the science of marketingthe science of marketing
OutsourceWhy e5 Marketing?
Sandra M. Eisenberg, E5 Marketing
the science of marketing
Product Marketing Approaches
SWAGSeat of
your pants marketing
Waterfall structured marketing
Pragmatic marketing
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
What does pragmatic mean?
“The least common thing is common
sense ”
Practical
Real World
Common Sense
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
The Pragmatic Framework
Chart copyright of Pragmatic Marketing
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Identifying the problem
The unstated problem is the elephant in the living room.
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Example: Linksys• Tune in to customer needs
– Not what you THINK they need
• Linksys made great wired networking products– Feature enhancements would have been
faster wired products– Linksys developed wireless solutions
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
The Elephant
Tune in to the market
Understand the need, not the perceived need
AT&T doesn’t see itself as a phone company, but as a COMMUNICATIONS company
What are the business problems (of the customer)?• ATMs are complex to manage resulting in reduced availability and more repairs
•Banks need to deal with massive regulations while still being responsive to customer needs
•LISTEN•LISTEN•LISTEN
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Identifying the Market
Gather:
Identify the problem
Focus:
Briefly describe the Opportunity•What is the offer?•Who is the customer (industry / market)
Assess:
Is there a strategic fit to the company •Core strengths•Portfolio
Sell
How does the new product fit the current sales model?
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
How did you validate the problem?
Market Research
Focus Groups
Discussion with
Solution Teams
Interaction with
Customers
Identify the
sources by name
and category
What are your
findings?
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Distinctive Competence
Market
Research
Market Problems
Technology
Assessment
Competitive Analysis
Market Analysis
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Market Sizing
Product Performance
Operational Metrics
Win / Loss Analysis
Quantitative Analysis
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Business Case
Pricing
Buy
Build
Partner
Product
Portfolio
Innovation
Product Strategy
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Positioning
Sales Process
Market
Requirements
Product RoadmapUser Personas
User Scenario
Release Milestones
Product Planning
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Marketing Plan
Customer Acquisition
Customer Retention
Launch Plan
Buyer Personas
Success Stories
Thought Leaders
Lead Generation
Program Strategy
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Channel Training
Collateral and
Sales Tools
White PapersCooperative Write up
Competitive Analysis
Sales Readiness
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Presentations and Demos
“Special” Calls
Event Support
Answer Desk
Channel Support
Sandra M. Eisenberg, E5 Marketing © 2008
the science of marketing
Your Outsourced Solution
E5 Marketing has unparalleled expertise to outsource your product management and product marketing needs.
Using the Pragmatic Marketing model we can provide you with every aspect of marketing – or support your existing team as you migrate to the customer focused new age marketing model.
We are guided by:
eFFICIENCY
eXPERIENCE
eNTERPRISING ATTITUDE
eNERGY, AIMING FOR
eVENTS THAT MAXIMIZE ROI
eNTHUSIASM, AND AWARENESS THAT ALL WE DO HAS AN IMPACT ON YOUR e-PRESENCE
Sandra M. Eisenberg, E5 Marketing © 2008
