The Marketing Trailhead
The Marketing Playbook
The Marketing Playbook
  • Introduction
    • The No-Fluff Marketing Playbook
    • Author
    • Join the Conversation
  • The Foundations
    • Know Your Playground
    • Marketing Team
    • Marketing Technology Stack
    • Lead Flow
    • Objectives and Channels
    • Content Production
    • Professional Survival
  • Marketing Channels
    • Outbound Sales
    • Referrals
      • Designing Referral Systems
      • Sample Referral Communication
    • Email
      • Webinar promo email
    • Content Marketing
      • Sample Content: An Article
      • Sample Content: A PR Release
      • Sample Content: A Legal Notice
    • Events
    • SEO
    • Facebook Ads
    • LinkedIn Organic in 6 Lessons
  • Marketing Frameworks
    • 4 Ps Growth Framework
    • Enterprise Marketing
    • Go-to-market [enterprise]
    • Growth Marketing
    • Small Business Marketing
  • Bringing It All Together
    • Marketing Strategy Sample 01
    • Marketing Strategy Sample 02
  • Good Stuff Collection
    • Marketing Mental Models
    • Advertising Mental Models
    • Marketing Principles
    • Growth Marketing Wisdom
      • Examples: Offer + Landing Pages
    • SaaS Wisdom
  • Business Wisdom
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On this page
  • Integrated Tools
  • 01. The Environment Map
  • 02. The Business Model Canvas
  • 03. The Value Proposition Canvas
  • 04. Market Navigator: a Tool to Identify Your Next Playground
  • 05. Lean Analytics Map
  • Competitive Intelligence in Enterprise Marketing
  1. The Foundations

Know Your Playground

From a marketer's point of view - What's the business environment, what's the value proposition, who are your customers, what's your business model?

PreviousJoin the ConversationNextMarketing Team

Last updated 1 year ago

Integrated Tools

01. The Environment Map

Use this map to understand the environment in which your firm is operating. You can control the business model, but not the environment; you have to work with it.

02. The Business Model Canvas

[ Business stage: Revenue, Scale]

Use this simple framework to easily understand your business - how your firm is creating value, delivering value and capturing value.

03. The Value Proposition Canvas

[ Business stage: Empathy, Stickiness]

Use this tool to:

  • break your value proposition into products and services, pain points it solves and gains it creates for your customers.

  • break your customers into jobs they want to get done, pains they experience and concrete benefits they intend to seek.

Videos on the above tools

04. Market Navigator: a Tool to Identify Your Next Playground

[ Business stage: Scale]

The value proposition canvas help creators on how to rapidly find product/market fit inside a market, and how to pivot when their hypotheses are incorrect. The business model canvas helps managers create value for the business. However, these tools don’t help managers figure out where to start the search for their new business.

Find more about the Market Navigator here:

Read a case study

Download the main board and three worksheets:

  • The Navigator's main board to map out the 3-step process of identifying, evaluating and prioritising market opportunities for your business

  • Worksheet 1: Generating your market opportunity set – The first step of the Navigator helps you to uncover different market opportunities stemming from your core abilities.

  • Worksheet 2: Evaluating market opportunity attractiveness – The second step of the Navigator helps you to systematically assess the potential and the challenge of your opportunities, so you can better grasp their upsides and downsides, compare and prioritise them.

  • Worksheet 3: Designing your agile focus strategy – The third step of the Navigator helps you to clearly define your primary focus, and to design a smart portfolio of backup and growth options that you will keep open to ensure future adaptability.

05. Lean Analytics Map

Business Stage > Objectives

This is one of the most crucial concept that a marketer should understand. This map or mental model helps you know / remain aware of:

  1. the stage of the business that you are marketing.

  2. your firm's business model (overlaps with Business Model Canvas ).

  3. the metrics that you should be tracking depending on combination of the above two.

  4. and the fact that you should not move ahead to a stage unless you have proven yourself in the earlier one.

Stage

Objective

Metrics

Empathy

Fine (1) a problem worth solving and (2) a good solution to garner traction.

Problem is painful enough for many people to care who are already trying to solve it. [ Also refer to Value Proposition Canvasꜛ ]

Stickiness

Retention and Engagement

You have solved the problem in a way that keeps people coming back. MAU, DAU. Evaluating product features.

Virality

Acquisition and growth

Revenue

Proving you can make money in a scalable, consistent, self-sustainable way.

Focus on CAC, LTV, magic number, break-even, monetising.

Scale

Proving a market

Entry into new markets, larger customers, new partners. [ also refer to Market Navigator toolꜛ ]. Channel relations, competitors, focus on efficiency or differentiation, multiple-levels of metrics.

Business stage + Type of business = Metrics to track

Invest in some online dashboard tools rather than sharing spreadsheets via emails as attachments. You know the drill! 😁

Competitive Intelligence in Enterprise Marketing

[ more to come in this section on the methods used. ]

Enterprise product marketing teams gather, analyse and interpret competitor data and have the resulting information ready to guide decisions.

  1. A competitive analyst works with business development, sales, and product management to continually gather competitive intelligence.

  2. Multiple sources such as public news, field sales reports, attendee’s notes from events, proprietary competitive information platforms are used to prepare a robust picture.

[ Also refer to below ].

This article by noted entrepreneur Steve Blank introduces a complimentary tool called 'Market Navigator' developed by and at to address this gap:

How Flyability - a Swiss company building safe drones

Along with Stickiness stage, this is where primarily comes in. Focus is on growth loops / 3 types of virality - inherent, artificial, word-of-mouth. Search of a 'lead indicator' predicting future growth.

competitive intelligence in enterprise marketing
Prof. Marc Gruber
Dr. Sharon Tal
wheretoplay.co
used Market Navigator.
Growth Marketing
From strategyzer.com
LogoSteve Blank How to Stop Playing “Target Market Roulette”: A new addition to the Lean toolsetSteve Blank
https://wheretoplay.co/navigator/wheretoplay.co
38KB
the-business-model-canvas.pdf
pdf
The Business Model Canvas
27KB
the-value-proposition-canvas.pdf
pdf
The Value Propostion Canvas
229KB
FreeOnlineCourseMaterials-BMC (2).pdf
pdf
1 page PDF with links to videos and files
958KB
The Market Opportunity Navigator.pdf
pdf
WS00: The Navigator's main board
984KB
WS01 - Generate your market opportunity set.pdf
pdf
WS01: Generating your market opportunity set
980KB
WS-2 Evaluate Market Opportunity Attractiveness.pdf
pdf
​WS02: Evaluating market opportunity attractiveness
960KB
WS03 - Design Your Agile Focus Strategy.pdf
pdf
WS03: Designing your agile focus strategy
All the three tools are integrated and work together to provide a comprehensive picture of your business.
The Environment Map from Strategyzer
Lean Analytics: business model - stage - metrics map.