Pragmatic

Marketing

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Prioritizing product features

!?!
Defining market messages

Reacting to sales demands

Being buried in tactical activities 
 LLeaving no time 
i ti
for strategic planning
Delineating roles and relationships between
Product Management and other departments

© 1993‐2009 Pragmatic Marketing, Inc. Page 1
 Pragmatic
Marketing

Peter Drucker

© 1993‐2009 Pragmatic Marketing, Inc. Page 2
 Pragmatic
Marketing

pproduct management
g
∧

Peter Drucker

Exec

Prod Mgmt

Sales &
Dev
Mktg

© 1993‐2009 Pragmatic Marketing, Inc. Page 3
 Pragmatic
Marketing

Exec

Prod Mgmt
Prod
Mgmt
Sales &
Dev
Mktg

Exec
ec

Prod
Mgmt
Sales &
D
Dev Mktg

© 1993‐2009 Pragmatic Marketing, Inc. Page 4
 Pragmatic
Marketing

Exec

Prod
Mgmt Sales &
D
Dev Mktg

Exec
ec

Prod
Mktg
Prod
Mgmt Sales &
D
Dev Mktg

© 1993‐2009 Pragmatic Marketing, Inc. Page 5
 Pragmatic
Marketing

Exec

Prod
Mgmt
Sales &
D
Dev Mktg

Exec
ec

Prod
Prod Mgmt
Owner Sales &
D
Dev Mktg
Bus
Analyst

© 1993‐2009 Pragmatic Marketing, Inc. Page 6
 Pragmatic
Marketing

Product manager, product marketing 
manager, technical product manager, 
h i l d
market manager, industry manager, 
industry strategist, business 
development, product strategist, 
product line manager, general 
manager, director, vice president,…

© 1993‐2009 Pragmatic Marketing, Inc. Page 7
 Pragmatic
Marketing

Strategic Tactical

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 8
 Pragmatic
Marketing

Business Marketing
Positioning
Plan Plan

Market  Market 
Pricing
Buying Less Technical
Customer 
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  M

Markets and Business
k t
Customer  dB i
Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status 
More
Lead 
Technical
Sales Event
Dashboard Generation Tools Support
Products and Technology
Referrals &  Channel  Channel
References  Training Support

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 9
 Pragmatic
Marketing

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer  A market‐driven 

Pricing
Problems Definition Process Acquisition model for managing 
and marketing
and marketing 
Win/Loss  Distribution  Buy, Build  Buyer  Customer 
Analysis Strategy or Partner Personas Retention technology products

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 10
 Pragmatic
Marketing

Typical
Approach
Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

Preferred
Approach
Business Marketing
Positioning
Plan Plan

Market 
Market  Market  Buying Customer 
Pricing
Problems
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 11
 Pragmatic
Marketing

Preferred
Approach
Business Marketing
Positioning
Plan Plan

Market 
Market  Market  Buying Customer 
Pricing
Problems
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

Preferred
Approach
Business Marketing
Positioning
Plan Plan

Market 
Market  Market  Buying Customer 
Pricing
Problems
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 12
 Pragmatic
Marketing

Business Marketing
Business
Plan
Positioning
Positioning
H,M
Marketing
Plan How important is 
Plan
H,M Plan
H,L
the activity?
Market  Market  Buying Customer 
Market 
Problems
Market 
Definition
Pricing Buying
Process
Customer 
Acquisition
Pricing
H,M
Problems
H, L Definition
H,M Process
H,L Acquisition
H,M
How well are we 
Win/Loss
i / Distribution 
i ib i Buy, Build 
ild Buyer  Customer 
Win/Loss 
Analysis
Distribution 
Strategy
Buy, Build 
or Partner
Buyer 
Personas
Customer 
Retention doing it?
Analysis
H,L Strategy
M,M or Partner
M,M Personas
H,L Retention
H,M
Distinctive  Product  Product  User Program 
Distinctive 
Competence
Product 
Portfolio
Product 
Profitability
User
Personas
Program 
Effectiveness
Competence
H,L Portfolio
H,M Profitability
H,L Personas
H,L Effectiveness
H,M
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Competitive  Product  Innovation Requirements Launch Sales Presentations 
Landscape Roadmap Innovation
H,M
Requirements
H,M
Plan Process & Demos
Landscape
H,L Roadmap
H,L Plan
M,M Process
M,M & Demos
M, H
Technology  Use Thought “Special”
Technology  Use Thought  Collateral “Special”
Assessment Scenarios Leadership Collateral
M,M
Calls
Assessment
H,L Scenarios
M,L Leadership
M,M Calls
L,H
Status  Lead  Sales Event
Status  Lead  Sales Event
Dashboard Generation Tools Support
Dashboard
M,L Generation
M,L Tools
M,H Support
L,H
Referrals &  Channel  Channel
Referrals &  Channel  Channel
References Training Support
References 
H,M Training
M,L Support
M,H

© 1993‐2009 Pragmatic Marketing, Inc. Page 13
 Pragmatic
Marketing

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention Outbound
Distinctive  Product  Product  User Program 
Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Inbound Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition
Business
Win/Loss 
Analysis
Distribution 
Strategy
Buy, Build 
or Partner
Buyer 
Personas
Customer 
Retention
and
Distinctive  Product  Product  User Program 
Markets
Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Products Scenarios Leadership Calls

and Status  Lead  Sales Event

Dashboard Generation Tools Support
Technology
Referrals &  Channel  Channel
References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 14
 Pragmatic
Marketing

Strategy
Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention
Marketing
Distinctive  Product  Product  User Program 
Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support
Technical
Referrals &  Channel  Channel
References  Training Support

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer  A market‐driven 

Pricing
Problems Definition Process Acquisition model for managing 
and marketing
and marketing 
Win/Loss  Distribution  Buy, Build  Buyer  Customer 
Analysis Strategy or Partner Personas Retention technology products

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical

Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 15
 Pragmatic
Marketing

Exec

Prod Mgmt
Prod
Mgmt
Sales &
Dev
Mktg

Executives Business Plan and Product Roadmap

Requirements Positioning Buying Process

Development Marcom Sales

Product Management

© 1993‐2009 Pragmatic Marketing, Inc. Page 16
 Pragmatic
Marketing

Business Marketing
Positioning
Plan Plan

Market  Market  Buying Customer 

Pricing
Problems Definition Process Acquisition

Win/Loss  Distribution  Buy, Build  Buyer  Customer 

Analysis Strategy or Partner Personas Retention

Distinctive  Product  Product  User Program 

Competence Portfolio Profitability Personas Effectiveness
Strategic

Tactical
Market Strategy Business Planning Programs Readiness Support

Competitive  Product  Launch Sales Presentations 

Innovation Requirements
Landscape Roadmap Plan Process & Demos

Technology  Use Thought  “Special”

Collateral
Assessment Scenarios Leadership Calls

Status  Lead  Sales Event

Dashboard Generation Tools Support

Referrals &  Channel  Channel

References  Training Support

© 1993‐2009 Pragmatic Marketing, Inc. Page 17
 Pragmatic
Marketing

Questions?

Steve Johnson
sjohnson@pragmaticmarketing.com
sjohnson@pragmaticmarketing com

Follow the discussion on Twitter at #prodmgmt

Slides and other resources available at

www.pragmaticmarketing.com/request

Steve Johnson
sjohnson@pragmaticmarketing.com
Twitter: @sjohnson717 and #prodmgmt

© 1993‐2009 Pragmatic Marketing, Inc. Page 18