Job details
Competitive Insights
· Knows the market positioning and strengths/weaknesses of key competitors.
· Identifies key recipients of marketing intelligence and information
Customer Insights
· Understands the primary and secondary customer groups.
· Describes the offerings of a product line and their primary features.
· Understands the various reasons (variables) of why customers buy the product or service.
Customer Centric Development
· Identifies critical customer needs and preferences.
· Provides customer feedback to marketing leadership.
Developing the Strategy and Marketing Plan
· Contributes specific analyses to aid in the construction of the marketing plan using the
marketing plan template
· Understands the components of the Stryker marketing strategy framework and how they fit
into strategy and marketing plans.
· Understands the purpose of a marketing plan and the components of the Annual Marketing
Plan template. Understands all aspects of the marketing plan template.
· Provides metrics and updates back to the larger group on applicable individual segments of
the process.
Budgets
· Understands basic budget management principles.
Value Prop Segmentation
· Understands the different approaches to segmentation. · Understands what segmentation is and why it provides efficiency to the commercial effort. · Understands the concept of Main and Dynamic variable. · Lends support and analytical help in segmentation work. · Supports market research to collect customer insights for segmentation. Value Prop Targeting & Positioning · Understands role of segmentation in defining a target audience. · Understands the role and importance of positioning. · Understands the role of the positioning statement in connecting Strategic (Marketing and Source of Volume) and Executional plan. · Understands the major components of a target audience description (revealing behaviors, descriptions of the key main and dynamic variables, executional guidance, potential sales objections). Brand Stewardship · Understands what a core competence is; knows the core competencies of the company as specified by the board. · Understands the meaning of a core competence, of a strategic asset and how they connect to customer perceptions of the brand. · Understands the meaning of a product or portfolio, approaches to brand structure (umbrella, distinct, hybrid) and their strategic implications. Evidence Generation · Identifies key elements of the Value Proposition that require evidence. Marketing Objective · Understands stakeholder roles in the context of the product or portfolio. · Understands the difference between a customer acquisition and retention strategy. · Identifies whether a business goal meets SMARTI criteria. Source Volume and Strategic Objective · Defines each of the four customer groups of the product or portfolio: non-users, exclusive users, competitive users and multi-brand users. · Understands the difference between stimulating demand and earning share strategies. · Identifies each of the Big Picture strategic quadrants. · Understands the impact of the category definition on key strategic variables (customer targets, core competence, competition) Sales Distribution Channel · Identifies basic sales channels used by the organization. · Cites examples of sales channels for specific products, services or customers. Sales Enablement · Is the Subject Matter Expert for applicable products/product lines and able to field technical questions. [note: some products are more technical than others and will take longer to get to SME status] · Familiar with the field sales structure and the role of sales in the overall marketing mix. · Gathers information for documents such as presentations, proposals or product guides. Sales Training · Supports sales training initiatives and programs throughout the year. · Supports the on-label use and promotion of all products.
