Most tech businesses have product marketing. Sometimes Marketing starts and stops there. If you build it they will come, right? Or, as one manager told me when I suggested that we work on messaging, “Taia, the product IS the message”. Even among the more enlightened, Marketing is a lot like South America: People know the outline, but don’t ask them about the number or position of the countries.
So here it a short and sweet starting point for you. The four pillars of marketing. What functions fall under each. With whom they need to work most closely. And the key metrics for each. It can be you very own Arch of Triumph. Some assembly required.
Note:
- This model surrounds Product Management with the important things that they often cannot do either because of the skills or time needed. With the addition of the Market (vertical) Management, full Marcom and Market Development you can address true customer needs and do modern demand generation. This is true commercialization.
- From left to right, the key interfaces shift from Customers to Internal partners to Sales (“Field”). If you have a small team these interfaces can happen more easily. With large teams, you’ll need to actively manage this to ensure the right collaboration.
Download the above document: Linked Doc
Input Welcome
Are there key functions missing?
Do you have a better model of marketing?
Tagged: B2B, commercialization, demand generation, market development, marketing, marketing metrics, sales
AffectiveAction 
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