BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and...

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BUILDING BLOCKS FOR SUCCESS

Transcript of BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and...

Page 1: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

BUILDING BLOCKS FOR SUCCESS

Page 2: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

20504

Increase Revenue and Profit withProduct Management in a Strategic Role

Practical Strategies for Revenue Growth - Software 2005Barbara Nelson, Pragmatic MarketingApril 26, 2005

Page 3: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

Leverage for growth

RepeatableProactivePervasive

Critical

OnceReactiveSpecificNice to have

Page 4: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

“ ”Peter Drucker

The aim of marketing is to know andunderstand the customer so well that theproduct or service fits him and sells itself.

Page 5: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

Pricing

Buy, Buildor Partner

OperationalMetrics

BusinessCase

SalesProcess

ThoughtLeaders

MarketRequirements

MarketSizing

MarketingPlan

ProductRoadmap

AwarenessPlan

MarketResearch

MarketProblems

DistinctiveCompetence

ProductPerformance

CustomerAcquisition

Positioning

CustomerRetention

LaunchPlan

ProductContract

Innovation

MarketMessages

ChannelTraining

Win/LossAnalysis

CompetitiveWrite-Up

EventSupport

Collateral &Sales Tools

Presentations& Demos

WhitePapers

UserPersonas

“Special”Calls

ReleaseMilestones

AnswerDesk

TechnologyAssessment

CompetitiveAnalysis

LeadGeneration

BuyerPersonas

Pragmatic Marketing® Framework

A market-drivenmodel for

managing andmarketing

technology products

MarketAnalysis

ProductStrategy

ProgramStrategy

ProductPlanning

QuantitativeAnalysis

ChannelSupport

SalesReadiness

Stra

tegi

c Tactical

Page 6: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

If product managersdon’t do their jobs, theother departments will

fill the void.

Page 7: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product
Page 8: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

LaunchPlan

ProductContract

Innovation

MarketMessages

ChannelTraining

Win/LossAnalysis

CompetitiveWrite-Up

EventSupport

Collateral &Sales Tools

Presentations& Demos

WhitePapers

UserPersonas

“Special”Calls

ReleaseMilestones

AnswerDesk

TechnologyAssessment

CompetitiveAnalysis

LeadGeneration

BuyerPersonas

Pricing

Buy, Buildor Partner

OperationalMetrics

BusinessCase

SalesProcess

ThoughtLeaders

MarketRequirements

MarketSizing

MarketingPlan

ProductRoadmap

AwarenessPlan

MarketResearch

MarketProblems

DistinctiveCompetence

ProductPerformance

CustomerAcquisition

Positioning

CustomerRetention

MarketAnalysis

ProductStrategy

ProgramStrategy

ProductPlanning

QuantitativeAnalysis

ChannelSupport

SalesReadiness

Stra

tegi

c Tactical

Page 9: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

The market

Productmanagers mustknow who is notshopping andwhy

Customers

Potentials

Evaluators

Ours Competitor1

Competitor2

Competitor3

Page 10: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

Revenue growth• Is not sustained accidentally• Takes planning• Should be tied to the market forces

Page 11: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

An outside-in approachincreases the likelihood

of product success.

Page 12: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

… using the Pragmatic Marketing® Framework

Strategic product managers• Understand company’s distinctive competence• Know what is possible with technology• Collect and quantify market problems• Know the market better than they know themselves• Communicate market problems to the organization

Page 13: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

• Since 1993, we have trained over 30,000 people intechnology product management and productmarketing at thousands of companies

• About our seminars• www.PragmaticMarketing.com

• Resource site• www.ProductMarketing.com

About Pragmatic Marketing, Inc.

Page 14: BUILDING BLOCKS FOR SUCCESSPragmatic Marketing® Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product

A market-drivenmodel for

managing andmarketing

technology products

MarketRequirements

ProductRoadmap

ProductContract

UserPersonas

ReleaseMilestones

Pricing

Buy, Buildor Partner

OperationalMetrics

BusinessCase

SalesProcess

ThoughtLeaders

MarketSizing

MarketResearch

MarketProblems

DistinctiveCompetence

ProductPerformance

Positioning

InnovationWin/LossAnalysis

TechnologyAssessment

CompetitiveAnalysis

MarketingPlan

AwarenessPlan

CustomerAcquisition

CustomerRetention

LaunchPlan

MarketMessages

ChannelTraining

CompetitiveWrite-Up

EventSupport

Collateral &Sales Tools

Presentations& Demos

WhitePapers

“Special”Calls

AnswerDesk

LeadGeneration

BuyerPersonas

MarketAnalysis

ProductStrategy

ProgramStrategy

ProductPlanning

QuantitativeAnalysis

ChannelSupport

SalesReadiness

Stra

tegi

c Tactical

Effective Marketing Programs ™

Pragmatic Marketing® Seminars

Practical Product Management ®

Requirements That Work ™


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Bank Marketing Marketing.pdf · Bank Marketing Plan • Written document that summarizes the observation of a market behaviour. • Defines marketing strategy. • Identifies market

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MARKET DEMAND ASSESSMENT AND MARKETING STRATEGY FOR MEDICAL

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Functional Level Strategy: MARKETING STRATEGY€¦ · MARKETING PROCESS • The marketing process is the process of analyzing market opportunities, selecting target markets, developing

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Strategy, Optimisation, Digital Marketing and Customer Relationship ...goodgrowth.co.uk/wp-content/uploads/2016/04/barclays-market... · Strategy, Optimisation, Digital Marketing

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