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Adaptive Framework

Practitioner's path from Idea to Enterprise

Marketing Framework
The Adaptive Marketing Framework is designed to create a practice, process and performance
oriented methodology to managing and marketing IT products and services. The framework is
based on the theme of “Product Management as the practice of Value Management” in IT products
and services organizations. It extends the Customer Value as the fundamental theme of Marketing
Management to define Product Management as Understanding, Creating, Capturing,
Communicating and Delivering superior customer value to target customers.

Value Innovation
practiced to define market
offerings leveraging the Design channels and
firm's core competencies build a network of
by adopting value complementary offerings
engineering as the to leverage their
guiding principle in capabilities and
translating customer complementary assets to
value drivers to realize offer augmenting
market offering concept offerings and deliver
that offer superior superior value to the
Customer differential value. Value customers. Value
Value Creating Value Based Delivering Value Channels &
Modelling Pricing Networks
Value Value
Understanding Innovation & Capturing Proposition Communicating
Value Value
Engineering & Positioning Value
Extensive research to Value based pricing
identify critical customer practiced to define price Integrated marketing
needs and benefits, to policies and structure communications for
determine customer value enabling the firm to distinct product
based segments and to charge appropriate price positioning extended by
create respective premiums consistent with value selling tools to
customer value models greater value created and ensure customers
estimating the potential thereby maximize resonate with the
for differential value. profitability. differential value.

Value Management = PRODUCT Management

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© Copyright 2010, Adaptive Marketing |
Market Planning
Study target customer segments to assess
potential for profitable value creation through
market offerings. Evaluate and prioritize firm's
distinct core-competencies to deliver superior
customer value. Assess the competitive
market dynamics and identify strategic
imperatives to be addressed through strategic
business and market planning.

Value Research & Analytics

Are critical customer value drivers Identifying customer value based market segments to
targeted by your offerings for create target customer value models and economic
(revenue & profitability) profiles, understand and analyze
enhancing customer perceived value? customer motivations and uncover unmet customer
Is your market research powerful truly needs.
customer oriented?

Resources & Competencies

Industry/Market value-chain analysis to identify current
Is your firm's development of core- and future competencies, and prioritize competencies
competencies creating a platform for with highest potential for sustained competitive
a rapid growth of product portfolio advantages using the strategic competencies map.
targeting multiple product-markets?

Competitive Analysis
What are the dynamics impacting the Identifying strategic imperatives from industry/market
firm's profitability potential? Are you structure analysis (firm positioning and structure
better than your competitors in dynamics), external factors analysis (firm KPI dynamics)
leveraging opportunities and negate and competitive key success factors analysis
(prioritize competitive bases) and benchmarking, for
threats emerging from the dynamics creating sustained competitive advantages.
in external factors?

Win/Loss Analysis
You probably are tracking your lost Learn how buyer scenarios are often as important as user
scenarios when designing the product and prioritizing
opportunities closely, but do you truly your feature-set. Understand the elements of a good
know why you are winning with process of conducting win/loss analysis with and without
customers? sales teams involved.

Performance Analysis
Is your firm's volume market-share Evaluate the firm's market-share, revenue and
profitability on multiple levels to assess success of
growth leading to lower profitability? current strategies against stated objectives. Redefine
Is your firm's profitability skewed performance targets considering market planning inputs
towards high-risk segments? Have to set the stage for strategic planning.
you assessed your firm's Innovation

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Strategic Planning
Define and evaluate business and marketing
strategies to leverage the market opportunities
and create a roadmap for high-profitable
growth of the firm. Create a business plan to
describe the most economically efficient
method to exploit the market opportunities.

Target Market Sizing

Is your selection of target product- Evaluate product portfolio strengths v/s market
(segments) dynamics to define the optimal target market.
markets reflecting your ability to Profile target product-segment across revenues, average
create sustained competitive profitability, opportunities for emerging sub-markets and
advantages and target growth adjacencies, key competitors and competitive offerings to
strategies as opposed to maturity drive product strategy and GTM.

Product Strategy Evaluate strategic options at product v/s product-line

levels to create a roadmap for sustained competitive
Do you offer products when your advantage – value-innovation, product line decisions,
customers require solutions? Are your product differentiation strategies, branding decisions
offerings defined as a flexible set of undertaken to strengthen market offerings and target
products, services and programs? superior customer value.

Buy, Build, Partner

60% of GTM partnerships managed Identify critical criteria for evaluating and monitoring
on joint-sales basis resulted in lost strategic alliances driving superior customer value –
revenues – is your firm's strategic strategic alliances to leverage competencies and build
alliances driven by short-term market complementary assets to facilitate market growth
performance goals & an excuse for strategies.
effective business and market

Pricing & Packaging

Are your firm's sales targets
determining the pricing levels and Pricing strategies defined to maximize profitability whilst
balancing market-share and revenue performance targets.
policies? Are your prices truly Identifying pricing policies and incentives cross-
reflecting the creation of superior functionally aligned to facilitate superior execution.
customer value?

Business Model & Plan

Are the product level business models
Business model highlights key elements of business and
defined to capture the critical market strategies facilitating superior cross-functional
elements for continuous review, execution, enabling rapid adaptation to market dynamics.
enhancement and evolution, and Business plan with superior economic return of planned
driving cross-functional strategies strategies targeting objectively qualified market
and performance? opportunities.

© Copyright 2010, Adaptive Marketing |

Product Planning
Effective translation of market requirements
and target offering concept into engineering
specifications along with efficient & cost
optimal product release planning providing
rapid time-to-market and under the guidance
of a competitive roadmap integrating cross-
functional priorities.

