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MARKETING REQUIREMENTS DEFINITION

Product owners that want to ensure their new product/service meets the needs of the target customer and market.
Who needs this?
Why is it important?

The Marketing Requirements Document (MRD) is the foundation for the creation, development, and launch of a successful product or service.  The MRD provides the framework that enables the entire product team to gain alignment, define objectives, and solidify the requirements necessary to meet the needs of the market.

Clearly define market requirements for a new product/service, or extension to an existing product/service, including:

  • Business Objective & Market Problem

  • Product/Service Overview

  • Target Market

  • Competitive Landscape

  • Requirements

  • Go to Market Plan
What is typically included in the project?
What are the deliverables?

Deliverables can include:

  • Detailed Marketing Requirements Document

  • Competitive Analysis

  • Go to Market Plan

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