In my last blog ("What's the point of marketing?") I discussed how the first step in engineering a new product is to establish its purpose. In marketing it's the same, you need to establish the purpose of your marketing and how it needs to support your customers at every stage of their buying decision.
Once you've done that, you need to define your specification.
An engineering specification or functional design specification will typically include everything you want the product to do, how it should work, how it should be manufactured, timescales, cost restrictions and any other pertinent requirements.
In my last blog, I used the example of designing a keyboard. In this scenario, I'd need my specification to describe...
It's always tempting to sidestep this phase or start with a rough outline of what you want to achieve, However, the consequences of this approach can be costly.
For some reason, marketing and sales teams often seem to be at war with each other. I've seen debates on social media about whether a business can survive without one of the two. I've also seen blame directed at the opposite department if revenue is slow.
To me, these kinds of arguments highlight misconceptions around the roles and responsibilities of marketing and sales. To be clear, they are both absolutely essential to a business. A business may not need a lot of one or the other, but to suggest that one is not needed at all misunderstands the roles of marketing and sales.
If you're confused by the functions of marketing and sales in your business, this collection of blogs will hopefully provide some clarity.
Every new product, software, system or process must have a purpose. It must solve a problem or else it has no value and no one will buy it. By deeply understanding the problem your product solves for your customers, you can stay focused on what features will deliver the most value.
For example, if I was designing a new computer keyboard, I would need to consider...
Likewise, you must always stay focused on your marketing's purpose.
Get my latest blogs, news and events every month by signing up to my newsletter