How to build a historical marketing profile ?
- As a product manager you should check what has already been done, from both inbound and outbound perspectives as far back as possible and collect data on outcome of those efforts historically
- This endeavor might be a big data collection project, you will need lots of room, physically or virtually to store the physical data collected and artifacts being pulled together
- This is not a one day project
- Historical Inbound Programs
- Past competitor research
- Field research data
- Market segmentation and/or customer research
- Industry research reports
- Checking for inbound data sufficiency
- See what kind of data was collected in the past and why
- Does what you’ve gathered represent enough data to allow you to form the needed insights as to why certain outbound plans were created ?
- Furthermore, is there sufficient information already, or does this raise a flag to the team suggesting that greater levels of research investments are required in order to facilitate better outbound program decisions ?
- Historical Outbound Programs
- Advertising, Promotions, and customer education program information
- Sales information like historical pricing, sales mix etc
- Marketing and selling collateral, positioning information or other product-oriented data to help you build an understanding
- An understanding of especially how products have been communicated in the past in the markets and how to build on that and not come with a completely different message that is not aligned with the brand.
- Using the historical profile:
- Historical profile is a great vehicle for earning higher level of credibility as a product and market expert
- Once the data is assembled and showcased visually, you will have equipped your team with a solid base of information with which to assemble a marketing plan for upcoming business period (next year or two)
A quick approach and methodology to understand what has been done in the past, what can be improved while what can be retained and build upon.
Source: Haines, S. (n.d.). The Product Manager’s Desk Reference.