B-to-B Sales and Marketing Haikus: Product Marketing and Management
December 12, 2012 | By Jonathan Block
Here’s another installment of haikus dedicated to b-to-b sales and marketing. In this edition, I address the seven stages of our SiriusDecisions Product Marketing and Management Model: discovery, design, align, build, launch, monitor and enhance.
Analysis that
shapes a viable concept
impermeable
• • •
Idea concrete
MRD and PRD
validate concept
• • •
Secure support through
a formal presentation
refine and align
• • •
Oversee the build
launch plan solutions handbook
user acceptance
• • •
Review launch checklist
seats and tray tables upright
all cleared for takeoff
• • •
Customer and sales
feedback gathered and appraised
measure performance
• • •
Offerings enhanced
a product roadmap revised
lifecycle restarts
Jonathan Block
Jonathan Block is Vice President and Practice Director, Technology, at SiriusDecisions. He has developed key models and frameworks that enable b-to-b organizations to understand, evaluate and implement appropriate marketing and sales technologies, as well as advised executive clients on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.