Product

Marke-ng
Venkat Srinivasan

Product Marke-ng
The Deni-on Classica-on & Func-ons Func-ons Q & A

The Deni-on
4Ps/7Ps + Product Management Includes/Excludes Product Management BoHom line
It is an Art Each Org denes it dierent Guiding philosophy - Truthful, Current and Accurate

Classica-on & Func-ons

Inbound Product Architecture Product Management Outbound Product-To-Market Technical Marke-ng Func-ons
Product Deni-on Product Management Product Marke-ng Outbound Marke-ng Compe--ve Marke-ng Technical Marke-ng Field Product Marke-ng

Product Architecture Product Definition

Product Management Product Management Competitive Marketing

Product To Market Product Marketing Outbound Marketing Field Marketing

Technical Marketing Technical Marketing

Competitive Marketing (Product Management)

Inbound Vs Outbound
Inbound Product Managers Product Architecture Product Management Outbound Product Marketers Product-To-Market Technical Marke-ng

NOTE - Completely tailored to suit each Organiza-on

Product Deni-on Product Architecture

Functions Responsibilities Input Deliverables

Customer Requirements

Competition

Market/ Community

Innovation/In-house needs

Evaluate & Analyze Data Understand Compe77on Make a Business & Product case Ar7culate Marke7ng Strategy Dene Value Proposi7on Generate Product Reqs Elaborate Product Roadmap

Voice of Customer & Community (VoC) Market Research Doc (MRD)

Product Requirement Doc Product Concept Doc Product Strategy

Product Management Product Management

Functions Responsibilities Input Deliverables

Plan Development Building Delivering on 7me Managing & Driving business results

Develop a Product Plan Doc Establish a PLC including EOSL Manage Customer Rela7onship Establish Cri7cal- to-Quality (CTQs) Interface with Engineering to Build and Deliver on 7me Manage and drive scope and business results Ensure product features meet the business specica7ons Develop preliminary communica7on and messaging

PRD PCD Customer Interac7ons Community Interac7ons PLC, SDLC Project Management Tools

Product Plan Doc Product Boundary and Summary Doc PRD and PCD reconcilia7on CTQ gap analysis

Product Manager
Product Authority/Owner Key resource for Product success/ failure Single Interface across all stake holders Business representa-on for Engineering Engineering representa-on for Business Responsible for Product Roadmap Elabora-on, Release Planning and Itera-on Priori-za-on
Partners Marketing SEs/SIs Engineeri ng

Services

Suppliers

Product Manager

Operation s

Vendors

Customer

Business/ SMEs

Communi ty

Support

Training

Product Marke-ng Product To Market

Functions Responsibilities Input Deliverables

Product Strategy & Marke7ng plan (including global footprint) Product Posi7oning Messaging & Communica7ons Product Launch Sales tools

Create and execute Marke7ng Plan 4Ps Branding, Demand- crea7on and GTM ac7vi7es Customer Value Proposi7on Compe77ve Posi7oning Launch content/ material developments AR/PR/CR management Drive EAPs, Customer References and loopback with the engineering Monitor, Op7mize & rene business results through the PLC

PRD PCD Compe77ve analysis Technical analysis PPD PBS

Value Proposi7on Posi7oning with evidence GTM Strategy Marke7ng Plan Pricing guidelines Launch content, collateral Global Messaging Rened PRD, PCD, PPD and PBS

Outbound Marke-ng Product To Market

Functions Responsibilities Input Deliverables

Drive Awareness, Considera7on, Preference and Loyalty (ACPL) GTM Execu7on Sales & Marke7ng Communica7ons

Design & Drive communica7ons, PR/AB, campaigns, programs to drive an integrated GTM across channels Messaging - Polish, Package, publish and Preach 4Ps of outbound messaging Measure Marke7ng results - ROI

Marke7ng Plan Product knowledge Customer Needs Compe77on Analysis Business development, sales and Channel-sales understanding and tools exper7se

Communica7on Plan Marke7ng Collaterals Analyst Briengs Press Releases Segmenta7on/ Customer/ Audience specic messaging Rened Marke7ng plan Program/ Campaign/ Channel-Marke7ng logis7cs

Field Marke-ng Product To Market

Functions Responsibilities Input Deliverables

Local Field Marke7ng Channel readiness and partnership

Dene and Implement local marke7ng ac7vi7es 4Ps local Manage local programs, campaigns Understanding of local laws, economics, compe77on Local channel partnering Local

Global Marke7ng Plan and collaterals

Local 4Ps Local training materials Local Launch collaterals Local Forecasts Local Communica7ons Local Messaging Establishing local Channel and Eco system partnerships

Compe--ve Marke-ng Product Management

Functions Responsibilities Input Deliverables

Compe77ve Intel Compe77ve Analysis

Compe77ons u Product Roadmap u SWOT u Business/Revenue model u Sales and Marke7ng techniques u Publicly available Info u Issues & Concerns u Forecast, Market Cap, market/mind share ..

Analyst Informa7on Publicly available data

Compe77ve Product Analysis Input to MRD, PRD

Technical Marke-ng Technical Marke-ng

Functions Responsibilities Input Deliverables

Technology Technical Wri7ng Technical Evidence Technical due diligence Benchmarks Compe77ve comparisons Technical Training Publishing Demonstra7ons & Proof of Concept Technical Evangelism

Develop technical content and materials Design and Dene benchmark programs Collect and Share data Develop training content, demos Compe77ve responses Blogs, white-paper authoring Support and substan7ate marke7ng with technical content Evangelize technically

Technology understanding Customer Interac7ons Compe77on landscape

Compe77ve comparisons Technical responses to Compe77on Technical Evalua7ons Benchmarks Blogs & White- papers Demos & POCs Technical presenta7ons Technical training content

Recap
The Deni-on Classica-on & Func-ons Func-ons Q & A

Q&A

Safe Harbor - Disclaimer

Some of the informa-on contained in this document contain forward-looking statements. Under the safe harbor provisions, ICICACO Corpora-on would like to cau-on that certain statements contained in this proposal that state the inten-ons, hopes, beliefs, expecta-ons, gures or predic-ons of the future are forward-looking statements These forward-looking statements are not historical facts and are only es-mates or predic-ons. Actual results may dier materially from those projected as a result of risks and uncertain-es facing the project or actual results diering from the assump-ons underlying such statements These forward-looking statements are made only as of the date hereof, and ICICACO Corpora-on undertakes no obliga-on to update or revise the forward-looking statements, whether as a result of new informa-on, future events or otherwise

Thank You