Marketing / Product

February 21, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

As I’ve returned to the marketing side of Inntopia, I’ve had two key ideas on my brain:

  1. The way I was telling the story of each product is pretty good.
  2. But I also had a hunch there was a better way.

So, as I’ve mentioned before, I dug in, talked to a ton of people, did research, ran a survey, practiced, practiced again, went for walks to think through everything, and practiced some more until I felt like I was getting close what I felt they could be.

Along the way, I had another realization:

The stuff I do to improve the way I sell the product also tends to reveal a ton of insights about the product itself.

At Inntopia, product is not part of marketing. But I can absolutely get why it is for some organizations.

Marketing

Because to be a good marketer, you’ve gotta understand where the market is going and you’ve gotta understand how the product relates to that.

Why?

So you can explain to the MARKET how the product CURRENTLY aligns with that market direction.

Product

Likewise, to be a good product person, you’ve gotta understand where the market is going and you’ve gotta understand how the product relates to that.

Why?

So you can explain to the COMPANY how the product needs to evolve to BETTER align to that market direction.

More updates from my day job journal:
Complexity vs Disorganization
May 29, 2020
Fewer Things: Part II
May 24, 2020
Foot on the Gas
May 15, 2020
Smart, Simple Retargeting
May 8, 2020
Go Bigger
May 1, 2020
Zizzer-Zoof Seeds
April 24, 2020
A Simple Goal
April 17, 2020
Coming Together (Again)
April 11, 2020
Goggles for Docs
April 3, 2020
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
Validation
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
Priorities
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.

       

By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.