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In the world of agile software development,
it seems like Marketing and Development
are in a race for control of 'the product.'
Who will win? The flakes in Marketing or
the geeks in Development?
http://pragmaticmarketing.com/resources/the-politics-of-agile#sthash.QBFjcZse.dpuf
10PRAGMATIC
MARKETING
RULES OF
First, a story…
What is pragmatic marketing?
A market-driven model
for managing and marketing
technology products
Common Challenges
• Prioritizing product features
• Defining market messages
• Reacting to sales demands
• Being buried in tactical activities
• Delineating roles and relationships
FOUNDATIONS
Key Concepts
• Define a market-driven approach for decision making
• Identify best investment opportunities
• Create clear positioning
• Apply innovation to solve relevant market problems
FOUNDATIONS
FOUNDATIONS
The Pragmatic Marketing
Framework
FOUNDATIONS
FOUNDATIONS
Potentials
Evaluators
Customers
Pragmatic Marketing Rules
An outside-in approach
increases the likelihood of
product success.1
RULES
The answer to most of your
questions is not in the building.
2
RULES
RULES
We are all pragmatic
marketers.
3
RULES
If the product team doesn’t do its
job, other departments will fill the
void.
4
RULES
Who is the product team
at your company?
Dev
Product
Team
Comm Sales
Define the lines
RULES
Activity 1
Let’s do a Pragmatic Marketing
Gap Analysis for your company
• Identify which department
currently owns the role? How?
• Identify which department
should own the function? Why?
10mins
Pragmatic Marketing: Building and Marketing Products People Love
The building is full of product
experts. Your company needs
market experts.5
RULES
Win/loss should be done
by someone not involved
in that sales effort.6
RULES
Your opinion, although
interesting, is irrelevant.
7
RULES
http://ivn.us/2013/11/27/four-things-look-like-facts-arent/
RULES
Only build solutions for problems
that are urgent, pervasive and
that the market will pay to solve.
8
RULES
Positioning
Market
Problems
Feature
Feature
Feature
Feature
Feature
Feature-
Function-Benefit
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Product
Features
POSITIONING
Market
Problems
The market only cares
about getting their
problem solved.
Everything else is extra.
POSITIONING
Market
Problems
Problem-Oriented
Features
(Marketecture)
What
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Product
Features
How
POSITIONING
Positioning drives
execution.
9
RULES
Your position must:
• be problem-oriented
• speak the language of the market
• be unique
• be clear and concise
POSITIONING
Positioning focuses
on the problems
you solve.10
RULES
Positioning Document
1. Overall problem
2. Ideal solution
3. Primary message
4. Product description
5. Marketecture (Problem-oriented features)
Activity 2
Let’s collaborate on a quick positioning
document for the Apple Watch
1. Overall problem
2. Ideal solution
3. Primary message
4. Product description
5. Marketecture (Problem-oriented features)
10mins
5mins
Summary
• Utilize a market-driven model for marketing
technology products
• Define the lines
• Create market-driven artifacts
• Discover and validate market problems
• Identify the right opportunities
SUMMARY
Who will win?
The flakes in Marketing
or the geeks in Development?
http://pragmaticmarketing.com/resources/the-politics-of-agile#sthash.QBFjcZse.dpuf
When you build products
people want to buy,
everyone wins.
Priorities and Next Steps
1. Positioning Document
2. Buyer Personas
3. Segmentation
4. Win/Loss Analysis
5. Listen and observe - internally and externally
Activity 3
What are your next
steps? How do you fit in
the Pragmatic Marketing
framework?
Thank you!
Course information
Foundations
Building and marketing
products
COURSES
Focus
Product Strategy & Direction
COURSES
Build
Writing, prioritizing and
working with requirements
COURSES
Market
Seeing go-to-market
strategies
COURSES
Launch
Product launch and Sales
enablement
COURSES
Price
Product pricing strategies
COURSES

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Pragmatic Marketing: Building and Marketing Products People Love