Marketing Requirements Document (MRD)

Marketing Requirements Document (MRD)

About usage A message to Product Marketers and Teams:
Shoot the Curl Marketing About usage A message to Product Marketers and Teams: You are free to borrow all of the elements in the slides here and adopt it for your own particular usage. You can manipulate it, change it, delete some of it, add to it. It doesn’t matter. The only thing we ask you don’t do is forget to delete the Shoot the Curl Marketing graphics and messages from your own slides . And, if you want to go further to show any thanks. Call us out on LinkedIn or at our website. Use Case This is Marketing Requirements Document (MRD) template which is the critical deliverable for Marketing teams as part of the PLC process. Unlike traditional MRDs, this one is done in PowerPoint and streamlined. The result is a much more usable and leverageable approach. Shoot the Curl Marketing

MRD Table of Contents 01 04 07 1-9 10 02 08 05 11 03 09 06 D E S I G N
EXEC SUMMARY 04 TARGET AUDIENCE 07 MESSAGING 1-9 UPDATES Business Objective/Goal Market Segmentation and Prioritization Financial Data Risks and Consequences PULLS FROM PARTS OF DETAILED AREAS OF MRD (1 SLIDE) Buyer Personas Roles/Titles Segment(s) Industry(ies) Regions Other target audience traits Naming “Press Release Statement” Value Proposition Features Benefits Differentiation: Offering Level Differentiation: Company Level Content Schedule Demand Plan Social Media Plan Promotion D E S I G N P L A N N I N G 10 MARKETING Content Schedule Demand Plan Social Media Plan Promotion 02 MARKET PROBLEM 08 USE CASES 05 POSITIONING Market Problem Market Solutions Available Today Identified Required Capabilities and Other Requirements Value and Benefits to Customers Competitive Landscape Timing Pressures Demand Type Launch Tier Sales Feedback (Qual. or Quant.) Client/CAB Feedback Portfolio Fit High-level Pricing and Licensing Approach #1 #2 #3 11 ENABLEMENT Content Schedule Training (Direct and Partner) 03 OPPORTUNITY 09 FINANCIAL 06 COMPETITIVE Business Objective/Goal Market/Opportunity Sizing Risks and Consequences (Solution/No Solution) Detailed Pricing and Licensing Approach Sales $/# Target for New and Existing Logos Upsell/Cross-sell Partner Contribution Competitive Positioning SWOT How We Win Competitive Battlecard Shoot the Curl Marketing

Demand Type: New Concept, New Paradigm, Established Market*
Executive Summary Classification: New Offering EXEC SUMMARY MARKET PROBLEM Business Objective: What is the pain/challenge/desired outcome and how organizations need to solve it. The objective does not talk to how your organization solves it. GTM: OFFERING OPPORTUNITY Market Segmentation & Prioritization: Should cover personas, titles, segments (ex. Small Business + Midsize), industries, regions, etc. It should cover primary and secondary targets. Primary: Your Primary Audience Secondary: Your Secondary Audience Financial: 1st Year Closed Pipeline: 1st Year Sales Revenue: 1st Year Volume (licenses): Other TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL Executive Summary to be 1 Slide Only. “Classification refers to whether this is an entirely New Offering, a New Feature of an existing offering, or a Refresh of an existing offering. GTM: PLAN MARKETING Risks & Consequences: Examples - 1) Use of a third party solution could introduce risk if that third party was acquired. 2) Third party must continue to innovate in an evolving and competitive marketplace. 3) Integration with our solutions may be more complex and problematic than anticipated. ENABLEMENT *SiriusDecisions Nomenclature Shoot the Curl Marketing

