Product Management Playbook

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The Playbook for Improving Day-to-Day Execution

Three Ways Product Management Can Improve Its Reputation & Influence

If your product management team wants to take its reputation and influence to the next level, here are three areas that will give you the biggest bang for your effort. The Playbook: […]

2020-03-12T11:59:56-04:00March 12th, 2020|Categories: Product Management Playbook|Tags: |Comments Off on Three Ways Product Management Can Improve Its Reputation & Influence

How To Use Market Segments and Personas to Identify Higher Value Targets

If you use market segments and personas interchangeably, your market aim could be a little off! Use them in conjunction with one another though, and you have higher value targets for product management, product marketing, sales and customer success teams. The Playbook: […]

2020-02-25T15:36:27-05:00February 5th, 2020|Categories: Product Management Playbook|Comments Off on How To Use Market Segments and Personas to Identify Higher Value Targets

Using Non-Product Dialogues to Answer Product Questions

“What’s in the next version?”  “What are the top priorities on the roadmap?” If you’re a product manager, you have to answer product questions like this all the time. When answered literally though, they rarely give people the information they’re looking for. Here’s how you can use non-product dialogues to answer product questions. Do it well [...]

2020-01-23T10:38:07-05:00January 23rd, 2020|Categories: Product Management Playbook|Tags: |Comments Off on Using Non-Product Dialogues to Answer Product Questions

Customer Advisory Boards: Three Best Practices and the Jaw-Dropping Moments

Customer advisory boards can deliver tremendous strategic value to your organization if you organize them with the appropriate customer roles and have business conversations. Employ these three best practices for your customer advisory boards and you’ll be able to accelerate the maturation of product management and product marketing with greater [...]

2019-12-12T18:00:40-05:00December 12th, 2019|Categories: Product Management Playbook|Comments Off on Customer Advisory Boards: Three Best Practices and the Jaw-Dropping Moments

Product Positioning Tip 7 of 7: Making Product Deficiencies Not So Deficient

Remember the last time you bought a car? You bought the car that did the best overall job of meeting your needs. There were other cars that had a better GPS, a faster engine, a nicer interior, etc. But in the end, those deficiencies weren’t enough to sway your decision because all the positives together [...]

2019-11-04T15:38:45-05:00October 14th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 7 of 7: Making Product Deficiencies Not So Deficient

Product Positioning Tip 6 of 7: Structuring a Positioning Presentation

You’ve surely experienced this scenario. You’re inquire about a product or service. A salesperson contacts you. The first thing they talk about are the benefits of doing business with their company. Your primary interest on the other hand is to discuss your own situation first. The Playbook: […]

2019-11-04T15:39:27-05:00October 10th, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 6 of 7: Structuring a Positioning Presentation

Product Positioning Tip 5 of 7: Include Emotion

Take a minute and go read a few of your product web pages or a piece of product literature. They’re well-worded, proper and grammatically correct, which also means they probably lack emotion. In this day and age where buying decisions are 50-80% made (depending on the study) before prospects ever engage, establishing an immediate emotional [...]

2019-11-04T15:44:45-05:00October 7th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 5 of 7: Include Emotion

Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. They just get it! It’s rare but you know it when you see it, and it’s the simplicity that stands out. Great salespeople are masters at doing it verbally. The Playbook: […]

2019-11-04T15:41:01-05:00October 3rd, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds

Someone walks into your booth at a tradeshow and asks for an overview of Product X. It’s a tough question to answer and pique someone’s interest in the first 30 seconds. Classic “elevator pitch” positioning statements aren’t ideal because they’re not conversational. Answering with features and benefits focuses too much on HOW the product works [...]

2019-11-04T15:44:00-05:00October 2nd, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds

Product Positioning Tip 2 of 7: Creating Headlines That Hook

Web pages, literature, booth signage, presentations, email campaigns and the list goes on. They all need great headlines to hook your target audience. But coming up with simple attention-grabbing phrases that engage prospective customers might be one of the toughest parts of product marketing, especially for technical products. The Playbook: […]

2019-11-04T15:42:49-05:00October 1st, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 2 of 7: Creating Headlines That Hook