👋 Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.
In this post:
Poll: Will product marketers prioritise remote jobs?
I’m running a poll on LinkedIn to understand if product marketers will prioritize remote roles, hybrid work situations, or will prefer companies that are strictly office-based.
What’s your take? Head over to LinkedIn to take the poll – and tag a product marketer in the comments to help get a broader sample!
Personally having started working remotely pre-pandemic, I couldn’t imagine going back to an office more than a few times a month on a casual, non-mandated basis. I strongly believe that any business who choses to mandate in-office days will be at a disadvantage, no matter how they try to frame it.
Every sales deck has a different purpose
If you don’t admit that every sales deck has a unique purpose, and therefore there should be different versions of the deck, then I’m sad to say that your CEO and sales team probably have a similar opinion to the above.
- A discovery deck for the first demo
- A send-over deck for after the first demo, to help with internal selling
- A ‘I don’t have time to talk, send me your deck’ deck
- … and whatever else your buyer journey indicates
Create a sexy sales deck that’s too long, or doesn’t have the right flow… and it’ll sit on your shared folder in obscurity forever more
Speaking to multiple personas
This tweet from Andy Raskin showcases how narrative design tackles including multiple personas in your positioning. Rather than addressing their individual problems and solutions, address how the new game creates new roles for them.
In my ‘customer value positioning’ framework, we talk to the combined value that our products deliver to key stakeholders involved in the buying journey. In B2B we don’t sell to individuals; we have to deliver appropriate value to the buying team.
Swipe File: Eleven Laws of Showrunning
📚 When you become a free Building Momentum subscriber, you get access to my exclusive product marketing swipe file! Click here to find out more.
This PDF from screenwriter Javier Grillo-Marxuach talks about eleven rules of successful TV show creation. There’s actually a ton of similarities between the work we do as product marketers – quarterbacking product, sales, marketing, and more – is akin to showcreators: quarterbacking writers, designers, directors, and more.
- IT’S ALL ABOUT YOU STOP MAKING IT ALL ABOUT YOU
- KNOW YOUR SHOW AND TELL EVERYONE WHAT IT IS
- ALWAYS DESCRIBE A PATH TO SUCCESS
- MAKE DECISIONS EARLY AND OFTEN
- DO NOT DEMAND A FINAL PRODUCT AT THE IDEA STAGE
- WRITE AND REWRITE QUICKLY
- TRACK MULTIPLE TARGETS EFFICIENTLY BY DELEGATING RESPONSIBILITY
- RESIST THE SIREN CALL OF THE “SEXY GLAMOROUS JOBS”
- EXPECT YOUR STAFF TO PERFORM AT VARYING LEVELS OF COMPETENCE
- DELIVER GOOD AND BAD NEWS EARLY AND OFTEN
- SHARE CREDIT FOR SUCCESS TO A FAULT
I highly recommend reading, making notes, and sharing widely.
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