Outsell has analyzed the power of data for two decades, and the marketplace is now keenly aware that “there’s gold in them thar hills.” In 2006, we laid out the new world paradigm of growing internet-driven access to data and the innovations it could spur in Real Data, Real Time, Real People: “Wisdom Of One” Fuels Knowledge Funnel. Later, we called out a growing trend centered on the integration of data, information, and technology infused into workflow in reports such as Workflow: Information’s New Field of Dreams? Version 2.0 and Data Business Fundamentals, recommending that companies capitalize on the opportunity to capture value by moving up the Outsell Information Value Chain.
We’ve also reviewed case studies on how companies have actually done this in Scaling Data Businesses – How They Did It and Signatures of Successful Companies of the Future. This trend is now accelerating as companies adopt advances in technologies like AI, machine learning (ML), and blockchain.
As far back as 1999, we launched a series of reports on the importance of product management (PM) in this changing environment and provided our framework for linking business strategy to product execution:
- Marketing 101: Targeting Information Services
- Toolkit: Marketing 201 – Targeting Information Services
- Marketing 301: Brand Management & Product Marketing Imperative
- Marketing 401: Agile Publishing & Marketing
- Executing on the Agile Product Development & Agile Marketing Imperative
In January 2019, we combined our prior art, updated the material, and produced our first edition of this Outsell Growth Framework. This second edition uses simpler language, describes strategy planning in more detail, reflects the addition of methodologies and services Outsell provides to support clients operating in the framework, and keeps the framework fresh by incorporating client experience.
It is a methodology we’ve tested over the past two decades and continue to hone as a cornerstone of our offerings to the marketplace and as a way to ensure that our clients grow and thrive.
Table of Contents
Why This Topic
The Context: Market Drivers and Trends
Step 1 – Place the Business in a Value Chain
Step 2 – Strategic Business Planning
Step 3 – dIPDL: Build and Monetize Data, Information, and Analytics Solutions
- dIPDL Stage 1: Minimum Viable Product (MVP)
- dIPDL Stage 2: Prototype and Build
- dIPDL Stage 3: Operate and Run
- dIPDL Stage 4: Measure and Manage
About the Authors
List of Figures
Figure 1: Outsell Growth Framework
Figure 2: Example Outsell Value Chain
Figure 3: dIPDL Process
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