Market Problem EXEC SUMMARY MARKET PROBLEM
Challenge/Pain/Desired Outcome: Go into more detail here on the pain/challenge/desired outcome. Use a few paragraphs/bullet proofs to really get into it. Related News Articles You can cite articles, reports and other reputable sources here that do a great job of conveying elements of the pain/challenge or desired outcome. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Market and Competitive Snapshot
EXEC SUMMARY MARKET PROBLEM Overall Market and Competitive Landscape Use this pace to talk about dynamics within the market. For instance, trends, new developments, forces impacting the market, applicable regulatory and compliance mandates, etc. Competitive Landscape Use this space to talk about the overall competitive landscape. You’ll cover Competitive in more detail later. Timing Pressures Talk to how important timing to get to market is and why? GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Market Solutions Available Today
EXEC SUMMARY MARKET PROBLEM Talk to the availability of solutions today and what those are generally. The following are just some of the available solutions: Identify any specific competitive offerings that are similar. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Solution Requirements
EXEC SUMMARY MARKET PROBLEM Talk Identified Required Capabilities and Other Requirements: Overall Key Requirements Requirement Descriptor: Must do this and do that, or provide this or provide that, and create this outcome or that outcome. Must do this and do that, or provide this or provide that, and create this outcome or that outcome. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING Specific Required Capabilities USE CASES Capability 1: Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Capability 2: Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Capability 3: Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Capability 4: Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Capability X: Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. Explain very briefly for clarity. FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Solution Value EXEC SUMMARY MARKET PROBLEM
Value and Benefits to Customers for Today’s Solutions Value/Benefit: Provides this or provides that, creates this outcome or that outcome. Provides this or provides that, creates this outcome or that outcome. Provides this or provides that, creates this outcome or that outcome. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Opportunity EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Business Objective: What is the actual objective for your business? What are you trying to accomplish with this project or initiative? Discuss the overall business objective and what that objective allows your organization to do. Be clear on whether the objective is financial and/or to attain some other purpose or outcome. Discuss all facets of why this is important for your organization. The business objective is focused just as much on the internal impact or value as it is the external impact or value. Risks & Consequences: Call out top 3 risks to success of the project. Be specific and don’t hold back on risks. If you’re concerned about the development team being able to actually deliver a minimally viable product, state that. Calling out potential risks is meaningless if you are just making things up to fill up space on a slide. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Target Audience EXEC SUMMARY
In this section, we’re looking at our target audience from a few vantage points. It’s critical to paint a picture of your target audiences as it relates to personas, industries, challenges, use cases, etc. Pull in insights from Win/Loss analysis, sales survey feedback, external reports, etc. as you see appropriate. MARKET PROBLEM GTM: OFFERING Buyer Personas: Which of our buyer personas is this offering targeted at and/or provide the greatest benefit. Describe how that is so. What does the offering allow them to do? OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES Roles & Titles: What actual job roles and titles are we targeting? Describe if there is a primary group and a secondary group within the context of the areas below. Decision-Makers Influencers Key Stakeholders (if any) FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Target Audience EXEC SUMMARY MARKET PROBLEM BUYER PERSONA PROFILE
JILL | STRATEGIC BUYER PERSONA PROFILE SANJEEV | DELIBERATE BUYER PERSONA PROFILE PARKER | ACCUTELY AWARE GTM: OFFERING OPPORTUNITY Primary, Secondary or Tertiary Target Primary, Secondary or Tertiary Target Primary, Secondary or Tertiary Target TARGET AUDIENCE POSITIONING How they feel or interpret the Pain/Challenge or Desired Outcome: How they feel or interpret the Pain/Challenge or Desired Outcome: How they feel or interpret the Pain/Challenge or Desired Outcome: COMPETITIVE MESSAGING USE CASES What they’d like to see in a solution. What they’d like to see in a solution. What they’d like to see in a solution. FINANCIAL GTM: PLAN Likely level of interest (H/M/L): Likely level of interest (H/M/L): Likely level of interest (H/M/L): MARKETING Why this offering would be interesting: Why this offering would be interesting: Why this offering would be interesting: ENABLEMENT Shoot the Curl Marketing

Chief Compliance Officer
Concept - Optional Target Audience EXEC SUMMARY This slide conveys differences in personas and job titles across different market segments. You can modify this to fit your needs. Don’t feel obligated to the categories below. Additionally, you could tag best-fit use cases to each of the areas and roles. MARKET PROBLEM Decision-Makers Influencers GTM: OFFERING Midsize OPPORTUNITY CTO CIO CISO IT Director TARGET AUDIENCE IT Security Dir. Chief Compliance Officer POSITIONING COMPETITIVE MESSAGING Small Business IT Manager USE CASES CEO IT Security Mgr. FINANCIAL GTM: PLAN MARKETING Personas capture a lot of great information in terms of a combined identity of our target audience. However, looking at our audience from a title/role perspective can also prove helpful in clarifying who we are targeting. ENABLEMENT

