The se7en Marketing Profiles.

1. THE SE7EN
MARKETING
PROFILES
www.parifornia.com

2. Created by Andrew Hyncik at
The 7 Marketing Profiles
1. Product
Support, Solution
Shaping & Positioning
3. Domain
Market
Knowledge, Relati
onship Mgmt. &
Insight Sharing
2.
Marketing
Strategy, Messagi
ng & Demand
Generation
4. 5.
6.
7.
Why?

3. Created by Andrew Hyncik at
1. Product Expert
 Description: This is the
product/solution pro. The
person who knows
everything about how it is
made and how it works.
Often a technical, sales or
clinical person.
 Strength: Passionate about
the solution. Go-to person
for product training or solving
problems.
 Challenge: Can be too
product focused at times.
Unable to “see the big
picture” or create complete
marketing plans. Very
feature driven.
Product
DomainMarketing

4. Created by Andrew Hyncik at
2. Marketing Expert
 Description: This is the strategic
communication pro. He or she
understands the messaging and
how to position the solution for
maximum impact and visibility.
 Strength: Fluent in market
plans, positioning, communication
, 4Ps and classic marketing
strategy.
 Challenge: Seen as too high-
level and creative/image focused.
May not understand the product
enough or have sufficient domain
experience to be strategic or
relevant. Marketing plans are
well constructed but may miss the
Product
DomainMarketing

5. Created by Andrew Hyncik at
3. Domain Expert
 Description: This is the
context or environment /
industry pro. They know all
about the market and the key
players/customers in it. Usually
because they’ve worked or
practiced in it for many years.
 Strength: Has great network &
relations, understands market
trends & competition, great at
sharing / validating insights.
Often a strong Customer
advocate.
 Challenge: Too relationship /
networking focused. Unable to
articulate a novel view of doing
things.
Product
DomainMarketing

6. Created by Andrew Hyncik at
4. Product-Marketing Expert
 Description: This profile
combines deep product
understanding with marketing
skills. They know how to position
and present the product/service.
Often a rising star who because
of their young age or newness to
the business, hasn’t yet
developed a deep
industry/domain knowledge.
 Strength: Good at articulating
product benefits and positioning
(the “How”). Plans and executes
solid launches and campaigns.
 Challenge: Lacks
credibility, industry experience or
big picture view to articulate
broader strategic solution.
Product
DomainMarketing

7. Created by Andrew Hyncik at
5. Product-Domain Expert
 Description: This is a profile
that has deep familiarity with the
product and the environment in
which it is sold. Often a veteran
technician or clinician with years
of industry experience
selling, using or supporting the
product(s).
 Strength: Understands the
dynamics of the markets and
relative advantages of every
product. Sees where things are
heading and can comfortably
guide R&D in terms of market &
product needs (the “What”).
 Challenge: Not a natural
strategic thinker or
communicator. Often has
strong opinions and may resist
Product
DomainMarketing

8. Created by Andrew Hyncik at
6. Marketing-Domain Expert
 Description: This profile
combines solid marketing
expertise with deep market
familiarity. Usually a very
strategic communicator who has
excellent customer/market
connections. More of a high-level
visionary who has not yet or will
not get into the details/nuances of
individual products.
 Strength: Understands the
importance of selling value-added
solutions that address customer
needs. Can articulate a
broader, more strategic vision
beyond the product itself (the
“Why”).
 Challenge: Seen as too strategic
or visionary and unable to
articulate how the product fits or
Product
DomainMarketing

9. Created by Andrew Hyncik at
7. Marketing-Product-Domain
Expert
 Description: This is the all-
round pro who easily moves
from strategic to tactical.
Capable of creating both wide
and/or deep marketing
strategies that drive demand
through compelling
insights/stories.
 Strength: Sees the whole
picture and can deliver a
complete vision from planning
to execution.
 Challenge: Balancing all the
strength areas and not favoring
one over the other. Needs to
fight perception of being a
generalist.
Product
DomainMarketing