Created by Andrew Hyncik atThe 7 Marketing Profiles1. ProductSupport, SolutionShaping & Positioning3. DomainMarketKnowledge, Relationship Mgmt. &Insight Sharing2.MarketingStrategy, Messaging & DemandGeneration4. 5.6.7.Why?
Created by Andrew Hyncik at1. Product Expert Description: This is theproduct/solution pro. Theperson who knowseverything about how it ismade and how it works.Often a technical, sales orclinical person. Strength: Passionate aboutthe solution. Go-to personfor product training or solvingproblems. Challenge: Can be tooproduct focused at times.Unable to “see the bigpicture” or create completemarketing plans. Veryfeature driven.ProductDomainMarketing
Created by Andrew Hyncik at2. Marketing Expert Description: This is the strategiccommunication pro. He or sheunderstands the messaging andhow to position the solution formaximum impact and visibility. Strength: Fluent in marketplans, positioning, communication, 4Ps and classic marketingstrategy. Challenge: Seen as too high-level and creative/image focused.May not understand the productenough or have sufficient domainexperience to be strategic orrelevant. Marketing plans arewell constructed but may miss theProductDomainMarketing
Created by Andrew Hyncik at3. Domain Expert Description: This is thecontext or environment /industry pro. They know allabout the market and the keyplayers/customers in it. Usuallybecause they’ve worked orpracticed in it for many years. Strength: Has great network &relations, understands markettrends & competition, great atsharing / validating insights.Often a strong Customeradvocate. Challenge: Too relationship /networking focused. Unable toarticulate a novel view of doingthings.ProductDomainMarketing
Created by Andrew Hyncik at4. Product-Marketing Expert Description: This profilecombines deep productunderstanding with marketingskills. They know how to positionand present the product/service.Often a rising star who becauseof their young age or newness tothe business, hasn’t yetdeveloped a deepindustry/domain knowledge. Strength: Good at articulatingproduct benefits and positioning(the “How”). Plans and executessolid launches and campaigns. Challenge: Lackscredibility, industry experience orbig picture view to articulatebroader strategic solution.ProductDomainMarketing
Created by Andrew Hyncik at5. Product-Domain Expert Description: This is a profilethat has deep familiarity with theproduct and the environment inwhich it is sold. Often a veterantechnician or clinician with yearsof industry experienceselling, using or supporting theproduct(s). Strength: Understands thedynamics of the markets andrelative advantages of everyproduct. Sees where things areheading and can comfortablyguide R&D in terms of market &product needs (the “What”). Challenge: Not a naturalstrategic thinker orcommunicator. Often hasstrong opinions and may resistProductDomainMarketing
Created by Andrew Hyncik at6. Marketing-Domain Expert Description: This profilecombines solid marketingexpertise with deep marketfamiliarity. Usually a verystrategic communicator who hasexcellent customer/marketconnections. More of a high-levelvisionary who has not yet or willnot get into the details/nuances ofindividual products. Strength: Understands theimportance of selling value-addedsolutions that address customerneeds. Can articulate abroader, more strategic visionbeyond the product itself (the“Why”). Challenge: Seen as too strategicor visionary and unable toarticulate how the product fits orProductDomainMarketing
Created by Andrew Hyncik at7. Marketing-Product-DomainExpert Description: This is the all-round pro who easily movesfrom strategic to tactical.Capable of creating both wideand/or deep marketingstrategies that drive demandthrough compellinginsights/stories. Strength: Sees the wholepicture and can deliver acomplete vision from planningto execution. Challenge: Balancing all thestrength areas and not favoringone over the other. Needs tofight perception of being ageneralist.ProductDomainMarketing