The DNA of Positioning is 2in10's seven-stage process that uses your market knowledge to identify the need your product can satisfy, whether it be an opportunity or the solution to pain recognised by your market . The processs then develops the key messages that will drive market demand for your product, rather than your competition's.
It is the task of the Product Marketing function to get your product to market and drive demand for it. Sales lead generation is also a function of this role, rather than being a function of sales, a common misconception.
Product Marketing takes all the information gathered by Product Management from the market about their needs and requirements. It then turns them into the key set of messages needed to attract buyers in the market including your Value Proposition, Positioning Statement and Elevator Pitch. These are some of the key elements that will inform your web site, brochures and other types of marketing collateral.
This function will also set up your pricing arrangements and identify the most effective Go-To-Market plan for launching new products or re-launching existing products when major releases are ready to ship. Only once your technology has the right set of attributes can you hope to scale your revenues through third-party Channel Sales.
In order to become a true "product" (rather than a technology or a device) you will need to package it and that is the final function of Product Marketing. 2in10 has an comprehensive set of modules to help you understand in detail why Product Marketing is so important and to learn the key skills needed to make a success of it. The "DNA of Positioning" is one of the many highlights of the programme.
