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What Does Marketing Really Do?

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An overview of a marketing model for early stage companies

An overview of a marketing model for early stage companies

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    What Does Marketing Really Do? What Does Marketing Really Do? Presentation Transcript

    • What Does Marketing Do? By Robert Pease June 27,2008 Really
    • 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
      • Nothing
      • Draw pictures
      • Make stuff up
    • A crash course on positioning… Chinese Gooseberry or Kiwifruit?
    • A Simple Model
      • Presence to Market (P2M)
      • Presence to Decision Makers (P2D)
      • Product Line Coverage (PLC)
      • Win Ratio (WR)
    • Presence to Market (P2M)
      • This is about building awareness in either a broad or highly targeted way
        • Broad: Super Bowl ad
        • Targeted: Embracing the issues our targets discuss and being a source of information for them
    • P2M In Action
    • Presence to Decision Makers (P2D)
      • Directly engaging with:
      • The person who has the pain
      • The person who can buy something for the pain
      • hopefully they are the same but….
      • this is rare in the enterprise
    • P2D in Action
    • Product Line Coverage
      • Putting something into the market that treats the pain
            • not a vitamin but a painkiller
      • Aligning requirements with market need
      • Innovate & differentiate but always solve a problem
    • Win Ratio = $$$
      • Customer growth
      • Revenue growth
      • Volume and velocity
    • Parting thought…
      • “ Marketers are sales people. If they think of themselves as anything else, they’re not doing their job.”
          • - Random quote from really smart person on the Internet