Marketing Plan

Article
Executive Buy-In: Your Key to Success
Congratulations! You’ve attended some or all of the Pragmatic Marketing courses, passed the certification tests, and are armed and ready to dramatically impact the way your organization thinks about product. Getting the most out of the Pragmatic Marketing Framework will require a coordinated effort across your organization. So how do you gain...
Congratulations! You’ve attended some or all of the Pragmatic Marketing courses, passed the certification tests, and are armed and ready to dramatically impact the way your organization thinks about product. Getting the most out of the Pragmatic Marketing Framework will require a coordinated effort across your organization. So how do you gain...
Blog
 Marrying Up: Partnering With Big Companies
The competitive landscape for software companies, driven by venture-backed startups and disruptive business models and technologies, has only become fiercer in today’s economy. Small players have to make good use of whatever means they have at their disposal to break free from the pack. One strategy to make that leap is to partner with a larger, established company whose scale and resources can quickly take the product well beyond anything the startup is capable of on its own. And a product manager can play a pivotal role in making such a partnership a success.
The competitive landscape for software companies, driven by venture-backed startups and disruptive business models and technologies, has only become fiercer in today’s economy. Small players have to make good use of whatever means they have at their disposal to break free from the pack. One strategy to make that leap is to partner with a larger, established company whose scale and resources can quickly take the product well beyond anything the startup is capable of on its own. And a product manager can play a pivotal role in making such a partnership a success.
Blog
7 KEYS TO MARKET DRIVEN ORGANIZATION & HOW TO KNOW IF YOURS IS ONE
Most product teams begin their development cycles with high expectations for their next release. They envision a great launch, good press coverage, praise from early adopters, healthy sales pipeline and feedback for the next iteration.However, sometimes the results are the opposite. Typically, this is the plight of a team that isn't dialed into its market. This may be due to more of an organizational issue rather than a product team problem. Your organization may not be market driven. If not, no worries. Pragmatic Training can help your team become market driven.
Most product teams begin their development cycles with high expectations for their next release. They envision a great launch, good press coverage, praise from early adopters, healthy sales pipeline and feedback for the next iteration.However, sometimes the results are the opposite. Typically, this is the plight of a team that isn't dialed into its market. This may be due to more of an organizational issue rather than a product team problem. Your organization may not be market driven. If not, no worries. Pragmatic Training can help your team become market driven.
Blog
The Ultimate Guide to Positioning
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. You hope it creates more awareness, helps drive qualified leads and shortens the purchasing decision. But too often, it doesn’t support any of those desired outcomes.
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. You hope it creates more awareness, helps drive qualified leads and shortens the purchasing decision. But too often, it doesn’t support any of those desired outcomes.
Blog
New Survey: Which Customer Marketing Programs Work Best for Your Company?
Many companies these days claim to be “customer focused,” but there are numerous different ways to engage with clients. Methods include surveys, user group meetings, net promoter scoring, customer advisory boards, reference programs, social media groups, hosted conferences and many more. But how are such programs resourced and measured, and, most important, which programs generate the most value?
Many companies these days claim to be “customer focused,” but there are numerous different ways to engage with clients. Methods include surveys, user group meetings, net promoter scoring, customer advisory boards, reference programs, social media groups, hosted conferences and many more. But how are such programs resourced and measured, and, most important, which programs generate the most value?
Blog
3 Kinds of Customer Churn and Why You Should Become Familiar With Them
A cloud security vendor was losing customers, and wasn’t sure why. They came to us and requested a series of buyer interviews to try to figure out what was driving their high rate of customer churn. When we started talking to their customers, we realized that the signs of their unhappiness had been loud and clear for a while.
A cloud security vendor was losing customers, and wasn’t sure why. They came to us and requested a series of buyer interviews to try to figure out what was driving their high rate of customer churn. When we started talking to their customers, we realized that the signs of their unhappiness had been loud and clear for a while.
Article
A Common-Sense Approach to International Growth
Ahead of commercial strategy for Asia in the Business Intelligence Division of Informa, I work with approximately 162 people across the region. Our division focuses on data gathering to ensure that the right salespeople focus on the right markets. This helps position Informa to create products that simplify the way clients...
Ahead of commercial strategy for Asia in the Business Intelligence Division of Informa, I work with approximately 162 people across the region. Our division focuses on data gathering to ensure that the right salespeople focus on the right markets. This helps position Informa to create products that simplify the way clients...
Blog
Managing Sales Requests and Changing Priorities
How do you deal with one-off feature requests from sales that are supposedly deal breakers? Have you noticed that car salespeople always sell what they have on the lot, while software sales people always seem to sell what they don’t have? After all, our salespeople and executives believe that anything is possible with software.
How do you deal with one-off feature requests from sales that are supposedly deal breakers? Have you noticed that car salespeople always sell what they have on the lot, while software sales people always seem to sell what they don’t have? After all, our salespeople and executives believe that anything is possible with software.
Article
How to Become a Marketing Scientist
Close your eyes for a moment and transport yourself back to your grade-school or middle-school class where you were first introduced to the scientific method. I’ll wait. As I remember it, Mrs. Cain taught us about making observations, hypotheses, dependent and independent variables, putting together a lab plan, observing what happened, taking...
Close your eyes for a moment and transport yourself back to your grade-school or middle-school class where you were first introduced to the scientific method. I’ll wait. As I remember it, Mrs. Cain taught us about making observations, hypotheses, dependent and independent variables, putting together a lab plan, observing what happened, taking...
Article
Where Does Product End and Brand Begin?
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
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