Back to Your Feed

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

1 Answer
Cheryl Neoh
Cheryl Neoh
Toast Director, Product Marketing - Core product & SMB SegmentsAugust 28

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 campaign messaging frequency -- Look to optimize the customer experience by streamlining communication, instead of bombarding their inbox with disparate notifications.

Another consideration is how your audience needs may vary -- e.g. How do your smaller customers value/perceive "platform" differently than your larger customers? Smaller customers may feel 'oversold' or that the entire platform is far more than what they actually need on a day-to-day basis.

Org structure is also an important element of transitioning into a platform company. The challenge of "shipping one's org chart" often stems from teams operating too much within their respective business unit/product silos. It takes conscious effort to exercise & scale new x-functional collaboration muscles and so frequent alignment on priorities is key.

704 Views
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Sarah Din
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Vishal Naik
Vishal Naik
Google Product Marketing Lead
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, Mode
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network Experiences
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing
Jiong Liu
Jiong Liu
Wiz Senior Director of Product Marketing