The context
I joined SmartTech247 during a period when the company was developing its own products alongside its cybersecurity services.
My work focused on three business products, each requiring a clear target customer, value proposition and product roadmap.
Starting with customer insight
Cybersecurity products can be difficult to distinguish through features alone.
I worked on the questions behind the proposition: who the product was for, which problems mattered to that customer and what would make the product relevant to a buying decision.
Customer research and market analysis informed the personas, positioning and priorities used by product, marketing and sales teams.
Giving each product a direction
I developed roadmaps with distinct strategies and objectives for each product line.
That helped separate the needs of different customers and made the reasoning behind priorities clearer.
My work also involved customers operating in regulated environments, where information security, data protection and organisational requirements were part of the product discussion.
My responsibilities
- Market research and customer insight.
- Value propositions and customer personas.
- Product strategy and roadmaps.
- Market positioning and commercial readiness.
- Collaboration with sales, marketing and technical colleagues.
My perspective
Technical depth matters in cybersecurity. So does clarity.
A useful proposition helps the customer understand the problem, the response and the reason to act. It should make a complex decision easier without pretending the complexity does not exist.