Transcript Pitney Bowes PowerPoint Presentation Template 36pt

Develop a Framework that optimizes
every Process from Development to
Product Launch:
Lorena Hathaway | Director Product Marketing Location Intelligence
@lorenahathaway
In 1957, the Ford Motor Company introduced the Edsel,
a new car intended to help the company compete
against Oldsmobile and Buick. The car was launched
with much hype and attracted droves of curious
consumers to the Ford showrooms. Unfortunately, the
vehicle’s design and performance were lacking in the
customers’ eyes, and after three years and only 84,000
cars sold, the Edsel was killed. This product failure cost
Ford $350 million – the equivalent of nearly $3 billion
today.
Pitney Bowes | @lorenahathaway
56% of companies reported that more than half of their
new offerings fail to meet their performance and
financial targets
Pitney Bowes | @lorenahathaway
MapInfo Pro v15.2 | Location
Intelligence launch
Pitney Bowes | @lorenahathaway
What is MapInfo Pro?
MapInfo® Pro is a powerful Microsoft Windows-based mapping
application that allows business analysts, engineers, GIS
professionals and knowledge workers of all types to easily visualize
the relationships between data and geography.
MapInfo Pro is a horizontal software product and has uses in many
industries. From a marketing perspective, Pitney Bowes focuses on
Public Sector, Telecom, Finance/Insurance/Banking and Mineral
Exploration.
In addition, we have significant customer bases in retail and
utilities. Our channel partners also have expertise in various vertical
markets.
Pitney Bowes | @lorenahathaway
Product Marketing – Content | Readiness
Content
Date required
Marketing Planning
10-May-15
v15 creative theme
15-August
MapInfo Pro v15 data sheet(s)
15-Oct-15
MapInfo Pro v15 evolution data
30-Oct-15
sheet
Web content
30-Oct-15
Sales & partner enablement
15-Oct-15
What's new webinar for
customers
15-Oct-15
MapInfo Pro brochure
30-Oct-15
Social media campaign
15-Oct-15
Nurture stream emails
15-Oct-15
Free trial download
30-Oct-15
Premium services data sheet
31-Oct-15
MATS data sheet
31-Oct-15
Tutorial videos
10-Nov-15
Marketing teaser video
15-Oct-15
7 months ~50 people
Pitney Bowes | @lorenahathaway
What we improve and how we evolved
• Gap analysis to uncover process and alignment
gaps.
• Clarify roles and responsibilities, initiate training for
product management or marketing in weaker areas
• Gain overall organizational alignment on the go-tomarket process and its key interlock points.
• Strong relationship with Sales & Management
• Beta testers
• Single individual designated as responsible for its
successful completion – accountability
• Clear path of who is doing what
• Weekly cadence call
Pitney Bowes | @lorenahathaway
APIs Location Intelligence |
launch
Pitney Bowes | @lorenahathaway
Overview
o Pitney Bowes new Location Intelligence APIs are
a suite of self-service location-based information
& communications APIs & SDKs designed to
help you enrich your applications, business
processes and workflows.
o Our Value Proposition Promise is to delivery selfservice simplicity at all stages of the customer
journey.
Pitney Bowes | @lorenahathaway
©2015 Pitney Bowes. RESTRICTED. Proprietary & Confidential.
http://developer.pitneybowes.com/
7 months ~10 people
Pitney Bowes | @lorenahathaway
How we are learning with this new project?
•
•
•
•
Beta testers
Cadence calls
Social Media outreach campaign
Understanding weakness from our team
Pitney Bowes | @lorenahathaway
Pitney Bowes | @lorenahathaway
The purpose of the formal decision gate at
this stage is to review the market
opportunity, primarily in comparison to
other opportunities that could be pursued.
