Adopt a strong market orientation and build the voice of the customer into every facet of the project Building in the voice of the customer throughout the development effort makes a major difference to performance. The efforts undertaken include preliminary market assessment, detailed market studies, marketing research, customer tests, and trial sell or test marketing.
How do you ensure that your process is decidedly market-oriented?
1. First, the key marketing tasks above should be designed into your process. In many businesses, they are not.
2. Second, the leadership team—the gatekeepers--must mandate that such marketing actions be undertaken in projects. If they are not, stop the project. The problem is that in the short term, marketing actions are treated as optional or discretionary, whereas technical activities, such as writing software code, undertaking alpha tests, or testing the operations and delivery system, are normally not discretionary. Reconsider what is important.
3. Finally, make the marketing resources available to project teams. You cannot win a game without players on the field
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