THE PRAGMATIC FRAMEWORK provides a standard language for entire product Below, we dig into each of the boxes

w, we dig into each of the boxes and provide a list of the key responsibilities
teams, including a blueprint of key activities needed to bring profitable, problem- and required skills. This information represents best practices learned working with
oriented products to market. Each box of the framework represents specific over 8,000 companies over the past 25 years, but should be tailored for your specific
responsibilities and activities that must be performed by the product team. And each requirements and needs.
of those in turn requires individuals with specific skills for performance at a high level.

MARKET
Pragmatic Framework™
Market Problems
Responsibilities:
• Discover problems in the market by interviewing
customers, recent evaluators and untapped potential
Business Marketing customers
Positioning
Plan Plan • Validate urgent problems to show their
pervasiveness in the market
Market Market Buyer Revenue Skills:
Pricing
Problems Definition Experience Growth • Talking to the market, gathering data and then doing
detailed independent analysis
• Inquisitive and strategic approach toward
Win/Loss Distribution Buy, Build Buyer Revenue
uncovering persona market problems
Analysis Strategy or Partner Personas Retention
• Written and verbal communications
• Facilitating productive interviews, focus groups and
Distinctive Product Product User various meetings
Launch
Competencies Portfolio Profitability Personas • Presentations

EXECUTION
STRATEGY

• Primary research
• Analytical thinking
MARKET FOCUS BUSINESS PLANNING PROGRAMS READINESS SUPPORT • Data synthesis

Competitive Product Sales Win/Loss Analysis

Innovation Requirements Awareness Programs
Landscape Roadmap Alignment Responsibilities:
• Understand patterns tied to why recent evaluators of
Asset Use
the product did or did not buy a product
Nurturing Content Operations • Uncover what steps they took in the buying process
Assessment Scenarios
Skills:
• Talking to the market, gathering data and doing
Stakeholder Sales detailed independent analysis
Advocacy Events
Communications Tools
• Objective (not involved in sales effort)
• Gaining the trust of sales to evaluate the process,
Channel not the salespeople
Measurement Channels
Training • Written and verbal communications
• Analytical thinking
• Data synthesis
• Strategic thinking

1 FRAMEWORK ROLES & RESPONSIBILITIES

 Distinctive Competencies FOCUS Product Portfolio
Responsibilities:
Responsibilities:
• Identify, articulate and leverage the organization’s
Market Definition • Integrate products, services and partners into a
Responsibilities: coherent set (or portfolio) focused on solving a
unique abilities to deliver value to the market
• Articulate segments using “problem-based problem for the market
Skills: segmentation” • Manage the portfolio like a product (business plan,
• Understanding how products are built, delivered, sold • Map needs with target markets and analyze the positioning, buying process, market requirements and
and supported market segments to actively pursue marketing plan)
• Ability to take a broader view of how the organization • Ensure that the targeted segments are large enough Skills:
delivers value to support the current and future business of the • Strategic thinking
product • Judgment capabilities
Skills: • Financial savviness
Competitive Landscape • Matrix management, program management and
• Analytical, with the ability to gather data, synthesize
Responsibilities: the data and tell a story previous experience managing multiple products or a
• Identify competitive and alternative offerings • Strategic thinking product line
• Correctly assess the frame of reference when • Mathematics
choosing the comparison universe (i.e., knowing what • Sound judgment Product Roadmap
kind of problem you’re really solving and what kind of • Market knowledge of personas, problems and market Responsibilities:
product you’re really offering) segments • Illustrate the vision and key phases of deliverables for
• Assess competitive strengths and weaknesses the product—with the roadmap being a prediction, not
• Develop a strategy for winning against the Distribution Strategy a commitment
competition Responsibilities: Skills:
Skills: • Determine which channels best align with your • Advanced knowledge of product/portfolio vision
• Talking to the market, gathering data and detailed markets’ buying preferences • Technical and business acumen
independent analysis • Research and understand how users want to receive • Knowledge of market priorities
• Analytical thinking the product and how they want to use the product • Ability to synthesize market needs with efficient
• Data synthesis to evaluate product competition and • Determine what the value or incentive is for developmental workflows
determine when to fight and when to run distributors and if you can still make a profit
• Strategic thinking Skills:
• Analytical, with the ability to gather data, synthesize
the data and tell a story
Asset Assessment Foundations
• Strategic thinking
Responsibilities: • Financial savviness Implement a proven, practical
• Inventory assets (technical, skills, services, patents, • Partner or business development blueprint for your entire
other) and determine ways that they can be leveraged • Specific knowledge of distribution channels for the organization on how to be
to accelerate solving a market problem business market driven.
Skills:
• Strategic thinking Learn more at [Link]/Foundations
• Sound judgment

