If Product Marketing Makes Bold Claims Then Beware

In some cases Product Marketing make bold statements about the new product or solution which will cause problems for your sales teams later on.

Multiple markets

If Product Marketing claims the product can be used for many things and in many cases and many markets, then there is a problem uprising as they can’t figure out who the target clients are. It is impossible or not realistic to address the entire market (segment) and explain to the market the purpose of the product as the message will be just too complex. So Marketing can’t target and can’t get a single message out.
As a result you will not get any real prospects.

Multiple uses

If Product Marketing claims the possibilities (features) of the new product are enormous then you have the problem of picking the best ones as all features are potential winners. Marketing will communicate a way too complex message for explaining all the possible features and solutions. This will result in nobody hearing or understanding the message. The value proposition will be too complex or unclear.
As a result you will not get any real prospects.

The Next Big Thing

If Product Marketing presents the new product or solution as the next big thing or the disruption, then wonder how they are going to explain it to the market and how much that will cost. People are used and open to understand a gradual change or improvement, but a radical change like a disruption is harder to accept.

Beware of bold claims

So always beware when Product Marketing makes bold claims for marketing a new product as these can turn out to become real disasters in sales. Moreover due all the effort, money and time that goes into the promotion of the new product your existing products might suffer as they get less attention which also leads to a lesser revenue.

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