From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: A Whirlygig Tour Of Emerging Marketing Technology Categories. PRESENTATION: A Whirlygig Tour of Emerging Marketing Technology Categories - Given by Jay Famico, @jayfamico - Sirius Decisions, Practice Director, Technology

1. Whirlygig Tour of
Emerging Marketing
Technology Categories
Jay Famico Practice Director, Technology
March 31st 2015

2. © 2015 SiriusDecisions. All Rights Reserved 2
Executive Summary
• Key issues
• Historically, product management and advocacy marketing has relied on a patchwork of
disparate tools and technologies designed for other roles and functions
• A new landscape of applications purposefully designed for product management is
emerging, though many product managers are unaware of their existence
• Although b-to-b organizations often rely heavily on in-house options to generate customer
references and advocates, a growing list of technologies are now available
• What you will walk away with
• A guide to which tools might be most appropriate based on challenges and needs
• Lessons learned on how best leverage and utilize each type of application

3. Product Management
Next Generation Product Management Technologies
4

4. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 4
Product Managers are Technology Laggards
Fill In the Blank
• Sales Reps have Sales Force Automation.
• Marketers have Marketing Automation.
• Product Managers have _________________.
87% of B-to-b product managers don’t use product management
tools; they use sub-optimized office productivity and product development tools.
Of B-to-b product managers are
not aware that applications
specifically designed for product
management exist.

5. © 2015 SiriusDecisions. All Rights Reserved 5
EnhanceMonitorLaunchBuildAlignDesignDiscovery
The SiriusDecisions Product Marketing and Management Model
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning
Reputation /
Advertising
Demand
Measurement
Customer Marketing
Relative Targeting Messaging Thought Leadership Demand Creation
Win/Loss
Analysis
Retention
Strategies
Buyer Personas/
Needs
Competitive
Positioning
Content Activation
References and
Advocacy
Buying Cycle
Sales Content
and Tools
Influencer Relations
User Personas/
Needs
Pricing Sales Support Customer Feedback
Lifecycle
Management
Portfolio
Architecture
Product Testing
Demos, Trials
Proofs of Concept
Satisfaction
Measurement
Enhancement
Prioritization
Competitive Analysis Release Readiness
High-Priority
Updates
Field Input
Sales Advisory
Council
Financial Targets
Sales
Communications
Sales Adoption Retention Programs
Sales Training Pipeline Analytics
STRATEGY EXECUTION GROWTH
Prototype
Concept Testing
*Deliverables Activities
Market Sizing
Segmentation
Demand Type
Sales Coverage
Strategy
Channel Partner
Strategy
Named Accounts
Territory Alignment
Certification
Incentives
Field Feedback
Upsell Cross-sell
Version 3.0
Marketing Plan*
Content Brief*
Solution Handbook*
Launch Plan*
Product Roadmap*
User
Stories/Functional
Spec*
Business Case*
(final)
Future
Roadmap*
Product
Requirements*
Sales Enablement
Plan*
Business Case*
(concept)
Market
Requirements*
Launch Dashboard*
Offering Dashboard*

6. © 2015 SiriusDecisions. All Rights Reserved 6
EnhanceMonitorLaunchBuildAlignDesignDiscovery
The SiriusDecisions Product Marketing and Management Model
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning
Reputation /
Advertising
Demand
Measurement
Customer Marketing
Relative Targeting Messaging Thought Leadership Demand Creation
Win/Loss
Analysis
Retention
Strategies
Buyer Personas/
Needs
Competitive
Positioning
Content Activation
References and
Advocacy
Buying Cycle
Sales Content
and Tools
Influencer Relations
User Personas/
Needs
Pricing Sales Support Customer Feedback
Lifecycle
Management
Portfolio
Architecture
Product Testing
Demos, Trials
Proofs of Concept
Satisfaction
Measurement
Enhancement
Prioritization
Competitive Analysis Release Readiness
High-Priority
Updates
Field Input
Sales Advisory
Council
Financial Targets
Sales
Communications
Sales Adoption Retention Programs
Sales Training Pipeline Analytics
STRATEGY EXECUTION GROWTH
Prototype
Concept Testing
*Deliverables Activities
Market Sizing
Segmentation
Demand Type
Sales Coverage
Strategy
Channel Partner
Strategy
Named Accounts
Territory Alignment
Certification
Incentives
Field Feedback
Upsell Cross-sell
Version 3.0
Marketing Plan*
Content Brief*
Solution Handbook*
Launch Plan*
Product Roadmap*
User
Stories/Functional
Spec*
Business Case*
(final)
Future
Roadmap*
Product
Requirements*
Sales Enablement
Plan*
Business Case*
(concept)
Market
Requirements*
Launch Dashboard*
Offering Dashboard*

7. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 7
Idea Management: Deep Dive
Idea management can help product managers make more informed
decisions about product changes and enhancements to improve product experience.
of b-to-b product managers currently use
idea management applications
15%
• What is it?
• These applications allow the capture and
analysis of feedback and ideas from
users, customers, prospects, and internal
stakeholders.
• Projected impact
• Improved ability to capture and
consolidate of product ideas and customer
feedback
• Better communication with customers,
sales and stakeholders

8. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 8
Idea Management: Prerequisites and Vendors
Effective implementation of idea management requires integration of the
application into existing feedback channels.
Prerequisites for Success
Interlock • Sales, customer service, account
management
Process • Innovation workflow
Technical
Requirements
• Single sign-on from application or other
feedback channels
• Integration to product planning tools
GREATEST AREAS OF IMPACT
REPRESENTATIVE VENDORSSCOPE OF EFFORT RELATIVE ADOPTION
LOW MEDIUM
Discovery
Field Input
Buyer Personas/
Needs
User Personas/
Needs
Monitor Enhance
Customer Feedback
Enhancement
Prioritization
*Deliverables Activities

9. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 9
Concept Testing: Deep Dive
Concept testing evaluates products or enhancements before they are
built to determine whether ideas are worth pursuing and how they can be improved.
• What is it?
• These applications focus on the evaluation
of product concepts – as well as product
designs and features/enhancements – by
target customers.
• Projected impact
• Decreased cost and increased speed of
conducting concept tests
• Increased likelihood concept testing will be
performed
• Decreased investment in bad ideas

10. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 10
Concept Testing: Prerequisites
Other functions including portfolio marketing, demand creation and
communications may also be able to leverage these technologies.
Prerequisites for Success
Interlock • User experience, product development
Process • Prototype creation
• Concept test definition and execution
• Participant recruitment
Technical
Requirements
• Ability for participants to access,
evaluate concepts online
GREATEST AREAS OF IMPACT
REPRESENTATIVE VENDORSSCOPE OF EFFORT RELATIVE ADOPTION
MEDIUM LOW
Design
Product
Requirements*
Prototype
Concept Testing
Build
Product Testing

11. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 11
Planning, Prioritization and Roadmapping: Deep Dive
These applications can provide a single platform for organizing much of
the information and many of the deliverables key to product management.
• What is it?
• These applications allow for aggregation
of feedback, facilitate feature/idea
prioritization, and support the creation and
updating of a product roadmap.
• Projected impact
• Improved collaboration with product
development and design teams
• More efficient, objective approach to
enhancement prioritization
• Better communication of roadmaps
have been
using these
for less than
a year
of non-users
indicate they
are likely to
buy soon

12. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 12
Product Planning, Prioritization and Roadmapping:
Prerequisites
Capabilities vary significantly across vendors; prioritize needs and
desired capabilities to identify short list of vendors to evaluate.
Prerequisites for Success
Interlock • Product development, product design,
executive stakeholders
Process • Defined, consistent development and
innovation process
Technical
Requirements
• Migration from existing tools,
information repositories
• Integration with development tools
GREATEST AREAS OF IMPACT
REPRESENTATIVE VENDORSSCOPE OF EFFORT RELATIVE ADOPTION
HIGH MEDIUM
Design
Market Requirements
Product Requirements
Build Enhance
User Stories/
Functional Spec
Enhancement
Prioritization
Release Readiness Future Roadmap
*Deliverables Activities

13. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 13
Product Engagement: Deep Dive
These applications help organizations understand user behavior and
allow encouragement of activities leading to higher levels of product engagement.
• What is it?
• These applications monitor activity and
allow product managers to target
interventions with users meeting specific
criteria to maximize engagement.
• Projected impact
• Increased usage, improved user
satisfaction and renewal rates
• Reduced time / cost for product training,
onboarding

14. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 14
Product Engagement: Prerequisites
These applications can also be leveraged for customer marketing
purposes to promote upsell or for internal or external training purposes.
Prerequisites for Success
Interlock • Support, customer experience
Process • Data analysis
• Real-time customer communication
Technical
Requirements
• Ability to embed in web application
• Capture and transmission of user-
specific data elements
GREATEST AREAS OF IMPACT
REPRESENTATIVE VENDORSSCOPE OF EFFORT RELATIVE ADOPTION
MEDIUM LOW
Launch Monitor Enhance
Customer Feedback
Upsell Cross-sell
Sales Training
Enhancement
Prioritization
Customer Marketing
*Deliverables Activities

