This Slideshare presentations provides examples of Marketing Strategies as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Strategies – Focus & Direction
Marketing Strategies – GTM Fundamentals
Marketing Strategies - Core Focus
Marketing Strategies – Types of Differentiation
Marketing Strategies – Pricing Models
Marketing Strategies - Demand Creation Plan
Marketing Strategies - Beach Head
Marketing Strategies – Strategic Value Message
Marketing Strategies – Customer Conversations
Marketing Strategies – Target Account Profile
Marketing Strategies - Demand Creation
Marketing Strategies – Quantitative Plan
Marketing Strategies – User Flows
Marketing Strategies - Content Marketing
Marketing Strategies – Demand Follow-up
Marketing Strategies – Star Bursting
Marketing Strategies – Lead Nurture
Marketing Strategies - Scoring Model
See more at Four Quadrant at http://www.fourquadrant.com/products/
2. Market! Use Case! Diffferentiation!
The market
segment most
aligned with your
offering!
Market
Landscape!
A Specific Use
Case! Differentiation!
The specific use
case you solve!
Your unique
differentiation!
100%>>!
Establish the
focus and
direction for the
target market, the
specific use case,
unique
differentiation,
value drivers,
product direction,
messaging,
demand
generation and
sales enablement!
1! 2! 3! 4!
Value Drivers!
Marketing Strategies – Focus & Direction!
Value Drivers!
Economic impact
for each persona!
3. Content Plan!
Internal !
Resources!
External !
Resources!
Differentiators!
!
!
Unique!
Value Drivers!
!
!
Strategic!
Operational!
Operational 2!
Stratgeic 2!
Maket Category!
Use Case!
Unique Selling Proposition!
Use Case 2!
Use Case 3! Use Case 4!
Personas!
Customer Buying
Process!
Journey Boards!
Unique!
Unique!
Marketing Strategies – GTM Fundamentals!
4. Marketing Strategies - Core Focus!
BI & Analytics!
• Reporting!
• Dashboards!
• Ad hoc/Query!
• MSFT Integration!
• Mobile BI!
• BI Infrastrucutre & Admin!
• Metadata Management!
• Business User Data
Mashup & Modeling!
• Interactive Visualization!
• Search Based Discovery!
• Geospace & Location!
• Embedded Adv Analytics!
• OLAP!
• Development Tools!
• Embedded Analytics!
• Collaboration!
• Support for Big Data Sources!
5. Differentiation!
Unique!
Several competitors have addressed a
challenge with different approaches and the
merits of each approach can be debated.!
An organization’s partner ecosystem provides
the differentiation by building out a complete
solution.!
The thing or things that the solution does that no other
solution does.!
Marketing Strategies – Types of Differentiation!
6. Marketing Strategies – Pricing Models!
Price Per
Concurrent
User!
Price Per
Named User!
Price Per
Processor!
Utility
Based!
Open Source!As a Tax!
Pricing!
Models!
Price is directly correlated to the
number of processors used.!
Open Source is free software. Companies
can make money by charging money for
customization and support services.!
Pricing is based on named users.!
Transaction or utility based pricing
attempts to align product pricing
with the business value that the
customer gains as a result of the
software.!
Pricing is based on units of
consumption.!
Pricing is based on the number of
concurrent users.!
9. Marketing Strategies – Strategic Value Message!
Negative Impact! Poof Points!Current Scenario!
Positive Outcomes! Probing Questions!Future State!
• Identify 3-5 specifics about the
current scenario (use case) that
have significant negative impact or
upside!
• Create estimates of what the
negative impact to revenue,
expenses, profitability, productivity
and customer satisfaction!
• Provide proof points via customer
anecdotes, customer success
stories, benchmarks surveys or
analyst estimates of the economic
value that the solution provides to
customers!
• Document the future state (after
your solution has been
implemented) which should
include improvements to systems,
process and or people!
• Identify a set of questions that
expose weaknesses in the current
state, highlight the negative
financial impact to the business
today and lead a customer to
understand if the proof points
resonate and will cause action!
• Document actuals of what the
positive impact to revenue,
expenses, profitability, productivity
and customer satisfaction!
10. Retailers are rapidly embracing the value
of data and analytics as key facilitators to
better understand customer profiles and
preferences, and potentially predict future
customer purchases dramatically
enhance their connection to consumers. !
§ Questions that are on topic but would require the unique differentiators to be
relevant!
§ Questions that are on topic and would require the value driver to be relevant!
§ Questions that are on topic and would uncover a negative economic impact in
the current scenario!
§ Questions that are on topic and explore whether positive outcomes are aligned
with business or functional objectives!
Marketing Strategies – Customer Conversations!
Retailers can gain real-time visibility into
their retail operations from anywhere at
any time, as well as provide a single view
of a customer across channels.!
§ Questions that are on topic but would require the unique differentiators to be
relevant!
§ Questions that are on topic and would require the value driver to be relevant!
§ Questions that are on topic and would uncover a negative economic impact in
the current scenario!
§ Questions that are on topic and explore whether positive outcomes are aligned
with business or functional objectives!
Advances in technology and in capturing
and analyzing data are helping
companies drive growth, streamline
operations, and engage better with
consumers.!
§ Questions that are on topic but would require the unique differentiators to be
relevant!
§ Questions that are on topic and would require the value driver to be relevant!
§ Questions that are on topic and would uncover a negative economic impact in
the current scenario!
§ Questions that are on topic and explore whether positive outcomes are aligned
with business or functional objectives!
Market Trends in Retail! Probing Questions!
11. Marketing Strategies – Target Account Profile!
Target Account Profile (TAP)
• Is the opportunity in the target market?
• Is the opportunity in the targeted vertical?
• Is the opportunity in a geography that your organization currently supports?
• Does the business initiative for the organization or function align to the use case?
• Does the opportunity match requirements for company size (employees, revenue, assets)?
• Is the current management or mismanagement resulting in a significant negative economic impact to the
co?
• Are the unique differentiators relevant?
• Do the value drivers resonate?
• Is there access to the executive level and the rest of the team that will make the purchase decision?
• Is there an RFP out in the market?
• Are there pre-existing relationships between your org’s executives and executives at the customer?
• Is there a current solution to the problem (in-house, competitor)?
• What is the timeframe for impact to the business problem?
• Is there an existing budget assigned to this project?
• Are there functional gaps in the solution that your organization will offer?
• Is XYZ Software or ABC hardware installed at the customer?
• Has the CXX recently joined the company?
• Does the last earnings call reveal anything that aligns with your value drivers?