integrating marketing and product innovation rbi integrated marketing conference – sept 2015
TRANSCRIPT
Integrating Marketing andProduct InnovationRBI Integrated Marketing Conference – Sept 2015
in·te·grate1. Combine (one thing) with another so that they become a whole:2. Bring people or groups with particular characteristics or need into equal participation in or membership of a social group or institution
Product innovation focus: Until now
How should we innovate?
Who should be involved?
What do we need?
ProductManagers
Technology
Interaction
Designers
ProductManagers
Technology
Interaction
Designers
Product innovation focus: From here on
How should we innovate?
Who should be involved?
What do we need?
ProductManagers
TechnologyInteractionDesigners
SalesMarketing
Key Innovation Concepts(and challenges)
#1: Horizon Thinking
H1 H2 H3
Make timeMake time today for the future
Different mindsets needed
#2: Innovation framework
We all need to bathe in customer understanding
Strategy
Customer Discovery
Product discovery Product delivery
Go-to-market
plan Go-to-market
execution
#3: Innovation journeys
Bust silos
Earn a place at the table
#4: Product-Market Fit
Turbocharge our products
Demand generation AND Lead Generation
F
Tackle tough topics
Plan and commit
Take ownership
Measure what
matters
Trust
#5: Great teams
Adapted from 5 Dysfunctions of a Team
Act with speedGet out of yourcomfort zone
We need to move faster
RBI Innovation Now
Innovation Next:
Big data, machine learning, predictive analytics
We help businessesmake better decisions
