Create High Demand Services or Products
“Find a need and fill it”. That is the idea behind creating high-demand services and/or products.
Ensure that your product and/or service development and delivery processes always hit the customer satisfaction bull’s-eye.
Product marketing is the discipline of getting the right things done from product strategy to delivery execution, so you can exceed your customer expectations
Referring back to the application of the Kano model, customer satisfaction with a product or service depends on the level of functionality that is provided, including how well the product or service is implemented.
Creating a customer-focused value development cycle then is the key to gaining loyal customers. A good Product Marketing approach supports Strategy Deployment as a key discipline in the iterative customer value development cycle defined by these 3 main phases:
Phase One: Focus on finding and filling the unmet need.
This allows the organization to use the Product Marketing discipline to refine product offerings in order to maximize customer fulfillment and build market loyalty and share.
Phase Two: Understand the foundations of Product Marketing
The coordination of Strategic, Technical, and Marketing Resources.
Executive Leadership – Strategic direction
Product Management – Focus and build
Product Marketing and Sales – Market, launch, price, and engage
Phase Three: Perform market development blocking and tackling.
“The aim of marketing is to know and understand the customer so well that the product or service fits them and sells itself” –Peter Drucker
Start with the problem your solving – Get this right and it will multiply the effect of every single other activity in the marketing process.
Get the customers attention – Through effective and accurate messaging, campaigns, and prospecting marketing can build a pipeline of viable customers.
Note: All claims must be true. Everyone hates fluff without substance. Integrity and excellent value builds a loyal customer base.
Maximize business development – This supports marketing by leveraging the market ecosystem and channels, creating relationships and opening doors for sales.
Sharpen the sales process – This clarifies the WIFM’s for buyers (what’s in it for me), manages the buying process including pain, power, and preference clarification, and securing contracts.
Connecting the dots
Can you see how these Organizational Effectiveness processes also connect back to the three key strategy execution steps?
Differentiating your organization in the market;
Engaging your associates to execute seamlessly;
Measuring performance to expectations and adjusting course as necessary.