Summary

Howard has worked with numerous large, small and startup high-tech firms in software, hardware and services in the areas of full lifecycle product management (waterfall and agile), solutions marketing design and collateral, customer value propositions and positioning, sales enablement training and selling aids, market and competitive research, product-market segmentation strategy, customer pilot and early adopter programs, partnering and strategic alliances planning and recruitment, pricing strategies for market share growth and profit optimization, and project management.

In addition to Howard’s established managerial and project execution skill base, he helps clients determine target customer pain points, and incorporates those market needs into tactical solutions, product strategy, portfolio roadmaps, marketing initiatives and design wins.  

Functional Expertise

Product Management

  • Uses the AIPMM standard seven-step phase-gated lifecycle process and framework
  • Determines market requirements
  • Defines product requirements
  • Specifies business requirements
  • Generates market research, competitive analysis and customer feedback
  • Produces product and portfolio roadmaps
  • Coordinates with engineering and/or delivery teams
  • Manages beta and pilot customer releases

Product Marketing

  • Establishes messaging and product positioning
  • Generates product marketing collateral
  • Communicates through traditional and social media
  • Coordinates events
  • Manages industry analyst relations
  • Establishes pricing strategy
  • Manages discounting and report on bookings and margin
  • Speaks at industry events

Solutions Marketing

  • Investigates customer pain points and use cases
  • Determines market segment and industry requirements
  • Packages combinations of products and services for target market segments and industries
  • Coordinates partner products and services for full-solution suites
  • Identifies end-customer value and ROI of solution sets
  • Contributes to industry-targeted messaging for awareness, attention, interest and lead generation

Sales Enablement

  • Provides continual product, competition, and buyer training
  • Creates sales collateral and selling tools aligned to the buying cycle
  • Gives sales training/education workshops, seminars, webinars and videos
  • Identifies typical customer pain points and the matching solutions
  • Creates persona types and matches decision/influence criteria for each to individual’s benefit

Strategic Alliances

  • Establishes target purpose and objectives for each partner organization
  • Determines an effective partner collaboration strategy
  • Establishes executive sponsors and roles to facilitate cooperative sales efforts
  • Specifies go-to resources and aligns on common objectives
  • Decides on what measures and metrics can and will be tracked
  • Coordinates shared marketing, sales and technical initiatives
  • Recruits field personnel to be Partner Alliance Champions

Business Development

  • Sets strategies to enable long term relationships with customers, channel partners, and other partners that that make or influence customers and industry thought leaders
  • Establishes lead generation programs
  • Creates direct, indirect and joint selling partnerships
  • Supports field marketing and field sales to create marketing programs and close business

Product Domain Experience

  • Support Services
  • Professional Services
  • Storage Systems
  • Database Systems
  • Enterprise Software
  • Systems Management
  • Social Media Marketing