Deliver, Market & Sell Solutions With Strategic Customer Value
Online Training2019-12-20T07:36:05-05:00


Learn Product Management & Product Marketing Wherever, Whenever!

online product management course

Online product management course and certification that helps you start or accelerate your career. Learn B2B product management and product marketing best practices for building and marketing high-value products and solutions. Learn iteratively in small increments or all at once with video instruction, hands-on lessons, B2B examples, best practice tools and optional coaching to accelerate your success.

What’s Your Favorite Way to Learn?

An Online Product Management Course for Any Setting!

online product management course

Put your earbuds in, block out the noise and settle in for a short lesson or two. It’s a great way to pick up valuable new techniques on your daily commute or on your next business trip. Try this: reverse engineer current projects into the Proficientz Framework with simple worksheets and templates. Your new “customer-value dialogue” will blow people away.

Step into your favorite coffee shop and let the calm take over as you sip your favorite beverage. It’s a mindset that’s highly conducive to learning. Free wi-fi, a laptop or tablet and you’re all set to learn one or two new best practices that make your job easier and produce better results.

Early in the morning before the chaos begins or late at night after it ends. You’re in your sanctuary and ready to learn a couple of new tactics that you can take to work and raise a few eyebrows (in a good way). It’s up to you whether you want to share your virtual coach or not. We hope you do.

Learning with your team is a great way to bond around common goals, especially when you’re spending more time together. Organize short team sessions every week or two as you embark on new projects or execute on existing ones. Go through a few short lessons at a time, apply and repeat! Contact us about an enterprise subscription and let your team learn and implement in spoon size bites that are more digestible for them and for your organization.

There are a lot of agendas in your organization and not all of them are in the best interest of the company or the customer. A quick refresher on market segments, customer goals, product prioritization, value messages and many other things will give you the confidence to facilitate the discussion objectively. Think of it as your behind-the-scenes coach that helps you lead people to the best decision for the company and its customers.


3-Month Subscription

  • IDEAL IF… you’re taking steps to advance your career outside of your primary job.
  • All lessons. Unlimited access for 3 months.
  • ADD Certification for $195

NEW! 1-Month Subscription

  • IDEAL IF… you’re on a fast track to get trained and certified for a career move or new job.
  • All lessons. Unlimited access for 1 month.
  • Certification Included

1-Year Subscription

  • IDEAL FOR…learning and applying new skills as you need them over a long project.
  • All lessons. Unlimited access for 1 year.
  • ADD Certification for $195

Course Introduction

View the product management course introduction video to learn how a customer-outcome approach results in higher value products and solutions.

Customer-Outcome Product Management & Marketing!

Imagine that every customer can quantify the strategic value of your products. It’s a customer-outcome/solutions approach to product management and product marketing that simplifies everything. Help customers meet their business goals and it’s a whole lot easier to meet yours.

Enroll in the Program



“The videos are flawless. Product Management University On-Demand is perfect for where we are right now. It lets us learn and implement at our own pace. The subscription model is great because we don’t have to worry about going through the lessons more than once if needed. The integration of the training lessons and templates into each activity in the Proficientz Framework makes the user experience really simple.”

Neil Pearson, Head of of Product Management at Edge Technologies

“Product Management University On-Demand is ideal because It allows us to learn exactly what we need at the time we need it. The video instruction, examples and templates make it easy for us to implement product management best practices incrementally and get buy-in across the organization at a pace that’s digestible for everyone. The integration of the training and templates into the Proficientz Framework makes everything really simple.”

Anne Kimsey, Vice President of Product Management at Revegy

“The most valuable thing about the on-demand training besides the anytime refresher courses, is the integration into the Proficientz Framework. It’s just like the training we’ve done onsite. The instructional videos are just as good as the classroom training with the same great examples and templates to follow.”

Cheryl Johnston, Director of Product Management at Datacolor

The Proficientz Framework teaches you how to deliver customer-driven solutions for B2B. The on-demand training is fantastic, just like being in a classroom and working from B2B examples, enabling you to apply what you’ve learned to real-world scenarios. I appreciate the customer-outcome approach to product management as opposed to the problem focus. It’s a unique way to do things that simplify how you manage and market solutions in B2B.

Louis Chesney


Virtual Classroom, Physical Classroom, Same Thing!

The online product management course from Proficientz is a virtual classroom that you’ll instantly recognize. It’s the Proficientz Framework. We’re the only product management training provider that has integrated our classroom training lessons, online training lessons and templates into each activity of our framework. It’s a seamless learning experience that makes it easier for you to acquire new skills and put them into practice immediately.

  • Video lessons delivered by an instructor, just like the physical classroom.
  • Templates and hands-on exercises for each activity in the Proficientz Framework, just like the physical classroom.
  • B2B examples in each video lesson so you know what good looks like, just like the physical classroom.
  • Add remote consulting hours to your subscription and get a personal trainer/coach to accelerate your adoption, just like the physical classroom.

Click the Activity.  Get the Training.  Create Your Artifacts.  Execute.  It’s that simple!

Online Product Management Course Map


Succeed Faster With a “Customer Goal” vs. “Customer Problem” Approach!

What No Other Product Management Course Can Teach You

Here’s the deal. If you’re going to succeed, you have to build, market and sell solutions that make customers quantifiably better at their business. When your starting point is customer problems, you run the risk of solving legitimate problems that have no strategic value. In B2B, it’s a recipe for failed products that can quickly sideline your career.