15. Product Marketing
Next Generation Product Marketing Technologies
4

16. © 2015 SiriusDecisions. All Rights Reserved 16
EnhanceMonitorLaunchBuildAlignDesignDiscovery
The SiriusDecisions Product Marketing and Management Model
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign Planning
Reputation /
Advertising
Demand
Measurement
Customer Marketing
Relative Targeting Messaging Marketing Plan Thought Leadership Demand Creation
Win/Loss
Analysis
Retention
Strategies
Buyer Personas/
Needs
Competitive
Positioning
Content Brief Content Activation
References and
Advocacy
Buying Cycle Solution Handbook
Sales Content
and Tools
Launch Plan Influencer Relations
User Personas/
Needs
Pricing Product Roadmap
User Stories /
Functional Spec
Sales Support Customer Feedback
Lifecycle
Management
Portfolio
Architecture
Business Case
(final)
Product Testing
Demos, Trials
Proofs of Concept
Satisfaction
Measurement
Enhancement
Prioritization
Competitive Analysis Release Readiness
High-Priority
Updates
Future
Roadmap
Field Input
Sales Advisory
Council
Financial Targets
Sales
Communications
Sales Adoption Retention Programs
Sales Training Pipeline Analytics
STRATEGY EXECUTION GROWTH
Prototype
Concept Testing
Product
Requirements
Sales Enablement
Plan
*Deliverables Activities
Market Sizing
Segmentation
Demand Type
Business Case
(concept)
Market
Requirements
Sales Coverage
Strategy
Channel Partner
Strategy
Named Accounts
Territory Alignment
Launch Dashboard
Offering Dashboard
Certification
Incentives
Field Feedback
Upsell Cross-sell
Version 3.0

17. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 17
Customer Reference Management: Deep Dive
A company’s words never carry the weight of those from a customer,
meaning that building a top-notch reference program shouldn’t be looked at as a luxury.
• What is it?
• These solutions streamline the reference
nomination process. They also improve
sales and marketing teams’
communication and visibility into advocacy
options.
• Projected impact
• Improvement in the number and quality of
references
• Reduces the need to source live
references from clients

18. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 18
Customer Reference Management: Prerequisites
Best-in-class reference programs are characterized by four key
attributes: structure, focus, commitment and access.
Prerequisites for Success
Interlock • Sales enablement, account
management, customer experience
Process • Develop success measures that link
advocacy to growth outcomes
• Clear “ownership”
Technical
Requirements
• Integration with SFA or sales portal
GREATEST AREAS OF IMPACT
REPRESENTATIVE VENDORSSCOPE OF EFFORT RELATIVE ADOPTION
MEDIUM MEDIUM
Launch Monitor Enhance
*Deliverables Activities
Reputation /
Advertising
Customer MarketingReferences and
Advocacy
Sales Content
and Tools Upsell Cross-sell

19. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 19
Customer Advocacy Management: Deep Dive
Though the perception of advocacy has improved, many companies still
see the function as a tactical, and allocate limited people and program resources.
• What is it?
• These platforms facilitate customer
interactions and incentivizes them to
speak on your behalf
• Projected impact
• Increases the reach and impact of
advocacy activities
• Provides visibility into which customers
contribute the mostof b-to-b companies don’t have formal
requirements in place for sales to help
source advocates.
93%

20. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 20
Customer Advocacy Management: Prerequisites
Organizations find that tactics that leverage customer advocacy have
positive outcomes in terms of cost per-MQL, average deal size, conversion and velocity.
Prerequisites for Success
Interlock • Sales enablement, account
management, customer experience
Process • Strong coordination across customer
and demand marketing functions
• Evaluate current informal procedures
Technical
Requirements
• Orchestration with other outbound
marketing and sales technologies
GREATEST AREAS OF IMPACT
REPRESENTATIVE VENDORSSCOPE OF EFFORT RELATIVE ADOPTION
LOW LOW
Launch Monitor Enhance
*Deliverables Activities
Reputation /
Advertising
Customer MarketingReferences and
Advocacy
Sales Content
and Tools Upsell Cross-sell

21. © 2015 SiriusDecisions. All Rights Reserved 21
Action
Items
• Product Management
• Analyze existing areas of greatest need of technology
support based on PMM Model
• Develop a product management tool roadmap and evaluate
relevant applications as appropriate
• Product Marketing
• Assess the degree to which sales helps identify new
potential customer advocates
• Justify the value of technology investments by mapping how
advocacy assets and interactions, aided by technology, can
impact the sales cycle