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Stakeholder Analysis for Gathering Marketing Requirements
Stakeholder analysis is the key to defining marketing requirements before developing a solution. By establishing client and market needs, you are certain to develop a successful product or service in line with your clients’ necessity.
Why Do You Need Stakeholder Analysis?
Gathering market requirements with stakeholder research is a crucial part of marketing success. In order to offer a winning product or service, you need a firm grasp of how your target market thinks, what they expect, and what benefits your solution can offer. Identifying their needs lets you determine how effectively you have addressed the challenges. This analysis will also impact the positioning strategy of your lead generation marketing campaigns to allow a better match between the needs and your solution’s presentation.
In-depth market requirement analysis results in improved products or services, higher customer satisfaction, and ultimately, increased sales.
Why Outsource Your Client Requirements Analysis?
Assessing client needs and client requirements in-house can be difficult to perform for a company. Accurate stakeholder analysis requires proper professional resources and some measure of objectivity, which may be absent within a company. Sometimes it can be challenging to determine market requirements without being blinded by constraints and internal considerations.
The most successful companies continuously adapt to client needs. Client challenges may arise in different capacities and must be considered before developing a solution for a particular target market. Discovering these challenges and determining client needs is the primary goal of the analysis.
What Is Included in Marketing Requirements?
Marketing and client needs include the following related aspects:
- Performance
- Reliability
- Security
- Usability
- Interoperability
- Portability
- Legality
- Cost
Client requirements for these parameters will differ from one solution to the next, and the emphasis will differ based on the characteristics of your target market. For instance, interoperability and conformity may be crucial to promote new software to experienced technical professionals, whereas usability and cost may be more important to a less technically-savvy target market.
Consider the performance aspect. Studies show that as many as 4 out of 5 software development projects go over time, over budget, or don’t deliver the projected results (The Chaos Report, 1994 Standish Group). These parameters must be clearly defined at the onset to ensure you are making realistic deliverable promises to a client. To offer a service, you must commit to the delivery time and establish how long it will be before clients can ultimately implement your solution.
Remember that without identifying your market requirements early in the process, you’re shooting with a blindfold on.
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David Cohen, Founding Partner, Campbell Cohen Law Firm and CanadaVisa.comResources
- Writing the MRD
- Effective Communications: Stakeholder Analysis
- What to do when Stakeholders matter: Stakeholder Identification and Analysis Techniques
- How organisations generate and use customer insight
- My generation: A review of marketing strategies on different age groups
- A pilot study of client complexity, emergent requirements and stakeholder perceptions of project success
- Requirements Gathering: A Step By Step Approach For A Better User Experience (Part 1)