2 FRAMEWORK ROLES & RESPONSIBILITIES

 BUSINESS Product Profitability PLANNING
Responsibilities:
Business Plan • Monitor and analyze key performance indicators to Positioning
Responsibilities: determine how well the product is performing in the Responsibilities:
• Perform an objective analysis of a potential market market, how it impacts the company operations and • Formulate an in-depth understanding of problems by
opportunity to provide a basis for investment how it ultimately contributes to profit segment and persona
• Articulate what you learned in the market and quantify • For internal products or services, instead of revenue • Describe the product by its ability to solve market
the risk, including a financial model or profit, determine success in improved usage or problems
• Make go/no go recommendation based on the data adoption rates • Create positioning documents by segment and
Skills: persona for use in external messaging
Skills:
• Analytical
• Written and verbal communications Skills:
• Strategic thinking
• Presentation abilities • Ability to empathize with the market and market
• Financial acumen
• Analytical, with the ability to gather data, synthesize problems
• Profit & loss understanding
the data and tell a story • Data synthesis
• Strategic thinking • Ability to build consensus with internal audiences at
• Internal influencer Innovation
all levels
• Financial acumen (forecasting, market share, top and Responsibilities:
• Writing expertise
bottom line) • Focus team creativity on solving market problems
by leveraging your organization’s distinctive
competencies Buyer Experience
Pricing Skills: Responsibilities:
Responsibilities: • Analytical, with the ability to gather data, synthesize • Research and document the buying process target
• Establish a pricing model, schedules, guidelines, the data and tell a story personas use to select a product
procedures and other pricing parameters • Strategic thinking • Form an understanding of the barriers that buyers
Skills: • Technical acumen encounter during their selection process
• Analytical • Communication skills • Create a buyer’s journey map
• Capabilities as a leader/influencer • Capabilities as a leader/influencer • Assess available tools and support that align with
• Profit & loss responsibility each step of the buying process
Skills:
• Ability to engender credibility with the market in order
Buy, Build or Partner to gather insights
Responsibilities: • Understanding of win/loss and buyer personas
• Determine the most effective way to deliver a Price • Data synthesis
complete solution to the market • Empathy
Set the right price for each
Skills: • Primary research capabilities
product and each market.
• Analytical
• Technical acumen

Learn more at [Link]/Price

3 FRAMEWORK ROLES & RESPONSIBILITIES

 Buyer Personas Use Scenarios
Responsibilities: Responsibilities:
• Define the archetypical buyers involved in the • Illustrate market problems in a way that puts the problem Build
purchase of company products and services in context Align product and
• Create and share persona documents for each buyer • Create problem-based requirements development teams to build
type • Document and provide context on how the problem shows remarkable products.
Skills: up in a day in the life of the user
• Understanding of win/loss and market interviews Skills:
• Data synthesis and trendspotting from interviews with • Ability to gather market data and then do detailed, Learn more at [Link]/Build
all components of market independent analysis
• Ability to make a persona “come alive” to all parts of • Data synthesis
the organization and to keep it fresh and relevant • Ability to provide context in a way that is easily relatable to
various audiences
• Storytelling
User Personas
• Clear and concise writing
PROGRAMS
Responsibilities:
• Define the archetypical users of your products or Marketing Plan
services. Answer this question: Who do you need to Stakeholder Communications Responsibilities:
solve problems for? Responsibilities: • Articulate the strategies and programs that will
Skills: • Manage proactive communications with relevant generate awareness and leads for the upcoming fiscal
• Synthesis, trend spotting from interviews with all stakeholders from strategy through execution period—including measurements and goals.
components of market • Provide relevant, timely and easily consumable updates to Skills:
• Ability to make personas come alive to all parts of the all internal and external audiences • Analytical, with the ability to gather data, synthesize
organization • Define key metrics and goals related to project progress the data and tell a story
• Ability to keep personas fresh and relevant and success • Strategic thinking
• Measure and report on progress toward metrics and goals • Internal influencer
Skills: • Written and verbal communications
Requirements • Understanding of roadmap, release plan and project plan • Presentation capabilities
Responsibilities:
• Written and verbal communications
• Articulate and prioritize problems that solutions
• Ability to delegate and work well with project management Revenue Growth
should be built for
resources Responsibilities:
• Build an effective relationship and team between
• Ability to manage resources up, down and sideways • Define specific plans and budgets for selling products
product and development
• Serve as a checkpoint along the way to provide and services to new customers
context and clarification to development Skills:
Skills: • Analytical (ability to gather data, synthesize the data
• Technical and product-specific acumen Focus and tell a story)
• Written and verbal communications Maximize your team’s impact • Strategic thinking
• Deep market knowledge and understanding of by using market data to • Deep understanding of the market and market
personas and their problems identify and present the right problems
product strategies. • Understanding of field sales and field marketing
• Understanding of design best practices
support
Learn more at [Link]/Focus

