Pragmatic Institute Framework Update
Our courses are constantly evolving, a reflection of what we have learned teaching thousands of companies for 25 years. The most recent evolution involves the Pragmatic Institute Framework. We’ve revised 14 boxes on the right side of the framework to more accurately reflect the current realities of marketing products and connecting with buyers.
For starters, on the continuum of strategy to execution, the horizontal line that divides the framework in half, “Readiness” has become “Enablement.” This change reflects the importance of supporting sales, ensuring that the sales team understands how to align the way they sell with the way the buyer wants to buy. This shift is also visible in “Sales Alignment” box, formerly “Sales Process.”
Another change is renaming the “Program Effectiveness” box as “Measurement.” We don’t simply measure program effectiveness at the program level, and product marketing uses a variety of measurements for all their activities. For example: How effective is our website? How effective is our content? What are conversion rates? How many impression do we get? What’s our contact to lead ratio? All these measurements aren’t just for programs. They’re designed to measure more of the customer journey.
New boxes on the Pragmatic Institute Framework include:
- Advocacy—Identify customers who are willing to give testimonials, case studies and references and amplify their voice in the market.
- Awareness—Develop programs to raise the profile and awareness of your brand within strategic market segments to bring more prospects into your funnel.
- Buyer Experience—Understand and document the buyer's journey for the key segments and buyers we have identified.
- Channels—Provide needed market and solution information to support channel opportunities and activities.
- Content—Develop relevant content to be used for all go-to-market channels and materials.
- Events—Provide needed market and solution information to support marketing events such as conferences, tradeshows and webinars.
- Launch—Plan, execute and measure effectiveness of strategic launches.
- Measurement—Measure and tune product marketing programs to ensure alignment with corporate goals.
- Nurturing—Develop programs to move prospects quickly and effectively through the funnel, with the objective of turning prospects into satisfied customers.
- Operations—Provide needed market and solution information to support the operations group.
- Revenue Growth—Define the specific plans and budgets for selling to new customers.
- Revenue Retention—Define the specific plans and budgets for ensuring customer loyalty, as well as selling additional products and services to existing customers.
- Programs—Provide needed market and solution information to support internal and external marketing programs.
- Sales Alignment—Use your market knowledge to help sales align their selling process to the way the market wants to buy.
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