7 Rules: for high performance marketing

Below are timeless best-practices for developing and executing high performance marketing in your organization.  Using a format of “7 Rules”, I’ve attempted to summarize the key topics in quick-read lists, with additional detail and resources provided if more depth is desired.

This is a  work in progress – if something is incomplete or you’d like more information on a specific topic, please contact me using the form at the end of the page.

Dan

Business Strategy

7 rules: for designing a business strategy
7 rules: for creating a business plan
7 rules: for category creation
7 rules: for market segmentation
7 rules: for conducting a competitive analysis
7 rules: for sizing a market opportunity
7 rules: for building your pro forma

Business development

7 rules: for startup business development
7 rules: for developing your product ecosystem

Product Marketing

Product definition

7 rules: for a product definition specification
7 rules: for analyzing your customers’ user needs
7 rules: for producing a product plan
7 rules: for creating your value prop
7 rules: for defining a customer target
7 rules: for effective customer research
7 rules: for conducting a focus group
7 rules: for developing a customer survey
7 rules: for conducting quantitative research
7 rules: for conducting UI research

Product development

7 rules: for working with R*D
7 rules: for a checkpoint process
7 rules: for an I/L
7 rules: for a Go/No go meeting
7 rules: for running a Beta Test

Product launch

7 rules: for running a  new product launch
7 rules: for focusing on what matters for a new product launch
7 rules: for producing a product launch plan
7 rules: for managing a cross-functional product launch team

Current product management

7 rules: for forecasting a new product or service
7 rules: for customer support
7 rules: for monthly update
7 rules: for keeping track of your customers
7 rules: for maximizing the customer experience

Consumer Marketing

Marketing Programs

7 rules: for designing a strong marketing program
7 rules: for designing your funnel
7 rules: for creating awareness
7 rules: for identifying lead customers
7 rules: for creating customer advocates
7 rules: for PR
7 rules: for SEM
7 rules: for building a SEO strategy
7 rules: for making a Landing Page
7 rules: for creating Great Content
7 rules: for Display Advertising
7 rules: for Email marketing

Program measurement

7 rules: for measuring marketing programs
7 rules: for reporting to a startup BOD
7 rules: for reporting to a company Quarterly Business Review

Using marketing agencies

7 rules: for using an agency
7 rules: for hiring an agency
7 rules: for managing an agency
7 rules: for making a creative brief

Branding

7 rules: for building a brand
7 rules: for positioning your product
7 rules: for naming a product 
7 rules: for picking a URL
7 rules: for sub-branding your products
7 rules: for creating a name
7 rules: for using tag lines

Online Marketing

7 rules: for using CRM
7 rules: for deploying a keyword strategy
7 rules: for converting demand on your site
7 rules: for measuring web-site performance
7 rules: for launching a consumer-facing website

Sales and Channels

7 rules: for creating a retail strategy
7 rules: for using a manufacturers rep
7 rules: for managing the retail experience
7 rules: for managing a buyer
7 rules: for giving a marketing presentation
7 rules: for motivating your retail customers

Marketing Management

Employee hiring and management

7 rules: for hiring marketers
7 rules: for managing employee reviews
7 rules: for managing a marketing organization

Marketing organizational design

7 rules: for building a team
7 rules: for designing a marketing organization

A Marketing career

7 rules: for taking that next job
7 rules: for judging your marketing management

Resources

Useful links to web services important to executing built-in marketing.

 

Questions or Insights?  Please contact me:

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