Dave Daniels
Founder, BrainKraft
About
Tech exec, entrepreneur, speaker, blogger, coach. Creator of the BrainKraft Product Launch Framework
Content
Dave Daniels
BrainKraft Founder • June 8
30 days - Learn the market and competitive landscape. Visit as many customers and non-customers as possible. Read every Win/Loss report you can get your hands on. Talk to as many sales reps as possible. Use the Steve Jobs line of questioning: "What's working here?" "What's not working here?" Warn......Read More
4014 Views
Dave Daniels
BrainKraft Founder • April 11
Start with these: 1. Customer Lifetime Value (LTV) - it measures how long a customer stays with you and how much they spend during that time. It's a good early warning metric. 2. Win/Loss Ratio - of all the deals you have the opportunity to win, the number you win and the number you lose. It's......Read More
1269 Views
Dave Daniels
BrainKraft Founder • March 21
Another reason is burnout. Too many organizations perceive PMMs as lead gen people. That puts them into a highly tactical mode. Without so much tactical work, there's never enough time for strategy. Which leads to more tactical work. Here's one of my blog posts that might help - https://www.b......Read More
1141 Views
Dave Daniels
BrainKraft Founder • August 22
Product positioning/value propositions/messages are developed for people (personas) in markets. The first step is to identify the personas that influence a buying decision for your products. When you understand that, you can dive into the problems each persona is experiencing and develop a value ......Read More
1134 Views
Dave Daniels
BrainKraft Founder • April 11
In a word - results. Your product managers should have a goal defined for the product you're supporting. It may not be the most realistic goal, but there should be a goal you can anchor to. Take that goal and break it down into bite size pieces. Think about what it's going to take to get a buyer ......Read More
1053 Views
Dave Daniels
BrainKraft Founder • February 6
The short answer is product marketing defines the go-to-market strategy to achieve a return on investment. The Marcom team executes the tactics in support of the GTM strategy.
947 Views
Dave Daniels
BrainKraft Founder • April 2
The strategies will differ based on the maturity of the market segment and/or product category. For example, if you are dealing with a mature, risk averse market segment you need proof. Buyers will kick tires all day, waste your resources, get everyone excited, then won't buy. They are skeptics a......Read More
966 Views
Dave Daniels
BrainKraft Founder • February 7
First, don't think of Win/Loss as a project to be done at certain times of the year. It's like a lifestyle change that has be worked into your organization's priorities (like exercise or losing weight). Second, salespeople should never conduct W/L interviews. Never. The purpose of W/L is to figur......Read More
938 Views
Dave Daniels
BrainKraft Founder • March 21
1. Have a clearly defined launch goal. A metric, a quantity, and a timeframe. "Sell as much as we can" is not a goal. 2. Have a launch leader. Succesful launches to launch by themselves. 3. Good product/market fit 4. Identify a good target market segment 5. Prepare your team 6. Prepare your......Read More
817 Views
Credentials & Highlights
Founder at BrainKraft
Lives In Birmingham, AL
Knows About Analyst Relations, Vertical Product Marketing, Establishing Product Marketing, Multi-......more