Integrated Marketing July Pc Austin2009 Kb
Transcript of Integrated Marketing July Pc Austin2009 Kb
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Kurt Ballard
Austin, Texas
August 15, 2009
Integrated Marketing & the Roles of PM & PMM
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Who Are You?
Product
Background
Sales/Marketing
Background
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Elements
&
Tactics
Target
Customer
Market
Trends &
Needs
Message
Events
Advertising
Web Presence
Site, SEO, links
New Media
BLOGs, Wikis, podcasts,
Webcasts,
Online Marketing
Online Communities
Facebook, YouTube
Social Networking
Digg, Linkedin, Twitter
Community Relations
Press, Public Service
Integrated Marketing
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Kodak Gets It !
• $10B company
• Replaced entire revenue stream in 5 years
• 19 products drive all revenue,
• 50% of them didn’t exist 4 years ago
• 60% of the people have less than 4 years tenure
“It’s no longer about ears and eyeballs, it’s about hearts and minds.”
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
The Roles of PM & PMM
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Content Provider
Articulate and document
• Performance
• Functional specifications
• Business requirements
“Relevant marketing messages are impossible to create without product experts”
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
WANT
!NEED!
Voice of Customer
Wants, Needs and
DesiresWhat Drives Them?
Today?
Tomorrow?
“Learn what buyers need, want and are willing to buy.”
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Educator and Teacher
• Articulate Market Dynamics
• Indentify Problems Solved
• Define Requirements
• Teach Internal Teams
“Knowledge transfer is essential.”
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Matrix Manager
• Developers
• SME’s
• Specialists
• Sales, Finance, etc.
• Multiple Agendas
“Managing the product life cycle leveraging
specialists, operators, and agendas along the way.”
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
What Other Hats Do You Wear?
Copyright 2001 – 2009 ZIGZAG Marketing, Inc. All rights reserved
Product Management
Product Management: A Framework For Growing Revenue & Market Share
Solutions Marketing Design/Development/QA Solutions Marketing
AssessMarkets
Create aStrategy
Plan Product Releases
Design & Develop Products
Rollout & Launch Products
Ideas
EmergingTechnologies
Market Drivers
Customer Needs
Segment & SizeMarkets
QuantifyRevenue Potential
AlignObjectives with
Vision
PrioritizeTarget Markets
Map CoreCompetencies toMarket Segments
AnalyzeMarket Trends
and Drivers
AssessCompetition
DetermineMost Viable Markets
IdentifyStrategic Partners
AlignOperational Initiatives
IdentifyRisks
Approve & Communicatethe Strategy
CreateTarget Customer
Snapshot
Validate, Prioritize & Set Scope
Create Product Release Plan
Approve & Communicate
the Plan
Design & Validatethe User Experience
Create Functional / Technical
Requirements
DevelopProduct or Service
Test & AssureQuality
ValidateCommercial Readiness
Release toMarketing / Production
Deliver Sales & Marketing Materials
Deliver Training, Service & Support Materials
TrainSales, Service, Sup
port & Channel
VerifyInfrastructure
Readiness
ExecuteMarketing Plan
RequirementsValue Chain
DefineBusiness
Requirements
CreateProduct & Solution
Roadmap
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Lead By Example
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
“Working together works.”
Communicate & Coordinate
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Workshops
Product Positioning & Messaging
• San Jose – September 3
• Houston – September 10
• Los Angeles – September 24
• Boston – October 1
• Dallas – October 8
• New York – October 15
• Orlando – October 21
• Tampa – October 22
Market Assessment & Strategic Planning
• San Jose – September 2
• Houston – September 9
• Los Angeles – September 23
• Boston – September 30
• Dallas – October 7
• New York – October 14
• Orlando – October 20
• Atlanta – November 11
Register at www.zigzagmarketing.com
Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.
Resources for You
• Tips & Articles• http://www.zigzagmarketing.com/Tips-Articles/
• Webinars • http://www.zigzagmarketing.com/Resources/Webinars.html
• Join our Groups• http://www.linkedin.com/e/gis/45904