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Competing Lessons Product Marketing Sales

Going to market through a platform ecosystem

My first real job in marketing began with a data entry gig as part of an internship: sorting out Excel lists of leads, importing and de-duplicating into a CRM. What was expected to take two weeks took two days instead. So I broadened out: writing some blog posts, tweeting, and playing around with the website. I was employee number four. Fast forward 10 months, and I’d been working with them throughout my last year of university, and fell nicely into a full-time position in the now-10 people startup. We were PredictiveIntent: a flexible recommendation platform, first developed for mobile network operator media portals (remember those?). Our audience then? Anything, and anyone. The sales team (the CEO and one account manager) […]

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Product Marketing Sales

Your roadmap doesn’t have to be a sales blocker.

A great lead comes in: a real household name, with money to spend. They get through your SDR team. The AE prepares, and the discovery call goes swimmingly. The demo is great. And then they ask one single question that threatens to derail the entire conversation. Prospect: “Do you have [feature]?” AE: “No, but it’s on our roadmap.” Prospect: “Do you know when it will be available?” AE: “No. I can check with our team and get back to you.” And the opportunity disappears; never to be seen again. Why does this happen? It’s not because you don’t have the feature available right now. It’s not because your sales rep doesn’t know what the feature is, or will be — usually, it’s an “nice-to-have” compared […]