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In the world of agile software development, it seems like Marketing and Development are in a race for control of 'the product.'
Who will win? The flakes in Marketing or the geeks in Development?
http://pragmaticmarketing.com/resources/the-politics-of-agile#sthash.QBFjcZse.dpuf
10PRAGMATICMARKETING
RULES OF
First, a story…
What is pragmatic marketing?
A market-driven model for managing and marketing
technology products
Common Challenges• Prioritizing product features
• Defining market messages
• Reacting to sales demands
• Being buried in tactical activities
• Delineating roles and relationships
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Key Concepts• Define a market-driven approach for decision making
• Identify best investment opportunities
• Create clear positioning
• Apply innovation to solve relevant market problems
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The Pragmatic Marketing Framework
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PotentialsEvaluators
Customers
Pragmatic Marketing Rules
An outside-in approach increases the likelihood of product success.1
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The answer to most of your questions is not in the building. 2
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We are all pragmatic marketers.3
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If the product team doesn’t do its job, other departments will fill the void. 4
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Who is the product team at your company?
Dev
Product Team
Comm Sales
Define the lines
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Activity 1Let’s do a Pragmatic Marketing Gap Analysis for your company
• Identify which departmentcurrently owns the role? How?
• Identify which departmentshould own the function? Why?
10 mins
The building is full of product experts. Your company needs market experts.5
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Win/loss should be done by someone not involved in that sales effort.6
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Your opinion, although interesting, is irrelevant.7
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http://ivn.us/2013/11/27/four-things-look-like-facts-arent/
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Only build solutions for problems that are urgent, pervasive and that the market will pay to solve.8
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Positioning
Market Problems
Feature
Feature
Feature
Feature
Feature
Feature- Function-Benefit
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
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Product Features
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Market Problems
The market only cares about getting their problem solved. Everything else is extra.
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Market Problems
Problem-Oriented Features
(Marketecture) What
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Product Features
How
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Positioning drives execution.9
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Your position must:
• be problem-oriented
• speak the language of the market
• be unique
• be clear and concise
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Positioning focuses on the problems you solve.10
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Positioning Document
1. Overall problem
2. Ideal solution
3. Primary message
4. Product description
5. Marketecture (Problem-oriented features)
Activity 2Let’s collaborate on a quick positioning document for the Apple Watch
1. Overall problem
2. Ideal solution
3. Primary message
4. Product description
5. Marketecture (Problem-oriented features)
10 mins
5 mins
Summary
• Utilize a market-driven model for marketing technology products
• Define the lines
• Create market-driven artifacts
• Discover and validate market problems
• Identify the right opportunities
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Who will win? The flakes in Marketing
or the geeks in Development?
http://pragmaticmarketing.com/resources/the-politics-of-agile#sthash.QBFjcZse.dpuf
When you build products people want to buy,
everyone wins.
Priorities and Next Steps
1. Positioning Document
2. Buyer Personas
3. Segmentation
4. Win/Loss Analysis
5. Listen and observe - internally and externally
Activity 3What are your next steps? How do you fit in the Pragmatic Marketing framework?
Thank you!
Course information
Foundations Building and marketing products
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Focus Product Strategy & Direction
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Build Writing, prioritizing and working with requirements
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Market Seeing go-to-market strategies
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Launch Product launch and Sales enablement
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Price Product pricing strategies
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