4 FRAMEWORK ROLES & RESPONSIBILITIES

 Revenue Retention Awareness Measurement
Responsibilities: Responsibilities: Responsibilities:
• Define specific plans and budgets for ensuring • Create and deliver thoughtful information to influence • Measure and tune product efforts to ensure alignment
customer loyalty and selling additional products and key market constuents with corporate goals
services to existing customers. • Influence key audiences via strong content Skills:
Skills: • Deliver presentations to internal and external • Strategic thinking
• Analytical, with the ability to gather data, synthesize audiences • Math acumen
the data and tell a story Skills: • Data management
• Strategic thinking • Written and verbal communications • Written and verbal communications
• Shows understanding of customer base and the • Pitch artist capabilities • Excellent presentation abilities
problems they face • Storytelling • Analytical, with the ability to gather data, synthesize
• Written and verbal communications • Ability to build street credibility the data and tell a story
• Strong understanding of the industry, the market and
market problems
Launch
Responsibilities:
ENABLEMENT
• Define specific launch goals and strategies Nurturing
• Develop launch plans and supporting documentation Responsibilities: Sales Alignment
• Develop a lead nurturing process to turn prospects Responsibilities:
• Ensure cross-organizational readiness
• Track and communicate launch status into satisfied customers and upsell or cross-sell • Align your organization’s selling process to the buying
existing customers on new products and services process. Describe information needs for key personas
• Build and lead cross-functional team
Skills: at each step in the process
Skills:
• Understanding of business goals and market • Align sales support content to various stages of the
• Ability to inspire others to action with or without
problems sales process
implicit authority
• Analytics and measurement focus Skills:
• Delegation ability
• Digital marketing • Ability to partner to integrate tools for sales team
• Communication skills and ability to effectively pivot
support
communication based on audience
• Understands buying process
• Time-management and project management Advocacy
• Understands sales process and what drives sales to
• Ability to work and empathize across internal Responsibilities:
become strong partners
departments • Identify customers who are willing to participate in
testimonials, case studies or reference accounts
• Capture and share stories of customer success
• Utilize advocates in a variety of programs including
Market evemts and thought leadership
Launch
Focus your team on the Skills:
marketing strategies that Elevate your team’s product
• Analytical, with the ability to gather data, synthesize
deliver results. and marketing launches.
the data and tell a story
• Sales-oriented thinking
• Written and verbal communications
Learn more at [Link]/Market Learn more at [Link]/Launch

5 FRAMEWORK ROLES & RESPONSIBILITIES

 Content Channels
Responsibilities: SUPPORT Responsibilities:
• Provide content for buyer personas focused on a • Provide ongoing support for the sales channel.
specific step of the buying process Programs • Look for opportunities to make support more
• Curate content from product users or product teams Responsibilities: repeatable
that aligns with stages of the buying process and • Provide market and solution information to support
drives campaign objectives Skills:
internal and external marketing programs
• Technical product expertise
Skills: • Provide market understanding and positioning to
• Troubleshooting capabilities
• Strong product writing and communications ensure programs align with corporate goals
• Customer service
• Agility to learn from marketing analytics and evolve Skills:
content to meet product success metrics • Deep understanding of the market and market
• Understanding of the market and the issues faced problems Written and verbal communications
• Understanding of field sales and field marketing
support
Sales Tools • Written and verbal communications
Responsibilities:
• Presentation capabilities S BU
• Create tools for salespeople focused on a specific CU ILD
FO
step of the selling process
Operations
Skills: Responsibilities:
• Technical product writing and communications • Provide needed market and solution information to
• Sales operations focus support the operations group

MARK
CE
PRI
Skills:

ET
Channel Training • A deep understanding of the market and market
Responsibilities: problems Written and verbal communications
• Design and deliver training programs to help the sales • Relationship building LAUNCH
channels focus on how to sell the product, not how to • Business and technical acumen
use it • Written and verbal communications
Skills:
• Communications and presentations Events Pragmatic Curriculum
• Partner and channel understanding Responsibilities: All of our courses provide real-world insights, actionable
• Sales engineer and product demo and delivery • Provide product and market expertise for events such best practices and proven tools to maximize results.
knowledge as conferences, tradeshows, webinars and seminars. We give you the freedom to build your own curriculum,
• Close alignment with the new-product introduction Skills: selecting the courses that matter most today, with the
process and new capabilities ability to expand your training and your skill set over time.
• Written and verbal communications
• Pitch artist Learn more at [Link]/Courses
• Storytelling
• Street credibility
• Understanding of the industry, the market and market
problems

6 FRAMEWORK ROLES & RESPONSIBILITIES