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Digital Marketing Makeover

Posted on 8 December 2014 at 7:50 by Sean Richards

Change is Coming — Key Takeaways for Product Marketers

There is fresh research from the CMO Council that has some interesting stats on digital marketing trends and senior leadership attitudes towards it. Great news — the love for digital marketing is on the way up, as is the marketing budget allocation. Why? Because, it is a super smart way to create measurable success in an agile way — whether that is revenue growth, customer retention, or a bit of both.

‘60% of chief marketers list “digital marketing makeover” (involving platforms, programs and people) as the number one transformational project in the year ahead’, State of Marketing CMO Council August 2014.

TAKEAWAY 1: This is important info for Product Marketers. With one of the three tenets of Product Marketing being ‘Build Business’, digital marketing is a swift way for Product Marketers to engage with target markets, deliver valuable content and build a qualified pipeline of juicy, juicy opportunities. So, make sure you are spending enough time assessing digital channel choices to engage your audiences. Not sure which ones will resonate with your target persona? Ask them.

The CMO Council research also suggests more than half the surveyed marketers expect to grow headcount and budgets in the next year. A lot of this increase will be diverted to lead generation and product launches. Again, great news for Product Marketers.

TAKEAWAY 2: If you have not signed up to the Customer Centricity mantra by now then consider yourself a laggard. Marketers are the key coordinators to help align business processes and customer touch points to enhance total customer experience. Every interaction impacts the brand of the company and the brand of a product.

‘If you have not signed up to the Customer Centricity mantra by now then consider yourself a laggard.’

If you are a Product Manager or a Product Marketer and you are not thinking about the total customer experience around your product, then start panicking. Total customer experience around the use of a product is ‘the product’. That is what Product Managers should be managing and what Product Marketers should be marketing. Do this really well and there is still competitive advantage to be had in many markets.

TAKEAWAY 3: What is the top skill marketing leaders will be seeking to invest in over the next 12 months? It’s customer analytics, according to the CMO Council. Marketing leaders have come to terms with the fact that they need to measure activities and deliver a return. They are therefore developing a voracious appetite for intelligence around their customers. Product Marketers are a superb source of customer intelligence, no?

For me customer intelligence is a key value proposition of a Product Marketer. The messenger of the market, the voice of the customer, the owner of buyer persona definition — these are all references for a great Product Marketer. Product Marketers can help marketing leaders be successful by being a trusted advisor on the customer.

For Product Marketers and Go to Market professionals there is a way to learn great practice and develop in step with a fast changing market. Australia’s only face-to-face training course is available from Brainmates for all Go to Market professionals. You can find out more and register for an upcoming course here.

This post was originally posted in Medium


STATE OF MARKETING 2014, CMO Council, August 2014


Tagged in:4Ps of Marketing, Australia, b2b marketing, Go To Market, launch manager, market research, Pragmatic marketing, Product Marketer, Product marketing, Product Marketing Course, product marketing manager, training, value creation, VRIO, X 4Ps of MarketingX AustraliaX b2b marketingX Go To MarketX launch managerX market researchX Pragmatic marketingX Product MarketerX Product marketingX Product Marketing CourseX product marketing manag

Tehnical Product Manager Wanted in Sydney

Posted on 21 October 2014 at 8:33 by Adrienne

Our friends at Parity Consulting are on the lookout for a super Technical Product Manager who enjoys innovating and doing things differently. If that’s you, contact Victoria Butt from Parity on 02 8599-9026.  Here’s the job ad.

The company:

Our client is one of the world’s leading e-commerce companies, providing both B2C and B2C2C sales and services on a global level. They believe that their success is driven by the quality and experience of talented people working together, and are looking for an eager and passionate technical product manager to join their high achieving team

The role:

Reporting to the Head of Product, the main focus of this role will be the technical management of the Merchandising Portfolio and to deliver solutions in consultation with key stakeholders to ensure 100% quality delivery. This pivotal role within the team is multi-dimensional and would suit someone who is both strategic and technical.

