Marketing Plan

Blog
Introducing Pragmatic Institute
May we have your attention, please? Big changes have come to Pragmatic Marketing. Like new images. And new courses. And a new name. It’s all part of our big news. Drum roll, please.
May we have your attention, please? Big changes have come to Pragmatic Marketing. Like new images. And new courses. And a new name. It’s all part of our big news. Drum roll, please.
Blog
Three Steps to Implement Change
Change is a threat when done to me, an opportunity when done by me —proverb Change can be exciting, terrifying and… inevitable.
Change is a threat when done to me, an opportunity when done by me —proverb Change can be exciting, terrifying and… inevitable.
Blog
When to Launch? That’s the Question
The other day I received a message from a colleague: “One question we’re asking ourselves is the issue of continuously releasing individual features with associated Go-to-Market launches versus releasing features and waiting to do a singular quarterly GTM for all at the same time. What are the considerations and questions we should be asking ourselves to understand if one strategy or the other is more appropriate?”
The other day I received a message from a colleague: “One question we’re asking ourselves is the issue of continuously releasing individual features with associated Go-to-Market launches versus releasing features and waiting to do a singular quarterly GTM for all at the same time. What are the considerations and questions we should be asking ourselves to understand if one strategy or the other is more appropriate?”
Article
Executive Buy-In: Your Key to Success
Congratulations! You’ve attended some or all of the Pragmatic Institute 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 Institute Framework will require a coordinated effort across your organization. So how do you gain...
Congratulations! You’ve attended some or all of the Pragmatic Institute 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 Institute 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...
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