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What Does Marketing Really Do?
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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

Published in: Business, News & Politics

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  • 1. What Does Marketing Do? By Robert Pease June 27,2008 Really
  • 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
    • Nothing
    • Draw pictures
    • Make stuff up
  • 3. A crash course on positioning… Chinese Gooseberry or Kiwifruit?
  • 4. A Simple Model
    • Presence to Market (P2M)
    • Presence to Decision Makers (P2D)
    • Product Line Coverage (PLC)
    • Win Ratio (WR)
  • 5. 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
  • 6. P2M In Action
  • 7. 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
  • 8. P2D in Action
  • 9. 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
  • 10. Win Ratio = $$$
    • Customer growth
    • Revenue growth
    • Volume and velocity
  • 11. 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