David Urry architects marketing programs for category dominant products. He believes that three activities create market dominant products: Product Marketing, Product Planning and Execution.
In product-marketing activities, David engages in market validation, competitive analysis and technical feasibility to determine a products precise requirements needed to become a market leader. These activities are carried out by a cross functional team of experts from within the organization to engage all parties with an investment in the outcome. David’s technical, business, social research and marketing background allows him to communicate all aspects of this team’s activity. The main document maintained by this phase is the competitive analysis. The (continuous) deliverable of product marketing is a product road map with marketing requirements.
In the product-planning phase or the product presentation phase David engages in messaging & positioning, go-to-market plan, business model, press & analyst strategies, and communications (web, press, direct sales). The outcome of this phase is corporate and product messaging, a business model, a go-to-market plan, white papers and byline articles for press and analysts and web and print collateral to support sales.
In execution activities, David engages in sales planning (hiring, quotas and incentives), lead generation and collateral as well as pre and post sales support. The outcome of this activity is revenue. The product-planning phase is continually improved from this activity.
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