The Pragmatic Marketing Framework

The market-driven model for managing and marketing technology programs.

Alin Mateescu
Feb 1, 2017 · 2 min read
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The Pragmatic Marketing framework.

What is it?

How does it work?

  1. An outside-in approach increases the likelihood of product success.
  2. The answer to most of your questions is not in the building.
  3. We are all pragmatic marketers.
  4. If the product team doesn’t do its job, other departments will fill the void.
  5. The building is full of product experts. Your company needs market experts.
  6. Win/loss should be done by someone not involved in that sales effort.
  7. Your opinion, although interesting, is irrelevant.
  8. Only build solutions for problems that are urgent, pervasive and that the market will pay to solve.
  9. Positioning focuses on the problems you solve.
  10. Create a separate positioning document whenever the personas’ problems are different.
  11. Name the product after positioning is finished.
  12. Positioning drives execution.

Why use it?

Who was it created by?

Who uses it?

How can I learn more about it?

From the source.

Read the book.

Watch a presentation.

Take a course.

Attend a workshop.

Attend a meetup.

Resources.

  • Pragmatic Marketing Framework (PDF):

This article is part of a series of articles guiding readers in exploring the many frameworks and methodologies in product management. You can browse all articles here:

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I want to be a Product Manager when I grow up

Advice, lessons, tips and tools for aspiring and existing…

Alin Mateescu

Written by

Product Manager, Web, Merchant at PayPal.com. Former Product Manager at VerticalScope.com and Bell Media (cp24.com & ctvnews.ca).

I want to be a Product Manager when I grow up

Advice, lessons, tips and tools for aspiring and existing Product Managers.

Alin Mateescu

Written by

Product Manager, Web, Merchant at PayPal.com. Former Product Manager at VerticalScope.com and Bell Media (cp24.com & ctvnews.ca).

I want to be a Product Manager when I grow up

Advice, lessons, tips and tools for aspiring and existing Product Managers.

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