Sequence of deliverables
This diagram is an example of the deliverables necessary for evangelism:
Different colors in the diagram delineate possible levels of secrecy or ownership by different teams.
The sequence of what comes first, second, and so forth can also be different for each organization.
Let’s look now at the wisdom, the PROTIPs, behind each item in sequence.
We start with the pain points, where people need to take action and are likely to be looking for solutions, which is the definition of a sales prospect.
Prospects are likely to encounter an organization’s competitors, so a strategy is needed to best answer concerns, both verbally and in real products and services.
Ideally, differentiation and positioning is summarized by keywords “sound bytes” and Twitter hashtags used in emails and titles of presentations.
But rather than just empty slogans, statistics about customers (their concerns, where they live, both indistry-wide and your particular sub-groups) should drive messaging.
- Real people and their organizations
- and their stories (“proof points”)
- in presentation graphics so
social media reflects reality and sincerity.
- Validated “proof points” in testimonials and surveys are needed to prove Return on Investment on time spent to
view demos, take calls, and read communications.
- scripted videos are essentially short recordings of conversations and conceptual explanations given during
live demos, meetups, and conference presentations.
- On the technical side, sample applications are used in
- benchmark statistics which provide a factual and repeatable basis to prove competitiveness.
Such are what external industry analysts (such as Gartner) can use to make their case for you.
Yes, books are still helpful for publicity and credibility.
- But video courses with student interaction and quizzes to ensure learning is what delivers capable users who can
achieve useful results during Hackathons and actual deployments of your offering.
These items don’t cover all of the artifacts relevant to technical evangelism, so contact me for more.
NOTE: The diagram was (created with animations in MS PowerPoint 2011)
More on technical evangelism
This is one of several topics:
- Evangelism dependencies
- Deliverables and Events Budgeting spreadsheet
- Events and Conferences
- Calendar of Announcements
- Social media
- Social media strategy
- Sentiment analysis (of favorable words or not)
- Responses to social media
- Competitive Comparisons (by analysts and others)
- Competitive Strategy
- Competitive Comparison Kit (for people to run for themselves)
Objections, and how to handle them
- Target Customers
- Customer References
- Proof Points
- Email databases (User Acquisition)
Remarketing of current or lapsed users
- Product websites
- Product wikis
- User Forums (Google, LinkedIn, Reddit, etc.)
- Product Roadmaps
- Release Schedule
- environments for development, testing, demos, training, etc.
- Demo presentation scripts
- Beta activities
- Live event sign-up administration
- Video production capability
Live Video Streaming
- Participating in Conferences
- Running Conferences
Dynamic projections of tweets, etc.
- Recruitment follow-up