Target Audience EXEC SUMMARY
Again, we’re looking at our audience from different vantage points because our personas and audiences are not one-dimensional but much more complex. MARKET PROBLEM GTM: OFFERING Segments: What are the business firmographics that we believe will benefit most from the solution and are targeting? Small business? Midsize enterprises, other? Industries: Are there industries the offering is particularly well suited for or being targeted and why? If not, specify that. Regional Coverage: Does this offering only apply to North America or does it apply to UK/EMEA and/or Asia? Other targeted traits: Use this space to call out anything not covered in the other elements under Target Audience. OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Positioning EXEC SUMMARY
Demand Type Scorecard (Refer to Demand Type Worksheet by SiriusDecisions online and in slide notes for details). The Demand Type helps to align teams on thinking as well as prompts different approaches to go-to-market based on the results. MARKET PROBLEM GTM: OFFERING Column 1 Column 2 Column 3 Q1 OXZ Q2 X OZ Q3 Z OX Q4 XZ O Q5 XOZ Q6 Q7 Total 6 12 3 New Concept New Paradigm Established Market OPPORTUNITY TARGET AUDIENCE POSITIONING X = Product Marketer O = Product Manager Z = Other COMPETITIVE MESSAGING USE CASES FINANCIAL SiriusDecisions has identified three demand type categories: New concept: A disruptive product or service with no budgetary line item within its target audience. New concept marketing is typically based on defining a problem that is solved by your solution. New paradigm: A product that promises to retool or optimize an existing process, automate a manual process or solve known issues more effectively than what is currently in place. Established market: A product or service that is accepted by the majority of target organizations to be necessary and best-of-breed. The market for these products and services is generally served by a few powerful providers that battle for market share. New Paradigm Demand: Implications for Product Management Product managers must adjust their activities to reflect the market context for a new paradigm offering A new paradigm offering requires a distinctive approach to competitive analysis, financial forecasts and product requirements The main competition for a new paradigm offering is the existing paradigm GTM: PLAN MARKETING New paradigm: ”A product that promises to retool or optimize an existing process, automate a manual process or solve known issues more effectively than what is currently in place.” ENABLEMENT Shoot the Curl Marketing

Positioning EXEC SUMMARY
Launch Tier Scorecard (Refer to Launch Tier Worksheet at ShoottheCurlMarketing.com for full details)*. MARKET PROBLEM GTM: OFFERING Column 1 Column 2 Column 3 Q1 XOZ Q2 O XZ Q3 Q4 XO Z Q5 Q6 X Q7 Total 6 12 3 TIER 1 TIER 2 TIER 3 OPPORTUNITY TARGET AUDIENCE POSITIONING X = Product Marketer O = Product Manager Z = Other COMPETITIVE MESSAGING USE CASES FINANCIAL Tier 1 Launch – A strategically important or major launch. This is for a new offering as opposed to any enhancements or upgrades of an existing offering. For Tier 1s, this is typically ‘all hands on deck’ in terms of Marketing and other teams efforts to make the launch successful. Tier 2 Launch – This is an important launch but doesn’t rise to the level of a Tier 1. This could be a new offering or a significant enhancement or upgrade to an existing offering. It should be expected that fewer resources and effort is pulled in here for a Tier 2. Tier 3 Launch – Typically involves just a minor enhancement and/or refresh of positioning, content or other facet for an existing offering. In the case of a Tier 3, we wouldn’t even do a MRD. GTM: PLAN MARKETING ENABLEMENT TIER 2 Launch: This is an important launch but doesn’t rise to the level of a Tier 1. This could be a new offering or a significant enhancement or upgrade to an existing offering. It should be expected that fewer resources and effort is pulled in here for a Tier 2. *The Launch Tier Worksheet was created by David Lorti. Shoot the Curl Marketing

