Frameworks for Market Thinking

Frameworks
For Market Thinking
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Wednesday, June 20, 12

The average CMO tenure....

.... has grown to just over 28 months



The Successful CMO must Align...
ACROSS MANY ORGANIZATIONS AND FUNCTIONS

Segments Pricing Research
Social
Competition Market

Sales Partners
Channels Strategy
Revenue Product Support Leads
Customers Resources Promotion


Need a Common Language



What is the Business Model?



Business Model Framework
Relationships
Key
Activities

Key Value Customer
Partner(s) Proposition Segment
Channels
Key
Resources

Cost Centers Revenue Streams


Value Proposition Generation

OUR {COMPANY} UNIQUE
PROVIDES A {DEFINED OFFERING(S)}
TO HELP {CUSTOMER SEGMENT(S)}
{SOLVE A PROBLEM}
{WITH UNIQUE INNOVATION}
PROVABLE

YOUR TERMS


Peer Marketing...then and now
PEER MARKETING

SOCIAL MEDIA MARKETING



Inverted Funnel Thinking
SALES CAMPAIGNS

PROSPECTS RESPONSES

LEADS LEADS

RESPONSES PROSPECTS

CAMPAIGNS SALES



You Can’t “Buy” Industry
Analysts

DESCRIBE YOUR BUSINESS MODEL AND PROVE IT!



Life Cycle Thinking



4 P’s Revisited
STRATEGY

TECHNOLOGY MARKETING

TAKE A ROLES AND RESPONSIBILITY INVENTORY


Advertising
1923

2012


Competitive Framework
UNDERSTAND COMPETITOR’S MODEL

MULTI-DIMENSIONAL APPROACH



Launch Thinking

NO ONE CARES ABOUT YOUR WIDGET



The Successful CMO Aligns using Frameworks

Business Model(s)
Organizations
Marketing Plan

WITH TRANSPARENCY AND UNDERSTANDING



Frameworks for Market Thinking

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