2 Marketing & Offer Management
2 Marketing & Offer Management
2.1 Marketing Strategy & Policy
2.2 Product & Offer Development & Retirement
2.3 Product & Offer Portfolio Planning
2.4 Sales Development
2.5 Product & Offer Capability Delivery
2.6 Product Marketing Communications & Promotion
2.7 Marketing Capability Delivery
2.1.1 Gather & Analyse Market Information
2.1.2 Establish Market Strategy
2.1.3 Establish Market Segments
2.1.4 Link Market Segments & Products
2.1.5 Gain Commitment to Marketing Strategy
2.2.1 Gather & Analyse New Product Ideas
2.2.2 Assess Performance Of Existing Products
2.2.3 Develop New Product Business Proposal
2.2.4 Develop Product Commercialisation Strategy
2.2.5 Develop Detailed Product Specifications
2.2.6 Manage Product Development
2.2.7 Launch New Products
2.2.8 Manage Product Exit
2.3.1 Gather & Analyse Product Information
2.3.2 Establish Product Portfolio Strategy
2.3.3 Produce Product Portfolio Business Plans
2.3.4 Gain Commitment To Product Business Plans
2.4.1 Monitor Sales & Channel Best Practice
2.4.2 Develop Sales & Channel Proposals
2.4.3 Develop New Sales & Channels & Processes
2.5.1 Define Product Capability Requirements
2.5.2 Capture Product Capability Shortfalls
2.5.3 Approve Product Business Case
2.5.4 Deliver Product Capability
2.5.5 Manage Handover to Product Operations
2.5.6 Manage Product Capability Delivery Methodology
2.6.1 Define Product Marketing Promotion Strategy
2.6.2 Develop Product & Campaign Message
2.6.3 Select Message & Campaign Channels
2.6.4 Develop Promotional Collateral
2.6.5 Manage Message & Campaign Delivery
2.6.6 Monitor Message & Campaign Effectiveness
2.7.1 Define Marketing Capability Requirements
2.7.2 Gain Marketing Capability Approval
2.7.3 Deliver Marketing Infrastructure
2.7.4 Manage Handover to Marketing Operations
2.7.5 Manage Marketing Capability Delivery Methodology
2.1.1.1 Manage External Information Suppliers
2.1.1.2 Manage Internal Resources
2.1.1.3 Develop Market Forecast Methodologies
2.1.1.4 Develop Market Forecasts
2.1.2.1 Identify Markets
2.1.2.2 Determine Objectives
2.1.2.3 Determine Strategies
2.1.2.4 Identify Responsibilities
2.1.3.1 Identify Market Segments
2.1.3.2 Identify Responsibilities
2.1.3.3 Manage Reports
2.1.4.1 Analyse Consumption Profiles
2.1.4.2 Product Family Association
2.1.4.3 Identify Potential Product Families
2.1.5.1 Identify Stakeholders
2.1.5.2 Gain Stakeholder Approval
2.2.1.1 Analyse Current Capabilities
2.2.1.2 Analyse Identified Opportunities
2.2.1.3 Analyse Customer Value Proposition
2.2.1.4 Capture Sales Organisation Requirements
2.2.1.5 Compare Current Capabilities With Identified Opportunities
2.2.1.6 Develop New Opportunity Concepts
2.2.2.1 Gather & Collate Customer Product Information
2.2.2.2 Gather & Collate Operational Product Reports
2.2.2.3 Analyse Reports
2.2.2.4 Identify Required Improvements
2.2.2.5 Report Required Improvements
2.2.3.1 Develop New Product Business Case
2.2.3.2 Identify New Product Requirements
2.2.3.3 Identify Development Costs
2.2.3.4 Identify Forecast Demand
2.2.3.5 Identify Revenue Gains
2.2.3.6 Identify Productivity Gains
2.2.3.7 Identify Performance Improvements
2.2.3.8 Identify Operational Cost Improvements
2.2.3.9 Identify Key Advertising Attributes
2.2.3.10 Assess Positioning Risks
2.2.3.11 Conduct Feasibility Assessment
2.2.3.12 Identify Potential Suppliers & Partners
2.2.3.13 Report Feasibility Study
2.2.3.14 Gain Business Proposal Approval
2.2.4.1 Identify & Agree Product Specific Pricing
2.2.4.2 Identify & Agree Product Specific Sales Channel Support
2.2.4.3 Identify & Agree Product Specific Regulatory Approvals
2.2.4.4 Manage Company Cross-product Pricing Approval Processes
2.2.5.1 Develop Detailed Technical Specifications
2.2.5.2 Develop Detailed Performance Specifications
2.2.5.3 Develop Detailed Operational Specifications
