A business architecture offers a guide for companies, helping to align functions and sectors with core objectives. We are not talking about an organizational chart or job description, but rather an approach that supports the operational model in a strategic way.
This process includes all areas of a company. Here, we will explore how the product marketing and product planning to market relate, in practice, to business architecture from the perspective of Monica Moura, Product Marketing Coordinator at Softplan.
Monica also shared with Portal Visão Softplan a little of his experience and brought important insights into the topic. Follow along!
The fundamental role of business architecture in companies
Business architecture is a fundamental concept for understanding and optimizing the way a company operates, delivers its products or services and relates to its customers and other stakeholders.
In essence, it focuses on structuring and understanding the elements that make up an organization, including its business functions, processes, information systems and business ecosystems.
Monica explains that “a business architecture model describes not only how the organization is structured, but how it intends to achieve its objectives and deliver value to its customers.”
Furthermore, it facilitates communication and understanding between the organization's different stakeholders, providing a clear roadmap for transformations and improvements.
How business architecture adds competitive advantage
Firstly, a well-defined business structure, with clear objectives and aligned operational processes, allows the company establishes tangible goals and objectives. This provides a clear view of internal operations and a solid basis for making strategic decisions.
In large corporations, which often deal with complex portfolios of products and services, business architecture plays a crucial steering function.
These portfolios can include a variety of physical, electronic, software products, among others. The integration of acquired companies and product diversification also increase the complexity of the organizational structure.
In this case, "business architecture offers a structured approach to aligning enterprise capabilities with market demands”, adds Monica.
Furthermore, it allows business leaders to develop strategic plans for the future, adapting to market changes and maintaining competitiveness.
By integrating business objectives, operational processes and product portfolios cohesively, the company can maximize its efficiency, innovation and responsiveness to market needs, thus consolidating a sustainable competitive advantage.
Understanding the role of product marketing
When the business architecture is well defined, the company has greater clarity about how it creates value for the market, and here is the intersection of this strategy with the product marketing.
Product marketing plays a fundamental role in communicating and promoting the products or services offered by the company, ensuring that the value proposition is effectively conveyed to customers in potential.
This involves understanding the evolution of the product, translating its characteristics and benefits to the market and differentiating it from competitors. For Monica, “one of the challenges is to make the product’s values tangible and ensure that the sales team understands and effectively sells the value proposition”.
Furthermore, product marketing is responsible for develop product positioning, strategic messaging and pricing strategy.
In practice, how does product marketing work in a company?
Monica reminds us that “the organizational position of product marketing can vary depending on the context and the specific needs of the business”. Some possibilities she mentions are:
- Within the product area: ideal for companies facing the challenge of churn, as it helps, for example, in the construction of strategic customer retention messages;
- Close to marketing and growth: common practice in fast-growing companies, as it contributes to the creation and dissemination of the added value of a brand (basically what we point out about translating its benefits to the public);
- Multi strategic area: In companies with an extensive portfolio, product marketing can be a protagonist, assuming an even more strategic role in the organization.
Business architecture and go-to-market strategies
According to The State of Go-to-Market Report 2023, developed by the Product Marketing Alliance, 57,7% of respondents believe that launches have a positive impact on the company's revenue. This data reinforces the importance of a successful go-to-market strategy.
Often the Product marketing is the sector responsible for the market entry process, as go-to-market depends on factors such as cross-functional management, extensive product knowledge and market analysis.
Here, business architecture also serves as an important guide. It defines the base structure on which the product or service will be offered to the market. We can think about how this happens in practice, taking into account the main go-to-market strategies.
For example, in PLG (product led growth), where the product is the main driver of growth, the business architecture must ensure that the product development is aligned with market needs. “This implies a clear understanding of systems architecture, internal processes and interactions with customers to guarantee the delivery of value”, says Mônica.
Now at SLG (sales led growth), where the growth lever is more inclined towards the sales structure, this area influences the organization of sales teams, the definition of distribution channels and the implementation of support systems for this process.
No MLG (led growth marketing), it guides the marketing strategy, from market segmentation to defining the most effective messages and communication channels to promote the company's solutions.
Finally, in the Community Led Growth, business architecture supports the construction and involvement of communities around the company's solutions, ensuring an effective connection between users, customers and the organization itself. "Here in Softplan, Sienge is an excellent example of how to take the product to the market through a community”, adds Monica.
Developing a product marketing strategy from business architecture
Developing product marketing strategies from business architecture involves integrating in-depth knowledge of market needs with the organization's structure and operations.
Monica highlights that it is “It is important to understand market and customer needs, as well as the continuous evolution of the company's go-to-market process".
Know the profile of the ideal customer
Business architecture provides a solid foundation for understanding the organizational structure and processes that can influence the ideal customer profile. Understanding the organization's requirements and objectives helps in identifying the most relevant market segments and the specific needs of the public.
Product positioning
Based on understanding the ideal customer profile and analyzing business architecture, companies can develop assertive product positioning strategies. In other words, they highlight the strengths of the organization and the benefits aiming to solve market pain.
Marketing message development
Business architecture provides insights into internal processes, resources and capabilities of the company, which can be used to create effective marketing messages. Understanding the organizational structure allows for communication that is more aligned and consistent with the organization's values and objectives.
Pricing Strategies
By understanding costs, processes and organizational structure, companies can develop pricing strategies that are competitive in the market and at the same time guarantee a healthy profit margin.
Furthermore, business architecture can influence the way products are presented to the market, taking into account aspects such as branding, usability and customer experience.
Continuous review and adaptation
Business architecture provides a structured framework for constantly evaluating and reviewing product marketing strategies. Companies can monitor key performance indicators (KPIs) related to their operations and adjust their strategies according to changes in the market and customer needs.
Monica highlights that it is still not common for early-stage companies to have a product marketing team. “It is essential to evaluate the company’s priorities and determine when the investment becomes justifiable”, she adds.
A business architecture is a powerful tool that can be used to create a solid foundation for product marketing. When working together, these two strategies can generate significant results for the company.
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