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How To Differentiate Your Product When Competitors Solve the Same Problems

Buyer perceptions are a dangerous thing. I remember it all too well from my quota-carrying sales days. There were competitive products that solved the same exact problems, and then there were competitive products that didn’t even come close, but their marketing or sales teams did something to convince buyers otherwise. […]

2019-10-22T16:05:09-04:00October 22nd, 2019|Categories: Blog|Tags: |0 Comments

Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Great product positioning begins with the customer’s vision. If you’re a car enthusiast, go read the marketing copy for your dream car. The product marketers do a masterful job of getting you to envision how awesome you’d look and feel behind the wheel of that car. Apply the same concept [...]

2019-09-24T13:57:57-04:00September 24th, 2019|Categories: Blog|Tags: |Comments Off on Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Root Cause Customer Needs: Three Techniques for Uncovering the Right Ones

When it comes to uncovering customer needs, it’s easy to get caught in the trap reacting and developing products and features for “squeaky wheel” needs without understanding the core business needs and their value to the customer. […]

2019-09-23T13:19:13-04:00September 3rd, 2019|Categories: Blog|Tags: |Comments Off on Root Cause Customer Needs: Three Techniques for Uncovering the Right Ones

Strategic Product Marketing: One Small Move, Three Big Benefits

A strategic product marketing function can be created with one simple move that pays three big dividends to the organization. […]

2019-08-13T15:18:38-04:00August 13th, 2019|Categories: Blog|Tags: |Comments Off on Strategic Product Marketing: One Small Move, Three Big Benefits

Do It For the Portfolio Instead of Every Product: Five B2B Product Management Best Practices

The Portfolio vs. Every Product! Here are five B2B product management best practices that’ll give product management teams the coveted “strategic” moniker among executives, marketing, sales, engineering and customer success teams. Read on to see why doing these five things for the portfolio instead of doing them for every product [...]

2019-08-06T06:03:53-04:00August 6th, 2019|Categories: Blog|Comments Off on Do It For the Portfolio Instead of Every Product: Five B2B Product Management Best Practices

B2B Product Manager Magazine June 2019

The B2B Product Manager Magazine June 2019 is now available. Every product company wants successful products. This month we contrast the differences between structuring your product management function for product success vs. customer success. Determine which approach is most conducive to successful products over the long haul in your organization. We're also celebrating graduation month [...]

2019-06-11T12:12:41-04:00June 11th, 2019|Categories: Blog|Tags: , |Comments Off on B2B Product Manager Magazine June 2019

Structuring Product Management for Customer Success vs. Product Success (Video)

Structuring product management for customer success versus product success boils down to one key difference. If you’re structured for product success, you’re doing product management more from the inside out, and that can make life more difficult than necessary. If you’re structured for customer success, you’re doing product management more [...]

2019-07-23T11:15:14-04:00May 23rd, 2019|Categories: Blog|Tags: |Comments Off on Structuring Product Management for Customer Success vs. Product Success (Video)

The Three Stages of Product Management Maturity

Consider the following three stages of product management maturity and the skills your team needs to become proficient in each stage. The faster your maturation process, the more success you’ll see across engineering, marketing, sales, and customer success teams. […]

2019-06-03T14:15:15-04:00May 16th, 2019|Categories: Blog|Tags: |Comments Off on The Three Stages of Product Management Maturity

B2B Product Manager Magazine April 2019

The B2B Product Manager Magazine April 2019 is now available. If your perception of portfolio management is that it's more advanced or involved than traditional product management, it may be time to reconsider. This month we focus on the upside of adopting a portfolio approach to product management and the strategic value it brings to [...]

2019-06-03T14:15:15-04:00April 30th, 2019|Categories: Blog|Tags: , , |Comments Off on B2B Product Manager Magazine April 2019

Portfolio Product Management: The Up Side You Didn’t Consider (Video)

Portfolio product management defies conventional product management wisdom. It’s true that if every product is successful, your company will be successful. In B2B though, what’s best for every product may not be the best or most valuable thing for the customer organization or yours. View the short video to see [...]

2019-06-03T14:15:16-04:00April 24th, 2019|Categories: Blog|Tags: , , |Comments Off on Portfolio Product Management: The Up Side You Didn’t Consider (Video)