2.2.5.4 Develop Customer Manuals
2.2.5.5 Report Detailed Technical Specifications
2.2.5.6 Report Detailed Performance Specifications
2.2.5.7 Report Detailed Operational Specifications
2.2.5.8 Report Customer Manuals
2.2.6.1 Manage Process Development
2.2.6.2 Manage Specific Systems Development
2.2.6.3 Manage Network Infrastructure Development
2.2.6.4 Manage Specific Channel Development
2.2.6.5 Manage Specific Work Instruction Development
2.2.7.1 Manage Pilot Commercial Negotiations
2.2.7.2 Manage Trial Commercial Negotiations
2.2.7.3 Identify New Product Shortcomings
2.2.7.4 Identify New Product Issues
2.2.7.5 Manage New Product Changes
2.2.7.6 Manage Acceptance Tests
2.2.7.7 Manage Handover To Operations
2.2.8.1 Develop Business Proposal
2.2.8.2 Identify Economically Unviable Products
2.2.8.3 Identify Strategically Unviable Products
2.2.8.4 Identify Customers Impacted By Exit
2.2.8.5 Develop Customer Specific Exit Strategies
2.2.8.6 Develop Market Segment Exit Strategies
2.2.8.7 Develop Customer Specific Migration Strategies
2.2.8.8 Develop Market Segment Migration Strategies
2.2.8.9 Develop Infrastructure Transition Strategies
2.2.8.10 Develop Infrastructure Replacement Strategies
2.2.8.11 Manage Exit Process Operational Aspects
2.3.1.1 Review Existing Products
2.3.1.2 Identify New Products
2.3.1.3 Establish Relationships With External Product Information Providers
2.3.1.4 Manage Relationships With External Product Information Providers
2.3.1.5 Manage Internal Product Information Provider Resources
2.3.2.1 Define Corporate-wide Product Portfolio Structure
2.3.2.2 Define Inter-Departmental Product Portfolio Structure
2.3.2.3 Agree Cross-Portfolio Co-ordination
2.3.2.4 Agree Cross-Product Co-ordination
2.3.2.5 Agree Cross-Portfolio Management Functions
2.3.2.6 Agree Cross-Product Management Functions
2.3.3.1 Create Portfolio Forecasts
2.3.3.2 Negotiate For Required Resources
2.3.3.3 Outline Product Introduction Strategy
2.3.3.4 Anticipate Pricing Strategies
2.3.3.5 Anticipate Projected Revenues & Costs
2.3.3.6 Anticipate Product Performance Requirements
2.3.3.7 Anticipate Operational Requirements
2.3.3.8 Gain Inter-departmental Commitment
2.3.3.9 Gain Process Commitment
2.3.3.10 Gain Infrastructure Commitment
2.3.3.11 Gain Supply Chain Commitment
2.3.3.12 Gain Executive Approval
2.3.3.13 Report Business Plans
2.3.4.1 Identify Stakeholders
2.3.4.2 Negotiate With Stakeholders
2.3.4.3 Obtain Stakeholder Approval
2.3.4.4 Document & Report Approval
2.4.1.1 Capture Compensation Plans
2.4.1.2 Capture Product Related Sales Training Approaches
2.4.1.3 Capture Product Related Sales Training Techniques
2.4.1.4 Capture Prospective Customer Identification Methodologies
2.4.1.5 Capture New Product Related Selling Processes
2.4.1.6 Document Captured Information
2.4.1.7 Report Captured Information
2.4.2.1 Develop Business Case
2.4.2.2 Obtain Business Case Approval
2.4.2.3 Define Product Channel Sales Targets
2.4.2.4 Define Sales Personnel Performance Indicators
2.4.3.1 Develop External Relationships
2.4.3.2 Manage New & Existing Sales Process & Channel Coordination
2.4.3.3 Manage New & Existing Sales Process & Channel Integration
2.4.3.4 Define Commercialisation Manpower Profile
2.4.3.5 Develop Training Program
2.4.3.6 Develop Sales Methods & Procedures
2.4.3.7 Develop Compensation Plans
2.4.3.8 Allocate Potential Customers To Appropriate Channel & Sale Method
2.5.1.1 Define Detailed Infrastructure Requirements
2.5.1.2 Agree Detailed Infrastructure Requirements
2.5.1.3 Identify Required Service Infrastructure Capabilities
2.5.1.4 Manage Cross-Company Functions
2.5.1.5 Coordinate Cross-Company Functions
2.5.1.6 Report Product Capability Requirements
2.5.2.1 Identify Specific Product Capacity Shortfalls
2.5.2.2 Identify Imminent Product Capacity Shortfalls
2.5.2.3 Identify Specific Product Performance Shortfalls
