Thoughts on product management and product marketing...

David Daniels

Recent Blog Posts By David Daniels

Sales and Marketing Alignment – Why is it so hard?

Apr 21, 2017
CEOs struggle to get their Sales and Marketing teams to work together. It seems simple enough. We all are driving toward the same outcome. Yet there is friction between the Sales and Marketing teams that is either visible or simmering below the surface. Sales has a mission that is clear and visible. They sell stuff and bring money into the company. The Sales team has a quota to hold them accountable for achieving their mission. Sales often believes the only role of Marketing is to support...

The Difference Between a Buyer Persona and a Buyer Profile

Apr 10, 2017
There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population....

Product Launch 30 Day Plan – Week 4

Oct 24, 2016
Week 4 of the Product Launch 30 Day Plan is about refining and finalizing the launch plan. Through the third week you have developed a general approach to achieving your product launch goals. Now is the time to rationalize. It’s not possible to do all things for all people. Choices have to be made. Trade-offs need evaluation. The driving principal to rationalization should be your launch goals. What is the shortest path to achieving those goals? Not all Market Segments are Equal The purpose of...