following benefits:

For marketing and product:

  • See which product marketing and management programs our analysts have chosen as best-in-class
  • Hear from the clients who developed these programs, who this year will present their own winning stories

Product Strategy on a Page: Possible, and Practical

Presenter: Jeff Lash

A major responsibility of product managers is to define and oversee the strategy of a new or existing product. However, ask a product manager to describe the product’s strategy, and the response may be anything from a vague collection of buzzwords to a detailed list of technical functionality. An effective product strategy needs to be well thought out and comprehensive enough to cover all of the key elements while still being concise and focused enough to be easily communicated and understood. This presentation will provide the following benefits:

For marketing:

  • See how a standard approach to documenting product strategy can help improve marketing’s effectiveness
  • Learn where and how marketing can best be leveraged to provide input that will help define product strategy

For product:

  • Learn about the SiriusDecisions Product-Strategy-on-a-Page Template, a best-in-class framework for developing, documenting and communicating product strategy
  • Identify the key elements that need to be part of a product strategy and how to define them

The SiriusDecisions Sales Knowledge Transfer Framework

Presenters: Christina McKeon, Peter Ostrow

B-to-b sales leaders cite their reps’ inability to connect offerings to customer business issues as a major factor in missing revenue targets. At the heart of this problem is an inability of product management and product/portfolio marketing leaders to transfer their business issue knowledge to reps efficiently and effectively. This presentation will provide the following benefits:

For sales:

  • Gather evidence to share with marketing peers about the benefits of a formal approach to sales knowledge transfer
  • Understand the knowledge components that help sales reps gain a competitive edge in deals

For marketing:

  • Learn how to put SiriusDecisions’ Sales Knowledge Transfer Framework into action
  • Understand the ownership role that product marketing plays in sales knowledge transfer

For product:

  • Learn why a consistent approach to sales knowledge transfer is important to a product’s commercial success
  • Understand the role that product management plays in transferring knowledge to sales