2.5.2.4 Identify Imminent Product Performance Shortfalls
2.5.2.5 Identify Specific Product Operational Support Shortfalls
2.5.2.6 Identify Imminent Product Operational Support Shortfalls
2.5.2.7 Report Product Capability Shortfalls
2.5.3.1 Identify Required Product Infrastructure Components
2.5.3.2 Identify Development Costs
2.5.3.3 Identify Anticipated Benefits
2.5.3.4 Identify Affected Product Classes
2.5.3.5 Manage Cross-Company Functions
2.5.3.6 Coordinate Cross-Company Functions
2.5.3.7 Obtain Business Case Approval
2.5.4.1 Track & Manage Business Case Cost Parameters
2.5.4.2 Track & Manage Anticipated Benefits
2.5.4.3 Manage Product Capabilities Delivery
2.5.4.4 Coordinate Product Capabilities Delivery
2.5.5.1 Verify All Process Design Requirements Met
2.5.5.2 Verify All Operational Design Requirements Met
2.5.5.3 Verify All Performance Design Requirements Met
2.5.5.4 Verify All Tools In Place
2.5.5.5 Verify All Test Equipment In Place
2.5.5.6 Verify All Operational Procedures In Place
2.5.5.7 Verify All Support Groups In Place
2.5.5.8 Verify All Training Requirements Met
2.5.5.9 Manage Stakeholder Approval & Acceptance
2.5.5.10 Coordinate Stakeholder Approval
2.5.5.11 Prepare & Submit Sign-Off Document
2.5.6.1 Define Product Capability Delivery Processes
2.5.6.2 Coordinate Product Capability Delivery Processes
2.5.6.3 Define Product Capability Delivery Approval Gates
2.5.6.4 Maintain Activities Registry
2.6.1.1 Define Product Specific Communications Strategy
2.6.1.2 Define Product Specific Promotions Strategy
2.6.1.3 Define Product Specific Information Requirements
2.6.1.4 Define Product Specific Arguments Requirements
2.6.2.1 Identify Product & Campaign Message Development Activities
2.6.2.2 Identify Stakeholders
2.6.2.3 Manage Stakeholder Engagement
2.6.2.4 Coordinate Stakeholder Activity
2.6.3.1 Identify Delivery Channels
2.6.3.2 Analyse Delivery Channel Appropriateness
2.6.3.3 Select Appropriate Delivery Channel
2.6.4.1 Identify Collateral Requirements
2.6.4.2 Manage Collateral Production
2.6.4.3 Manage Collateral Delivery
2.6.5.1 Manage Channel Training
2.6.5.2 Manage Channel Information Delivery
2.6.5.3 Identify Resource Requirements
2.6.6.1 Establish Campaign Metrics
2.6.6.2 Establish Campaign Monitoring Processes
2.6.6.3 Establish Campaign Reporting Processes
2.6.6.4 Analyse Campaign Impact
2.6.6.5 Report Campaign Results
2.7.1.1 Define Detailed Infrastructure Requirements
2.7.1.2 Agree Detailed Infrastructure Requirements
2.7.1.3 Develop Performance Target Requirements
2.7.1.4 Manage Cross-Company Functions
2.7.1.5 Coordinate Cross-Company Functions
2.7.1.6 Report Requirements
2.7.2.1 Identify Development Costs
2.7.2.2 Identify Anticipated Benefits
2.7.2.3 Manage Cross-Company Functions
2.7.2.4 Coordinate Cross-Company Functions
2.7.2.5 Prepare Approval Documents
2.7.2.6 Publish Approval Documents
2.7.3.1 Track & Manage Business Case Cost Parameters
2.7.3.2 Track & Manage Anticipated Benefits
2.7.3.3 Manage Infrastructure Capabilities Delivery
2.7.3.4 Coordinate Infrastructure Capabilities Delivery
2.7.4.1 Verify All Process Design Requirements Met
2.7.4.2 Verify All Operational Design Requirements Met
2.7.4.3 Verify All Performance Design Requirements Met
2.7.4.4 Verify All Tools In Place
2.7.4.5 Verify All Test Equipment In Place
2.7.4.6 Verify All Operational Procedures In Place
2.7.4.7 Verify All Support Groups In Place
2.7.4.8 Verify All Training Requirements Met
2.7.4.9 Manage Stakeholder Approval & Acceptance
2.7.4.10 Coordinate Stakeholder Approval
2.7.4.11 Prepare Sign-Off Document
2.7.5.1 Define Marketing Capability Delivery Methodology
2.7.5.2 Define Gain Marketing Capability Delivery Approval Process
2.7.5.3 Define Marketing Capability Delivery Gates
2.7.5.4 Maintain Marketing Capability Delivery Methodology
2.7.5.5 Coordinate Marketing Capability Delivery Methodology