Value Made Good
Product Management & Go To Market Experts
with experience in
AI products since 1987
Are you missing the mark, while your competitors appear to sail past? Do you feel like the value in your business is not being fully realized, but haven’t figured out why? Is your team working harder, but not making progress?
OUR TEAM
David Owen
John Joseph
David Owen
John Joseph
David Owen
Steve Rankel
John Joseph
John Joseph
John Joseph
Prior Engagements
Product Pivots
Go-to-Market Strategy
Product Road Maps
Mandate - Reduce the number of users who quit using speech recognition after initial training.
Results -Speech recognition for doctors' dictation was originally deployed on the desktop and required the doctor to edit the errors. We proposed to a public company that they leverage the Internet for a workflow that delegated editing to transcriptionists, unblocking user acceptance challenges.
Product Road Maps
Go-to-Market Strategy
Product Road Maps
Mandate - A PE-backed electronic health record company was plagued by unpredictable product delivery and angry customers demanding their favorite feature be developed next.
Results - By instituting a practice of always-ready Product Road Maps, we helped improve customer satisfaction.
Go-to-Market Strategy
Go-to-Market Strategy
Optimize Demand Generation Programs
Mandate - Create and implement a strategy to generate leads for a first-of-a-kind product for applying AI to insurance claims processing.
Results - Created content to establish the product as a breakthrough and implemented demand generation program to start the flow of leads.
Optimize Demand Generation Programs
Optimize Demand Generation Programs
Optimize Demand Generation Programs
Mandate - Troubleshoot current demand gen efforts for a compliance SaaS product to get more results.
Results - Implemented performance metrics in Pardot and Salesforce that revealed leads stuck in funnel. Integrated content, demand gen, and BDR work to push leads through the funnel and into opportunities.
Build a Demand Generation Engine
Optimize Demand Generation Programs
Build a Demand Generation Engine
Mandate - Generate awareness for new services around COVID health and safety and cybersecurity.
Results - Established relationships with key industry associations and created content that started inbound lead flow and expanded presence nationally.
Interim CPO / CMO
Optimize Demand Generation Programs
Build a Demand Generation Engine
VMG has served as an Interim Chief Product Officer and Chief Marketing Officer for start-ups, as well as VC/PE back and Fortune 100 companies.
Generate Sales of New AI Product
Determine Go-to-Market Strategy for Digital Health Product
Determine Go-to-Market Strategy for Digital Health Product
Mandate - Help a PE-backed electronic health record company generate add-on revenue from a new, category-creating, AI-powered predictive analytics solution.
Results - Developed the messaging framework, value proposition, and sales tools that helped the company reach it's sales goals for first year revenue.
Determine Go-to-Market Strategy for Digital Health Product
Determine Go-to-Market Strategy for Digital Health Product
Determine Go-to-Market Strategy for Digital Health Product
Mandate - Develop and execute marketing and sales strategy for new AI-enabled, wrist-worn sensor for neurological disorders.
Results - Identified high-potential market segments, established a strategy for generating awareness and acceptance of the product, and implemented the strategy in the highest priority segment.
Generate Sales of New Patient Engagement Product
Determine Go-to-Market Strategy for Digital Health Product
Generate Sales of New Patient Engagement Product
Mandate - Generate add-on revenue from a new, patient engagement solution for an electronic health record system.
Results - Developed the messaging framework, value proposition, and sales tools that helped the company reach it's sales goals for first year revenue.
Pricing Research
Agile About Face (Customer Discovery Interviews)
Generate Sales of New Patient Engagement Product
Mandate - A global SaaS workflow provider needed to confirm the level of acceptable price increase for their flagship product with over 5,000 customers in 10 countries.
Results - Using an elegant value and pricing interview technique, we discovered a 50%-200% pricing increase would be acceptable to ICP’s, immediately boosting revenue and margin.
Roadmap Reprioritization
Agile About Face (Customer Discovery Interviews)
Agile About Face (Customer Discovery Interviews)
Mandate - Post-acquisition by a major insurer, a patient community platform needed to resolve internal disagreement on feature & resource priorities.
Results - Via 1:1 qualitative phone conversations, users revealed their #1 value driver was a set of features the internal team was planning to sunset. The findings sparked a roadmap and dev priority rethink.
Agile About Face (Customer Discovery Interviews)
Agile About Face (Customer Discovery Interviews)
Agile About Face (Customer Discovery Interviews)
Mandate - With 100 developers in Eastern Europe working aggressively to deliver a long list of new features, a SaaS portfolio project management provider needed to confirm their dev investment was focused on top customer priorities.
Results - Via customer discovery interviews & data-backed delivery of results, users revealed that a stunning 100% of development resources needed to shift to a different set of customer priorities.
About Our Name
Sailors knows it’s not just how fast you sail towards your goal.
While velocity signifies how fast your boat is traveling,
a sailboat often makes the fastest progress to its mark by not sailing directly at it.
Wind, tides and currents effect the actual velocity made good (VMG).
Harness what you can't control.
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