Pragmatic marketing framework
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The document outlines key concepts from Pragmatic Marketing's framework for technology product management and marketing. It includes sections on strategic market positioning, marketing plans, buyer personas, product portfolios, innovation, and sales readiness. The framework provides rules and processes for managing products from an outside-in, market-driven perspective to increase the likelihood of success. Pragmatic Marketing has trained over 60,000 professionals globally using this approach since 1993.
Pragmatic marketing framework
- 1. Business Positioning Marketing Pragmatic Plan Plan Marketing Market Problems Market Definition Pricing Buying Process Customer Acquisition Framework ™ A Market-Driven Model for Win/Loss Distribution Buy, Build Buyer Customer Managing and Marketing Analysis Strategy or Partner Personas Retention Technology Products Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness STRATEGIC TACTICAL MARKET STRATEGY BUSINESS PLANNING PROGRAMS READINESS SUPPORT Competitive Product Launch Sales Presentations Innovation Requirements Landscape Roadmap Plan Process & Demos Technology Use Thought “Special“ Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Referrals & Channel Channel References Trainning Support (4 80) 515 -1411 ■ PragmaticMarketing.com ©1993-201 Pragmatic Marketing, Inc. 1
- 2. Pragmatic Marketing Rules 1. If product management doesn't do its job, the other departments will fill the void. Pragmatic Process Our name says it all. The Pragmatic Marketing Framework defines the 2. An outside-in approach increases the likelihood of product success. roles and responsibilities for technology product management and product marketing teams at thousands of companies worldwide. 3. Time spent on the strategic reduces time wasted on the tactical. 4. The building is full of product experts. Your company needs Global Experience market experts. Since 1993, our team has trained over 60,000 product management and marketing professionals at 4,500 companies in more than 20 countries. 5. Only build solutions for problems that are urgent, pervasive and the market will pay to solve. Satisfied Customers Over the years, we’ve perfected what it takes to produce the highest quality 6. Your opinion, although interesting, is irrelevant. experience, delivering the largest impact in the shortest possible time. 80% of our new business is word-of-mouth referral from attendees who say it’s the 7. Don't expect your sales channel to conduct win/loss analysis. best training ever, and leave the seminars with unbridled enthusiasm about the impact they can have on their companies. 8. The answer to most of your questions is not in the building. 9. Be able to articulate your distinctive competence. Company Recognition Pragmatic Marketing has been honored multiple times by Inc. magazine 10. Find market segments that value your distinctive competence. as one of the fastest growing private companies in America, and named a Comerica Bank Arizona Company to Watch. 11. Align your distribution strategy with personas and their problems. 12. Every “product” needs product management and a business plan. Technology Product Assessment 13. In the absence of market facts, he who builds the product wins. High Technology 14. With positioning, the focus is on what you can do for the buyers. Product 15. Positioning should be complete before you start developing. Assessment 16. You need a positioning document for each buyer persona. B D Depth of Technology 17. Product management owns the message; marketing communications owns the rest. A C 18. Name the product after positioning is finished. 19. Map your sales process to the buying process. 2 0. Product management should help sales channels, not individual salespeople. Low Impact to Customer High 21. Market problems determine what goes in the product.