Pitney Bowes | @lorenahathaway
Marketing Launch Plan/Scorecard
ENABLEMENT
Marketing and Communications Plan Summary
DCS
Product Marketing Owner:
Product Name
Launch Classification: Major Launch Business Unit :
Targeted Launch Date:
Availability Checkpoint
Owner
Objective
Value
Proposition and
Core Messaging
Develop core messaging for
all global markets
Product Marketing
&
Channel
Enablement
ON TIME
Activity/Task
•
•
Developed segments & channels,
personas, value propositions, and
messaging
GTM Plan
Create sales/channel
enablement assets
•
SLP & content in general
Support Learning &
Development on sales training
activities
•
Detailed plans by country
•
Market opportunity analysis by vertical
and region completed
1-2 WEEK
DELAYED
Status/
Completion
Date
OVER 2 WEEKS
DELAYED
NOT ON PLAN
Notes
Completed
all by
Create client references/case
studies
(Marketing, Client Reference
Team)
Update and develop sales tools
to support global sales
channels
Market Intelligence
Localization
In-progress,
TBD
Localize content
Update website globally
Web
Develop and execute
SEO/SEM campaign
WEB
Web
Pitney Bowes | @lorenahathaway
In-progress,
TBD
•
Optimize website with new
keywords/increase organic search
traffic
Not In Plan
14
Marketing Launch Plan/Scorecard
MARKETING
OPERATIONS
Owner
Objective
Demand
Generation
Execute campaigns
Activity/Task
ON TIME
1-2 WEEK
DELAYED
Status/
Completion
Date
OVER 2 WEEKS
DELAYED
NOT ON PLAN
Notes
Communicate campaign plans
Marketing
Operations
Develop and execute marketing
operations plan
Manage lead process
Internal
Develop and execute an internal
Communicatio communications plan to
ns
employees/sales
COMMUNICATIONS
Marketing and Communications Plan Summary
DEMAND
GEN
Product Name: LI Suite
Product Marketing Owner: R Rollins, L Hathaway
Launch Classification: Major Launch
Business Unit : DCS, Line of Business: LI
Targeted Launch Date: currently in market
IPMT Status: Availability approved
Availability Checkpoint Date: Apr 4, 2015
Analyst
Relations
Develop and execute a media
relations plan to target
influencers
Public
Relations
Develop press releases
Social Media
(Paul Lewis)
Develop and execute a social
media plan
15
Successful entrepreneurs often advise their proteges to
focus on doing one thing well. Online retailer Zappos
started by selling shoes, and Google started by focusing
on – and perfecting – search. These companies and many
others built their businesses by excelling with a single
product or service
Pitney Bowes | @lorenahathaway
Pitney Bowes | @lorenahathaway
Pitney Bowes | @lorenahathaway
Pitney Bowes | @lorenahathaway
DCS Professional Service Readiness Plan
COMPLETE
Owner/ Accountable
Activity/Task
Business Case and
Market Evaluation
•
Business Plan received and plan understood
•
Team is aware of the financial plans of product license targets
•
Services financials have been established, vetted and assumptions defined
•
Timing of product to market is known and team is preparing to support
•
Services financials have been established, vetted and assumptions defined
•
Size of market opportunity for services is defined (used in assumptions for financials)
GTM planning (Sales •
and Marketing)
•
Partners / Relations
Client Training
Product Knowledge &
Training
Operational / Delivery
Support Integration
NO ISSUES
or LOW
RISK
MEDIUM/
SOME RISK
Services has been engaged and included in plans for trials/POCs
Services has established a client engagement plan and/or a defined services offering
•
Sales engagement model known and communicated to Serv Sales, Lic Sales (& Partners as needed)
•
Sales Enablement Materials (value, offering, next steps to pricing) defined and delivered to Sales
•
Marketing voice established and provided to marketing (value, offerings, engagement, etc.)
•
Establish relationship/engagement model with partners involved in the overarching GTM plan
•
Define delivery model if delivery model / coverage map includes sub-partner for Services
•
Services has been provided the internal enablement to create define and plan client facing training curriculum
•
Curriculum created and ready for client facing training
•
•
Client facing delivery model defined and all parties engaged (partners, offshore, plan for all regional training delivery
models)
Demonstration / overview provided to services by product
•
Product Keys received for testing, self-guided learning by PSG team
•
Product documentation (features, technologies, integrations, architecture, etc.) received and evaluated
•
Technical training (incl. services partner training)
•
Resource requirements evaluation / resource sizing complete
•
Delivery Model established and coverage map complete
•
Create product numbers in backend (if required)
•
Invoicing and Order processing acknowledged and understood by PS operations
•
Estimators created (dependent on trial/POC inclusion)
•
Hand off documentation and plan for post implementation
Pitney Bowes | @lorenahathaway
•
Engagement model for escalations defined
HIGH RISK
NOT IN
PLAN
Status/
Completion Date
Notes
“What makes a good marketing plan?”
What are we trying to accomplish?
Corporate priorities established for the coming year, as well as company growth
strategies. Other critical information includes annual sales targets, business unit
or product/solution goals, and regional objectives. Marketing doesn’t operate in
a vacuum; marketing plans need to align with and support sales, product
and corporate goals.
What is our current environment? These include the go-to-market approach,
market segments, sales channels, product roadmaps, demand type,
product/segment performance, buyer and customer audience data, marketing
trends and sizing, competitive information and technology trends.
What are our resources? The crucial information here is obviously the amount
of marketing budget. But other key information includes data on internal staff
resources (and their skill sets), partner and vendor resources, and available
marketing technology.
Pitney Bowes | @lorenahathaway
Pitney Bowes | @lorenahathaway