Josh Colter

Buyer Personas should be formatted to be easily digestable and convey key insights that help teams in your org operate more effectively. The ideal format can vary by s...Read More

Andy Raskin nailed this one with his analysis of the greatest sales deck from Zuora. Here's his post: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-s...Read More

Include your sales team from the beginning and you'll largely remove this problem from the root. Orient yourself around what's in it for the sales team and they'll sit...Read More

Mike's answer is spot on. It's not uncommon for companies to have a poor strategy or fit within their marketplace and then expect marketing to sprinkle magical growth ...Read More

Bring them market insights, not feature requests. I share recorded interviews and sales calls with the product team to help them understand our customers. Also, I hunt...Read More

Apply agile sprint thinking to launches. You can do this by creating themes just like agile has a sprint (my team is moving to quarterly message themes). These themes ...Read More

This is a common issue with the prevalency of agile software development. I recommend bundling up several iterative features into a meta-theme and then building a camp...Read More

Product is comprised of people. And so it should be clear upfront that you need to start with a foundation of trust with the people in product. Take them out to coffee...Read More

If your role involves writing product messaging then you should be good at writing. Writing is a necessary skill to help users understand your product and to view solv...Read More

In short, yes the product launch should play a role with your existing customers. As Mike wisely pointed it, the nature of the role should be determined by the objecti...Read More