Bringing a product to market is never just about building the right features—it’s about building the right foundation. Too often, organizations treat marketing as a final step rather than a strategic partner from the start. But when positioning, messaging, and market understanding are left out of early product conversations, the result is misalignment, missed opportunities, and products that struggle to gain traction.
This episode of Ascendle Unscripted dives into why integrating marketing early isn’t just smart—it’s essential. Host Michael Cinquino is joined by Susannah Parnin Mitchell, VP of Operations at Ascendle, and Jacki Brown, a seasoned marketer with experience in both B2C and B2B sectors. They delve into the critical importance of integrating positioning and go-to-market strategy from the very beginning of product development.
The Role of Marketing in Product Development
Jacki emphasizes that marketing is often an afterthought in tech companies, which can lead to significant challenges down the line. She explains that many tech startups are founded by sales or tech professionals who rely on relationships for initial sales. However, as the company grows, the lack of early marketing integration can result in missed opportunities and misaligned messaging.
Susannah adds that marketing should be involved from the start to ensure a deep understanding of the market and the customers. This includes knowing who the customers are, how to segment them, and how to penetrate the market effectively. Without this foundational knowledge, it’s challenging to build a valid business case or ROI hypothesis for the product.
Defining the Market and the User
One of the distinctions made in the episode is between the end user and the broader market. While product teams often zero in on the end user—the individual interacting with the product—it’s equally critical to understand the larger market context. That means identifying your total addressable market, segmenting it effectively, and crafting a go-to-market strategy that aligns with both business goals and customer needs.
Jacki highlights the importance of clear positioning and messaging. She notes that many companies struggle with positioning because they fail to define their target audience accurately. This can lead to vague messaging that doesn’t resonate with potential customers.
Ask the Right Questions
Both Susannah and Jacki stress the importance of asking the right questions early in the product development process. These questions include:
- What market are we entering?
- Who is our target audience?
- What is our value proposition?
- How do we differentiate from the competition?
By addressing these questions upfront, companies can avoid common pitfalls and ensure that their product development efforts are aligned with market needs.
The Dangers of Overlooking Marketing
The episode also explores the consequences of overlooking marketing. Jacki shares a story about a company that attempted to launch a joint solution without proper positioning, messaging, or pricing. The lack of preparation led to the offering being scrapped, highlighting the importance of thorough market research and planning.
Susannah echoes this sentiment, sharing an example of a project that failed because the value proposition wasn’t clear to existing customers. She emphasizes the need for continuous evaluation and refinement of the product to ensure it meets market demands.
Leveraging Thought Leadership and Authenticity
The discussion also touches on the role of thought leadership in building credibility and trust. Jacki and Susannah agree that providing valuable insights and information can help companies stand out in a crowded market. They stress the importance of authenticity and connecting with customers on a deeper level.
Key Takeaways
- Integrate Marketing Early: Involve marketing from the start to ensure a deep understanding of the market and customers.
- Define Your Market and User: Clearly define your target audience and market to create effective positioning and messaging.
- Ask the Right Questions: Address key questions early in the product development process to align efforts with market needs.
- Avoid Overlooking Marketing: Conduct thorough market research and planning to avoid common pitfalls.
- Leverage Thought Leadership: Build credibility and trust through valuable insights and authentic connections with customers.
Final Thoughts
Positioning and go-to-market strategy are critical components of successful product development. By integrating marketing early, defining the market and user, asking the right questions, and leveraging thought leadership, companies can navigate the complexities of product development and deliver real business value. As Susannah aptly puts it, “You don’t realize your value until it’s in a customer’s hands being used.” By focusing on these principles, organizations can ensure their products meet market demands and achieve long-term success.
Ascendle is here to help – contact us today to learn how we partner with our clients to bring products to market.
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