Have you innovated faster than you’ve communicated to the market?

In the world of high growth technology companies, you are a standout. Your product team is hard at work writing use cases and requirements for the solution of the future. Your best-in-class development team is building a solution that will shake up the market, but your innovations are nowhere to be found in your current packaging and positioning materials.

The best product deserves to succeed, but occasionally it doesn’t. If your business has the superior product but your competitor’s product owns a larger share of the market, you might have a product marketing problem.

YOU NEED TO
UNTANGLE  TECH

Untangle Tech is Harvest Engagement’s premier consulting service. Customized specifically for HIT and fintech companies, Untangle Tech provides the roadmap for launching a new product or the strategies to propel an existing product forward.  Throughout the Untangle Tech consultation, we will work with you to identify key market opportunities, develop buyer personas, structure your market-facing product architecture, refine your unique competencies, and segment the market so that you may capture a dominant share. Additionally, we will nurture your marketing team by teaching them these processes so that they may continue to adapt and update materials as your business evolves.

Still not sure if the Untangle Tech engagement is right for you? Take this free assessment to better understand how effective your product marketing function is today, and where Harvest Engagement might be able to support your journey to high growth.

For each category select the option that sounds most like the current state of product marketing within your business, then check your total at the end of the assessment.

We have documented each problem that our business/technology will solve and noted how each problem is specific to each market and submarket(s). This documentation is shareable and available on demand.
3 Points
Across my product, sales, and executive teams, we know the market problems that we solve, but some of it is in our heads, some is in our capabilities presentation, and other bits are in our notes.
2 Points
My internal stakeholders are not aligned on the market problems wesolve, but we could get there if we took the time to talk through it.
1 Points
We have documented each problem that our business/technology will solve and noted how each problem is specific to each market and submarket(s). This documentation is shareable and available on demand.
3 Points
We have documented some common information about our buyers, but it could be enriched or updated.
2 Points
We know the job titles of the people who typically buy from us.
1 Points
I have a complete, non- technical description of my product. This includes how my product solves market problems, a named list of product features, and the benefits that each feature provides. I’ve mapped those benefits to each of our primary market segments so that marketing messages may be customized for each audience. This information is captured in one place and is sharable on demand.
5 Points
I have a complete, non- technical description of my product. This includes how my product solves market problems, a named list of product features, and the benefits that each feature provides. I’ve completed some segmentation work but most if it is just for our primary audience.
2 Points
I have a full description of my product, a list of features, and a description of each feature. I have not spelled out the benefit of each feature or segmented each feature by market segment.
1 Points
I can articulate my company’s unique abilities to deliver value to the market without speaking about price or customer service. I can cite at least one quantifiable way in which my company is unique in our segment and why that distinctive competency is important to future buyers.
3 Points
I can articulate my company’s unique abilities to deliver value to the market without speaking about price or customer service.
2 Points
It is difficult to explain the differences between my company and our competitors. Essentially,
we are very similar and we compete on price and/or customer service levels.
1 Points
I have defined market segments by their needs, including how and why a particular product feature appeals to a specific segment. I have scored segments based on their attractiveness and their fit with our corporate strategy. I have pressure tested my segmentation theories through focus groups or surveys (or other external measures).
5 Points
I have defined market segments by needs and how and why a particular product feature appeals to a specific segment. I have identified 2 or more segments that are the bestfit for our company strategy.
2 Points
I have defined market segments by needs and how and why a particular product feature appeals to a specific segment.
1 Points
CALCULATE TOTAL
TOTAL
_
Points

24 – 20 Points: Congratulations! You have the foundation necessary for a highly strategic product marketing plan.

‍
19 – 11 Points: 19 – 11 Points: Don’t stop now! You’ve made some of the right investments, but additional planning now could save your product, sales, and marketing teams countless cycles in the future. Contact Harvest Engagement to learn how our Untangle Tech service might provide the clarity your teams are craving.

‍
10 – 5 Points: Harvest Engagement is here to help. Contact us to learn how our Untangle Tech engagement could get you on the path to high growth.

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