Provide ongoing support for the sales channel. Look for opportunities to make support more repeatable.
Provide product and market expertise for events such as conferences, tradeshows, webinars and seminars.
Design and deliver training programs to help the sales channels focus on how to sell the product, not how to use it.
Create tools for salespeople focused on a specific step of the selling process.
Create collateral for buyer personas focused on a specific step of the buying process.
Align your organization's selling process to the buying process, describing the key personas' information needs for each step in the process.
Identify customers who are willing to give testimonials, be featured in case studies, or agree to be a reference account.
Develop a lead generation process that is designed to generate and nurture qualified leads with an objective to turn prospects into satisfied customers.
Measure and tune product marketing programs to ensure alignment with corporate goals.
Define the specific plans and budgets for ensuring customer loyalty as well as selling products and services to existing customers.
Define the specific plans and budgets for selling products and services to new customers.
Manage proactive communications with relevant stakeholders from strategy through execution.
Illustrate market problems in a "story" that puts the problem in context. Use scenarios are one component of requirements.
Define the archetypical buyers involved in the purchasing of your products and services.
Describe the product by its ability to solve market problems. Create internal positioning documents that will be used to develop external messages focused on each key buyer or persona.
Articulate and leverage the organization's unique abilities to deliver value to the market.
Inventory your assets (technical, skills, services, patents, other) and determine ways that they can be leveraged.
Identify competitive and alternative offerings in the market. Assess their strengths and weaknesses. Develop a strategy for winning against the competition.
Discover problems in the market by interviewing customers, recent evaluators and untapped, potential customers. Validate urgent problems to show their pervasiveness in the market.