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Enhancing the commitment among the various company departments
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From Technical Talk to Marketing Walk
the Company
From Technical Talk to Marketing Walk
The Process Chain
Every department focuses on its own domain…
and exposed to just a part of the big picture … as if it was looking through a hole
From Technical Talk to Marketing Walk
The Information Drizzle
The information flow in the company
typically resembles a drizzle…
…at a specific point of time (milestone)
…on a need to know basis
From Technical Talk to Marketing Walk
Each Department Sees a Just Part of the Picture
Development and production are busy “realizing” the product
Sales are busy “realizing” the potential
Financejust want to see the money
From Technical Talk to Marketing Walk
Who Can See the Big Picture ?
From Technical Talk to Marketing Walk
Bridging the Different Perspectives
Marketing interfaces almost every department in the company as well as
the market
They absorb a bit of each perspective and knowledge
How can it be put to good use ?
From Technical Talk to Marketing Walk
Telling a Story
Tell them about the market
Who are the customers ? What do they need?Why would they buy our solution ?What is the market potential ?
It is a good storyThey are an integral part of it
They influence it
From Technical Talk to Marketing Walk
Sharing Knowledge
Creatively share the product story
Share successes (and sometimes also failures)
Reflect difficulties
Share massages, strategy and goals
Allow for comments and inputs
It is also a great opportunity to convey a message / request ….
From Technical Talk to Marketing Walk
The Tower of Babylon – part 1
Learn the language of each department
Cannot talk to sales in technical language…Cannot talk to development in sales
language…
Make them feel they are part ofa task force, working together for a mutual cause
From Technical Talk to Marketing Walk
The Tower of Babylon – part 2
Try asking several employeeswhat does the company sell …
Sometimes it looks like many different products …
Create a unified language through clearly defined Market / company/ product messaging toSharpen company and product values for
customers and employeesAlign the sales pitch
Maintain a customer-oriented marketing focus
From Technical Talk to Marketing Walk
Do it Regularly
Do it regularlyIn departmental level and in company level meetings
From Technical Talk to Marketing Walk
Thank You
…and may the force be with us
