Resources

Over the course of my career, I've developed these tools to help companies launch new products, re-position existing ones, create a strong brand, train sales teams, and align marketing activities to the customer journey.

Go-to-Market

Product Launch Blueprint

Identify and prioritize the jobs to be done, and align your organization for success.

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A product launch blueprint table outlining product strategy, development, and documentation tasks with columns for deliverables, description, priority, delivery date, responsible, and accountable.

Product Positioning Guide

Define your positioning, target customers, key benefits, and differentiators.

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Product Positioning Guide document featuring sections on Overview, Audience, and Customer Problems with colorful design elements at the top corners.

Buyer Personas

Choose the appropriate channels, and develop marketing programs and messaging to meet buyers’ needs.

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A form titled 'Buyer Personas' with sections for creating buyer profiles, including headshot placeholder, and fields for title, buyer type, reports to, education, experience, tenure, goals, challenges, and how to help. The top of the form provides guidelines for understanding buyers' roles, goals, and motivations.

Go-to-Market Process

Go-to-market is not just a strategy, it’s a process. Define the milestones and deliverables of an efficient and effective go-to-market operation.

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A business process chart titled 'Go-to-Market Process' with sections on strategy, market research, and product development, organized in a table with columns for deliverable, description, priority, delivery date, responsible, and accountable.

Marketing

Branding Guide

Consider your audience, their challenges and motivations, and your unique offering as part of your process.

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Page from a branding guide with a white background, teal title, and colorful decorative shapes in the top left and bottom right corners.

Marketing Calendar

Align your activities to your customer journey to create high-impact, integrated campaigns.

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Blank marketing calendar template with sections for customer journey phases, customer activity, MARCOM channels, and specific marketing activities.

Campaign Plan

Develop campaigns to achieve your business goals and marketing objectives.

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A campaign planning worksheet with sections for campaign information, goals, objectives, key metrics, lists of contacts, persona challenge, and campaign message. The page features a colorful decorative corner.

Sales Enablement

Sales Readiness Plan

Equip your sales team to achieve your business goals.

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Sales Readiness Plan document with sections for pre-season and selling season training, including guides, training, and briefs, displayed in a table format.

Qualifying Guide

Gauge the urgency target buyers feel to solve the challenges your solution addresses.

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Qualifying guide for prospective customers with a table detailing pain points, impacts, and solutions, featuring a colorful header and footer design.

Solution Map

Connect customer problems with product features that address them using a compelling solution statement.

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Solution map worksheet with three rows for filling in customer needs, solutions, and product features, featuring colorful decorative elements in the top left and bottom right corners.

Sales Pitch Template

Articulate your differentiated value proposition with a compelling sales pitch.

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A sales pitch template document with sections on hook, value proposition, and benefit statements, used for creating sales presentations.

Competitor Battle Cards

Prepare your sales team to win against major competitors with differentiated value statements, probing questions, and objection handling.

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A business presentation slide titled 'Competitor Overview' with sections for how competitors position themselves, how to win, market segments, and pricing. It includes a SWOT analysis table with columns labeled 'Strengths,' 'Weaknesses,' and 'Advantages,' listing placeholder bullet points.