Making Your Case

Product Marketing needs to do a better job with differentiating their products and solutions in the BTB technology market place while properly fueling their sales organizations with the relevant information they need to close more sales deals. It is well documented how dissatisfied sales and marketing organizations are with each other in what’s been called the sales and marketing misalignment & disconnect problem.

What can we do in order to address this issue? I believe that product marketing organizations need to take on a holistic and comprehensive approach in addressing this problem. One of the solutions to this problem is called something that I termed and describe as; “Making Your Case”. This approach involves assimilating and presenting the right combination of relevant information needed to influence the buyer towards buying your product or solution.

“Making Your Case” involves building a reservoir of information for your product or solution that will be used to drive all aspects of your messaging, marketing content, sales content, and sales conversations. Your reservoir should contain any of the following information elements you feel are needed in order to make your case.

  • Description of what product/solution is and what it does.
  • Product/Solution technology and architectural overviews.
  • Customer’s problems, pains, underlying issues, concerns, challenges, & needs.
  • Mapping out and describing how the product’s major capabilities & features will address and solve the customer’s problems.
  • Impact of not addressing the problem.
  • Impact of addressing the problem with an alternative product, architecture or technology.
  • Technical & Business Outcomes
  • Technical & Business Benefits
  • Product/Solution areas of Differentiation
  • Impact, Value, Capability, or Outcome that product/solution provides to the customer’s business.

Now what can you gain by employing this approach?

  • Answer all the Why, What, & How questions regarding your product or solution.
  • Transfer the reservoir of information to your sales force so they can utilize it to have relevant & persuasive conversations with their clients and prospects.
  • To gain trust & credibility with the client since you will be engaging them with more worthwhile discussions.
  • Formulate new customer acquisition attack plans.
  • Differentiate your products/solution on the merits of its problem solving capabilities.
  • Create easy to remember linkages between any of the elements for the purposes of making key points and addressing client concerns & worries.

My personal motivational reason for utilizing this approach is to better prepare for this situation. Picture this; 3 competitors have gotten a hold of your prospect/client to discuss and present their product/solution. Your next, what do you think you and your team need to do & present in order to win the client over and close the sales deal?