ATLANTA, GA | November 20, 2019
COSTA MESA, CA | DECEMBER 10, 2019

THE ART & SCIENCE OF POSITIONING SOLUTIONS

You Don’t Have to Differentiate Every Product to Win More! 

PRODUCT MANAGEMENT & MARKETING COURSES

Learn How To Deliver Solutions With Strategic Customer Value and Grow Faster!

Product Management University is a curriculum of hands-on product management, product marketing and sales enablement training courses that help you grow faster by eliminating product silos and delivering multi-product solutions with strategic customer value.

product management training courses

PRODUCT MANAGEMENT & PRODUCT MARKETING COURSES

Increase the strategic value of your product management and product marketing teams with skills and best practices designed specifically for building, marketing and selling B2B solutions. Choose your course below.

HOW DO YOU PREFER TO LEARN?

WHAT CUSTOMERS ARE SAYING!

INSTRUCTOR-LED PRODUCT MANAGEMENT TRAINING COURSES

You Won’t Have to “Figure It Out” After the Training!

80% of every instructor-led training course consists of hands-on exercises and role-play scenarios that reflect your real-world. Hands on, how-to training for your products, your markets and your business model. You’ll know exactly what to do and how to do it after the training because we’ll do it together first in the classroom.

Basic Product Management Skills

For Newly Formed, Reorganized or Inexperienced Product Management Teams 

Get Everyone on the Same Page – If your product management team has a mixed bag of skills, backgrounds and experience, this two-day hands-on, product management course will get everyone on the same page. Your team will come away with a common baseline of best practices, terminology, tools and workflows so they can deliver tactical products with strategic value that grow your market share, wallet share and customer retention.

  • Basic market segmentation that brings a simple and consistent answer to the question, “WHO are our target customers?” so that everyone is aiming for the same targets.
  • Personas that make it easier to “be the customer” than anything you’ve ever experienced. You’ll know exactly what to do to make them more successful.
  • Market & business requirements that are a true representation of how your target customers see themselves. It creates a “can’t miss” target.
  • Basic competitive analysis that does away with the feature comparison matrix in favor of WHO, WHAT & WHY user scenarios.
  • User stories that distinguish what the user is doing and why from what the product has to do and why for superior product usability!
  • Value-based roadmaps, MRDs, product plans and backlogs that answer the question, Why are we doing that? before anyone asks.
  • A jobs-to-be-done value technique and tools for simplifying the product enhancement process.
  • How to set up Agile teams for success with value-based narratives that drive product design and development.
  • How to facilitate customer focus groups and advisory boards to come away with greater clarity on the WHAT & WHY questions required to drive product priorities.
  • Best practices for simplifying day-to-day execution so that your team gets better results with less effort.
  • Organizing your existing headcount so that products consistently deliver strategic customer value.

At the end of this workshop, you’ll know HOW to execute with greater proficiency so that you’re consistently delivering products and solutions that accomplish two things:

  1. Make users measurably better at their job in ways that have value to the customer organization.
  2. Drive profitable growth for your organization.

View/Download Course Outline

  • Product Management VPs & Directors
  • Product Managers
  • Development/Engineering Leads
  • Business Analysts
  • Product Owners
  • Technical Product Managers
  • 1-Day Facilitated Introduction: $995/person

    • An overview of B2B best practices with a start-to-finish example using one of your markets/products so that you know what good looks like.
  • 2-Day Workshop: $1,495/person

    • You’ll know exactly what good looks like for you because you’ll create it. Two days of hands on practice reps using your real-world customers, markets and products so that you know exactly how to use the Proficientz Framework in your real world. You won’t have to “figure it out” after the training because we’ll do it together first in the classroom.
  • 3-Day Bootcamp: $1,995/person

    • All of the above plus you’ll begin reverse engineering existing and/or new projects into the Proficientz Framework under our guidance so that your implementation gets off to an even faster start.

