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Marketing, Sales & Product Strategy
Framework for Roadmap Development

Christy Aronson
christy_aronson@yahoo.com
www.linkedin.com/in/christyaronson/
Levers for profitably acquiring and retaining customers

We will use proven approaches and analysis to inform marketing, sales and product
decision-making

•  Optimize brand equity
•  Leverage the optimal mix
of marketing channels
aligned to customer
segment

•  Segment customers according to needs and buying
behaviors
•  Align products to segments
•  Devise value propositions and messaging for each segment

Customer
Segments

Marketing &
Advertising

cost to serve
profitability

innovation
retention

growth

Product
Innovation

•  Expand/adapt offerings to meet
customer needs
•  Offer value added packaging/bundling
•  Proactively manage pricing
•  Improve collaboration with internal
stakeholders
•  Increase speed-to-market and
innovation

Profitable
•  Refine account
collaboration
channel mix
account strategies
Customer
•  Offer enhanced
Acquisition
services to select
velocity
ROI
customers
Distribution
& Retention
Account
•  Manage at risk
Channel
Management
satisfaction
cross-sell
customers
Management
•  Improve renewal
responsiveness
lead conversion
process
•  Expand share of wallet
cost of sales
•  Develop reference able
customers
•  Improve overall
customer service
•  Expand self-service
capabilities
Christy Aronson
christy_aronson@yahoo.com
www.linkedin.com/in/christyaronson/

Customer
Service

Sales

•  Segment/select the right channels
with proper balance of direct and
indirect
•  Improve the efficiency and
effectiveness of channel partners
•  Tailor marketing and sales
approaches

•  Focus selling resources on selected
customer segments
•  Drive sales effectiveness through the
right mix of people, processes and tools

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Marketing, Sales and Product Strategy Framework

  • 1. Marketing, Sales & Product Strategy Framework for Roadmap Development Christy Aronson christy_aronson@yahoo.com www.linkedin.com/in/christyaronson/
  • 2. Levers for profitably acquiring and retaining customers We will use proven approaches and analysis to inform marketing, sales and product decision-making •  Optimize brand equity •  Leverage the optimal mix of marketing channels aligned to customer segment •  Segment customers according to needs and buying behaviors •  Align products to segments •  Devise value propositions and messaging for each segment Customer Segments Marketing & Advertising cost to serve profitability innovation retention growth Product Innovation •  Expand/adapt offerings to meet customer needs •  Offer value added packaging/bundling •  Proactively manage pricing •  Improve collaboration with internal stakeholders •  Increase speed-to-market and innovation Profitable •  Refine account collaboration channel mix account strategies Customer •  Offer enhanced Acquisition services to select velocity ROI customers Distribution & Retention Account •  Manage at risk Channel Management satisfaction cross-sell customers Management •  Improve renewal responsiveness lead conversion process •  Expand share of wallet cost of sales •  Develop reference able customers •  Improve overall customer service •  Expand self-service capabilities Christy Aronson christy_aronson@yahoo.com www.linkedin.com/in/christyaronson/ Customer Service Sales •  Segment/select the right channels with proper balance of direct and indirect •  Improve the efficiency and effectiveness of channel partners •  Tailor marketing and sales approaches •  Focus selling resources on selected customer segments •  Drive sales effectiveness through the right mix of people, processes and tools