Marketing Strategy · Product Marketing

How to sell a platform that makes developers 10X productive?

Anil Sharma Founder at

Last updated on August 16th, 2017

Here is the dilemma.

Teams building enterprise class applications always get caught up in plumbing so extensively that they lose focus and creativity. On the other hand, if there is a tool to make them more efficient by taking care of plumbing, it is somewhat threatening (seen as replacement).

What are other ideas to position this?

This is a tool for making them efficient so they can have more time for creativity or self.

Paul Manz Director, Marketing Strategy

Last updated on August 18th, 2017


I think your trick here is to keep in mind that, in an enterprise situation, there are likely many audiences.

Long term business success necessitates meeting ALL of the stakeholders' needs before, during and after the sale.

As a result, while you need a product/brand purpose (think Simon Sinek's "why"), the value props to each of these audiences need to address their unique needs.

For example (and very high level off the top of my head):

C-Suite: "Product X increases operational efficiency that results in improved bottom line profitability."
Procurement: "Product X easily integrates within our enterprises' MSA and meets our SLA requirements."
VP of Tech: "Product X has reasonable implementation costs, will reduce errors and staff level needs, allows staff to focus on higher value tasks, and increases the volume of work delivered in our department."
Tech Manager:"Product X is easy to train, will reduce errors, and allows staff to focus on higher value tasks they find more enjoyable."
Developer: "Product X allows me to work quicker so I can focus on the development tasks that make me happiest in my career."

Once you've identified these audiences, you need to figure out the leverage each of the stakeholders have in the decision making process in order to decide who your primary targets are in the sales cycle.

In the scenario above, you may want to focus on the "VP" and "Manager" levels while also keeping in mind that a cult following at the "Developer" level can bubble up your solution to those audiences as well. Once you sell the VP and Manager, you want to make sure they have the tools to make the business case to procurement and the C-Suite to get the final purchase authorization.

Anil Sharma Founder at

August 18th, 2017

Thank you Paul. I like the expression coming out of it - "easy to train, less errors and more enjoyable". The link to "think Simon ..." is very useful.

Paul Manz Director, Marketing Strategy

Last updated on August 18th, 2017

Did not mean to posts here and won't let me delete my post...