pragmatic marketing framework · 2012-07-03 · discuss the webinar in real-time on twitter at...

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 1

Living in an Agile World:Product Launch in an Agile World

David Danielsddaniels@pragmaticmarketing.com

Conference call: (703) 259-9001Access code: 346-557-328

Slides and other resources available at www.pragmaticmarketing.com/request

Discuss the webinar in real-time on Twitter at #AgilePMI

Pragmatic Marketing® Framework

A market-driven model for managing and marketing

Pricing

BusinessCase

SalesProcess

MarketSizing

MarketingPlan

Customer Acquisition

Distinctive Competence

Positioning

and marketing technology products

Buy, Build or Partner

Operational Metrics

Product Portfolio

Market Requirements

Product Roadmap

Market Research

Market Problems

Product Performance

Customer Retention

LaunchPlan

Innovation Presentations & Demos

Win/Loss Analysis

Channel Training

User Personas

Technology Assessment

Buyer Personas

Market Analysis

Product Strategy

Program Strategy

Product Planning

Quantitative Analysis

Channel Support

SalesReadiness

Stra

tegi

c Tactical

© Pragmatic Marketing, Inc. All rights reserved.

Thought Leaders

Use Scenarios

Success Stories

& DemosAnalysis

Competitive Write-Up

EventSupport

Training

Collateral & Sales Tools

WhitePapers

Personas

“Special”Calls

Release Milestones

AnswerDesk

Assessment

Competitive Analysis

Lead Generation

Personas

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 2

To create sales velocity

© Pragmatic Marketing, Inc. All rights reserved.

Launch is not the endof the development process…

© Pragmatic Marketing, Inc. All rights reserved.

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 3

L h i h

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…Launch is the startof the sales process.

So what

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about this Agile thing?

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 4

Agile facilitatesdevelopment velocity

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y

So what’s Marketing and Sales crying about now?y g

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PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 5

Predictability

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“Describe every yfeature that will be in the product for the

next 5 years ”

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next 5 years.

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 6

Has this ever worked?

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Sales fixates on features

Product Marketing fixates on features

Marcom fixates on features

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PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 7

Focus on Problems

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Focus on Problems,not Features

Product Launch with Agile

I fi it l Fl iblInfinitely Flexible

© Pragmatic Marketing, Inc. All rights reserved.

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 8

Product Launch with Agile

I fi it l Fl iblInfinitely Flexible

Launch

© Pragmatic Marketing, Inc. All rights reserved.

Product Launch with Agile

I fi it l Fl iblInfinitely Flexible

Launch

© Pragmatic Marketing, Inc. All rights reserved.

Finite Flexibility

Planning

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 9

Product Launch with Agile

I fi it l Fl ibl

LaunchBuffer

Infinitely Flexible

© Pragmatic Marketing, Inc. All rights reserved.

Planning

Finite Flexibility

Product Launch with Agile

I fi it l Fl ibl

Buffer

Infinitely Flexible

Launch

© Pragmatic Marketing, Inc. All rights reserved.

Finite Flexibility

Planning

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 10

Product Launch with Agile

I fi it l Fl ibl

Buffer

Infinitely Flexible

Launch

© Pragmatic Marketing, Inc. All rights reserved.

Finite Flexibility

Planning

Dance of the CrabsDevelopment works in sprints

Marketing and Sales work in a world of dates

Everyone is happy

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PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 11

Product Management• Understands Market Problems• Messenger for the Market

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• Communicates Market Requirements

Development• Gets things done quicker• Better match to Market Requirements

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• Fewer (unpleasant) surprises• Higher predictability

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 12

Marketing & Sales• Trades predictability for flexibility• Longer planning windows

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• Release focused (times and dates)

Good News

© Pragmatic Marketing, Inc. All rights reserved.

PragmaticMarketing

© 1993-2007 Pragmatic Marketing, Inc. 13

David Danielsddaniels@pragmaticmarketing.com

Slides and other resources available atSlides and other resources available at www.pragmaticmarketing.com/request

Discuss the webinar in real-time on Twitter at #AgilePMI