Dium Marketing and Sales Framework

Even with the greatest idea and the best planning, your business can't survive without customers. With the last two frameworks, you should have a start on honing your idea and financial plan. Now its time to answer one of the most important questions about your business, How will you get customers?


Marketing and Sales Framework


To help you answer that question, Dium created the Marketing and Sales Framework. This framework starts with a reminder of what your company stands for and your product/service, so you can ensure that your sales and marketing efforts are aligned.

The bottom row is where the fun begins. This framework starts you off with the most important part of getting new customers, understanding who they are. By understanding their demographic, behavior & lifestyle, you can better decide how to answer the Customer Journey questions and select a Marketing Mix.


The Customer Journey section is to help you understand what your sales process looks like to your customers. A good thing to remember is that even though you may have the right intent, your customers may not clearly see or feel that intent. You should try to answer these questions as best as you can and then get feedback from others to see if your intent is coming through clearly.


To help with the first question of the Customer Journey section, the Marketing Mix section lists out all of the possible marketing channels and mediums available. Based on your customer behavior & lifestyle, focus on the marketing channels and mediums that will have the best chance of reaching your customers.


Next week we will go over the Roadmap Framework, which will help you answer the question of "what is your plan to bring your idea into reality."


“The new reality is that sales and marketing are continuously and increasingly integrated. Marketing needs to know more about sales, sales needs to know more about marketing, and we all need to know more about our customers.” – Jill Rowley



Additional Resources:

- Freemium vs Free Trial vs Hybrid

https://medium.com/the-marketing-playbook/freemium-vs-free-trial-vs-hybrid-customer-acquisition-model-b8cd3287f9f0


- Hubspot Digital Marketing Guide

https://offers.hubspot.com/beginners-guide-to-digital-marketing


- Peloton Marketing Strategy, Inc Article

https://www.inc.com/jeff-haden/internal-documents-reveal-marketing-strategy-peloton-used-to-become-a-18-billion-company.html



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