Category: Positioning
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Eight Ideas for Successful Product/Feature Launches
Product launches, whether you are doing frequent SaaS updates or more significant launches, always add stress to an organization. The regular cadence of new features can put marketing in a forever scramble mode. Unrealistic expectations about a new feature’s buzz can further pressure the marketing team. Here are some ideas for a product launch strategy…
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Product Launch Checklist – Key Milestones
Many teams managing product launches use a classic date-based system for launching products. If the product team says the product will be ready on May 1, then launch activities are all backed up based on that date. The problem with this approach is that the date nearly always changes, the management overhead for the required Gantt…
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“Ultimate” Product Positioning Template
In a prior post, “Six Practical Positioning Frameworks “, we discussed how to combine the best of product positioning frameworks. This post contains the completed template. The template combines learnings and experience from Job Theory, Brand Story Telling, Solution Selling, and other positioning frameworks. While it looks deceivingly simple, completing the template successfully takes some effort.…
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Practical Positioning Frameworks That Help With Personas
A few companies ago, I joined as CMO after the previous CMO had spent considerable time and effort developing personas and ICPs. There were ten cardboard cutouts in the office to help reinforce the personas. These efforts were not out of the ordinary, and I was super impressed with the level of execution. There was…