Reusable template for defining strategic perspective for product marketing firms that are in the process of defining a go to market strategy

1. STRATEGIC
MARKETING PLAN
TEMPLATE
Knowledge Consolidation and Business
Orientation

2. Credits
 Adam c Gross
 April Dunford

3. Strategy without tactics is the slowest route to victo
Tactics without strategy is the noise before defeat
-Tsun zhu

4. Aim
 Capture ultimate product goal
 Establish a transformational narrative
 Articulate offering and identify beachhead
 Identify correct and incorrect audience
 Determine a solution facet that is unique

5. Marketing Agenda
What is our endgame?

6. Emotive – Strategic Matrix
Low
Strategic/High
Emotive
High
Strategic/High
Emotive
Low
Strategic/Low
Emotive
High
Strategic/Low
Emotive
Where do we want to end up and how ?

7. Preferred Path
Low
Strategic/High
Emotive
High
Strategic/High
Emotive
Low
Strategic/Low
Emotive
High
Strategic/Low
Emotive
Ex Apple
Tesla
Microsoft
Salesforc
e
Oracle
Paytm
Tally
Enfield
Maruti
We Here
?
Amazon
Google

8. … end game
 is to be uber in terms of
 Consumer Experience &
 Ecosystem Consolidation
 With a vision of defining the standards & platform
for xxindustryxx alleviating frustration in
 xxxxxxxxxxxxxxx
 With a goal of simple automation that is
 Generic
 Exclusive and
 Expandable

9. Marketing Narrative
How do we lead?

10. Narrative Strength
 National Transformation
 Agrarian->Industrial->Information->Innovation
 Business Transformation - Operation
 Manual ->Automation->System->Process
 Energy Sector Transformation
 Supply->Distribution->Demand->Grid
 ???? Industry Transformation
 ????->????->????->

11. What is the purpose of our effort
?
Create a new approach
/enhance an existing approach
to xxxxxxx through xxxxxxxx

12. Marketing Position
How do you want to be remembered ?

13. Parameters of Positioning
Offering
• Product or Service
• Who is it for ?
Segment
• What Industry?
• What Size ?
• What Need ?
Category
• Hardware or Software
• What purpose ?
Benefit
• Is it Consistently
Proven ?
• Is it Compelling ?
Differentiation
• Is it Straightforward ?
• Is it Understandable ?
• Is it Better ?
Alternatives
• What is current
solution ?
Exclusions
• Who we are not for ?

14. Marketing Position leads to…
Vision
Value Proposition
Tag Line
Branding
Message

15. Sample Statement
We offer xxxx heads in multi chain outlets
(segment) facing day to day problem of
unexpected xxxx an advisory service for
xxxxxxx using xxxxxxx

16. Marketing Spotlight
What is the one thing you wish to reinforce
?

17. Spotlight Options
 Special Ingredients
 Components
 Process
 Co-Branding
 Unique use cases
 Functional Flows
 Usage Scenarios
 Innovations
 Integrations
 Architectures

18. We help B2B Marketing teams of SAAS product startups with Inbound Lead
Generation
marketing@edfineo.com