1. In the world of agile software development,
it seems like Marketing and Development
are in a race for control of 'the product.'
Who will win? The flakes in Marketing or
the geeks in Development?
http://pragmaticmarketing.com/resources/the-politics-of-agile#sthash.QBFjcZse.dpuf

2. 10PRAGMATIC
MARKETING
RULES OF

3. First, a story…

4. What is pragmatic marketing?

5. A market-driven model
for managing and marketing
technology products

6. Common Challenges
• Prioritizing product features
• Defining market messages
• Reacting to sales demands
• Being buried in tactical activities
• Delineating roles and relationships
FOUNDATIONS

7. Key Concepts
• Define a market-driven approach for decision making
• Identify best investment opportunities
• Create clear positioning
• Apply innovation to solve relevant market problems
FOUNDATIONS

8. FOUNDATIONS

9. The Pragmatic Marketing
Framework

10. FOUNDATIONS

11. FOUNDATIONS
Potentials
Evaluators
Customers

12. Pragmatic Marketing Rules

13. An outside-in approach
increases the likelihood of
product success.1
RULES

14. The answer to most of your
questions is not in the building.
2
RULES

15. RULES

16. We are all pragmatic
marketers.
3
RULES

17. If the product team doesn’t do its
job, other departments will fill the
void.
4
RULES

18. Who is the product team
at your company?

19. Dev
Product
Team
Comm Sales
Define the lines
RULES

20. Activity 1
Let’s do a Pragmatic Marketing
Gap Analysis for your company
• Identify which department
currently owns the role? How?
• Identify which department
should own the function? Why?
10mins

22. The building is full of product
experts. Your company needs
market experts.5
RULES

23. Win/loss should be done
by someone not involved
in that sales effort.6
RULES

24. Your opinion, although
interesting, is irrelevant.
7
RULES

25. http://ivn.us/2013/11/27/four-things-look-like-facts-arent/
RULES

26. Only build solutions for problems
that are urgent, pervasive and
that the market will pay to solve.
8
RULES

27. Positioning

28. Market
Problems
Feature
Feature
Feature
Feature
Feature
Feature-
Function-Benefit
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Product
Features
POSITIONING

29. Market
Problems
The market only cares
about getting their
problem solved.
Everything else is extra.
POSITIONING

30. Market
Problems
Problem-Oriented
Features
(Marketecture)
What
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Feature
Product
Features
How
POSITIONING

31. Positioning drives
execution.
9
RULES

32. Your position must:
• be problem-oriented
• speak the language of the market
• be unique
• be clear and concise
POSITIONING

33. Positioning focuses
on the problems
you solve.10
RULES

34. Positioning Document
1. Overall problem
2. Ideal solution
3. Primary message
4. Product description
5. Marketecture (Problem-oriented features)

35. Activity 2
Let’s collaborate on a quick positioning
document for the Apple Watch
1. Overall problem
2. Ideal solution
3. Primary message
4. Product description
5. Marketecture (Problem-oriented features)
10mins
5mins

36. Summary

37. • Utilize a market-driven model for marketing
technology products
• Define the lines
• Create market-driven artifacts
• Discover and validate market problems
• Identify the right opportunities
SUMMARY

38. Who will win?
The flakes in Marketing
or the geeks in Development?
http://pragmaticmarketing.com/resources/the-politics-of-agile#sthash.QBFjcZse.dpuf

39. When you build products
people want to buy,
everyone wins.

40. Priorities and Next Steps
1. Positioning Document
2. Buyer Personas
3. Segmentation
4. Win/Loss Analysis
5. Listen and observe - internally and externally

41. Activity 3
What are your next
steps? How do you fit in
the Pragmatic Marketing
framework?

42. Thank you!

43. Course information

44. Foundations
Building and marketing
products
COURSES

45. Focus
Product Strategy & Direction
COURSES

46. Build
Writing, prioritizing and
working with requirements
COURSES

47. Market
Seeing go-to-market
strategies
COURSES

48. Launch
Product launch and Sales
enablement
COURSES

49. Price
Product pricing strategies
COURSES