Author Archive | Reena Kapoor

If you could remember only 5!

If you had to remember only 5 things about effective product management what would they be? I have my own punch list but I would love to hear yours so please write me. Here are mine: Communicate, Communicate, Communicate until it feels like baby-sitting and then do some more with customers, sales, engineers, executive staff, […]

Continue Reading

The Good — Amplified

Many companies fear social media. But the good ones have less to worry about than they might fear. While SM can be intimidating (especially with all those lawyers out there chomping at the bit in our sue-happy America), the truly good companies will find that social media is a friend. In fact it is their […]

Continue Reading

Why we take Marketing seriously at Conifer Consulting!

I was interviewed by the Center for Ethics & Entrepreneurship about Marketing issues and how to think about it in the context of starting a company.  You can read my interview here where I talk about it in the context of why “Marketing is the Soul of well-run Business” (this is an original quote of mine). […]

Continue Reading

Launching Products in a Social World

Many of our clients ask us this: What do all the new social media tools and vehicles mean for launching new products? At Conifer Consulting a number of our projects involve developing go-to-market strategies and plans for our clients. Increasingly the strategies and plans we develop take account AND advantage of these new vehicles to […]

Continue Reading

It’s That Target Market Again….

Lately I’ve been advising a couple of different companies who are either introducing a new product or contemplating a new market. Invariably the question comes up how should we think about which markets to enter. Simple answer: wherever you can maximize your opportunity! Well not so simple really, when you start thinking about it.

Continue Reading

Launching your Product: What to Avoid

I’ve worked with many clients to help bring new products (and services) to market and even when the offering has real value to offer and a strong, differentiable place to occupy in its universe, I find some common mistakes get in the way. Often a launch that can be great, is simply good or worse, […]

Continue Reading

Successfully Implementing Positioning in Organizations

I’ve now worked on several strategic positioning projects for clients and have come to the realization that the harder part is not developing strong positioning for companies or their products. The greater challenge actually lies in implementing it successfully. Don’t get me wrong. Developing strong, distinctive and meaningful positioning is crucial. And, contrary to popular […]

Continue Reading

Partners Revisited – Seven Watch-Outs

Jeff Thompson, my partner at Aventi Group, and I recently worked on a project where we helped an important client revisit and optimize their channel strategy. The problem was that our client who sells directly and indirectly to the SMB segment, had partnerships agreements in place with over 9000 partners. But what they did not […]

Continue Reading

Marketing to Small & Medium Business

I went to a NorCal-BMA breakfast on March 20th where Drew Meyer (Senior Product Marketing Manager at Network Appliance’s StoreVault division) spoke about selling to SMB – a hot topic among many enterprise companies looking to expand their footprint into this space. Drew spoke about his experiences in selling to this segment and his findings […]

Continue Reading