It is not only the moon and the stars that align…

Rowing towards the goal

Crews are a perfect example of a team in alignment

Are you ready for promotion to Yellow Belt ? 

“Stay focused on your path – the next stepping stone in your life will appear.” ~ Unknown

As a holder of a white belt, the product marketing black belt must attain their first colored belt, the yellow belt. Yellow signifies reaching to the sun, as plants do as they grow.

Yellow belt is a foundation belt, necessary for future  martial arts success; concepts learned now will be built-upon throughout the belt awarding process. We learn the basic concepts today and practice them continuously.

I’m thinking “alignment” is the concept for product marketing black belts to master to achieve yellow belt status.

As a PM or PMM, one’s every actions must align to overall company strategy, to product strategy and to sales goals. Most importantly, all’s actions must align with customers’ needs. Seems straight-forward, yet too many products go to market in a misaligned status for the process to be simple.

 Marketing Alignment with Company and Sales Goals 101
  1.  Sales’ focus is immediate and marketing takes the long view. Taken singularly, each view is not the correct perspective.
    Alignment requires the two understand that only when these different views are taken together can the strategy be supported.
  2. Strategy, isn’t that just for the C-suite?  ————–No.
    Alignment of corporate strategy down through the ranks requires that everyone in the organization understand their role and deliver consistently on their objectives.
  3. If an activity’s expected end-result is not determined and is not measured, how does one validate success?
    Results must be measurable and verifiable.
    To be aligned, results must be understood and delivered on key performance indicators.
  4. Communicate often, mostly by hearing.
    If various departments are to be aligned, it is critical that solid lines of communication remain open at all times.
  5. Alignment is a process, not an end point.

Congratulations! You are promoted to yellow belt.

Practice always.


About prdmkgblackbelt

UConn MBA - GO Lady Huskies! UGA Mom, quasi geek, techno-catalyst, NPDP, PrdMktg, reads Campbell & Covey, black belt from Hoshido. Loves sunrises; believes sunsets are promises.
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