Tag: positioning

Marketing is from Mars, Product Managers are from Pluto

A Practical Guide for Improving Communication and Getting What You Need to Launch Products Successfully The relationship between product management and marketing is not always a happy one. Although the two teams need to work closely as part of the Go-to-Market (GtM) plan, confusion over responsibilities and priorities can cause disconnects which can see products […]

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Marketing Strategy and Plans: Are You Putting The Cart Before The Horse?
Marketing Strategy and Plans: Are You Putting The Cart Before The Horse?

All too often, people talk about their marketing strategy, and mention things like thought leadership, lead generation, social media and digital marketing. All of these things are great, but the word strategy is often misunderstood as being the same as a plan, or list of activities. It’s easy to see why: the Oxford Dictionary defines […]

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Time for A Better B2B Marketing Mix?
Time for A Better B2B Marketing Mix?

Many marketing jobs require that candidates have experience of the ‘full marketing mix’. But how relevant is the marketing mix model for today’s b2b marketer? The traditional 4Ps marketing mix (consisting of product, price, place, promotion) has been used by marketers since the 1960s, but the Harvard Business Review recently carried out a five-year study of more than […]

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