© 2011 Todd Ebert | 1.25.11

Product Management/Marketing Value Chain

How to Align for Success

My perspective from 20+ years in B2B/Tech marketing@ToddEbert

www.toddebert.com

© 2011 Todd Ebert | 1.25.11

Common gaps in the marketing value chain

2

Missing dedicated Integrated/Field Marketing roles• No/little integration of marketing

strategies & tactics• Poor communication to the Field• No systematic feedback loop

from Field/Customer to Product

Marcom /Creative Agency

TechnicalProduct

Management

SalesServicePartners

GAP GAP

Missing dedicated Product Marketing role• Insufficient

market/customer/competitive analysis

• Underdeveloped value prop & key messages

• Lack of focus on customer/UX/UI

© 2011 Todd Ebert | 1.25.11 3

Business Product Mgt./Marketing is critical to success

Integrated & Field Marketing

Product Marketing

© 2011 Todd Ebert | 1.25.11

An ideally structured marketing value chain

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Business Product

Mgmt./Mktg.Owns Product Mktg Use Cases, Feature set,

Plans, Compet. Analysis, Pricing,

Positioning, Value Prop, Key Mssgs,

Differentiation, etc.

Owns Content CreationWeb Sites, Wiki, Blogs, Social Media Mktg, Reputation Mgmt., Webinars, Videos, Testimonials, etc.

Owns Brand ExperienceCorp Brand, Web Sites, SEO/WPO, Campaigns, Advertising, Presos, Collateral, Videos, Demos, etc.

Field Mktg

Owns Customer Mktg Go-to-Market Plans,

Customer Messaging, Sales Tools, Marketing

Plans, Campaigns, Collateral, Lead Gen, etc.

Creative & Web Marketing

Content Marketing

Integrated Marketing

Customer-centered marketing, messaging & execution from beginning to end

Sales ServicePartner

s

Tech Prod

Mgt.

© 2011 Todd Ebert | 1.25.11

Business Product Manager/Marketer“Owns” the business line & orchestrates all functions

Development

Finance

Mark

eti

ng

& T

rain

ing

Sal

es &

Ser

vice

PR & Analysts

Customers &

Partners

Info. Technology

• Business mgt.: owns the P&L/forecasts, seeks new opptys, conducts mkt analysis, SWOT, segmentation, competitive analysis, etc.

• Product mgt: defines products based on customer/mkt analysis, owns the roadmap, use cases, features, external components, UX, usability, customer feedback, dev priorities

• Pricing: develops business cases, price tiers, what-if analysis, sales projections, promotional offers, etc.

• Place: develops roll-out strategy for direct and indirect channels.

• Promotion: creates detailed messaging brief with target segments, pain points, positioning, value prop, key messages, competitive differentiators, etc.

• Systems: drives required bus. processes & internal systems to achieve objectives

• Planning: orchestrates launch planning/calendar across functions

• Evangelism: assists on big deals, helps train, gives demos, acts as spokesperson for Media/Analysts

• Reporting: creates and analyzes Dashboard of KPIs (leads, revenue, profit, tickets, customer sat. etc.)

Responsibilities:

Internal focus External focus

5

© 2011 Todd Ebert | 1.25.11

Example: Product Manager, Peripheral Arterial Disease, PfizerResponsible for managing the lifecycle of the product portfolio (full P&L responsibility)

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Business ManagementBuilt annual plan in sync with corp. strategic plan/objectives : • Mkt assessment for peripheral

arterial disease• Mkt Size & growth rate for

each procedure• SWOT analysis• Decision maker pain points

• Segment analysis (targets)• radiologists• cardiologists• neurologists• thoracic surgeons

• Geographic analysis• US• Europe• S. America

• Competitive analysis• Medtronic• Boston Scientific• Guidant

• 12 mo. rolling calendar• Clinical trials• FDA approvals• Feature updates• Line extensions• New products

• Rev forecasts by prod line & geos

Product Management Lead PAD cross-functional team:• Partnered with R&D Mgr.

to plan product roadmap based on customer needs and clinical trial timelines

• Visited leading doctors/researchers to gather requirements

• Organized & hosted doctor advisory board

• Worked with Clinical to host animal labs for docs to evaluate new devices

• Acquired & tested competitive devices• Created collateral

highlighting our advantages

• Trained sales on how to use the data

• Researched new growth segments (neuro, tracheal, enteral, etc.)

• Built business cases for developing new prods or acquiring them

• Developed launch plans

Product Marketing • Developed positioning/key

message document• by target customer type

and decision-making unit• Developed training mtls for

new products & helped train sales force

• Organized & hosted qtrly Sales advisory council

• Worked with MarComm to develop, plan and execute marketing strategy and tactics• Sales tools• Advertising• Direct marketing• Customer events• Trade shows

• Briefed Ad agency, served as SME for all mtls & campaigns

• Orchestrated launch events• Worked with Finance on

pricing models• Worked with Regulatory on

insurance reimb. strategy• Developed Sales contests• Assisted on sales calls with

key influencers & major accts

Corporate Development• Briefed industry analysts

on new products• Worked with PR to

develop media plan• Lead spokesman for

product line• Lots of interviews

with key medical trade pubs

• Attended key medical symposia & shows• Spoke at doctor case

reviews• Conducted demos• Got input from

leading researchers• Got compet. info

• Worked with Business Development on acquisitions related to my portfolio (neuro wires, catheters, balloons, occlusion)

