To solve this problem, we need to focus on its source. Sales people talk up the products that they believe will generate the best prospect response. If your new products are getting all of the play, it's because your sales people don't have confidence in your story about the current products.

The way out is to convince your sales people that a target group of buyers are very interested in a particular story about your existing products. This involves a lot of new steps that begin with a new way of thinking about the role of product marketing. We need to abandon the notion that marketing can generate leads and build good sales tools and the sales people will take it from there. As companies, products and markets mature, they inevitably create some version of the story you are describing.

The innovative idea you are seeking requires product marketers to treat sales people as an audience that needs to be influenced. We briefly cover some of this work in the free Buyer Personas webinar and explain our complete methodology in our two-day seminar on go-to-market strategies, Effective Product Marketing.

Answered By Adele Revella