This program focuses on the integration of all marketing activities, tools, campaigns and resources. Integrated Marketing creates branding campaigns and marketing strategies that move your target audiences to action!
Ok, to quote Roger Daltry, “Who are you?” Share your area of focus or responsibility.How many of our group today comes from the product side of the house.Comment on the split: Most of the product people work hard to create sales tools and sales people are expected to use them
So what is Integrated Marketing? Integrated marketing communications is a hot topic these days as organizations seek to maximize reduced marketing resources and budgets while reaching target buyers through various mediums. Integrating Marketing ensures consistency across marketing, sales and products eliminating individual silos with conflicting strategies that consume excessive resources and inhibit growth. Even the most recognized brand in the world that’s says something different in every customer interaction can lose share of wallet and mind of their target market. Imagine the most glorious choir in the world performing a concert with each voice simultaneously singing a different song. The harmony is replaced by the sound of a crowd of people simultaneously shouting different words, and the same happens to your value proposition.
Recently met with Jeff Hayzlett, Kodak’s CMO in NYC
Product Management plays several key roles in the development and delivery of comprehensive marketing plans that gets your message to your target customer wherever they may be. Let’s discuss 4 of the roles today – and we can discuss others too!
Relevant marketing messages are impossible to create without the input from the domain experts in product management and product marketing since all value propositions begin with addressing the target buyer problem or need and the reason the solution is so critical. Product Management is usually responsible for articulating and documenting the performance, functional specifications, and business requirements for an organization’s products
Voice of the Customer - The most successful product managers are aware of their target customer’s current needs and accurately anticipate the evolving requirements of their target buyers. This invaluable insight is gained by investing serious time with buyers and actual users to learn what they need, want and are willing to buy. The best way to lose product focused messaging is to gain a buyer perspective.
PM and PMM are vital conduits between customers and internal teams such as Product Development and sales.articulate the concept of the real customer problem definition before the solutions are built; then ensure that the requirements are met by Product Development, and are clearly articulated to create the marketing messages for rollout and launch.
Product Manager, you coordinate a matrix of tactical analysts, developers, and functional subject matter experts to create holistic product solutions for target customers across multiple channels. You are ultimately responsible for managing the end to end product life cycle from idea inception through development and launch, leveraging specialists, operators, and agendas along the way.
This is our framework, it’s a measureable, scalable and repeatable process product companies can use to build products and sales tools people will actually want. Direct your attention to the highlighted sections – this is the Requirements Value Chain that can serve as a guide for you.The objective is to get a process in place that works for you.They can be downloaded on our website.
If you want to exert more influence in your Integrated Organization and Marketing – LEAD By EXAMPLE!When PM & PMM are isolated from the outside world, there’s often a huge disconnect between the actual needs of the market, your product, and the subsequent marketing initiatives required to drive sales.
Product Managers and Product Marketers are the “conscience” of product companies because they are the only functions paid to cover everyone else’s agenda. Compared to sales, services, support, marketing, etc., that have a much tighter focus. Integrating marketing that encompasses product management and product marketing helps clarify your value proposition by speaking the language of your target customers through multiple forms of communication.When these functions are relegated to task-masters, isolated from the outside world, there’s often a huge disconnect between the actual needs of the market, your product, and the subsequent marketing initiatives required to drive sales. Integrating marketing that encompasses product management and product marketing helps clarify your value proposition by speaking the language of your target customers through multiple forms of communication.