Advanced Portfolio Management

For Experienced Product Management Teams With a Large/Growing Portfolio

What’s Best for Every Product…isn’t always the best or most valuable thing to the customer organization or yours. Learn how to eliminate the silos and get rid of all the competing priorities across products with best practices that align the portfolio to a single view of your markets and customers. In this two-day portfolio product management course, you’ll learn how to strategize and plan by aligning your portfolio priorities to the strategic priorities of your target customers. You’ll learn best practices for delivering multi-product solutions that have greater strategic value than any single product.

  • Advanced market segmentation techniques that align everyone to a common definition of “target markets” and “growth opportunities.”
  • Organizational personas that paint a picture of the customer organization from the top down so that you see everything from their perspective first.
  • Market & business requirements that are a true representation of how your target customers see themselves. It creates a “can’t miss” target.
  • A portfolio mission that aligns products, marketing and sales to a common set of customer business goals and priorities.
  • Advanced competitive analysis that does away with the feature comparisons in favor of competitive insights that help you win more.
  • Advanced portfolio analysis that helps you identify your most lucrative markets for the portfolio as a whole. No more competing product priorities.
  • Quantitative & qualitative market opportunity analysis that identifies market segments with the greatest oppottunities for growth, wallet share and market share for the portfolio as a whole.
  • A portfolio strategy that aligns all product priorities to high-value customer goals and results in solutions with more strategic value than any single product.

At the end of this workshop, you’ll know HOW to strategize objectively so that your portfolio priorities accomplish two things:

  1. Make the customer organization measurably better at its business in ways that have strategic value.
  2. Drive profitable growth for your organization in existing and/or new markets.

View/Download Course Outline

  • Senior Executives
  • VPs & Directors of…
    • Product Management
    • Product Marketing
    • Sales
  • Product Strategy/Portfolio Managers
  • Senior Product Managers
  • Senior Product Marketing Managers
  • Development/Engineering Leadership
  • 1-Day Facilitated Introduction: $995/person

    • An overview of B2B best practices with a start-to-finish example using one of your markets/products so that you know what good looks like.
  • 2-Day Workshop: $1,495/person

    • You’ll know exactly what good looks like for you because you’ll create it. Two days of hands on practice reps using your real-world customers, markets and products so that you know exactly how to use the Proficientz Framework in your real world. You won’t have to “figure it out” after the training because we’ll do it together first in the classroom.
  • 3-Day Bootcamp: $1,995/person

    • All of the above plus you’ll begin reverse engineering existing and/or new projects into the Proficientz Framework under our guidance so that your implementation gets off to an even faster start.

Basic Product Marketing Skills

For Newly Formed, Reorganized or Inexperienced Product Marketing Teams 

Generate More Revenue From Existing Products – In this 2-day product marketing course, you’ll learn a common framework for communicating value and you won’t believe how simple it is. That’s the point! Make it simple for marketing and sales to articulate the strategic business value of your products and you’ll sell more. You’ll learn how to create positioning that leads with WHAT customers want to accomplish and WHY and uses products and features as proof points! Your team walks away with a common baseline of best practices, terminology and product marketing tools so they have more impact with less effort.

  • Basic market segmentation that brings a simple and consistent answer to the question, “WHO are our target customers?” so that messaging for all products is aimed a consistent definition of target markets.
  • Personas that make it easier to “be the customer” than anything you’ve ever experienced so that your messaging hits the mark every time.
  • Market & business requirements that are a true representation of how your target customers see themselves. It creates a “can’t miss” target for all marketing efforts.
  • Basic competitive analysis that does away with the feature comparison matrix in favor of WHO, WHAT & WHY user scenarios.
  • Product positioning that generates quality leads and opens doors for salespeople at the decision-maker level.
  • Conversational marketing materials & sales tools that don’t have to be explained.
  • Sales conversation guides and battle cards that make salespeople more credible with prospects and customers.
  • Thought leadership marketing campaigns with best-practice messaging and white papers that shape the thinking of your target customers.
  • Product Marketing’s to-do list for rollouts and launches.

