This presentation covers key aspects of Building and Marketing Enterprise Products. It also includes comparison of Enterprise vs Consumer Product Management and Marketing. The challenges are different and the idea is to give a brief overview. This is to help budding and aspiring Product Managers, anyone wanting to move from Enterprise to Consumer or vice versa, Business Management, Marketing graduates and post graduates interested in research and making a career choice.
Insurers' journeys to build a mastery in the IoT usage
Building and Marketing Enterprise Products - Challenges, Trends and Comparison with Consumer Products
1. The Business of
Building & Marketing
Enterprise
PRODUCTS
Challenges & Trends
Aneesh Bhatnagar
This presentation is more focused on software products, online applications, portal etc.
9. • Purchased by high-level business people
• Don‟t spend their own money (but „budget‟)
• Want a feature list (not use-cases)
• Needed to be charmed and convinced
• Dramatically lowered installation costs
BUYER
10. • Multiple decision makers
• Budgets moving from IT to LOB
• IT is a department (IT) of “no”
• Go by competition, reference, industry
usage
BUYER
12. • Brain is lazy by nature – Expects things to
be self explaining and smart
• Needs to accomplish complex tasks in
multiple steps – Should provide guidance
• Has very limited time – should be flexible
enough to complete any time and in
phases
• Is multi-tasking always
USER
13. • Is distracted by
people, noise, meetings, phone etc
• Does mistakes because s/he is multi-tasking
• Compares with his consumer experience
• Expects the software to prohibit mistakes
but lets them correct
• Should look and feel familiar
USER
14. You can’t ask customers
what they want
and
try to give that to them
-Steve Jobs
16. • The User and Purchaser are different
• The User is the Buyer
• Multiple Decision Makers
• Single or few decision makers
• Understanding Persona and Stakeholder
is Key
• Understanding User Types is Key
PRODUCTS
Enterprise vs Consumer
17. • Getting input from customers is a
prolonged and laborious process
• It is comparatively QUICK
• PMs often have to make judgment calls
from limited input
• Various ways to get inputs from large
number of users
• Cost of MISTAKE and ERROR is high
• MISTAKES can be rectified in short time
PRODUCTS
Enterprise vs Consumer
18. • Competing demands from large ($$$ mn)
customers/prospects
• All are equal
• Rely heavily on early adopters for
feedback
• Rely on continuous tracking
• Hardware, Localization, Security, Perform
ance, Multi Language
• Most are not a key aspect
PRODUCTS
Enterprise vs Consumer
19. • Power of configuration vs customization
• Limited. If available it feels complex
• Customer feedback provided by
sales, marketing, implementation team
and less of customer
• Direct customer feedback
• Should work for power, light users and
newbies
• Should work for all
PRODUCTS
Enterprise vs Consumer
20. • Better to be loved by a few than liked by
all
• Should be liked by majority
• Cannot plan too much upfront –
Roadmaps don‟t work.
• Ditto
• Not an Island - Your software should work
with other software
• Its an Island
PRODUCTS
Enterprise vs Consumer
21. • Good Product alone is not enough
• Good Product and Service is the key
• Competent and well aligned Sales force
is key
• Depends on the buyer
• Prioritize functionality vs UX at times
• UX followed by Functionality
PRODUCTS
Enterprise vs Consumer
22. • TCO is Key
• TCO doesn‟t apply. Even if applied, it is
not key
• Installation and Adoption is different
• What is bought is used
PRODUCTS
Enterprise vs Consumer
23. • Salesforce.com, MetricStream, Oracle, SA
P, etc
• Google, eBay, Flipkart, Amazon, Makemy
trip, Shaadi, etc
• Sulekha.com, Naukri.com (B2B and B2C)
PRODUCTS
Enterprise vs Consumer
25. Customer Focused Product Management
• Product to solve a pain point
– Hootsuite, Shopify, Eventbrite, Flipboard, Angry
Birds
Product Focused Product Management
• Building a product which (you believe) the
world will want but is not yet recognized
– iPad, Twitter, Facebook, even Spotify
CUSTOMER OR PRODUCT FOCUS
28. • Multiple decision makers
• Individuals are final decision makers
• Less emotional and task oriented
• Emotional and Impulsive decisions
• Longer & complex sales cycle
• Shorter cycles; mostly instant or in short
time frame
MARKETING
Enterprise vs Consumer
29. • Higher deal size
• Individuals are final decision makers
• Products are complex (not always)
• They have to be simple
• Small number of customers
• Large number of customers
MARKETING
Enterprise vs Consumer
30. • Create a sense of urgency? Why now?
• Doesn‟t always buy due to Urgency
• Mediums: Mass Media (TV, Radio etc)
• Mediums: Highly Targeted Mutli-Channels
MARKETING
Enterprise vs Consumer
38. • User has no input in purchasing it. Not even the IT
people who have to maintain it has any input in it.
• Purchasing decisions are made by list of features
• Knowing what is working and what is not
• Usage statistics of each feature / capability
• Connecting the Extended Enterprise
• Getting the Product out faster
• Innovate faster
CHALLENGES
39. • Reduce Feedback to „Available in Product‟ faster
• Mostly „Single‟ Product for all Markets
• Delivering OOTB
• Faster Implementation
• Varied Requirements from Users within the Business
• Localization, Internationalization
• Mid Market Vs Large Enterprise
CHALLENGES
41. • Big Data
• Internet-based delivery
– “SaaS”, “PaaS”, “cloud”, “Pay As You Go”
• Elasticity
– Scalability on demand/spike
• Anytime, Anywhere access
– Build, Test, Document, Market, Report, Status
• Shared Pools
– Leveraging underutilized capacity
TRENDS
42. • Consumer Apps breaking into Enterprise
– Dropbox and BYOD
• Consumerization
– Workday software for filing expenses or approving a hire.
As simple as Facebook
• Integrated Systems
– Simplify the IT environment
– Integration of OnPremise and Cloud solutions
• Enterprise App Stores
• Freemiums
– Give away the diagnosis, sell the remedy
• Social Apps for business
TRENDS
Also includes Public,Private, Small, Medium and Large
Also includes Public,Private, Small, Medium and Large
Public or Private. Small, Medium and Large
Business transaction between companies. manufacturer and a wholesaler, wholesaler and a retailerExample - Filing an expense, applying leave, salary, project management, time sheets, help desk etc