Product Management Playbook

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The Playbook for Improving Day-to-Day Execution

The Leap From Product Marketing to Solutions Marketing in 3 Steps

In a consumer product world, solutions marketing is exemplified by the endless variations of pain relievers. Before Tylenol, Advil, Motrin or Excedrin, the world somehow got by on aspirin for general aches and pains. But marketers never rest in looking for new solutions to gain competitive advantage, hence, the myriad of pain relievers available today [...]

2021-09-20T13:16:32-04:00September 20th, 2021|Categories: Product Management Playbook|Tags: |0 Comments

The 3 Rs That Define a Successful Product Launch

There are a million articles on the tactics of a successful product launch. That’s not where we’re going in this post. We’re going straight for outcomes! Nail these three outcomes and you’ll forever be the fair-haired children of product marketing and product management. Bonus: all your launch tactics will neatly drop into these three outcome [...]

2021-08-06T05:44:58-04:00July 28th, 2021|Categories: Product Management Playbook|Tags: |Comments Off on The 3 Rs That Define a Successful Product Launch

Hey Product Management, Strategic Direction is Yours for the Taking. Here’s How!

If you’re waiting for someone to crown your product management team the kings and queens of strategic direction, you better get a nice comfy chair with all the reclining, heating and massaging accoutrements because you’re in for a long wait! Strategic direction is all about influence, and influence is all about earning the trust and [...]

2021-06-21T15:23:12-04:00June 21st, 2021|Categories: Product Management Playbook|Tags: , |Comments Off on Hey Product Management, Strategic Direction is Yours for the Taking. Here’s How!

VP of Product Management: Your 7-Point Plan for the First 100 Days

Congratulations! You’ve just landed your first VP of Product Management job and expectations are sky high. No pressure! Here’s a 7-point plan for your first 100 days. The objective of this particular plan is to get you playing offense right out of the gate. Before we get to the plan, here’s the first thing you’re [...]

2021-04-12T10:23:30-04:00April 12th, 2021|Categories: Product Management Playbook|Tags: |Comments Off on VP of Product Management: Your 7-Point Plan for the First 100 Days

Product Positioning vs. Market Positioning: The Key Difference

If you’ve ever asked yourself, What the biggest difference is between product positioning vs. market positioning? In its simplest form, it’s the target audience and the scope of what you’re positioning. The ideal positioning structure makes your value easy to articulate regardless of whether you’re starting from the top down or bottom up. The Playbook: [...]

2021-03-01T15:21:13-05:00March 1st, 2021|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning vs. Market Positioning: The Key Difference

Evolving to Product-Led Growth in 5 Steps

Starting a new company and building it around a product-led growth model is much different than transforming a mature company that was built for direct sales and evolving it to a product-led growth model. First of all, you don’t have the baggage of a product portfolio that was built for direct sales. Second, you don’t [...]

2020-12-11T07:42:19-05:00December 9th, 2020|Categories: Product Management Playbook|Tags: , |Comments Off on Evolving to Product-Led Growth in 5 Steps

5 Plays Every Sales Playbook Should Have

The whole point of creating a sales playbook is to give your sales team “situational sales tools” that make them highly effective in every part of the sales process. The end game is a shorter sales process where you’re the clear choice. Here are five staples that should make the shortlist in every sales playbook. [...]

2020-11-02T11:58:57-05:00October 21st, 2020|Categories: Product Management Playbook|Comments Off on 5 Plays Every Sales Playbook Should Have

Brand Identity: Why Your Product Management Team Needs It

Strong brand identity builds trust and motivates people to buy your products and services. In B2B organizations, the concept of branding your product management and product marketing teams applies for the same reasons. If you lead a product management or product marketing team, creating a strong brand identity allows you to define your value to the [...]

2020-11-02T12:20:13-05:00August 24th, 2020|Categories: Product Management Playbook|Tags: |Comments Off on Brand Identity: Why Your Product Management Team Needs It

Your Customer Testimonials Are Missing a Wheel

All customer testimonials pretty much follow the same blueprint. Customer background. The problem the customer was facing before our solution. Our solution and how it solved the problem. Benefits to the customer and success metrics. These elements are important parts of the story, but they still beg the question, So what? The Playbook: […]

2020-08-05T07:13:27-04:00August 3rd, 2020|Categories: Product Management Playbook|Tags: |Comments Off on Your Customer Testimonials Are Missing a Wheel

How to Create Business Requirements That Improve Product Marketing & Sales Proficiency

Here’s how to create business requirements that help product marketing and sales do a better job of positioning and selling value. First, remember that the reasons you build new products and features are the same exact reasons the market buys them. Zero difference! Context is the key. It not only gives design and development teams [...]

2020-07-14T14:36:25-04:00July 10th, 2020|Categories: Product Management Playbook|Tags: , |Comments Off on How to Create Business Requirements That Improve Product Marketing & Sales Proficiency