THE PRAGMATIC FRAMEWORK
Activities we need to do to understand the market.
Discover problems in the market by interviewing customers, recent evaluators and untapped, potential customers. Validate urgent problems to show their pervasiveness in the market.
Understand why recent evaluators of the product did or did not buy and what steps they took in the buying process.
Articuate and leverage the organization’s unique abilities to deliver value to the market.
Identify competitive and alternative offerings in the market. Assess their strengths and weaknesses. Develop a strategy for winning against the competition.
Inventory your assets (technical, skills, services, patents, etc.) and determine ways that they can be leveraged.
Activities to help prioritize investments.
Map needs with target markets and analyze the market segments to actively pursue. Ensure that the targeted segments are large enough to support the current and future business of the product.
Determine which channels best align with your markets’ buying preferences.
Integrate products into a coherent portfolio of products focused on the market. Manage the portfolio like a “product” (business plan, positioning, buying process, market requirements and marketing plan).
Illustrate the vision and key phases of deliverables for the product. The roadmap is a plan, not a commitment.
Activities that build and justify the business case.
Perform an objective analysis of a potential market opportunity to provide a basis for investment. Articulate what you learned in the market and quantify the risk, including a financial model.
Establish a pricing model, schedules, guidelines and procedures.
Buy, Build, or Partner
Determine the most effective ways to deliver a complete solution to an identified market problem. Where you have gaps in your offering, analyze whether to buy, build, or partner to complete the solution for your market.
Monitor and analyze key performance indicators to determine how well the product is performing in the market, how it impacts the company operations, and ultimately, how it contributes to profit.
Focus your teams’ creative spirit on solving market problems by leveraging your organization’s distinctive competencies.
Activities that turn your vision into a plan and a product.
Describe the product by its ability to solve market problems. Create internal positioning documents that will be used to develop external messages focused on each key buyer or persona.
Understand and document the buyer’s journey for the key segments and buyers you have identified.
Define the archetypical buyers involved in the purchasing of your products and services.
Define the archetypical users of your products or services.
Articulate and prioritize personas and their problems so that the appropriate products can be built.
Illustrate market problems in a “story” that puts the problem in context. Use scenarios are one component of requirements.
Manage proactive communications with relevant stakeholders from strategy through execution.
Activities around customer acquisition and retention.
Articulate the strategies and tactics for generating awareness and leads for the upcoming fiscal period, including key programs and events with measurements and goals.
Define the specific plans and budgets for selling products and services to new customers.
Define the specific plans and budgets for ensuring customer loyalty, as well as selling products and services to existing customers.
Plan, execute and measure effectiveness of strategic launches.
Develop programs to raise the profile and awareness of your brand within strategic market segments to bring more prospects into your funnel.
Develop programs to move prospects quickly and effectively through the funnel, with the objective of turning prospects into satisfied customers.
Identify customers who are willing to give testimonials, case studies and references and amplify their voice in the market.
Measure and tune product marketing programs to ensure alignment with corporate goals.
Activities that prepare your channels to successfully sell your product.
Use your market knowledge to help sales align their selling process to the way the market wants to buy.
Develop relevant content to be used for all go-to-market channels and materials.
Create tools for salespeople focused on a specific step of the selling process.
Design and deliver training programs to help the sales channels focus on how to sell the product, not how to use it.
Activities required to support other parts of the organization.
Provide needed market and solution information to support internal and external marketing programs.
Provide needed market and solution information to support the operations group.
Provide needed market and solution information to support marketing events such as conferences, trade shows and webinars.
Provide needed market and solution information to support channel opportunities and activities.
Click on any box of the Framework to see definition of the that item.
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