Orchestration of the Orchestration's Functional Areas - Marketing

9 important questions on Orchestration of the Orchestration's Functional Areas - Marketing

What are the marketing unit responsibilities for a product?

The marketing unit is responsible for all aspects in preparation and support  of the sales activities of a company including creation of product awareness and positioning of the product in the market.

What does customer analysis mean?

Customer analysis means the frequent analysis of existing or potential customers or groups of customers with regard to additional business oportunities and retention.

What is opportunity management?

Opportunity management means the continous pursuance of identified business opportunities with the objective to turn these opportunities into concrete product success. This may include
  • the formulation of product requirements,
  • development and implementation of new marketing approaches,
  • and tight cooperation with Sales.
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What is marketing mix optimization?

Marketing mix optimization means the selection, implementation and management of channels appropriate for a product, and the management of marketing partners within the product ecosystem.
Both require ticht cooperation with SPM and syncronisation with the corresponding product strategy.

What does product launch mean?

Product launches means the introduction of a new product, version or release to the market.

What is the role of marketing in a product launch?

Marketing needs to orchestrate all activities that serve to the create attention of
  • existing or potential future customers,
  • in the trade press,
  • with market research agencies,
  • and so on..

Who are typically involved in a product launch?

Typically,
  • SPM,
  • Development,
  • Sales executives,
  • partners,
  • and sometimes customer

What is operational marketing?

Operational marketing means the execution of the marketing plan, tracking of relevant measurements, and taking corrective actions when measurements deviate from plan.

What marketing orchestration responsibilties are included in the spm role?

The product manager's orchestration responsibility includes
  • the positioning of a product in the marketing plan,
  • tracking of plan execution,
  • cooperation in product launches,
  • channel and partner management.
  • The product manager may decide to selectively participate in marketing events.

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