• Facebook
  • Youtube
  • LinkedIn
  • Contact Info
  • Chanimal University
  • The Cave
512-263-9618
Chanimal
  • Resources
    • Videos
    • Books & Magazines
    • White Papers & Articles
    • Reviews
    • Channel Software – PRM
    • Channel Research
    • Pricing & Margins
    • MarCom
      • PR
      • Advertising
      • Direct Mail
      • Copywriting
      • Trade Shows
      • Collateral
      • Internet
    • Channel Marketing
      • How to Build a Reseller Program
      • Reseller Kit
      • How to Recruit Resellers
      • Partner Enablement
      • Reseller Training
      • Reseller Promotions
      • Channel Software
    • Sales
      • Channel Sales
      • Direct Sales
      • Sales Training
    • Alliances & OEM
    • Affiliate Program
    • Product Management
      • Research
      • Competitive Analysis
      • Product Positioning
      • Business Models
    • Marketing Plan
    • Finance Your Company
    • Human Resources
  • Consulting
  • Training
    • Certified Channel Management
    • Certified Channel Manager
    • Certified Channel Sales Manager
    • Certified Channel Marketing Manager
    • Electives
    • Channel Advisory Council
    • Current Promotions
  • Store
  • Blog
  • About Us
    • Contact Info
    • Management
    • Partner Program
    • Webinars & Events
    • Alliances
    • What’s New & Press
    • Advisory Council Profile
    • Course Suggestions
  • Register
  • Menu Menu

Market Requirements Document

You are here: Home1 / Resources2 / Product Management3 / Market Requirements Document

Market Requirements Document

The Market Requirements Document (MRD) is a document written by product managers and given to engineering and the product steering committee (if there is one), to specify a proposed new product or new revision.

This document is typically written by the Product Marketing Manager with assistance from research, marketing communications, sales, engineering, and finance. It is used to create a market-driven product and is a component of the business case and portions are typically used within the annual marketing plan.

market requirements document

I’ll defer to an excellent article from Steve Johnson from Pragmatic Marketing entitled, “Writing The Marketing Requirements Document,” which contains the MRD elements. I second Steve’s comments about the roles of marketing and engineering–often the Product Marketing Manager is technical and sometimes gets way to involved in the technical aspects of the product.

The Product Marketing Manager is the customer expert, engineering is the product expert. The Product Marketing Manager is responsible for what is developed and why engineering is responsible for how the product is developed. Conflict occurs between engineering and marketing when either of the team assumes responsibilities for that which he does not have the time or specific expertise.

Additional links to MRD’s include:

  • Writing an MRD? Stop.  An article from Infrasystems tells a better way to write MRD’s.

Sample MRDs (some may or may not follow my preferred format or content, but they do provide some examples):

  • Portable Website.  Uses a simple table format.  In Word format.
  • Virtual Art viewer. Looks robust – the proof is, “Can you develop a technical specification from the data?”  In Word format.

There used to be numerous sample MRD’s (some were very good) but the corresponding sites kept disappearing. You can search the Web for MRD’s and find several examples.

Please feel free to submit sample MRD’s (please submit out of date MRD’s, make them generic, or suggest that I make them generic, so they don’t reveal confidential information) to Webmaster.

Resources on Product Management & the Market Requirements Document

See the above Product Management section to learn more about the 280 Group and Pragmatic Marketing–two of the top training organizations on Product Management best-practices.

