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Proficientz is Giving Back

Proficientz is giving back to the product management and product marketing community that has given us incredible support for the past 18 years. If your career growth goals or corporate strategic initiatives involved training and skills development, there's no reason to put them on hold during these unprecedented times. We're offering the opportunity to learn [...]

2020-03-26T10:57:13-04:00March 26th, 2020|Categories: Blog|0 Comments

Is It Easier to Position Products You Haven’t Built Yet?

I noticed a strange trend early in my product management career. People in marketing, sales and even on our product teams could position products we hadn’t built yet and do it with remarkable clarity. We weren’t nearly as good positioning products we already had. I still see it with many of our clients today. What’s [...]

2020-03-09T11:36:56-04:00March 9th, 2020|Categories: Blog|Tags: |Comments Off on Is It Easier to Position Products You Haven’t Built Yet?

Situational Competitive Battle Cards: Why Sales Loves Them!

The one thing salespeople hate (other than losing) is situations where they’re unprepared to react to a competitive missile that comes out of nowhere. Situational competitive battle cards reduce the odds of that happening by helping salespeople keep the discussion focused on business outcomes versus products. […]

2020-03-03T14:48:36-05:00March 3rd, 2020|Categories: Blog|Comments Off on Situational Competitive Battle Cards: Why Sales Loves Them!

B2B Product Manager Magazine February 2020

The B2B Product Manager Magazine February 2020. This month we turn the spotlight on techniques for identifying higher value targets using personas and market segments, and the role of the solutions manager. Also, we’ve been publishing a lot of short articles on portfolio product management and marketing. This month, we’ve combined those practices into a [...]

2020-02-27T12:46:10-05:00February 27th, 2020|Categories: Blog|Tags: , , |Comments Off on B2B Product Manager Magazine February 2020

The Ultimate Guide to Portfolio Product Management & Marketing

This guide to portfolio product management and marketing answers common questions about what it is, how it’s different and why you should consider adopting it. It’s specific to B2B and B2B2C products and services. […]

2020-02-26T10:55:02-05:00February 25th, 2020|Categories: Blog|Comments Off on The Ultimate Guide to Portfolio Product Management & Marketing

How to Use Customer Outcomes to Keep Your Product Backlog to 12-ish Items

The longer your product is in the market, the longer you should expect your product backlog to be. That’s just the nature of the beast. Don’t let it stress you. When people are passionate about your product, they want to make it better. It’s well worth embracing, albeit with the right mindset. It is, however, [...]

2020-02-13T09:57:16-05:00February 13th, 2020|Categories: Blog|Tags: |Comments Off on How to Use Customer Outcomes to Keep Your Product Backlog to 12-ish Items

The Solutions Manager Role In Its Purest Form. Consider It!

The solutions manager role in its purest form mirrors one or more customer business functions. It feeds product management, product marketing, sales and customer success teams, and has no intended alignment to any products. Its mission is to deliver pure, unbiased customer business requirements to all customer-facing functions, especially product management, product marketing and sales. [...]

2020-02-06T08:34:44-05:00January 29th, 2020|Categories: Blog|Comments Off on The Solutions Manager Role In Its Purest Form. Consider It!

Are You Managing Products or Managing Products to Deliver Solutions?

If you’re managing products versus managing products to deliver solutions, three staples of product management take on completely new meaning. […]

2020-02-26T13:50:14-05:00January 21st, 2020|Categories: Blog|Tags: , , |Comments Off on Are You Managing Products or Managing Products to Deliver Solutions?

Solutions Marketing vs. Product Marketing: One Big Difference

A lot of people think solutions marketing is just a fancy term for product marketing, especially since the term solution has been so overused. But there is one huge difference in real-world practice. […]

2020-01-13T12:06:12-05:00January 13th, 2020|Categories: Blog|Comments Off on Solutions Marketing vs. Product Marketing: One Big Difference

B2B Product Manager Magazine December 2019

The B2B Product Manager Magazine December 2019 is now available. We end 2019 with a few simple concepts that are plenty challenging to execute. The common thread is talking about the value of existing or future products without talking about the products themselves. Enjoy our December issue. […]

2020-02-27T12:40:06-05:00December 18th, 2019|Categories: Blog|Tags: , , |Comments Off on B2B Product Manager Magazine December 2019