How do you make the transition from disparate products to a platform?

Answer

4 Answers

Platform and Solutions Product Marketing

Claire Peracchio

Snowflake Product Marketing Lead • 6mo

This is one of the hardest pivots to navigate because you're changing how customers buy, how sales teams sell, and how the market perceives your value — and that change doesn’t happen overnight. The key is treating this as a deliberate, phased evolution. Here's what I’ve seen work well: Build and roll out platform messaging gradually Start with proof points: Identify customers where platform usage delivered measurable value. What did they accomplish that wasn't possible before? Which vendors did ...Read More

1,086 Views
Jeremy Moskowitz

MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y

The unsexy answer is that it just takes time. I've done the product-to-platform transition multiple times, and it's very challenging. The biggest challenge is upskilling your sales team and getting them comfortable enough to sell your product. There are strategies you can employ; my personal favorite is working with "Moneyball Reps." Work closely with a handful of reps with an early adopter mentality and highlight their wins so the team has reason to believe in selling something new. That said, ...Read More

894 Views
Cheryl Neoh

Toast Director, Product Marketing - Core product & SMB Segments | Formerly Zendesk • 3y

From a messaging perspective, you need to consider what's the "1+1=3" story. Part of this entails understanding when in the funnel to message on platform/solution-level benefits vs. more product-specific benefits, i.e. developing campaign messaging hierarchy so there's a red thread narrative that ties it all together. This also needs to be reflected in a holistic approach to pricing & packaging, otherwise you risk the perception of nickel & diming your customers with add-ons. Consider ca ...Read More

945 Views
Dee Johns

Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 4mo

One thing I’ve seen overlooked in platform transitions is timing the narrative to match customer readiness. You can have the best messaging and sales playbooks, but if your key accounts aren’t yet feeling the pain of juggling multiple products, the platform story falls flat.

Early wins often come from identifying customers who already feel the friction and helping them see how consolidation saves time, cost, and headaches. That creates the proof points your broader messaging can then lean on.

189 Views