Frameworks for Market Thinking

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This is the summary presentation of the cmosurvivalguide @ cmosurvivalguide.wordpress.com

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Frameworks for Market Thinking

  1. 1. Frameworks For Market Thinking CMOSURVIVALGUIDE.WORDPRESS.COM COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  2. 2. The average CMO tenure.... .... has grown to just over 28 months COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  3. 3. The Successful CMO must Align... ACROSS MANY ORGANIZATIONS AND FUNCTIONS Segments Pricing Research Social Competition Market Sales Partners Channels Strategy Revenue Product Support Leads Customers Resources Promotion COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  4. 4. Need a Common Language COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  5. 5. Frameworks for Market Thinking COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  6. 6. What is the Business Model? COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  7. 7. Business Model Framework Relationships Key Activities Key Value Customer Partner(s) Proposition Segment Channels Key Resources Cost Centers Revenue StreamsWednesday, June 20, 12
  8. 8. Value Proposition Generation OUR {COMPANY} UNIQUE PROVIDES A {DEFINED OFFERING(S)} TO HELP {CUSTOMER SEGMENT(S)} {SOLVE A PROBLEM} {WITH UNIQUE INNOVATION} PROVABLE YOUR TERMS COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  9. 9. Peer Marketing...then and now PEER MARKETING SOCIAL MEDIA MARKETING COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  10. 10. Inverted Funnel Thinking SALES CAMPAIGNS PROSPECTS RESPONSES LEADS LEADS RESPONSES PROSPECTS CAMPAIGNS SALES COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  11. 11. You Can’t “Buy” Industry Analysts DESCRIBE YOUR BUSINESS MODEL AND PROVE IT! COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  12. 12. Life Cycle Thinking COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  13. 13. 4 P’s Revisited STRATEGY TECHNOLOGY MARKETING TAKE A ROLES AND RESPONSIBILITY INVENTORY COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  14. 14. Advertising 1923 2012 COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  15. 15. Competitive Framework UNDERSTAND COMPETITOR’S MODEL MULTI-DIMENSIONAL APPROACH COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  16. 16. Launch Thinking NO ONE CARES ABOUT YOUR WIDGET COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12
  17. 17. The Successful CMO Aligns using Frameworks Business Model(s) Organizations Marketing Plan WITH TRANSPARENCY AND UNDERSTANDING COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVEDWednesday, June 20, 12

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