Summary of Marketing Mechanics\' Service Offerings

1. Service Offerings
WE BUILD MARKETING MACHINES SM
Marketing Mechanics © 2009 v0623

2. Agenda
• Introduction
• Philosophy and Approach
• Service Offerings
• A Process View
• Manage and Deliver to Success
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3. From concept to market and back, Marketing
Mechanics helps your company better understand
and respond to market opportunities.
• Research and Analysis
• Whole Product Management
• Product Marketing
• Knowledge Transfer and Team Enablement
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4. Clients
Known for our expertise in digital media, our clients include:
• Move Networks
• VeriSign
• Adobe
• Sling Media
• Technicolor
• Anystream (now Grab Networks)
• Canesta
• Pie Home
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5. Philosophy and Approach
Whole Product
Better Practices
Knowledge Transfer and Team Enablement
WE BUILD MARKETING MACHINES SM
Marketing Mechanics © 2009 v0623

6. Whole Product = Value to the Customer
• Technology is one factor that delivers value to
the customer.
• Beginning with advanced information or first
awareness of the product, through purchasing it,
Finance Partners
unwrapping it, deploying it, using it, maintaining
it, fixing it, talking about it, sharing it, and retiring
it – all are factors of the value delivered to the
Sales Service &
customer.
CUSTOMERS Support
• Customer value is delivered through a process that
focuses on customer experience and requirements; Marketing Operations
relating both to company strategic and financial
goals.
Engineering
• The informed collaboration of the whole
organization is required to deliver the whole product.
PRODUCT MANAGEMENT
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7. Better Practices
Derived from product management and marketing
experience with a wide range of clients and challenges
as well as extensive education and professional
organization participation.
• Product Development and Management Association
• Silicon Valley Product Management Association
• Business Marketing Association
• American Marketing Association
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8. Knowledge Transfer; Team Enablement
We work with and augment your team
Focusing on
• Collaboration and knowledge transfer.
• Pragmatic and actionable results.
Helping to assure that your team develops better
practices and skilled approaches to understanding
and responding to opportunities.
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9. Service Offerings
Research and Analysis
Whole Product Management
Product Marketing
WE BUILD MARKETING MACHINES SM
Marketing Mechanics © 2009 v0623

10. Research and Analysis
Develop a 360°market view Players
Influencers
Trends
Identify unique value and
market opportunity
Integrate customer perspective
throughout the product process
Capture competitive dynamics
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11. Whole Product Management
Integrate customer perspective
throughout the product process
Develop market and product requirements
against all points of customer value
Strengthen differentiated value
Refine product concepts
Deliver through cross-functional collaboration
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12. Product Marketing
Articulate value Internally
To the Market
To Customers
High-Impact, Relevant
• Messaging
• Collateral
• Programs
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13. A Process View
Build Better Practices: Manage and Deliver to Success
Refine Define Manage Reach
Fuzzy Whole The The
Concepts Product Message Customer
TRACK MEASURE REFINE
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14. Manage & Deliver To Success
Concepts that are: Concept refinement
• Unfocused • Base on best practices
• Incomplete in product definition.
• Poorly articulated
• Focus on what is meaningful to
Can result in: the customer.
• Inefficient development
• Align team activities with
• Costly marketing cycles
compelling strategic value
• Failed products
• Primary and secondary research
supports clearly articulated
concepts.
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15. Manage & Deliver To Success
Technology ≠ Product Whole Product
• Are your product efforts • Best practices
focused primarily on • Focus on delivering a full
technology? range of value to customers
• Leverage company-wide efforts
• Without a whole product • Articulate customer value
view, teams within the requirements across the team—
company may management, engineering, design,
marketing, customer service, finance,
inadvertently work against
and partners.
each other – wasting
valuable time and • Align team activities
resources.
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16. Manage & Deliver To Success
Messaging can get short Manage the Message
shrift and fail to deliver • Understand how your customers:
the impact needed. • acquire information
• make decisions
• How can your company
• use products like yours as part
focus and develop of their overall workflow or life.
messaging that will
make a difference? • Integrate corporate and product
positioning.
• Develop strategic content
that works.
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17. Manage & Deliver To Success
Build it and they will come? Reach the Customer
• Competing doesn’t just • Understand what your
involve having the best customer values.
technology, service model,
or pricing. • Communicate authentically
to what is meaningful in
• Market noise, multiple their lives.
channels of communications
– If your customer doesn’t • Leverage dynamic
possibilities in the
hear or relate to product
marketplace.
messages, how can you win
their business?
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18. Ellen Grace Henson
Managing Director
egh@mktgmech.com
408.292.7476 office
408.835.2577 mobile
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