ProductCamp Sprint 2010 Presenter & Author Tom Evans, joined by discussion panel Sheryl Posey & Mike Boudreaux

1. please thank our sponsors

2. Copyright 2010- LÛCRUM MARKETING Salespeople Do the Darndest Things – And It Might Be Product Management’s Fault!" Presented by: Tom Evans - Lûcrum Marketing Sheryl Posey – Consultant Mike Boudreaux – Emerson Process Management March 27, 2010

3. Panel Discussion - 1 Share a couple of examples of things salespeople have done that has caused tremendous irritation and frustration to you as a product manager? Copyright 2010 - LÛCRUM MARKETING

4. Some Darndest Things Pursue opportunities outside of focus Request marketing tools for solutions that don’t exist Sells features (even those that don’t exist) Promise features for products Demands new features to close a deal Copyright 2010 - LÛCRUM MARKETING

5. Panel Discussion - 2 What is the impact to your company, to your product or to sales when salespeople do these things? Copyright 2010 - LÛCRUM MARKETING

6. The Impact Wasted resources on an opportunity that was a long shot. New features in the product that nobody needs. A frustrated and irritated executive team. Confusion in the market place on what the company does. Copyright 2010 - LÛCRUM MARKETING

7. Why sales people do the darndest things? That’s just the way sales people are. They were never properly enabled with the right knowledge and tools. Copyright 2010 - LÛCRUM MARKETING PM

8. Panel Discussion - 3 What are some tools that you have created or used that were effective in enabling the sales team? Copyright 2010 - LÛCRUM MARKETING

9. Goals of Sales Enablement Ensures everyone (marketing, sales, executives) is marching to the beat of the same drum. Defines clear target market. Communicates clear & consistent messages. Enables sales to talk with the right buyers. Pursue target opportunities that company can win. Copyright 2010 - LÛCRUM MARKETING

10. Sales Enablement (Base Components) Product Backgrounder Sales Questioning Guide Executive Level Presentation Message Driven Demo Copyright 2010 - LÛCRUM MARKETING

11. Panel Discussion - 4 Now that you have done this work (creating tools and messages), how do you get the sales team to buy into sales enablement and actually use this work? Copyright 2010 - LÛCRUM MARKETING

12. Now What? How do you get sales to use these new tools? Have an executive sponsor (Sales VP/CEO). Train them and train them some more. Test them on their knowledge via certification process. Make the tools real (not ivory tower). Copyright 2010 - LÛCRUM MARKETING

13. Closing Thoughts Review on a regular basis. Make sure marketing and the executive team participate. Use for channel partners. Much of info should already exist - MRD, Market Plan, etc. Copyright 2010 - LÛCRUM MARKETING Enhances your role as market expert!

14. Copyright 2010 - LÛCRUM MARKETING Thank You Tom Evans Lûcrum Marketing tevans@lucrum-marketing.com +1-512-961-5267

15. please thank our sponsors

16. Product Backgrounder Target Markets / Segments Market Needs / Challenges Buyer Profiles - Personas / Needs / Challenges / Goals Market Messages Value Proposition Positioning Statement Key Messages Key Benefits Copyright 2010 - LÛCRUM MARKETING

17. Sales Questioning Guide Aka - Pain Sheets / Solution Development Prompters One per buyer role per market segment Challenges / Impact / Capability / Benefits Match to your sales methodology (if any) User buyer’s language/terms Copyright 2010 - LÛCRUM MARKETING

18. Executive Level Presentation Market / Buyer needs High level discussion of how your solution addresses needs. Remember the key messages Benefits / Value Proposition Case Study 10 to 15 slides Copyright 2010 - LÛCRUM MARKETING

19. Message Driven Demo Communicates key messages. Show how buyers needs are solved. Build it as story. Copyright 2010 - LÛCRUM MARKETING