• Travelled quarterly to Europe & S. America to meet key docs and coordinate plans with Country Managers

Onboarding/Training:• 1 week biology/physiology/medical device training • 1 week product and sales training• 1 week field sales ride-alongs • 1 week shadowing cardiologist/radiologist

Product Suite:• Balloon angioplasty catheters• Guide wires• Guide catheters• Stents (endovascular prosthesis)

Description:Lead the cross-functional team responsible for the PAD portfolio in order to meet corporate targets for revenue and operating income

© 2011 Todd Ebert | 1.25.11

Integrated Marketing Manager“Owns” the marketing/communication to the customer

Branding & Design

Messaging &

Content

Fie

ld C

om

m.

&

Train

ing

Sal

es T

ools

&

Col

late

ral

PR, AR & Social

Media

Inte

grate

d

Campai

gns

Marketing Plans &

Budgets

• Develops integrated marketing plan including quarterly programs for awareness, acquisition, upsell, retention and win back

• Creates and manages marketing budget• Translates positioning and key messages

from Product Mgt. Into brief for creative team/agency [value prop, differentiators, voice & tone, etc.]

• Leads team in development of brand, positioning and graphic look/feel

• Project manages content/creative/web teams to execute integrated campaigns with advertising, landing pages, PR, lead-gen, events, social, etc.

• Creates draft content for web, PR, social and Field [internal] communications

• Works with PR/AR team on media/analyst briefings & speaking opportunities

• Develops sales tools including: presentations, collateral, demos, testimonials, videos, apps, emails, etc.

• Syncs/coordinates marketing plans with partners and International teams

• Plans/coordinates master schedule for launches including training, field communications and customer communications

• Tracks effectiveness/ ROI of marketing campaigns & tactics; makes adjustments

• Gathers feedback from the Field & Mgt.

Responsibilities:

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© 2011 Todd Ebert | 1.25.11 8

Branding/Messaging/Content• Own, lead and manage

development of the portfolio brand, positioning and graphic look/feel

• Translate key message doc from Product Mgr. into creative brief for design team & agencies • Weights on top value props

& competitive differentiators• Voice & Tone• Stakeholder & Legal approval

• Create “cheat sheets” for Sales with customer targets, qualifying questions, value props, key differentiators, elevator pitch & objections

• Develop sales tools including• Presentations• Brochures & data sheets• Proposals• Demos• Success stories• Savings calculators• Email templates &

newsletters• White papers• Competitive comparisons

Marketing Planning• Member of the cross

functional product team. • Assists product mgt. in

building annual strategic plan, then develops 2 quarter plan of key marketing programs including vertical specific programs.

• Develop and manage master budget and calendar with prioritization by strategic /revenue impact

• For each program develop an integrated marketing plan that drives:• Awareness (PR, AR,

advertising, events, etc.)• Demand Generation

(email, direct mail, tele-prospecting, webinars, etc.)

• Retention/upsell (database analysis, email campaigns, CRM, etc.)

• Coordinates planning with International counterparts

• Analyze results and report on success vs. objectives

Tactical Execution• Work with in-house creative

team, ad agency, PR agency to execute integrated campaigns• Advertising (print, online)• Search (PPC) ads• Viral video• Landing pages• Emails• Webinars• Events & sponsorships

• Select, negotiate and manage relationships with vendors• Agency, PR firm, media

planning, Web design, SEO, telemarketing, events, etc.

• Develop web strategy and work with design and SEO firm to optimize content• Web pages, e-books, online

demos, videos, savings calculators, etc.

• Work with Events manager on trade shows, customer seminars, road shows, etc.

• Work with PR/AR team on media/analyst briefings & speaking opportunities

• Liaison with International mktrs

Analytics/Reporting• Work with Database/CRM

manager to analyze segments and develop campaigns (acquisition, retention, upsell, winback)

• Build and maintain Dashboard to track effectiveness of marketing campaigns & tactics:• Unique visits• Traffic sources• Keywords• Top content pieces• Conversion rates• Abandon rates• Inbound leads• Outbound leads• Cost per lead• Share of Voice• Ad equivalency value

• Track and manage all program expenses against the master budget• Determine ROI for each

tactic and program• Update plans and

budget based on key learnings

Example: Integrated Marketing Manager, Identity Solutions, EntrustResponsible for global marketing plans & execution (awareness & demand gen)

Onboarding/Training:• 1 week new hire training on products• 1 week shadowing product manager• 1 week in field with Sales

Product Suite:• GetAccess (single-sign on)• Digital Certificates (SSL)• IdentityGuard (2-factor authentication)• TransactionGuard (fraud detection)

Description:Plan, manage and execute integrated marketing strategies encompassing: branding/positioning, advertising, sales tools, web marketing, events, direct marketing and PR/AR in order to increase brand awareness & drive qualified leads.

© 2011 Todd Ebert | 1.25.11

The three P’s are the key to success

Assign one overall owner for each product portfolio with full P&L responsibility [skin in the game]

Get the right people in right roles going in the right direction

Use product marketing best practices to stay market-driven, customer-focused and differentiated

People

Possession

Process