From 2019 to early 2020, I worked with Onyx CenterSource, first as a product marketing consultant and then as Director of Product Marketing.
My focus was on validating value propositions and honing the product offering, both at the product level and the portfolio level. I started by creating product handbooks for Onyx’s (3) core products and (1) emerging product. The handbooks are detailed, comprehensive documents that include a product overview, industry challenges, business workflow diagrams, target audience definition, and value proposition by segment. Additionally, the handbooks include materials for the sales team, such as buyer personas, competitive analysis, and FAQs, including objection handling.
The handbooks were developed in close collaboration with the product team. I reviewed and compiled internal documents, conducted interviews with both internal stakeholders and customers, and performed my own user and market research. The documents were presented to the commercial, product, and implementation teams before being approved for use by all internal stakeholders.
In addition to creating the product handbooks, I partnered with the sales team on a WIN-LOSS pilot. Our analysis — which covered all of Onyx’s core products — included recent deals of various sizes from the US, Europe, India, and Australia.
✪ PRODUCT MARKETING ✪ RESEARCH ✪ https://www.onyxcentersource.com/