How Veda Became Market Driven

When John Wilson became executive general manager of market and product development at Veda in 2010, he was concerned about the Australia-based data intelligence company's inconsistent approach to product management. As a Pragmatic Marketing alumnus, he also knew the company should spend more time in the market-rather than waiting for customers to come forward with ideas and needs. 

He brought Pragmatic Marketing in to help Veda become more consistent across departments and more market-driven. As Pragmatic Marketing instructor John Milburn explains: "Veda decided to internalize and apply the Pragmatic Marketing approach. They began with the training, then analyzed their roles and gaps and built measurable action plans at all levels of the organization."