SVPMA Monthly Event - The Quest to be Market-Driven with Mike Gospe, KickStart Alliance April 6, 2011

Organization: SVPMA - Silicon Valley Product Management Association
Topic: The Quest to be Market-Driven
Speaker: Mike Gospe, KickStart Alliance
Date: Wednesday, April 6th
Time: 6:30pm - 9pm
Location: Network Meeting Center at the TechMart - 5201 Great America Parkway, Santa Clara
Cost: Free for Members. $30 for pre-registered Non-Members. $40 at the door
More info: http://www.svpma.org/meetings.html

Topic:
The Quest to be Market-Driven: What Product Managers and Product Marketers Need to Do to Become the Customers’ Advocate

Presentation:
Whoever understands the customer best, wins. This requires marketers to take responsibility for understanding customers, their pain points, and their buying process better than ever before. For businesses to thrive in the 21st century, product managers and product marketers must become the definitive source of customer knowledge. This starts with illustrating the persona as a reflection of the target market, crafting a clear positioning statement that defines and differentiates your product or service, and designing a set of relevant use-case scenarios and key messaging to engage the persona. With this information, marketers can ensure that the best product decisions are always made.

Reasons to attend:
• Discover the path to the High Ground and what’s required for reaching the summit
• Explore 3 best practices that clarify and prioritize product requirements
• Peruse examples of Personas, Positioning Statements, and Messaging Frameworks that drive use-case scenarios
• Learn how to apply these best practices today

About The Speaker:
Mike Gospe is an accomplished leader, marketing strategist and corporate executive who understands what it takes to market and sell to today’s B2B companies. He is co-founder of KickStart Alliance, a sales and marketing leadership consulting team where he drives integrated marketing and voice-of-the customer programs, including Customer Advisory Board (CAB) meetings. He’s the author of “Marketing Campaign Development“ (available on Amazon.com), a faculty member of San Francisco State University where he teaches the course “Essentials of Integrated Marketing” and a frequent guest speaker at companies, marketing associations and university business schools. His new book, “The Marketing High Ground” will be published in Spring, 2011.