Integrated Marketing July Pc Austin2009 Kb

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Kurt Ballard

Austin, Texas

August 15, 2009

Integrated Marketing & the Roles of PM & PMM

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Who Are You?

Product

Background

Sales/Marketing

Background

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Elements

&

Tactics

Target

Customer

Market

Trends &

Needs

Message

Events

Advertising

Web Presence

Site, SEO, links

New Media

BLOGs, Wikis, podcasts,

Webcasts,

Online Marketing

Online Communities

Facebook, YouTube

Social Networking

Digg, Linkedin, Twitter

Community Relations

Press, Public Service

Integrated Marketing

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Kodak Gets It !

• $10B company

• Replaced entire revenue stream in 5 years

• 19 products drive all revenue,

• 50% of them didn’t exist 4 years ago

• 60% of the people have less than 4 years tenure

“It’s no longer about ears and eyeballs, it’s about hearts and minds.”

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

The Roles of PM & PMM

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Content Provider

Articulate and document

• Performance

• Functional specifications

• Business requirements

“Relevant marketing messages are impossible to create without product experts”

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

WANT

!NEED!

Voice of Customer

Wants, Needs and

DesiresWhat Drives Them?

Today?

Tomorrow?

“Learn what buyers need, want and are willing to buy.”

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Educator and Teacher

• Articulate Market Dynamics

• Indentify Problems Solved

• Define Requirements

• Teach Internal Teams

“Knowledge transfer is essential.”

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Matrix Manager

• Developers

• SME’s

• Specialists

• Sales, Finance, etc.

• Multiple Agendas

“Managing the product life cycle leveraging

specialists, operators, and agendas along the way.”

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

What Other Hats Do You Wear?

Copyright 2001 – 2009 ZIGZAG Marketing, Inc. All rights reserved

Product Management

Product Management: A Framework For Growing Revenue & Market Share

Solutions Marketing Design/Development/QA Solutions Marketing

AssessMarkets

Create aStrategy

Plan Product Releases

Design & Develop Products

Rollout & Launch Products

Ideas

EmergingTechnologies

Market Drivers

Customer Needs

Segment & SizeMarkets

QuantifyRevenue Potential

AlignObjectives with

Vision

PrioritizeTarget Markets

Map CoreCompetencies toMarket Segments

AnalyzeMarket Trends

and Drivers

AssessCompetition

DetermineMost Viable Markets

IdentifyStrategic Partners

AlignOperational Initiatives

IdentifyRisks

Approve & Communicatethe Strategy

CreateTarget Customer

Snapshot

Validate, Prioritize & Set Scope

Create Product Release Plan

Approve & Communicate

the Plan

Design & Validatethe User Experience

Create Functional / Technical

Requirements

DevelopProduct or Service

Test & AssureQuality

ValidateCommercial Readiness

Release toMarketing / Production

Deliver Sales & Marketing Materials

Deliver Training, Service & Support Materials

TrainSales, Service, Sup

port & Channel

VerifyInfrastructure

Readiness

ExecuteMarketing Plan

RequirementsValue Chain

DefineBusiness

Requirements

CreateProduct & Solution

Roadmap

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Lead By Example

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

“Working together works.”

Communicate & Coordinate

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Workshops

Product Positioning & Messaging

• San Jose – September 3

• Houston – September 10

• Los Angeles – September 24

• Boston – October 1

• Dallas – October 8

• New York – October 15

• Orlando – October 21

• Tampa – October 22

Market Assessment & Strategic Planning

• San Jose – September 2

• Houston – September 9

• Los Angeles – September 23

• Boston – September 30

• Dallas – October 7

• New York – October 14

• Orlando – October 20

• Atlanta – November 11

Register at www.zigzagmarketing.com

Copyright 2009 ZIGZAG Marketing, Inc. All rights reserved.

Resources for You

• Tips & Articles• http://www.zigzagmarketing.com/Tips-Articles/

• Webinars • http://www.zigzagmarketing.com/Resources/Webinars.html

• Join our Groups• http://www.linkedin.com/e/gis/45904

• [email protected]