Product Marketing Improvement

& Monitoring Project

Introduction
Clara Llamas
TME Category Manager Real Estate, Vehicles, General
Merchandise
Moscow 19th January 2008
Contents
• What is really Product Marketing Management?
Where are we now in Pronto?
• What do we want to achieve? What’s the
expected outcome?
• How are we going to achieve it?
• When is this exercise due?
• How do we evaluate performance?

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What’s Product Marketing…
really?
• Product Marketing is a key business function of
the Category and, as such, it must include:
– Content growth and quality plans and targets
• This includes how we use all available resources: satellite offices,
regional business units, websites, direct sales, call centre…
– Roles in ensuring that the sales do their job and have
everything they need to sell the product better and
better
• Product information, argumentations, state of the art
materials for clients, clear understanding of our product
strategy and positioning, sneak previews of what’s
coming…
– This is applicable to all the sales channels: sales reps, telesales, web-
channel sales
– Accountability for the healthy growth of the
products’ revenues and brand presence in the
market
• Product MarketingTME
must
Private have a leadership role across all
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Where are we now in Pronto?
• We have put on the market 2 vertical products of
great brand and revenue potential
– We need to build them into key players in the online
classifieds real estate and vehicle segments
– We have appropriate functionality for the market level,
but we have serious challenges in content quality and
user quality
• Thanks Clara, we know that, that’s what we’re
doing already!
– Sure, but we’re going to do it a bit differently and we’re
going to monitor it with a more specific focus on some
performance indicators which are critical for us
– To this effect, your performance control will be around
specific objectives with specific targets. This is a new
process I will guideTME
you through
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What do we want to achieve?
• We want to set up a key performance indicator
model to the Product Marketing team based on
targeted and specific goals
• This model will allow us to work smarter and
better and make optimal use of our resources to
market great products
• We will implement a follow up and monitoring
model so this is easy to evaluate by your
managers and also to react faster to needs
• Now let’s focus on a key and very real fact about
our business
– Great products in our business have one key pre-
requisite, and that is GREAT CONTENT
– Even if we have the best website on earth, super UI,
super SEO, great SEM budget,
TME Private awesome PR, top class
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A look at the current picture
(with very limited data, but enough to get the point)

Real Estate
Domania Gdeetotdom.ru Orsn.rambler.ru Reality.mail.ru

Functional
62% 38% 23% 35%
proficiency
Ad volumes 9.200 139.500 60.000 99.000

Vehicles

Automania Auto.ru Auto.mail.r Drom.ru Autonews

u
Functional
62% 48% 36% - 28%
proficiency
Ad volumes 33.400 191.000 25.000 65.500 27.200

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How do we achieve our goals?

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Re-focus product marketing
processes
• Deeper analysis of data sets and incentives based
on specific goals for each period
• EXAMPLE: Content Quality Improvement
Project
– Ad volumes
• Data items per ad (how many fields of data submitted)
• Ratios of data items fulfilled vs custom fields available
• Goals for content quality improvement based on items of
information
– Goals for each channel (Call Centre, Direct Sales, Website,
Agencies, Offices…)
– Photos volumes and/or photos per ad ratios
• Set growth goals in number of ads with photos vs current
– Also target goals in photos per ad numbers, for example, in
real estate
– Set goals in photo quality and metrics to evaluate (qualitative,
moderation, TME Private & Confidential 8
–
Possible actions to follow
(EXAMPLES)

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What actions do you have going on now for
content volume and quality development for
Domania and Automania?

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Home work: list a course of action
Actions in Satellite offices Responsible Start End

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Home work: list a course of action
Actions online Responsible Start End

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Home work: list a course of action
Actions in magazines Responsible Start End

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Home work: list a course of action
Actions in the print edition of Responsible Start End
paper

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Home work: list a course of action
Actions with the direct sales Responsible Start End
reps

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Home work: list a course of action
Actions in the Call Centre Responsible Start End

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Home work: list a course of action
Actions with Agencies Responsible Start End

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How do we evaluate performance?
EXAMPLE
Product Marketing Manager Targets Due date Weight Success
2009 rate
Name Sergey Levchenko Bonus max: XXXXX RUR
:
1. Increase ad volumes X% End April 40%
2009
2. Increase per ad picture ratios End May 30%
X% 2009
3.
4.
5.

• Focus and accountability: setting and focusing

your personal targets
– Targets can be set for a period (3, 6, 12 months)
– Weights are assigned by your direct manager based on
targets for a period and will be evaluated at the end of
the period
– Your variable part of compensation will depend on your
success rate for each assigned target for the period
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