Tying Product to Go-To-Market Strategy With Ray McKenzie

Melissa Perri’s guest on this week’s Product Thinking Podcast is Ray McKenzie. Ray is the CEO and founder of StartingPoint Technologies, an organization that develops solutions for service-based companies. He has expertise across a variety of fields, most notably strategy development, workforce analytics, and behavioral analysis. Ray joins Melissa to discuss the ideal marketing strategy that product leaders should be adopting. Here are some key points you’ll hear Melissa and Ray talk about in this episode: How Ray got into product management. [1:16] Product leaders need to consult with customers and rely on other uses and experiences to outline how to build products. [5:01] One of the biggest challenges when it comes to a company startup is opening yourself up to criticism and feedback. However, allowing yourself to get feedback, both positive and negative, can benefit your business. [7:41] Melissa expresses that when building a product, leaders’ main focus should be on how they can make products easy for customers to use. [12:00] Product management should be tied into strategic decisions in the organization. Product leaders need to be present in decision-making so that they can understand the vision for the business and build products to align with that. [13:50] Product is a revenue driver and not a cost center. [16:58] Being product-led is a go-to-market strategy. Building a product-led company means that product building becomes ingrained in the day-to-day work. [18:07] The different go-to-market strategies that companies need to be thinking about, and how they should decide on which strategy is right for them. [26:53] The main way to experiment with your go-to-market strategy, or test it, is to talk to people. Talk to your ideal customer, your colleagues, and do market research. “If you just talk to people they will lead you in the direction of where it is easiest to go. And if you're taught to understand who your ideal customer is, talk to as many people of that kind as possible, and they'll tell you where you should invest your go-to-market dollars or go-to-market strategy,” Ray tells Melissa. [30:13] Companies that aren't software-based need to think about their ideal customers, what their competition is doing, and what differentiates their product from everyone else. [32:52] Resources Ray McKenzie | LinkedIn | Twitter StartingPoint