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2. PLANNING
PROGRAMS
ENABLEMENT
SUPPORT
Positioning
Describe the product by its ability to solve market problems. Create
internal positioning documents that will be used to develop external
messages focused on each key buyer or persona.
Buyer Experience
Research and document the buying process your target personas
use to select a product. Understand the barriers that buyers
encounter during their selection process.
Buyer Personas
Define the archetypical buyers involved in the purchasing of your
products and services.
User Personas
Define the archetypical users of your products or services.
Requirements
Articulate and prioritize personas and their problems so that the
appropriate products can be built.
Use Scenarios
Illustrate market problems in a “story” that puts the problem in
context. Use scenarios are one component of requirements.
Stakeholder Communications
Manage proactive communications with relevant stakeholders from
strategy through execution.
Sales Alignment
Use your market knowledge to help sales align their selling process to the
way the market wants to buy.
Content
Develop relevant content to be used for all go-to-market channels and
materials.
Sales Tools
Create tools for salespeople focused on a specific step of the selling
process.
Channel Training
Design and deliver training programs to help the sales channels focus on
how to sell the product, not how to use it.
Marketing Plan
Articulate the strategies and tactics for generating awareness and leads
for the upcoming fiscal period, including key programs and events with
measurements and goals.
Revenue Growth
Define the specific plans and budgets for selling products and services to
new customers.
Revenue Retention
Define the specific plans and budgets for ensuring customer loyalty as well
as selling products and services to existing customers.
Launch
Plan, execute and measure effectiveness of strategic launches.
Awareness
Develop programs to raise the profile and awareness of your brand within
strategic market segments to bring more prospects into your funnel.
Nuturing
Develop programs to move prospects quickly and effectively through the
funnel, with the objective of turning prospects into satisfied customers.
Advocacy
Identify customers who are willing to give testimonials, case studies and
references and amplify their voice in the market.
Measurement
Measure and tune product marketing programs to ensure alignment with
corporate goals.
Programs
Provide needed market and solution information to support internal and
external marketing programs.
Operations
Provide needed market and solution information to support the operations
group.
Events
Provide needed market and solution information to support marketing
events such as conferences, trade shows and webinars.
Channels
Provide needed market and solution information to support channel
opportunities and activities.
Business Plan
Perform an objective analysis of a potential market opportunity to
provide a basis for investment. Articulate what you learned in the
market and quantify the risk, including a financial model.
Pricing
Establish a pricing model, schedules, guidelines and procedures.
Buy, Build or Partner
Determine the most effective way to deliver a complete solution to
an identified market problem. Where you have gaps in your offering,
analyze whether to buy, build or partner to complete the solution for
your market.
Product Profitability
Monitor and analyze key performance indicators to determine how
well the product is performing in the market, how it impacts the
company operations, and ultimately, how it contributes to profit.
Innovation
Focus your teams’ creative spirit on solving market problems by
leveraging your organization’s distinctive competencies.
BUSINESS
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