Product Marketing Consulting • Product Launch • Product Marketing Strategy

Product Launch and Product Marketing Consulting - Strategy and tactics to drive demand and generate sales




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Product Marketing Consulting

Product Marketing consulting that creates awareness, drives demand, and generates sales. Rely on our expertise to devise innovative strategies and provide proven tactics for Business-to-Business (B2B) and Direct-to-Consumer (D2C) companies to successfully launch a new product or increase sales of an existing product.

Getting buyers to choose your product requires much more than a great product, the right price, and persuasive promotional advertising. Great features and benefits mean nothing to the wrong ears. The key is to properly align products with markets that are a good fit and develop a compelling value proposition, specifically for that target market.  Then we develop the messaging and deliver it over channels that will reach the right audience, delivering the message loud and clear. To attract buyers that appreciate the value of your product or service and minimize the importance of price in the overall purchasing decision.

Product Marketing Challenges we Overcome

  • How to create demand and gain market share?
  • How do we increase adoption, win rates and deal size?
  • Which markets are the right fit for the product?
  • What is the optimal value proposition for each target market?
  • How do we market to, as well as, through sales channels?

How We Help

  • Provide a new and unbiased perspective based on deep insight to identify opportunities 
  • Devise an impactful go-to-market plan, market development or market expansion strategy
  • Identify markets that are the right fit for the product (product-market fit) and develop a value proposition for each 
  • Develop ideal customer profile, buyer personas, and messaging framework
  • Create a compelling value proposition that is rationally or emotionally appealing

Your Benefits

  • Create awareness and drive demand when launching new products or entering new markets
  • Achieve optimal product-market fit to increase perceived value and minimize the impact of price on purchasing decisions
  • Devise market penetration and market development strategies that increase sales of existing products
  • Improve qualified leads and increase sales close rates

Product Marketing Consulting for Optimal Product Market Fit

Perceived value is the driving force behind our product marketing strategies, because perceived value increases sales, improves profit margins, and motivates customer loyalty. Value perception improves as product market fit improves. In other words, the more a product satisfies the needs of a market, the more valuable it is to buyers in that market.

Go-To-Market Strategy

A market is a group of potential customers categorized by similar characteristics, demographics, or other attributes. A single product can provide different benefits to each target market or segment.

Devising a go-to-market strategy specifically for each target market ensures a better product-market fit which improves the value proposition and positions your product or service offering as the right choice.

Product Launch Plan

We will make sure your products takes off and gets attention with a thorough and highly effective product launch plan that address every aspect. Our comprehensive product launch services ensure that every resource is available to successful launch your new product and drive its success.

Often confused with a Go-To-Market Plan which is a strategic plan, the product launch plan is a tactical plan that identifies the activities that need to be executed to effectively launch a new product.

Business Development - Strategic Alliances

In some cases, a strategic alliance with complimentary product or service offering can create synergies that can attract new opportunities and increase demand to generate growth. Rely on us to identify new opportunities for alliances and help you make the most of the right ones. To ultimately turn potential opportunities into actual revenues.

More about Business Development

Sales Enablement

Knowledge is power, especially when competitive intelligence and product knowledge are in the hands of your entire sales force. Our sales enablement services will empower your sales team and any sales channels to sell more with knowledge, resources, and tools.

More about Sales Enablement

Product Marketing Consulting


We don’t just advise you on what to do, we provide the resources, support, and guidance to effectively execute and drive results.  

Product Marketing

Competitive Intelligence

Go To Market Strategy

Value Proposition (each target market)

Product Launch Plan

Features Advantages Benefits Analysis

Content Plan

Ideal Customer Profile

Persona Development

Messaging Framework

Competitive Intelligence

Sales Enablement

Case Study Development

Product Marketing Strategy and Consulting

The path from conception to prosperity

We identify the path to prosperity for your product with a sound Go To Market Strategy that is incorporated into a thoroughly developed plan. One that aligns product market fit and guides product launch and product marketing. We couple that with sales enablement tactics to penetrate deep into target markets and exemplify the value of the product, positioning it as the right product for their needs.

Product Marketing and Product Launch Process

Market Intelligence

Go To Market Planning

Product Marketing

Sales Enablement

Product Launch


Product Line Revenue Growth

+ 3

Additional Product Line Extensions


Industry Leader in Market Segment


Our client had an innovative product that provided significant improvements and benefits in the right application. The sales team was leading with this product on sales calls and losing opportunities. We interviewed customers and lost opportunities to completely understand what drove their decisions. We then conducted testing, market research, and competitive analysis to develop the Go To Market strategy and created a plan.

By identifying market segments that were a fit for the product line, training sales, and distributor channels, developing internal tools for sales, developing the right messaging, and sharing it through the best mediums, we were able to drive a total of 1000% growth (10X) increase in sales within just two years.

Product Marketing Strategy and Consulting Articles

Sales Enablement Product Marketing

Product Marketing and Sales Enablement - Blog Article

Sales enablement and product marketing are a dynamic duo that helps drive product sales

Go To Market -Marketing Growth Strategy

What is a Go To Market Strategy? - Blog Article

Gain a better understanding of What a Go To Market strategy is, why and when it is needed.




