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BUILDING BLOCKS FOR SUCCESS
Increase Revenue and Profit withProduct Management in a Strategic RolePractical Strategies for Revenue Growth - Software 2005Barbara Nelson, Pragmatic MarketingApril 26, 200505042
Leverage for tiveSpecificNice to have
“Peter DruckerThe aim of marketing is to know andunderstand the customer so well that theproduct or service fits him and sells itself.
BusinessCasePositioningMarketingPlanA market-drivenmodel formanaging andmarketingtechnology manceBuy, Buildor ollateral &Sales resentations& icPragmatic Marketing Framework
If product managersdon’t do their jobs, theother departments willfill the void.
rchProductPerformanceBuy, Buildor ollateral &Sales resentations& icBusinessCase
The marketCustomersProductmanagers mustknow who is notshopping or3Evaluators
Revenue growth Is not sustained accidentally Takes planning Should be tied to the market forces
An outside-in approachincreases the likelihoodof product success.
Strategic product managers Understand company’s distinctive competenceKnow what is possible with technologyCollect and quantify market problemsKnow the market better than they know themselvesCommunicate market problems to the organization using the Pragmatic Marketing Framework
About Pragmatic Marketing, Inc. Since 1993, we have trained over 30,000 people intechnology product management and productmarketing at thousands of companies About our seminars www.PragmaticMarketing.com Resource site www.ProductMarketing.com
BusinessCasePositioningMarketingPlanA market-drivenmodel formanaging andmarketingtechnology manceBuy, Buildor ollateral &Sales resentations& ite-UpAnswerDeskCompetitiveAnalysisPractical Product Management Requirements That Work Effective Marketing Programs TacticalStrategicPragmatic Marketing Seminars
Pragmatic Marketing Framework A market-driven model for managing and marketing technology products Market Analysis Product Strategy Program Strategy Product Planning Quantitative Analysis Channel Support Sales Readiness Str a te g i c T a c ti c a l. If product managers don’t do their j
