SBI Sales and Marketing Podcast
About This Show
The SBI Sales and Marketing Podcast is a weekly dive into the latest insights and business strategies in the world of sales and marketing. Every week Greg Alexander, CEO of SBI, invites the top CEOs and Marketing and Sales leaders from a variety of industries to discuss how they make their number year after year, so you can do the same. Subscribe for your weekly dose of business news, management & marketing, and sales insights to keep you at the top of your game.
Most Recent Episode
Don't Let Poor Product Marketing Ruin Your Win Rate and Deal Size
5 days ago
Today we are going to demonstrate how to increase pipeline attribution, customer loyalty, and customer lifetime value through product marketing. Our conversation today is focused on associating product marketing excellence with revenue contribution. To follow-along, download our 10th annual workbook, How to Make Your Number in 2017 and turn to pages 240 to 243. Joining us today is Phil Montgomery the Chief Marketing Officer of Pulse Secure, a company focused completely on delivering secure access. Pulse Secure provides secure remote access not only to your data center, but also to your cloud applications, from desktop and mobile devices. It’s the evolution of the secure VPN for the modern workforce. Listen as Phil demonstrates how to increase pipeline attribution, customer loyalty, and customer lifetime value through product marketing. Phil is uniquely qualified to speak on this topic having spent his career in a combination of product management and product marketing leadership roles. Phil has launched over thirty products, mostly software in the B-to-B infrastructure space and security spaces. In today’s podcast, Phil will share how to raise the level of performance of your product marketing organization. Why this topic? Product marketing teams that do not have revenue targets are considered overhead. They are not revenue contributors. Weak product value propositions, messaging and competitive positioning statements result in poor win rates and deal sizes. Underfunded, and understaffed product marketing teams translate to poorly enabled sales forces and disappointing revenue performance. Listen as Phil and I discuss his framework for executing world-class product marketing. This framework includes the fundamental deliverable actions and the approach required for success. Included in the discussion are tips on who to include as stakeholders in the process. Customer and prospects interviews, as well as sales staff need to be part of the process. If your products are not properly positioned, priced or packaged, no amount of white papers or collateral is going to help. Too often product marketing is only leveraged in a technical function that delivers white papers, webinars and delivers PowerPoint presentations to the sales field. Product Marketing should play a more str