Sales Feedback EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Sales Feedback (Qualitative and/or Quantitative) GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Client/CAB Feedback EXEC SUMMARY MARKET PROBLEM GTM: OFFERING
Client/Client Advisory Board Feedback GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Portfolio Fit EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Portfolio Fit: Describe how this offering fits into our overall portfolio. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Positioning EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Differentiation (at the Offering level) Differentiation (at the Company level) GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Pricing Model and Pricing
EXEC SUMMARY MARKET PROBLEM High-level Pricing and Licensing Approach: Describe what this looks like. Are we selling licenses? Are we bundling the offering in with other offerings? Is this offering standalone? GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Competitive EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Competitive Positioning: What makes us similar, what makes us different and how does that stack up within the competitive landscape discussed earlier in the MRD? How We Win: Talk about how attributes to focus on when playing against our competitors. Do we have different positioning for different competitors? What will help us win the deal? GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Competitive EXEC SUMMARY SWOT MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Strengths Weaknesses GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING Opportunities Threats USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Competitive EXEC SUMMARY
You can incorporate your Sales Card into the deck or reference it with a link to its location in your content repository. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Competitive EXEC SUMMARY
You can incorporate your Battle Card(s) into the deck or reference it with a link to its location in your content repository. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Naming EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Naming: What is the official name we will call this offering? Is there any guidance on what not to call it? Mock Press Release Statement: This is an approach Amazon takes. If you were going to write a press release (just the headline and top 2 sentences, what would that be? This helps to articulate the ultimate value and message we want to convey to the market. This language doesn’t have to be perfect as this statement will never be used publicly. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Value Proposition and Messaging
Feel free to delete the explanation to make more room as needed. Value Proposition and Messaging EXEC SUMMARY Value Proposition: This language should be written with the intent that it very likely would be used in whole or part and verbatim and paraphrased across web copy, data sheet copy, blogs, etc. You should approach this using the following format as a guide: Clearly explain the value of your product or service Explain why people should buy from you and not your competition Make sure your proposition is unique Target specific buyer personas instead of writing general propositions Get feedback and even A/B test your proposition Value Proposition: Your full 2-3 sentence version. Your full 2-3 sentence version. Your full 2-3 sentence version. Your full 2-3 sentence version. Value Proposition: Your 1 sentence “written” version. Value Proposition: Your 1 sentence “spoken” version. Mock Press Release Statement: This is an approach Amazon takes. If you were going to write a press release (just the headline and top 2 sentences, what would that be? This helps to articulate the ultimate value and message we want to convey to the market. This language doesn’t have to be perfect as this statement will never be used publicly. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Use Cases EXEC SUMMARY Use Cases should convey scenarios that are as real-world as possible to be effective in conveying value. Incorporate diagrams or other graphics as it makes sense to show visually how your solution addresses a pain/challenge or provides a desired outcome. MARKET PROBLEM GTM: OFFERING Use Case #1 – The Situation Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. Describe the scenario here briefly. OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE How We Would Address the Situation MESSAGING USE CASES FINANCIAL Value/Benefits/Outcomes Conveyed to Customer Value/Benefits/Outcomes GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Detailed Pricing and Licensing Approach
EXEC SUMMARY How do we plan to “sell” or otherwise make this offering available in terms of acquisition? Is it standalone or only made available via a bundled offering or solution? Is it free? Is there any licensing that needs to be clarified, etc.? This section makes it clear how we actually package the offering up. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Direct Sales Target Time Period: 12 months New Logos Closed Business ($) Revenue ($) Volume (units) Existing Customers TOTAL ($) Partner Sales Target Time Period: 12 months Partners Closed Business ($) Revenue ($) Volume (units) TOTAL ($) POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Campaign Plan EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Your Campaign Plan will possibly be an umbrella plan of multiple components covering Content, Demand Generation, Events, AR/PR, etc. Make sure to capture the overall campaign (theme or focus, deliverables and timeline) and then provide more detail in additional slides for other components. Remember, a campaign is not a launch plan but a themed or topical project with a string of activities over time. A campaign complements a Tier 1 or Tier 2 launch but the topic or theme of the campaign is not centered on new offering itself. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Content Plan EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Content Schedule: What external-facing and thought leadership content will be produce and/or leverage? At-a-Glance (New) – Add description on topic here. Add description on topic here. Add description on topic here. Add description on topic here. Add description on topic here. Add description on topic here. Blog Post (Existing) – “How to Leverage the MRD” (March 15, 2018) Infographic (Existing) – “MRD MRD MRD – Best Practices for MRDs” What external-facing offering collateral will be developed? Data Sheet (New) Web Page (New) MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Demand Generation Plan
EXEC SUMMARY This slide provides more detailed information on Demand Generation efforts that are part of a larger campaign or separately, if no campaign is planned. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Social Media Plan EXEC SUMMARY MARKET PROBLEM GTM: OFFERING
This slide provides more detailed information on Social Media efforts that are part of a larger campaign or separately, if no campaign is planned. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

AR/PR EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
This slide provides more detailed information on AR/PR efforts that are part of a larger campaign or separately, if no campaign is planned. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Events EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
This slide provides more detailed information on any events activities that tie to the new offering as part of a larger campaign or separately, if no campaign is planned. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Account-Based Marketing Plan
EXEC SUMMARY This slide provides more detailed information on any ABM activities that tie to the new offering as part of a larger campaign or separately, if no campaign is planned. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Partner Marketing Plan
EXEC SUMMARY This slide provides more detailed information on Partner Marketing efforts go here. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Other Marketing EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY
Use this slide to articulate other Marketing efforts as part of the launch and/or broader campaign. MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Sales Enablement Plan EXEC SUMMARY MARKET PROBLEM GTM: OFFERING
Your Sales Enablement Plan including training, development of new content and timing is captured here. Training (Direct and Partner) Direct Sales Training on May 1 Content Schedule: What internal-facing content will be produce and/or leverage? Sales Toolkit Sales Training Webcast Sales Training Slides FAQs Decision Tree Tips and Recommendations MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Partner Enablement Plan
EXEC SUMMARY Your Partner Enablement Plan including training, development of new content and timing is captured here. Training (Direct and Partner) Partner Training on May 1 Content Schedule: What internal-facing content will be produce and/or leverage? Sales Toolkit Sales Training Webcast Sales Training Slides FAQs Decision Tree Tips and Recommendations MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Marketing Requirements Document (MRD)

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Marketing Requirements Document (MRD)

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