1<br />Used Customer Insights to Drive Product Design Decisions<br />© 2009 Gartner, Inc. and/or its affiliates. All right...
2<br />Corporate Marketing<br />Engineering<br />Strategy<br />R&D<br />Field Marketing<br />Product Management<br />Produ...
3<br />While some role responsibilities differ, there is considerable overlap<br />
4<br />Designed Strategy To Maximize Marketing ROI <br />© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. ...
s<br />5<br />Goal is to leverage all channels to create a high-impact market presence throughout the year<br />Abstract o...
Market-driven: Major narratives, a subset of overall research agenda
Defined through partnership: Research, Marketing, PR
Unique: Each theme/special topic  will have a plan optimally suited to the nature of the content
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A select slide-set to demonstrate information design and strategic vision.

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  1. 1. 1<br />Used Customer Insights to Drive Product Design Decisions<br />© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. <br />Gartner is a registered trademark of Gartner, Inc. or its affiliates.<br />
  2. 2. 2<br />Corporate Marketing<br />Engineering<br />Strategy<br />R&D<br />Field Marketing<br />Product Management<br />Product Marketing<br />Sales<br />Finance<br />Market Intelligence<br />Competitive Intelligence<br />Product Marketing & Management operate closely and interact with different roles<br />Product Marketing and Product Management are more tightly aligned than initially imagined—the two roles work in close coordination to bring products and services to market.<br />
  3. 3. 3<br />While some role responsibilities differ, there is considerable overlap<br />
  4. 4. 4<br />Designed Strategy To Maximize Marketing ROI <br />© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. <br />Gartner is a registered trademark of Gartner, Inc. or its affiliates.<br />
  5. 5. s<br />5<br />Goal is to leverage all channels to create a high-impact market presence throughout the year<br />Abstract of Go-To-Market Plan <br />The Go-To-Market Plan will be: <br /><ul><li>Prioritized: Own fewer market messages more completely (and be considerate of resources)
  6. 6. Market-driven: Major narratives, a subset of overall research agenda
  7. 7. Defined through partnership: Research, Marketing, PR
  8. 8. Unique: Each theme/special topic will have a plan optimally suited to the nature of the content
  9. 9. Measured: Every execution will have a success metric to drive evaluation </li></ul>market impact<br />Q1<br />Q2<br />Q3<br />Q4<br />Predicts<br />IT & Economy<br />Limited channel exposure<br />Cloud<br />Moderate channel exposure<br />Hype Cycles<br />Heavy channel exposure<br />
  10. 10. 6<br />Improved Webinar Program Operations to Increase Sales Conversion<br />© 2009 Gartner, Inc. and/or its affiliates. All rights reserved. <br />Gartner is a registered trademark of Gartner, Inc. or its affiliates.<br />
  11. 11. 245<br />7<br />Today’s Webinar Operation is Complicated, Manual, Fragmented, and Susceptible to Risk <br />= Human Intervention<br />1. Create webinar in each system<br />Registration URL<br />G.Com & Eagle URLs<br />‘Event’ created for GDW<br />‘Campaign’ created for Client Connect<br />Citrix<br />Siebel<br />OZ<br />Citrix<br />Citrix<br />OZ<br />Siebel<br />OZ<br />Siebel<br />Citrix<br />2. Prospects Register for Each Webinar<br />Registrations stored in Citrix<br />Team Site<br />Eagle<br />Eagle<br />GDW<br />3. Capture Registrations<br />(weekly)<br />Upload every Fri for Sales<br />Consolidate & Re-Format<br />Download <br />4. Manage Attendee List <br />(x 2 for Live & Replay)<br />Remove PCP users<br />Scrub Gartner attendees<br />Upload every Fri for Sales<br />Consolidate & Re-Format<br />Download <br />5. Upload Attendee Data<br />(x 2 for Live & Replay)<br />Re-Format <br />Re-Format <br />Upload on Fridays<br />Upload on Fridays<br /><ul><li>Assess program performance
  12. 12. Impact Assessments</li></ul>Display as ‘Warm Lead’ or ‘Contact Response’<br />Integrate with standard biz reporting<br />6. Use Data to Drive Business<br />Automatically map attendees to territory<br />Client Cnct<br />7/13/2010<br />
  13. 13. 245<br />8<br />Goal Is to Mitigate Risk and Decrease Time to Lead by Automating Webinar Operations<br />1. Create Webinar Once for all systems<br />Vend TBD<br />Vend TBD<br />Vend TBD<br />Each system creates the webinar event appropriately<br />Centralized Set-up form<br />OZ<br />Siebel<br />Siebel<br />OZ<br />Siebel<br />OZ<br />Team Site<br />GDW<br />G.com<br />G.com<br />2. ‘Single Sign On’ Allows Automatic Attendee Data Integration<br />Prospect Registers on gartner.com<br />All systems capture registration<br />Integrate with standard biz reporting<br /><ul><li>Assess program performance
  14. 14. Impact Assessments</li></ul>3. Attendee Data Drives Business in Real Time<br />Automatic Attendee Data Upload<br />Display as ‘Warm Lead’ or ‘Contact Response’<br />Automatically map attendees to territory<br />Client Cnct<br />Additional Benefits: all replay attendees captured in Client Connect, one-time registration<br />7/13/2010<br />

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