Post on 19-May-2015
description
FrameworksFor Market Thinking
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CMOSURVIVALGUIDE.WORDPRESS.COM
Wednesday, June 20, 12
The average CMO tenure....
.... has grown to just over 28 months
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Wednesday, June 20, 12
Sales ChannelsProduct
Research
Customers Resources
Segments
Revenue
Social Competition
Leads
Pricing
Strategy
Market
Support
The Successful CMO must Align...
Promotion
Partners
ACROSS MANY ORGANIZATIONS AND FUNCTIONS
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Wednesday, June 20, 12
Need a Common Language
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Wednesday, June 20, 12
Frameworks for Market Thinking
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Wednesday, June 20, 12
What is the Business Model?
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Wednesday, June 20, 12
Business Model Framework
Customer Segment
Relationships
Channels
ValueProposition
KeyActivities
KeyResources
KeyPartner(s)
Revenue StreamsCost Centers
Wednesday, June 20, 12
Value Proposition Generation
OUR {COMPANY} PROVIDES A {DEFINED OFFERING(S)} TO HELP {CUSTOMER SEGMENT(S)} {SOLVE A PROBLEM} {WITH UNIQUE INNOVATION}
UNIQUE
PROVABLE
YOUR TERMSCOPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVED
Wednesday, June 20, 12
Peer Marketing...then and nowPEER MARKETING
SOCIAL MEDIA MARKETING
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Wednesday, June 20, 12
Inverted Funnel ThinkingCAMPAIGNS
RESPONSES
LEADS
PROSPECTS
SALESCAMPAIGNS
RESPONSES
LEADS
PROSPECTS
SALES
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Wednesday, June 20, 12
You Can’t “Buy” Industry Analysts
DESCRIBE YOUR BUSINESS MODEL AND PROVE IT!
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Wednesday, June 20, 12
Life Cycle Thinking
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Wednesday, June 20, 12
4 P’s RevisitedSTRATEGY
MARKETINGTECHNOLOGY
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TAKE A ROLES AND RESPONSIBILITY INVENTORY
Wednesday, June 20, 12
Advertising1923
2012COPYRIGHT DAVID PUGLIA ALL RIGHTS RESERVED
Wednesday, June 20, 12
Competitive Framework
UNDERSTAND COMPETITOR’S MODEL
MULTI-DIMENSIONAL APPROACH
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Wednesday, June 20, 12
Launch Thinking
NO ONE CARES ABOUT YOUR WIDGET
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Wednesday, June 20, 12
Business Model(s)
The Successful CMO Aligns using Frameworks
WITH TRANSPARENCY AND UNDERSTANDING
Organizations
Marketing Plan
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Wednesday, June 20, 12