These are the slides from the 2012-11-27 presentation by Elizabeth Caley and April Dunford on "CEO of Your Product? Prove it with Revenue".

1. CEO OF YOUR PRODUCT?
YEAH? PROVE IT!
Elizabeth Caley
@ECaley

2. TOP FIVE WAYS TO
LOSE CREDIBILITY
AS YOUR
PRODUCT’S CEO

3. 5.
Stall on
making decisions

4. 4.
Ask for
everything
and ask for
it now!

5. 3.
Throw other
departments
under the
bus

6. 2. Be oblivious to ROI

7. 1.
Don’t have
the voice of
the customer

8. TOP FIVE WAYS TO LOSE
CREDIBILITY
AS YOUR
PRODUCT’S CEO
@ECaley

9. How to Act Like the CEO of
Your Product
April Dunford
@aprildunford
Rocketwatcher.com

10. What Does a CEO Worry
About All Day?

11. Product

12. Product

13. Revenue

14. Sales:
Used to be in charge of this

15. Who Owns the Buying Process?
The Good Ol’ Days
Sales Nobody
No Rene
Need Eval Buy Enjoy
need w
Cust. Serv.

16. The Customer Buying Process
Has Changed
Prospects only talk to you when they are
ready to buy

17. Who Owns the Buying Process?
Today
Marketing Sales Marketing
No Rene
Need Eval Buy Enjoy
need w
Marketing
Cust. Serv.

18. Marketing has Changed
Old New
Focus on Products Focus on customer
problems
Selling Engagement and
Education
Outbound Inbound
Brochures, Data Sheets, Articles, eBooks, Blog
Product Demos Posts, Video
Promotion of the Promoting a point of
Product/Company view/thought leadership
Branding fluff Market Understanding

19. The Big Opportunity For PM’s
• Marketing is becoming the revenue
driving engine of the company
• Marketing is becoming more focused
on useful content
• PM’s are in a unique position to make
everything that marketing does better

20. 10 Ways to Get Closer to
Revenue
1 Educate Marketing on Segments
2 Help Marketing understand your
Market Context
3 Be a data nutjob
4 Identify friction points and
accelerators in the pipeline and work
on those
5 Work with Marketing to make your
product more “self-spreading”

21. 10 Ways to Get Closer to
Revenue
6 Create content like a maniac
7 Brand yourself: Be a known,
respected expert in your customer
community
8 Be a credible spokesperson for your
company’s point of view on the
market (then land speaking gigs)
9 Adopt a reporter
10 Have 10 referenceable customers
that owe you one

22. Thanks!
@aprildunford
RocketWatcher.com