Guide to best practices in product strategy and marketing


As digital enables more business models to pivot towards direct-to-consumer propositions and the products on offer become more like services, it is crucial that marketers understand the importance of service design and focus their thinking, strategy and roles on the product.

This means having a good grasp of the interaction between marketing strategy and product strategy. Product marketing – the process of promoting and selling a product after it has been launched – lies at the intersection of product, marketing and sales practices, and requires an appreciation of customer needs, the market and the competetion.

This best practice guide provides marketers with an understanding of product strategy and marketing fundamentals, enabling them to successfully navigate where the disciplines of marketing and product intersect and generate business benefits.

The report covers:

  • The increased importance of customer experience and how it needs to go beyond the environment created through apps, websites and services
  • How marketers, sales teams, product owners and product managers need to work together to achieve organizational goals, and the role of small cross-functional teams in ensuring good communication and agile processes
  • Approaches to in-product cooking marketing, enabling a better understanding of user pains and gains
  • Models for planning a good product strategy and marketing process, including linking a clear vision and goals to day-to-day business
  • The types of data marketers should use to measure results and goals, and how to align them with business goals, and how to use OKRs (goals and key results) to manage performance.

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