Are your product requirements
Best practices in translating customer-market
derived more from product features requirements to product requirements with efficient
and functionality as opposed to being feature prioritization balancing product time-to-market,
driven by customer value drivers and development costs and competitively superior value to
customer needs? Is feature the customer.
prioritization determined using
customer value ranking or ease of

Product Line Economics

Is product portfolio budget restricting
the cross-development of core-
Define product-line and product level budgets focused on
competencies across multiple building a portfolio of core-competencies. Strategic cost
products? Do you select suppliers management including supply management practices
prioritized on target pricing or on the aimed at creating superior supply-chain.
basis of optimizing total costs along
with superior quality?

Personas & Scenarios

Do you fully understand the
prospective buyer and user and the Research, document and validate the persona “ID” card
extent of their problem along with for every target persona with profile of needs, benefits
the context on how are they dealing and motivations. Identify future changes in personas and
scenarios to then guide the requirements prioritization
with it? What scenarios have you and road-mapping process.
prioritized to solve for each persona?

Market Acceptance & Availability

Can your firm optimize market
acceptance planning to influence
buying decisions and expedite Identify right target customers (segments) for market
acceptance testing and define product acceptance
customer adoption? How should you criteria. Define product release plans considering
prioritize the selection of alpha and competitive time-to-market dynamics.
beta customers?

Product Roadmap
Is your current product roadmap Practice efficient road-mapping with clear and actionable
reflecting your product strategy in details for cross-functional alignment with unified
action? Are you communicating too portfolio and individual product level views. Leverage
much or too little to your external roadmaps as powerful competitive tools to drive customer
stakeholders? confidence, product trial and adoption.

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Planning integrated market communications
targeting superior segment focused product
positioning. Design and management of
effective routes-to-market by complementing
direct sales with channel partners, to expand
market coverage and to offer augmented
offerings for higher customer value.

Product Positioning
Is the customer value created by the
Product positioning that communicates superior product
product communicated powerfully to capability to target key customer value drivers and to
the customer? Are all external influence the customer's perception of the product and
communications derived from product create unique associations.
positioning and in-sync with internal

Routes to Market Identify direct v/s indirect sales for target product-
How do you chose and prioritize markets. Design and manage channels to maximize
between direct sales and channel market performance by delivering competitively superior
sales? Is your competition able to solutions leveraging channel partner capabilities.
create a greater value proposition
leveraging channel capabilities?

Marketing Plan Develop a marketing plan to drive product awareness

Does your marketing plan look like a creation and lead-generation. Identify and prioritize
never ending list of checklists? Do you various activities with Sales & Marketing aligned for
have well defined objectives, activities maximizing resources targeted at optimal market
performance goals.
and measurable metrics for your
marketing activities?

Launch Plan
Was your launch plan built in a Ensure all the necessary stakeholders/departments are
vacuum? Lots of action items but fully ready before the launch actually begins. In the new
world where everybody is trying to get your customer's
are they aligned with the real attention learn how to truly engage with them.

Customer Acquisition Practice managed and controlled customer acquisition

Are sales and marketing teams within budgets prioritized by segment profitability and
growth potential. Leverage next generation acquisition
acquiring the right customers tools (web 2.0, social media marketing) to lead your
profitably? How to convert your customers to your offerings with “freemium” models to
prospects into paying customers? expedite customer trial-adoption-purchase cycle.

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Sales Enablement
Enhance business development and sales
performance to achieve target market
performance goals by effective execution of
planned strategies.

Collaterals and Sales Tools

Develop collaterals that resonate with the customer's
Are your collaterals crisply conveying problem statement and lead the customer to see the
the right market problems to the right solution in your offering, tailored to suite the respective
personas and describing your route to customers. Collaterals as value-communicators
solutions in terms of benefits and not to preempt price based negotiations and balance buyer
just features? power against multiple suppliers.

Lead Generation & Presales

Efficient planning and execution of multi-dimensional
Is sales and marketing in agreement campaigns (physical and online, traditional and social
with the quality of the generated media), with effective call to action to increase lead
leads? Can you limit product conversion ratio. Explore what models work better the
evaluation on the basis of customer sales cycle for services, software as a service (SaaS),
conversion potential? shrink wrap products etc.

Channel & Sales Training For multi-tier distribution of products its very critical to
Are your product managers and focus on channels. Creating sales tools and training
technical staff heavily involved in programs for your channel might be different than your
presales activities? Are your product end customers. Explore the creation of case-studies,
process templates for qualifying and converting leads, and
demos too complicated for your special sales enabler tools to expedite closure.
channel partners to run

Evangelism & Thought

Understand the power of external forces like trade
Leadership magazines, analysts, thought leaders, bloggers etc. who
Whose voice is most important for can influence customer behavior. Leverage the power of
your customers? Does the company internet technologies, web 2.0, and social media
have credibility with your prospects marketing tools to develop your own center of excellence
to influence technology adoption, to the target customers
community through a non-sales face? and create significant pull.

Customer Relationship
Management Define effective customer out-reach strategies to
leverage the potential of existing customers to drive
Is referral and repurchase potential of revenue growth –up/cross selling, new product
your customers assessed and development. Create & evolve Customer Loyalty as a
leveraged in market growth planning critical asset. Practice customer co-creation to refine the
and execution? Do you have a cross- market analysis and future road-mapping to target
functional customer interface team? adjacencies.

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