Description

This grouping focuses on the knowledge of running and developing the Core
Business for an ICSP Enterprise. It includes functionalities necessary for defining
strategies, developing new products, managing existing products and
implementing marketing and offering strategies especially suitable for
information and communications products and services. Marketing and offer
management are well known business processes, especially in the more
competitive ebusiness environment, where the rate of innovation and brand
recognition determine success. Although most companies carry out all these
activities, depending upon the size of the company, they are combined in a
variety of ways. These processes are enabling processes, but also the key
processes that are accountable for commitment to the enterprise for revenue,
overall product performance and profit and loss. These processes deal with
product, markets and channels; they manage market and product strategies,
pricing, sales, channels, new product development (and retirement), marketing
communications and promotion.
Description

Enable the development of a strategic view of an enterprise’s existing and

desired market-place.

Description

Product & Offer Portfolio Planning processes develop strategies for products at
the portfolio level. The decision is made as to which product types the enterprise
wants or needs to offer, and how it plans to enter or grow in these sectors. This
will be done based on multiple inputs: including Enterprise Strategies, Market
Research and Market Analysis.
Description

Based on the Product strategy for the enterprise, the Product & Offer Capability
Delivery processes manage the delivery and build of new or changed Product
offering and delivery capabilities within an enterprise. It also handles their
requisite infrastructure, where the technologies, scope or type/depth of
infrastructure is significantly different to that currently employed in the
enterprise. e.g. introduction of Third-generation Mobile Telephony networks.

Description

Based on the market strategy for the enterprise, the Marketing Capability
Delivery processes manage the delivery and build of new or changed market
capabilities (e.g. on-line channels and sales channels) or customer-related
capabilities (e.g. ability to identify, save, manipulate and retrieve and apply new
types of knowledge about customers). These capabilities are created and
delivered in line with the Market Strategy, for example, one strategy may be to
create more on-line channels to allow for customer self-service.

Description

Develop and deliver new products and product enhancements and new features,
ready for implementation by the Operations processes.

Description

Sales Development processes develop the Sales support and response for new
and existing products and services, as well as existing and potential customers.
Sales Development processes develop product related compensation plans,
define product revenue targets, develop product related sales training, develop
prospective customer identification methodology, develop selling
processes/methods and procedures for new products.
As an aspect of this Sales Development processes define channels for selling the
enterprise’s products. It develops or ensures development of channel ability to
sell and support products, including negotiating for the specific channel, defining
or updating the account management process, developing pricing for a specific
channel, etc.

Description

Product Marketing Communications & Promotion processes deal with overall

communication to customers and markets. Product Marketing Communications
processes develop and manage communications to the market, prospective and
existing customers. Communications involves both the message and the media.
Product Marketing Communications can develop a message and manage its
delivery through a bill insert, phone communication with customers, a magazine
advertisement, or any other appropriate mechanism. Product Marketing
Communications develops and manages interfaces with press/news, e.g.,
schedules press interviews, manages an editorial calendar to plan placements,
etc.
Product Marketing Promotion on the other hand is the development of specific
promotions to sell products, retain customers, and bring in new customers.
Product Marketing Promotion processes create the promotional campaigns and
advertising to reach the market, customers and channels. They develop the
campaigns and collateral, whether direct mail, newspaper ad, etc. Product
Marketing Promotion processes work with all other processes of Marketing, Sales
and Offer, Brand Management, Market Research and Advertising Management to
design marketing promotions and advertising, to determine trade show
participation and presence, to support product introductions, etc. Product
Marketing Promotions processes interface with Marketing Fulfillment Response
processes in Customer Relationship Management to execute the campaign. One
of the key roles of these processes is to position the product in the market,
especially versus competitive products.