Point - Counterpoint: Services vs Product Marketing, Sumit Virmani, Infosys
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Transcript of Point - Counterpoint: Services vs Product Marketing, Sumit Virmani, Infosys
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100% Marketing
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Product & Service
Service Model
• Linear Investment
• Build IP
• Cost-based Pricing
• Technology Expertise
• Risk
Product Model
• Non Linear Investment
• Own IP
• Value-based Pricing
• Domain Expertise
• High Risk
the Distinction
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S&M
Microsoft 22%
Oracle 20%
Cisco 23%
Enormity of Marketing Impact
Organization
Accenture
Infosys
9.3%
5.2%
FY 2010
S&M Organization
Wipro 5.8%
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Scope The
IDEA
GENERATION
MARKET
VALIDATION PRODUCT
DEFINITION
PRODUCT
DEVELOPMENT PRODUCT
LAUNCH BRAND
DEVELOPMENT
MARKET
DEVELOPMENT CRM PRODUCT
EXECUTION
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Ideate
Validate
Nurture the Concept
Pillar 1:
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Pilot
Perfect
Take a Test Drive Pillar 2:
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Buzz
Brand
Build an Identity Pillar 3:
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Engage
Generate
Drive It Pillar 4:
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Loyal
Model
Leverage
Create a Fan Following Pillar 5:
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Marcom or Marketing
In Summary
Support or Lead
Art or Science
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Questions Your