Most companies spend about 30-40% of top line revenue on product, sales and marketing. But often, they fail to look at these as integrated expenses. On this week’s SBI Video Podcast, we spoke with Terry Hicks, the chief product officer at Infusionsoft, a marketing automation software company. Watch as Terry discusses how to integrate your product strategy with your go-to-market strategy.

 

We’ll start the show by explaining how Terry develops his product strategy. He’ll explain how he decides which markets to compete in, and which to forgo. He’ll address how to know if your product is best in class and how to determine whether or not it will resonate with the market. Additionally he’ll explain the importance of an agile environment in order to create prototypes.

 

Next, Terry will address the go-to-market strategy. He’ll dive into how he develops the value proposition and positioning for new products. He’ll also explain how he selects specific products to be marketed and sold to specific customers. And finally, Terry will dive into the best ways to integrate your product strategy with your go-to-market strategy.

 

Your organization must invest money in order to grow faster than both your industry and your competitors. Watch as Terry describes the importance of this investment, and why you must integrate your product strategy. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year. It’s your guide to revenue growth by ensuring you are in the right markets, with the right products, as Terry has done at Infusionsoft.