World-class marketing playbook that is highly scalable and repeatable across numerous products and in numerous industries.

1. marketing
playbook
Prepared by
Diego Higuera

2. Contents
• 1. Set a Vision
• 2. Make a SWOT
• 3. Select a Strategy
• 4. Target Customers
• 5. Create an USP
• 6. Define Objectives
• 7. Set a Pricing Strategy
• 8. Get the Economics
Right
• 9. Build a Team
• 10. Set Channels &
Distribution
• 11. Create Promotion
Tactics
• 12. Execute
• 13. Measure and Iterate

3. 1. Set a Vision
• Write an statement of what the company wants
to be in the future, a purpose:
to be the Earth's most customer-centric
company, where customers can find and discover
anything they might want to buy online

4. 2. Make a SWOT
• Make a competitive analysis of your company’s
position
http://articles.bplans.com/how-to-perform-swot-analysis/

5. 3. Select a Strategy
• Based on the SWOT analysis you should come
up with a strategy… this will be the approach
you will take to achieve your vision
http://www.studylecturenotes.com/management/michael-porters-generic-strategies

6. 4. Target Customers
• According with the strategy that you have
chosen define which will be your target
market. Research them to figure out insights,
what, and how to sell to them
http://www.slideshare.net/ImplementConsultingGroup/segmentation-value-proposition-go-tomarket-approachº

7. 5. Create an USP
• Pick a unique selling proposition that your
target customers value, is aligned with your
strengths and that is difficult to imitate by
competitors

8. 6. Define Objectives
• Set SMART goals aligned with the strategy
– Market Share
– Leads Conversion
– Net Promoter Score
– Brand Awareness
– Customer Retention

9. 7. Set a Pricing Strategy
• Align your pricing with your unique selling
proposition and your target customers
the true value of an article is
how much is someone willing to pay for it

10. 8. Get the Economics Right
• Create financial projections of your estimated
volume, revenue, marketing budget and profits
• Anticipate potential competitor movements

11. 9. Build a Team
• Assemble the talent that could deliver the USP
to target customers
• Have them share your vision
• Engage with potential partners

12. 10. Set Channels & Distribution
• Define how customers will buy the company
– Directly
– Direct Distributors
– Indirect Channel
– Set up commissions
https://new.edu/resources/using-marketing-channels-to-create-value-for-customers

13. 11. Define Promotion Tactics
• Based on your target market media habits, define the channels and
promotional tactics that you will use to promote your product:
– TV
– Radio
– Press
– Out of Home
– Trade Shows
– Press Releases
– Online Advertising
– Search Engine Optimization
– Events
– Sponsorships
– Specialty Publications
– Social Media

14. 12. Execute
• Walk the talk
• Commit to your goals
• Watch your budget
• Schedule Tasks, and assign responsibilities
• Account for production lead times
• Deploy, Track and iterate

15. 13. Measure and Iterate
• Set up KPIs and monitor
them
• Take corrective actions
• Make people
accountable
• Iterate if needed