When you start with the strategic business goals that are driving your target customers from the top down, their biggest obstacles will find you. Aim your product solutions, marketing messages and sales conversations at those obstacles and you’ll never miss the mark. It’s the fastest way to succeed in product management and product marketing, and Proficientz is the only place you can learn it.



Product Management

Product Marketing

Introduction to B2B Best Practices Learn the difference between a customer-problem and a customer-goal approach to product management, product marketing and sales enablement for B2B that serves as the foundation for the online product management course and all lessons.

Video Length: 8:24

Prerequisite for All Other Modules

x x

Markets & Customer Goals

Learn how to understand your target customers as well as they understand themselves so that your products, marketing messages and sales dialogues never miss the mark.

Lesson 1
Who Are Our Target Customers?
Vertical and horizontal market segmentation.

Video Length: 6:29 + Hands-on Exercises

Prerequisite for All Other Modules

x x
Lesson 2

What Do They Do?

Personas by business function and job role. Learn how to make departments better at their function. Learn how to make individuals better at their job.

Video Length: 11:23 + Hands-on Exercises

Prerequisite for All Other Modules

x x
Lesson 3

Target Customer Goals

Top-down business requirements from the C-suite to the users in the trenches. WHAT goals are most important to the target customer, WHY and WHAT’s stopping them?

Video Length: 20:13 + Hands-on Exercises

Prerequisite for All Other Modules

x x
Lesson 4

Who Are Our Competitors?

Situational competitive analysis by organization, portfolio and user scenario. No more meaningless feature comparisons. Advanced Skills

Video Length: 14.44 + Hands-on Exercises

x x
Lesson 5

What Are the Strengths & Weaknesses of Our Portfolio?

Quantitative and qualitative portfolio analysis by market segment. Learn how to play to your strengths. Advanced Skills

Video Length: 14.54 + Hands-on Exercises

x x

Opportunities & Priorities

There are a million things you need to do and resources to do a few. Learn how to establish one collective set of priorities across products, marketing and sales based on their strategic value to the market and your organization.

Lesson 6

Identify Short-Term Revenue Opportunities

Identify Longer-Term Growth Opportunities

Create your candidate lists for top product investments (longer-term growth) and top marketing and sales programs (near-term revenue).

Video Length: 7.44 + Hands-on Exercises

Longer-Term Growth Opportunities Short-Term Revenue Opportunities
Lesson 7

Quantify & Compare Opportunities

Prioritize Opportunities

Quantify the value of each candidate and make priority decisions on product investments and marketing/ sales investments. Eliminate competing priorities.

Video Length: 7:10 + Hands-on Exercises

x x
Lesson 8

Update Portfolio Roadmap

Update Product Roadmaps

Create a strategic portfolio roadmap with supporting product roadmaps. Advanced Skills

Create use case-based product roadmaps/backlogs.

Video Length: 23:26 + Hands-on Exercises


Lesson 9

Update Marketing Roadmap

Define the markets and solutions that will drive short-term revenue. Generate more revenue from existing solutions. Advanced Skills

Video Length: 3:22 + Hands-on Exercises

Lesson 10

Update Market Positioning

Create positioning that articulates the strategic value of your organization and the operational value of your business solutions, in conversational customer vocabulary. Advanced Skills

Video Length: 12:31 + Hands-on Exercises


Build & Deliver

It’s all about execution. Best practices that yield better results with less effort.

Lesson 11

Build & Deliver

10 best practices that simplify execution between product management, engineering/development and rollout/launch teams.

Video Length: 20:07


Market & Sell

Generate more revenue from existing products by flipping the script from tactical product positioning to strategic value positioning.

Lesson 12

Update Solution Positioning

Create user scenario-based positioning for your products that leads with WHAT & WHY value and ends with technical features as proof points.

Video Length: 10:14 + Hands-on Exercises

Lesson 13

Update Marketing Materials

Deliver Sales Enablement Tools

Execute Marketing Programs

Repurpose content from Markets & Customer Goals modules to create marketing materials, sales tools and marketing program content in conversational customer vocabulary.

Video Length: 4:36


B2B Certification

It’s like getting an MBA in B2B product management and product marketing.

Product Management & Marketing Certification A 2-hour online certification exam. Complete all 13 Lessons to prepare for the Proficientz Certification Exam. Want more preparation? Get our Product Management Best Practices Book. x x

3-Month Subscription

  • IDEAL IF… you’re taking steps to advance your career outside of your primary job.
  • All lessons. Unlimited access for 3 months.
  • ADD Certification for $195

NEW! 1-Month Subscription

  • IDEAL IF… you’re on a fast track to get trained and certified for a career move or new job.
  • All lessons. Unlimited access for 1 month.
  • Certification Included

1-Year Subscription

  • IDEAL FOR…learning and applying new skills as you need them over a long project.
  • All lessons. Unlimited access for 1 year.
  • ADD Certification for $195


Can I change the length of my subscription later?2019-04-09T16:40:03-04:00

Yes. You may add time to your subscription at any point and simply pay the difference. Please contact us to extend your subscription.

Does Proficientz offer support if we want to review artifacts and make sure we’re using the material correctly?2019-04-08T17:55:32-04:00

Yes, you can add remote consulting hours when you initially enroll or you can contact us later and we’ll add them to your subscription.

What if I want access to the course materials for longer than a year?2019-04-08T17:56:20-04:00

We hope you do. You can simply subscribe for another period after your initial subscription expires.

What payment methods do you accept?2019-04-08T17:56:57-04:00

American Express, Visa, Master Card and Discover.