What Does Marketing Really Do?

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An overview of a marketing model for early stage companies

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What Does Marketing Really Do?

  1. 1. What Does Marketing Do? By Robert Pease June 27,2008 Really
  2. 2. Let’s dispel a few myths… Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion) for products, services or ideas to create exchange between individuals and organizations. - Wikipedia, June 26, 2008 <ul><li>Nothing </li></ul><ul><li>Draw pictures </li></ul><ul><li>Make stuff up </li></ul>
  3. 3. A crash course on positioning… Chinese Gooseberry or Kiwifruit?
  4. 4. A Simple Model <ul><li>Presence to Market (P2M) </li></ul><ul><li>Presence to Decision Makers (P2D) </li></ul><ul><li>Product Line Coverage (PLC) </li></ul><ul><li>Win Ratio (WR) </li></ul>
  5. 5. Presence to Market (P2M) <ul><li>This is about building awareness in either a broad or highly targeted way </li></ul><ul><ul><li>Broad: Super Bowl ad </li></ul></ul><ul><ul><li>Targeted: Embracing the issues our targets discuss and being a source of information for them </li></ul></ul>
  6. 6. P2M In Action
  7. 7. Presence to Decision Makers (P2D) <ul><li>Directly engaging with: </li></ul><ul><li>The person who has the pain </li></ul><ul><li>The person who can buy something for the pain </li></ul><ul><li>hopefully they are the same but…. </li></ul><ul><li>this is rare in the enterprise </li></ul>
  8. 8. P2D in Action
  9. 9. Product Line Coverage <ul><li>Putting something into the market that treats the pain </li></ul><ul><ul><ul><ul><li>not a vitamin but a painkiller </li></ul></ul></ul></ul><ul><li>Aligning requirements with market need </li></ul><ul><li>Innovate & differentiate but always solve a problem </li></ul>
  10. 10. Win Ratio = $$$ <ul><li>Customer growth </li></ul><ul><li>Revenue growth </li></ul><ul><li>Volume and velocity </li></ul>
  11. 11. Parting thought… <ul><li>“ Marketers are sales people. If they think of themselves as anything else, they’re not doing their job.” </li></ul><ul><ul><ul><li>- Random quote from really smart person on the Internet </li></ul></ul></ul>

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