pragmatic marketing framework · 2012-07-03 · discuss the webinar in real-time on twitter at...
TRANSCRIPT
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 1
Living in an Agile World:Product Launch in an Agile World
David [email protected]
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
© Pragmatic Marketing, Inc. All rights reserved.
…Launch is the startof the sales process.
So what
© Pragmatic Marketing, Inc. All rights reserved.
about this Agile thing?
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 4
Agile facilitatesdevelopment velocity
© Pragmatic Marketing, Inc. All rights reserved.
y
So what’s Marketing and Sales crying about now?y g
© Pragmatic Marketing, Inc. All rights reserved.
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 5
Predictability
© Pragmatic Marketing, Inc. All rights reserved.
“Describe every yfeature that will be in the product for the
next 5 years ”
© Pragmatic Marketing, Inc. All rights reserved.
next 5 years.
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 6
Has this ever worked?
© Pragmatic Marketing, Inc. All rights reserved.
Sales fixates on features
Product Marketing fixates on features
Marcom fixates on features
© Pragmatic Marketing, Inc. All rights reserved.
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 7
Focus on Problems
© Pragmatic Marketing, Inc. All rights reserved.
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
© Pragmatic Marketing, Inc. All rights reserved.
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 11
Product Management• Understands Market Problems• Messenger for the Market
© Pragmatic Marketing, Inc. All rights reserved.
• Communicates Market Requirements
Development• Gets things done quicker• Better match to Market Requirements
© Pragmatic Marketing, Inc. All rights reserved.
• Fewer (unpleasant) surprises• Higher predictability
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 12
Marketing & Sales• Trades predictability for flexibility• Longer planning windows
© Pragmatic Marketing, Inc. All rights reserved.
• Release focused (times and dates)
Good News
© Pragmatic Marketing, Inc. All rights reserved.
PragmaticMarketing
© 1993-2007 Pragmatic Marketing, Inc. 13
David [email protected]
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