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Product Marketing and Sales Development

Product Marketing and Sales Development - technology business operator services - rightapp4u

We work along with you to help you understand your customer or consumer audiences, where are they available, and how and when to reach them using our both product marketing and sales development reports and strategies for your technology product or business helping you generate leads and grow customer base


What is product marketing?

Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer.

Product marketing is the process of aligning product positioning with customer needs so that customers will actually buy and use those products. It essentially comes down to bringing the product to market and making it sellable. We do that by understanding our buyers’ challenges and positioning our product as a solution to their problem.

Product marketing involves understanding the product’s target audience and using strategic positioning and messaging to boost revenue and demand for the product. Product marketing sits at the intersection of product, marketing, and sales, making it a critical function in enhancing value creation for the customer and supporting sales enablement.

A product marketer’s day might be spent writing positioning and messaging, launching new products and features, talking to customers, or enabling other teams to sell successfully. That’s why we sit at the intersection of product strategy, sales, customer success, and marketing.

The key responsibilities of a product marketer include:-

  • Positioning and messaging
  • Owning the overall go-to-market (GTM) strategy (like naming, packaging and pricing, partner activation, positioning, enablement, top-of-the-funnel and middle-of-the-funnel content, campaigns, and offers)
  • Helping the sales team sell more and close more deals
  • Having a deep understanding of the market, our customers, why we win and lose, and the competitive landscape
  • Informing product roadmap and commercializing new products (product launch)
  • Driving awareness, demand, adoption, win rates, and deal size

All of this work also goes into creating a successful product marketing strategy which involves:-

  • Customer development – Before you can say anything about your product, you have to know who your audience is.
  • Positioning and messaging – After you’ve figured out who you’re talking to, it’s time to decide what you’re going to say.
  • Planning product launchWhen creating your launch plan, work backwards. Set a clear goal and launch date, then figure out what you need to do to successfully launch on time and reach that goal.
  • Creating launch content – Your launch content is the glue for your launch plan. This includes all the assets you need for your launch — demos, positioning docs, pitch decks, one pagers, product screenshots, sales training materials, blog posts, landing pages, and more.
  • Preparing the team – In your haste to tell your buyers about this cool new product or feature, don’t forget to keep your team in the loop.
  • Launching the product – It’s go time 🏁
  • Post launch – Set up a retrospective meeting to look back and see what you could’ve done better. Don’t forget to use that time to celebrate your wins as well — the small ones along the way and the big one on launch day.

What is sales development?

Sales development is the field, process, or team that focuses on the early stages of the sales cycle. Sales development includes customer research, prospecting, initial engagement, lead qualification.

Sales development teams identify the best prospects to connect with and assess which of these can be considered promising enough to vet into the official pipeline as Sales-Qualified Leads (SQLs).

Sales development focuses almost exclusively on the early stages of the sales process. It’s not concerned with closing the deal – that’s up to the sales department. It also doesn’t worry about promoting the product or service – that’s for marketing.

Instead, Sales Development focuses on that middle area – finding, connecting, and qualifying leads and passing them onto the sales team.

Sales Development Representatives (SDRs) should be in charge of Prospecting and Lead Qualification. These people will serve as a bridge between the Marketing Department and the Sales Department.

Your marketers work hard to bring in leads, and they don’t want to see them go to waste. On the other side, your highly paid salespeople can’t spend all of its time chasing down each lead – they only need to focus on the best ones. This is why the SDR bridge is important.

Your SDRs will be responsible for making the first contact with leads and then passing the warm ones to closers. It’ll be their job to qualify each lead and perform lead scoring – deciding which ones are worth pursuing – and maintaining all of your lead data.

They’ll also be the ones who are sending out regular follow up emails, saving your sales team the trouble of having to chase down hard to reach prospects.

To develop a successful sales development strategy, you’ll want to study your prospective and current customers. Then, you’ll want to ask yourself the following questions and come up with answers for them:

  • Why Listen? – Why should your prospective customer listen to you? They have a lot going on in their day, why should they make time for you?
  • Why Care? – Why should they care? After getting leads attention, explain all the positive aspects your solution can have on their business.
  • Why Change? – The prospect probably already has a way of doing things they are content with – why should they change over to you?
  • Why You? – If they are going to make a change, why are you the right choice? What sets you apart?
  • Why Now? – Why should they make a change now, rather than somewhere down the line?

After all this, the question still remains – should you hire a sales development team? In our opinion, the answer is a resounding “Yes.” SDR teams are great for practically every company, and your business can likely benefit from one if you don’t have one already.

Let’s say your business currently has a great team of closers. Whenever they get a great lead, they have no trouble turning them into a customer. However, there just aren’t enough of these leads to go around. A good SDR team would help bring in more leads, thus giving your closers more work.

Or, let’s say you have plenty of leads coming in – too much in fact. There are so many leads that your salespeople spend all of their time qualifying them, and not enough converting them. An SDR team in this situation would be able to take a lot of work from the sales team so that they can specifically focus on selling.

Situations like this appear in businesses of all shapes and sizes. Take some time to examine your current sales strategy, and think about whether it could be running more efficiently. You may find that bringing a sales development team to your business could greatly improve productivity, and in turn, increase sales.

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