A Platform team must sell their internal product by adopting an entrepreneur’s mindset and starting with the basics:
- bridge the communication to the needs of internal clients
- and display the benefits for their end client.
The very reason for the platform’s existence is one or several of the following :
- Simplify the client’s growth
- Remove the burden of some of their operations
- Increase (the sentiment of) security
- Improve the quality/reliability/scaling of their product and service
- Increase the speed of time to market
- Make them save/earn money
- Have a positive environmental footprint
- Give better oversight in terms of data analytics
- Remove the boring/unfunny activities
- Lower the cognitive load
There should be a continuous advertisement campaign in order to be “visible” and “discoverable”. The communication should cater for:
- New entrants: explain the unique value proposition using storytelling
- Existing clients: communicate new features and things that have been fixed. It shows that you are actively taking care of your platform, but also supporting your client.
- Senior Managers as decision makers. They are the ones who will provide scale throughout the organisation, especially in a group of corporations. You need to get your numbers right (finance, data points, KPI, achievements), and your vision right (product roadmap, schedule).
- Community: organize events to push for trial and demonstration to give the opportunity to test/feel your platform. Find your early adopters, supporters and fans.
You are not convincing them that they need your platform, people convince themselves by understanding its value and why using your platform will make their life better, therefore make the message as simple and pictorial as possible.
Regards, Yannick HUCHARD
Originally written on Quora: Sep 26, 2022. Original answer.
