Marketing Process Automation - A

Where does the product marketing process start? We should consider the Triggers that engage a marketer into action.

There are Macro triggers:

1. Management Directive, or
2. Planning cycle
3. Competitive moves
4. Government / industry legislation (Patriot Act, SOX, etc)
5. Industry growth / consolidation

There are Micro triggers:

1. New product launch / new version release
2. Segmentation / targeting / positioning effort
3. Campaign / activity success
4. Campaign / activity failure
5. Customer feedback

Each of these triggers will start a process - some of these processes will be planned (Go To Market planning) some will not (competitive campaigns) but all will need to feed into an overall process map that will be flexible enough to manage change.

Chris.