TrueMotion (acquired by Cambridge Mobile Telematics) developed very strong telematic capabilities for big insurance companies like Geico. All the work was highly customized for these big insurance corporations. The question was, which of these capabilities could we pack and sell as SaaS to smaller insurance companies that want to play in the same league as big insurance companies? Customization is not scalable for SMBs, but all the learning from big insurance could be packaged for SMB to consume and plug in.

Marketecture is a strategic description of our products, platform, structures, and interactions. It illustrates how the product is built, from platform components all the way up to modular and optional components. There are several layers to the marketecture, and these layers may vary by product and by industry.

It’s important to note that a marketecture is an internal artifact. It will likely never be shown to customers, but can be used when consulting advisors and analysts on a strategy.

Companies like to talk about how their product roadmaps should guide everything they do. But a product roadmap only shows a small part of the picture. It doesn't show why the company exists, where it's going, or how it plans to make money and grow.

That's why a marketecture is important. It's a critical tool that helps the whole company stay aligned on the entire vision: how products and solutions drive outcomes, how they are packaged, and the platform on which they are built. It's essentially a blueprint to guide growth.

How do packaging elements connect to marketecture? I start by boiling down all the products into 3-5 core buckets. Those core buckets represent the full offering, and this full offering forms the top of your marketecture hierarchy. From there, I assign each feature in the offering to one of the core product areas. Then it comes down to creating additions, or versions of a product with additive feature sets, usually a “good, better, best” approach to packaging based on specific personas.

By bundling these features together into packages versus selling them ad hoc, you have the opportunity to bring confidence during the decision phase by giving customers limited choices that align with their needs which in return helps to increase win rates and generate higher average sales prices.

I suggest people creating marketectures to start at the top. What are the outcomes the products and solutions are going to deliver for the customer? A good marketecture makes sense when read from top to bottom but also from bottom to top.

We can take the data from our Core Platform and package it in multiple different products to appeal to many different industries.

For example, TruePricing is a product with no value outside the Insurance industry, but other industries like Automotive or Gig Economy may find value on our score model, so we could repackage TruePricing into something different that speaks to a different job to be done, and give it a new name.

Our core value is in our platform data (the algorithms, SDK, APIs, integrations, and apps), but we drive commercial value through our products.

Elena Madrigal

This document shows how to TrueMotion productized and packaged product capabilities to scale growth.

Marketecture and Product Packaging Presentation at TrueMotion

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