The business case is a sales tool that works
A simple spreadsheet can help you win more, by turning intangible projections into tangible predictions
Get ahead of the sale with this trick
Create a buyer's guide that you can use to guide the prospect's decision process.
SaaS? More like Outcomes-as-an-Experience
Selling functional software as a service is boring. Elevate your approach by considering how you can sell outcomes as an experience instead.
Product marketing is internal comms
Tips on how to elevate your product launches with a considered internal comms strategy.
Using surveys in narratives and marketing campaigns
Carrying out primary research really helps drive impact in your narrative and go-to-market. Here's how to think about it (with examples).
AMA: Alicia & James on a failed product launch (and more)
We joined the Launch Awesome community for an AMA, on everything from our failed launch to building customer empathy.
It’s obvious, but… say what you mean
Answer 'so what?' before customers ask it, and get the revenue results you deserve.
Test positioning like you test software
Validate positioning and messaging - before you go to market - by thinking like a software developer.
Product marketing in downturns
Where should product marketers focus efforts in this economic environment?
The product marketing puzzle
ICP and personas, positioning and narrative, and where does a GTM strategy fit? My attempt to bring the puzzle pieces together in one diagram.