NEXT Page >

  • Videos
  • Books & Magazines
  • White Papers & Articles
  • Reviews
    • Product Mrkt Handbook
    • In Search of Stupidity
    • White Papers for Dummies
    • Media Buying Academy
    • Channel Wave PRM
  • Partner Relationship Management – PRM – Partner Portal
  • Channel Research & Surveys
  • Pricing & Margins
    • Reseller Margins
    • MAP Pricing
  • MarCom
    • PR
      • Target Audience
      • Editorial Schedule
      • Reviewer’s Guide
      • Press Releases – PR
      • White Papers
      • Case Studies
      • Crisis Management – PR
      • Media Training
      • Messaging
      • Tracking & ROI – PR
      • PR Q&A
      • Clipping Services
    • Advertising
      • Media Selection
      • Media Schedule
      • Media Buying
      • Ads That Sell – Guidelines
      • Ad Landing Page
      • Tracking & ROI – Ads
      • Display Ad Reviews
      • Media Resources
    • Direct Mail
    • Copywriting
    • Trade Shows
    • Collateral
    • Internet
  • Channel Marketing
    • How to Build a Reseller Program
    • Reseller Kit
    • How to Recruit Resellers
    • Partner Enablement
    • Reseller Training
    • Reseller Promotions
    • Channel Software
  • Sales
    • Channel Sales
      • Wholesale Distributors
      • Reseller Database
      • Rep Firms
      • Reseller Agreement
      • International Resellers
    • Direct Sales
    • Sales Training
      • Pre-Approach
      • Prospecting
      • The Approach
      • Setting Appointments
      • The Setup
      • Presentation Skills
      • Personalized Demos
      • Demo Mechanics
      • Group Presentations
      • Proper Dress
      • 3rd Person
      • Price Savings Buildup
      • Closing Techniques
      • Keep It Closed – Buyer’s Remorse
      • More Closes
      • Overcome Objections
      • Sales Resources
      • Sales Management
  • Alliances & OEM
  • Affiliate Program
  • Product Management
    • Research
    • Qualitative Research
    • Quantitative Research
    • Research Plan
    • Research Resources
    • Business Intelligence
    • Competitive Analysis
    • Benchmarking
    • Business Models
    • Product Positioning
    • Market Requirements Document
    • Launch Plans
    • Counterstrikes
  • Marketing Plan
    • Executive Summary
    • Situational Analysis
    • Tactics
    • Marketing Mix
    • Product
    • Product Price
    • Placement
    • Promotions
    • Appendix
      • Appendix – Media Schedule
      • Projections
      • Budgets
      • Gantt Chart
      • Plan Template
    • Finance
      • Budgets ROI
      • Finance Ratios
      • Financing
  • Marketing Basics
    • Marketing Mix – 4 P’s
    • Strategic Planning
    • Tactical Plan
    • Marketing Plan Q&A
  • How To Finance Your Company
    • Finance Video Intro
    • Watch Finance Video
    • Biographies
    • Table of Content – Video
    • Video Q&A
    • Video Screens
    • Finance Video Resources
  • Human Resources
    • Organization
    • Job Titles
      • VP Marketing
      • VP Channel
      • Channel Sales Mgr – Retail
      • Channel Mgr – Retail
      • Channel Coordinator
      • Product Mgr
      • Research Mgr
      • Alliance Mgr
      • MarCom Mgr
      • Advertising Mgr
      • Graphics Designer
      • WebMaster
      • Coordinator
      • Marketing Intern
    • Compensation Plans
    • Management Training
      • Introduction & Policies
      • Situational Leadership
      • The Game of Work
      • One Minute Manager
      • Field Coaching & Model Call
      • Baseline Goal Setting
      • Emotional Bank Accounts
      • Motivation – Mgmt
      • Resources – Mgmt

Contact Info

Chanimal, Inc.
12109 Lake Stone Dr
Austin, TX 78738

512-263-9618
Click HERE to Email

Follow us on Facebook

Become a Certified Channel Manager ™

certified channel manager

NOTICE

As an Amazon Associate (affiliate), I earn a commission from qualifying purchases.

© Chanimal™, Inc. 1994 - 2023 - all rights reserved
  • Facebook
  • Youtube
  • LinkedIn
  • Partner Program
  • Affiliate LOGIN
  • My Admin
  • Privacy Policy
  • The Cave
Scroll to top