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All related (99)
Vanessa Thompson
Senior Director, Product Marketing at Twilio April 22

The one thing I have learned in the pandemic is that a presentation isnt just slides, its so much more than this now. Its everything about how you show up on the camera, and engage with the audience, as well as your presentation.

Thinking about how to build the presentation specifically, I'd say choose an arc. There are some really common standard ones floating around in the industry. There is also a cultural aspect to which arc will go over well in your company. Watch for the typical arc your executive team uses when presenting, because it's likely they have a preferred arc style even if they don't know it. Map your presentation to their preferred style, this will reduce your friction when trying to communicate new ideas.

Better Mouse Trap Arc (Problem, poor alternatives, ideal solution)
“I get your pain” “the alternatives suck” “we have the best answer” “this will give you real results”

Challenger Sale Arc (Challenge customer’s understanding and educate them)
Warmer -> The Reframe -> Rational Drowning -> Emotional Impact -> A New Way ->
Your Solution

Nancy Duarte Arc (Journey to bliss, based on famous speeches like MLK’s ‘I have a dream’)
What is: current state, What could be: future state

Alina Fu
Head of Marketing for Viva Goals and Learning (Director) at Microsoft December 1

I don’t know if there is a turnkey framework but there are definitely lots of framework options available. You can find one that fits your needs or make your own (like I do).

Core to a GTM strategy include these essentials:

  • Core Bill of Materials (pitch deck, demo, battlecard, FAQ/data sheet)
  • Customer Journey across the funnel (or bowtie, which I prefer since it covers retention marketing)
  • Brand positioning and SWOT analysis
  • Messaging house (value prop and messaging pillars)
  • Segmentation and Targeting
  • Personas playbook
  • Cross-channel marketing strategy
  • Partner ecosystem

I believe in a product marketing org that covers all of these, which means multiple stakeholder groups. This is where the RACI for their signatures with time stamps would come in handy to document alignment and approval.

Jameelah Calhoun
Global Head of Product Marketing at Eventbrite | Formerly Amazon, Ex-AmexFebruary 9

Simple is always better when bringing stakeholders on the journey for a product launch. I typically structure my presentations around the What? When? Who? Why? How? and Where? in that order. This framework is straightforward but covers the most critical questions that matter for the launch. Additionally, this approach can apply to a 1-pager and a 30 slide deck.

What? - What is launching? What is the monetization strategy/price points?

When? - What is the release timeline? What are the phases of the GTM?

Who? - Who is the target audience? Who are the priority segments?

Why? - Why will they love it? What is the conversion thesis?

How? - How will this be positioned? What are the messaging pillars?

Where? - What channels will be essential to reach the target audience? What are the entry points to the acquisition funnel?

Christine Sotelo-Dag
Director of Product Marketing & Customer Marketing at Mode Analytics February 24

Any GTM presentation should probably include some variance of the following:
- Intro to the problem you're solving with this feature/product
- Why you're solving it now (the opportunity)
- What you've built
- The target audience
- Messaging: Key value drivers / benefits (for each audience)
- KPI's
- GTM strategy / campaign approach (how will you bring this to market?)
- BONUS: any social proof or claims derived from beta

Eve Alexander
Vice President, Product Marketing at Seismic May 17

Here's my go-to: 

  • Initiative objectives and targets (bookings, adoption, whatever you've aligned on)
  • Opportunity size and costs
  • Customer challenge
  • Brief product strategy (MVP + 1-2 releases out)
  • Positioning/Value Prop
  • Target audience
  • Distribution strategy (e.g., are only a subset of your sales teams going to be selling it? Can partners resell it?)
  • Pricing & packaging (including Services)
  • Competitive set (do your traditional competitors have a similar offering? Are there non-traditional competitors)
  • Launch summary (Date, approach)
  • Key risks

I summarize the above on a single slide "exec summary" then include a slide -- or a few -- per topic to provide additional context and rationale. This works well for driving understanding and alignment and is great as a pre-read. Then you can double click into specific topics live based on the audience.

Jeff Beckham
Sr. Director and Head of Product Marketing at Gem May 7

I’m glad you asked, because I love building presentations! I realize I’m a total slide nerd, but here’s my process:

  1. Align on the outcome you want from the presentation. Who are you trying to convince, and about what? Whether the audience is the sales team at SKO or execs at a business review, if all stakeholders aren’t on the same page there, creating the content will be a mess.
  2. Build an outline in a doc before creating any slides (GDocs, Notion, or any doc that supports group editing). If you don’t, you’ll waste tons of time on shapes and graphics when the storyline and key points aren’t decided. I’ve refined my outline process to be one main bullet per slide, with 2 sub-bullets – max.

    Slide takeaway(message, not copy)
    --> Evidence that supports the takeaway
    --> Idea for slide visual(s)

    If everyone isn’t in agreement on the outline, do not proceed or risk stepping into slide quicksand where your time disappears quickly!
  3. Build out the wireframe deck and suggest owners for each slide via comments or text boxes. I tend to set a consistent format for the deck so it looks like all the slides go together. Once the toothpaste is out of the tube and people start editing slides, you can’t go back. I’ve found it best to let everyone own their slides or they won’t feel invested.
  4. Once all the content is in, start making the slides look nice. Lots of people aren’t in love with presentations, so it can help to go the extra mile and tidy up the deck for everyone’s benefit.