Marketing brief PM Mac
sales training handbook
PRODUCT NAME
FOR MORE INFORMATION:
(your name, phone#, email)
JANUARY 1999
Table of contents
EXECUTIVE SUMMARY
PRODUCT DESCRIPTION
xxx
Pricing
xxx
Sales strategy
xxx
Summary positioning
xxx
Target customers
xxx
Key messages
1. xxx
Competition
xxx
Key sales advantages
2. xxx
Business PROBLEM
XXX
xxx
Market Opportunity
XXX
Market size
xxx
Established product standards
3. xxx
Usage trends
xxx
Target Customers
XXX
Types of users
xxx
Decision makers
xxx
Qualifying the customer
The following questions and answers can help identify target customers.
4. xxx
xxx
Case studies
XXX
Usage scenarios
5. XXX
Product OVERVIEW
DESCRIPTION
xxx
Product uses
6. xxx
Product versions
xxx
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Product components
7. xxx
Note: xxx
Support policies
xxx
System Requirements
XXX
Client Workstation
8. xxx
Server
9. xxx
Positioning
POSITIONING STATEMENT
Do not use this verbatim. It is provided for reference only.
For xxx
Who xxx
Xxx is xxx
That xxx.
Unlike xxx,
xxx.
Unlike xxx,
xxx.
Tagline
Use this phrase as a slogan for the product in presentations, collateral, and other sales and marketing materials.
Shorter version: xxx
Longer version: xxx
Product descriptor
Use this phrase after the product name in tables, lists, and other copy.
xxx
Copy description
Use this sentence in body copy and captions.
xxx
Key messages
#1 xxx
Summary: xxx.
10. xxx
#2 xxx
Summary: xxx.
11. xxx
#3 xxx
Summary: xxx.
12. xxx
PRODUCT NAME features and benefits
|• xxx |xxx |
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Positioning per product
The positioning for the Product Line builds upon the individual positioning for each product. Following is an overview of the key advantages and capabilities of each product.
For more information about . . . Contact . . .
Product name #1 PM #1
Product name #2 PM #2
Product name #3 PM #1
Product #1
xxx
xxx
Additional capabilities
xxx
Product #2
xxx
xxx
Additional capabilities
xxx
Product #3
xxx
xxx
Additional capabilities
xxx
COMPETITION
OVERVIEW
xxx
Overall competitive advantages
short, memorable description
explanation
short, memorable description
explanation
short, memorable description
explanation
Product #1 vs. xyz competitor
Product #1 strengths
short, memorable description
explanation
(repeat as necessary to cover all strengths)
xyz competitor strengths
short, memorable description
explanation
Response: xxx
(repeat as necessary)
Marketing Strategy
XXX
Press tour
13. xxx
Executive analyst tour
xxx
Advertising
Direct Mail
Events/Trade Shows
Collateral List
|Title |Target Audience |Phase of Sale |Format |
|xyz data sheet |technical evaluator |Consideration |printed; pdf |
|xyz white paper |technical evaluator |Evaluation |printed; pdf |
|xyz ROI calculator |CFO |Evaluation |spreadsheet |
|xyz case study |CIO |Evaluation |printed; pdf |
|xyz sales presentation |influencers |Contact |ppt |
|xyz technical presentation |technical evaluator, CIO |Consideration |ppt |
|xyz product demo |technical evaluator, CIO |Evaluation |live |
Sales Strategy
XXX
Pricing
xxx
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*Note: xxx
Pricing example
The example below is based on per seat pricing for xx seats.
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Promotional Pricing
xxx
For example, xxx, the price would be as follows:
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This is a limited-time offer, available only xxx
Discount Policy
What to ask for in exchange for a discount
Discount levels and approvals required
APPENDIX A
THE XXX MARKET
(OVERVIEW OF MARKET DATA AND TRENDS)
Appendix B
FREQUENTLY ASKED QUESTIONS & ANSWERS
QUESTIONS ON:
Background
Q: xxx
A: xxx
Servers
Q: xxx
A: xxx
Servers
Q: xxx
A: xxx
Clients
Q: xxx
A: xxx
Integration
Q: xxx
A: xxx
Installation and Setup
Q: xxx
A: xxx
Pricing
Q: xxx
A: xxx
Competition
Q: xxx
A: xxx
Appendix C
QUICK START IMPLEMENTATION PROCESS
APPENDIX D
PRODUCT PRESENTATION
APPENDIX E
PRODUCT DEMO
APPENDIX F
SAMPLE CONTRACT
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