A Framework for Roadmap Development

1. Marketing, Sales & Product Strategy
Framework for Roadmap Development
Christy Aronson
christy_aronson@yahoo.com
www.linkedin.com/in/christyaronson/

2. Levers for profitably acquiring and retaining customers
We will use proven approaches and analysis to inform marketing, sales and product
decision-making
• Optimize brand equity
• Leverage the optimal mix
of marketing channels
aligned to customer
segment
• Segment customers according to needs and buying
behaviors
• Align products to segments
• Devise value propositions and messaging for each segment
Customer
Segments
Marketing &
Advertising
cost to serve
profitability
innovation
retention
growth
Product
Innovation
• Expand/adapt offerings to meet
customer needs
• Offer value added packaging/bundling
• Proactively manage pricing
• Improve collaboration with internal
stakeholders
• Increase speed-to-market and
innovation
Profitable
• Refine account
collaboration
channel mix
account strategies
Customer
• Offer enhanced
Acquisition
services to select
velocity
ROI
customers
Distribution
& Retention
Account
• Manage at risk
Channel
Management
satisfaction
cross-sell
customers
Management
• Improve renewal
responsiveness
lead conversion
process
• Expand share of wallet
cost of sales
• Develop reference able
customers
• Improve overall
customer service
• Expand self-service
capabilities
Christy Aronson
christy_aronson@yahoo.com
www.linkedin.com/in/christyaronson/
Customer
Service
Sales
• Segment/select the right channels
with proper balance of direct and
indirect
• Improve the efficiency and
effectiveness of channel partners
• Tailor marketing and sales
approaches
• Focus selling resources on selected
customer segments
• Drive sales effectiveness through the
right mix of people, processes and tools