Other responsibilities include:

  • Scope product requirements in consultation with the Merchandising team in order to plan and deliver a roadmap that is aligned with the business
  • Apply data-driven insights and qualitative research to ensure the most relevant and impactful product development
  • Manage relationships with key stakeholders to ensure successful delivery of products
  • Continually improve customer experience and maximise conversion through product initiatives
  • Outline product opportunities and requirements that align with the overall business strategy quarterly and annually

To be successful in this role you will have:

  • Strong business competence – interpreting key user and business insights and metrics into solutions and opportunities
  • Proven ability to demonstrate a structured approach to problem solving
  • Strong understanding of current and emerging technologies in the online marketplace, and their application and limitations
  • Seasoned experience in scoping ideas; building business cases, strategies and project plans
  • Project planning – end to end
  • Confident in implementing web/digital projects from large websites to CRM projects and micro sites/mobile applications/multimedia

Tagged in:Product Management Job, Technical Product Manager Role

The Age of Product Management

Posted on 20 October 2014 at 8:41 by Adrienne

About a 2 months ago a client from a large financial institution said to me  with excitement “It’s the Age of Product Management” as we discussed the plans to support his Product Management team to be more effective in their roles.

This comment got me thinking about the evolution of Product Management over the last 10 years.

1. You are Not Alone

Brainmates ran our first Product Talk in 2007.

At that time, there were no meetups, no Product Camps, and no Product Management conferences. At that first talk only 7 people turned up but we were elated. It’s certainly changed since then.

Continue reading...

Tagged in:Economics, Product development, product management, Product Management Tribe, Product Meetups, Psychology


Posted on 23 September 2014 at 8:50 by Sean Richards

Harsh But Good Advice for Budding Product Managers and Product Marketers

I have been in the game of product management and product marketing for a while now — 13 years. Over that time I have learnt a thing or two and have made just as many mistakes. One thing I do know is that these roles are awesome. This is what I love to do.

What is not to like about these kinds of roles? You work with essentially all other business units, you drive strategy for the business through your portfolio, you get to work with lots of customers, it is a highly visible role and it usually pays pretty well. Continue reading...

Tagged in:4Ps of Marketing, Australia, b2b marketing, Go To Market, launch manager, market research, Pragmatic marketing, Product Marketer, Product marketing, Product Marketing Course, product marketing manager, training, value creation, VRIO

The Three Tenets of Product Marketing

Posted on 2 September 2014 at 12:10 by Sean Richards

Build Business : Build Brand : Enable Organisation

As Product Marketers and go-to-market professionals there are so many things we could be doing today. Sometimes it is difficult to know which activities are the most meaningful and which should be prioritised. With a few points of consideration though, we can ensure we keep our eye on the prize and use our time and resources wisely.

Fundamental Objectives

Every organisation has fundamental objectives. Perhaps it is revenue growth targets, customer engagement targets, profitability, or perhaps a service level agreement. A basic rule that helps ensure product marketing activities are grounded in what is most important is to ensure product launch objectives are aligned to an organisations fundamental objectives. This not only ensures that your go to market objectives support the organisations overall objectives, it is critical when you need to secure essential collaboration from other departments. Seems basic, but if a product marketer does not ensure organisational alignment of go to market objectives then securing interdepartmental cooperation is going to be very difficult.

The tenets I use to ensure go to market tasks are supporting the execution of a strong product launch are: Build Business, Build Brand, Enabled Organisation. If an activity does not fit well into one of these tenets then perhaps it shouldn’t be done. Continue reading...

Tagged in:4Ps of Marketing, Australia, b2b marketing, Go To Market, launch manager, market research, Pragmatic marketing, Product Marketer, Product marketing, Product Marketing Course, product marketing manager, training, value creation, VRIO