Positioning for Differentiation

With so many choices in todays extremely competitive global marketplace, differentiation is critical. Identify target markets and position products to clearly convey why they are a great fit for those markets. The better the Product Market fit, the greater the value, which negates the importance of price.

Market positioning enable organizations to clearly differentiate their offerings from competitors. We focus on clearly identifying why your offerings are the right choice for the customers targeted.

You can rely on our expertise to develop the right strategies to launch, position, target, and promote products within markets that are a good fit. Aligning product market fit greatly increases a product’s perceived value in the eyes of a prospective customer, and makes it clear why that product is the right choice while minimizing the impact of price on purchasing decisions.

Pricing Strategy

Improve profit margins while increasing market share

Price is a primary component of a positioning strategy.  A product or service that is positioned as superior to others will increase value perception. The greater the perceived value, the less price is a factor. After all, every product is purchased for either price or value. A strategy of being the least expensive is not a strategy at all, it’s a sacrifice.

The foundation of the Astute Difference is generating a strong Return on Marketing Investment (RoMI). We approach marketing as a profitable investment, not an expense. Price is a critical factor of that return.

Of course, pricing directly impacts ROI, the higher the price, the greater the profit margin. That is the easy part. The challenge is determining what is the ideal price that achieves a delicate balance between demand and profitability. If priced too high, sales volume will decline. If priced too low, sales volume will increase, while margins suffer and money is left on the table.

We have the experience and expertise needed to develop the right pricing strategy(ies). Strategies that perfect the balance between profit margins and sales volume.

Some products or services may require a pricing table for the above-mentioned factors, we have developed hundreds of them. Including a pricing formula for a client that had over 3,600 products that were available through various channels, and had four levels of volume discounts. We developed a formula for each product line that calculated all of the pricing tables.

Pricing Challenges

It is not uncommon for one product offered by the same source, to have various prices in today’s digitally-driven business world. Automation has made it easy to quickly calculate cost factors and adjust prices accordingly. The challenge is developing the right strategy for each channel and its numerous factors. That’s where we come in, we have developed pricing strategies for,

  • Volume discounts
  • Distributors
  • Resellers
  • Indirect sales channels
  • White-label (nonbranded offerings)
  • eCommerce

Product Branding

Given a choice, most buyers prefer the product with a brand name. Branding a product adds value and can create a perception of higher quality that is worth more. Branding also increases profit margins and overall sales!

In today’s information-overloaded world, effective branding requires much more than a catchy name and a logo. A brand needs to connect with people, it needs to have a purpose and a mission.  There are numerous factors to consider when determining the right strategy for your brand.

Some of the greatest brands in the world use one brand identity for the organization and its product offerings. While others separate the organization’s brand name from the brand identity of its products. A smaller organization may stick with one brand to generate awareness as quickly and efficiently as possible, which could create issues later.

On the other hand, having distinct brands for the organization and product offerings requires greater effort, may take longer, and increases cost. Yet, the long-term rewards may be financially advantageous.

Furthermore, as product offerings and product lines increase, the challenge becomes more complex. Fortunately, a Product Marketing Consultant from Astute Group will develop the optimal strategy for your situation, one that will convey the desired perception and achieve your goals.

Marketing Channels 

What’s the most effective way to get your product out to buyers?

That’s different for every product. Don’t worry, we got this. We will identify the right sales channels, develop the sales tools, train the staff to expand the reach of your products out as far as possible. Then we’ll implement the tactics to gain the greatest return through each channel.

product positioning map

Fractional CMO services for strategic business development, marketing, and sales enablement.

What We Do

Our Fractional CMO services are developed on the premise that marketing, business development, and sales are one team whose ultimate objective is generating profitable revenue growth.  Savvy CEOs look to the CMO to lead that team in today's business environment.


  • Competitive intelligence
  • Growth and expansion strategies
  • Market development strategy
  • Market penetration strategy
  • Product development strategy
  • Marketing strategies
  • Segment and Target strategy
  • Positioning strategy (competitive differentiation)
  • Channel strategy
  • Unique value proposition


  • Competitive advantage
  • Go To Market Strategy
  • Marketing Plan
  • Lead generation and nurturing
  • Business development plan
  • Sales enablement tools
  • Objectives, metrics, and KPIs
  • Content plan
  • Product requirements
  • Product marketing plan
  • Product launch plan


  • Go To Market Plan
  • Marketing programs
  • Business development initiatives
  • Sales and marketing collaboration
  • Annual, semi-annual, or quarterly planning
  • Product Marketing
  • Special projects
  • Coaching
  • Workshops
  • Digital sales transformation


Fractional CMO Services -  Strategic Marketing Expertise

Brand Strategy

Product Marketing

Strategic Marketing

Digital Strategy

Outsourced CMO

Fractional CMO Services are available in:















Ft. Wayne

Grand Rapids





Jersey City


Los Angeles





New Orleans

New York








San Diego

St. Petersburg


Traverse City

Washington DC





Virtual CMO Services available throughout the entire United States and Canada

Strategic Business Development

Go-To-Market Strategy

Sales Enablement

Growth Strategy

Innovation Enablement

Digital Transformation