At the end of this workshop, you’ll know HOW to create consistent and powerful positioning for marketing and sales purposes that accomplishes three things:

  1. Convince target customers your products can make them measurably better in ways that have strategic value to their organization.
  2. Improve the business credibility of your sales team to improve win rates.
  3. Generate more revenue from existing products.

View/Download Course Outline

  • Product Marketing VPs & Directors
  • Product Marketing Managers
  • Sales VPs & Directors
  • Account Executives & Account Managers
  • Marketing Communications
  • 1-Day Facilitated Introduction: $995/person

    • An overview of B2B best practices with a start-to-finish example using one of your markets/products so that you know what good looks like.
  • 2-Day Workshop: $1,495/person

    • You’ll know exactly what good looks like for you because you’ll create it. Two days of hands on practice reps using your real-world customers, markets and products so that you know exactly how to use the Proficientz Framework in your real world. You won’t have to “figure it out” after the training because we’ll do it together first in the classroom.
  • 3-Day Bootcamp: $1,995/person

    • All of the above plus you’ll begin reverse engineering existing and/or new projects into the Proficientz Framework under our guidance so that your implementation gets off to an even faster start.
Request Onsite Training

Advanced Portfolio Marketing

For Experienced Product Marketing Teams With a Large/Growing Portfolio

Differentiate With Strategic Solution Value – The strategic value of your product portfolio is greater than the sum of its parts. But it’s hard to communicate that differentiation when you have a bunch of tactical and fragmented product messages. In this 2-day portfolio marketing course, you’ll learn how to create solution messaging that opens doors for your sales team with influencers and decision-makers and gives them the supporting tools to facilitate a consultative sales process and improve win rates.

  • Advanced market segmentation techniques that align marketing and sales to a common definition of “target markets” and “growth opportunities.”
  • Organizational personas that paint a picture of the customer organization from the top down so that all marketing and sales dialogues are create from the customers’ perspective first.
  • Market & business requirements that are a true representation of how your target customers see themselves. It creates a “can’t miss” target for marketing and sales.
  • A portfolio mission that aligns marketing and sales narratives to business goals that are strategic to every customer.
  • Advanced competitive analysis that does away with the feature comparisons in favor of competitive insights that help you win more.
  • Advanced portfolio analysis that helps you identify your most lucrative markets for your existing solutions.
  • Quantitative & qualitative market opportunity analysis that identifies market segments with the greatest near-term revenue opportunities for existing solutions.
  • A portfolio strategy that prioritizes market segments and business solutions to maximize short-term revenue from existing solutions.
  • Create strategic, operational and tactical positioning for your market segments, solutions and products.
  • Mobilize your value story in marketing materials and sales tools to improve pipeline health and win rates.

At the end of d this workshop, you’ll know HOW to strategize objectively so that your marketing and sales initiatives accomplish three things:

  1. Start more conversations with executive buyers and influencers.
  2. Create a pipeline of buyers that are more qualified.
  3. Differentiate the strategic value of your portfolio, solutions and products to improve win rates.

View/Download Course Outline

  • Senior Executives
  • VPs & Directors of…
    • Industry Marketing
    • Product Marketing
    • Sales
  • Product Strategy/Portfolio Managers
  • Senior Product Marketing Managers
  • Marketing Communications
  • 1-Day Facilitated Introduction: $995/person

    • An overview of B2B best practices with a start-to-finish example using one of your markets/products so that you know what good looks like.
  • 2-Day Workshop: $1,495/person

    • You’ll know exactly what good looks like for you because you’ll create it. Two days of hands on practice reps using your real-world customers, markets and products so that you know exactly how to use the Proficientz Framework in your real world. You won’t have to “figure it out” after the training because we’ll do it together first in the classroom.
  • 3-Day Bootcamp: $1,995/person

    • All of the above plus you’ll begin reverse engineering existing and/or new projects into the Proficientz Framework under our guidance so that your implementation gets off to an even faster start.
Request Onsite Training

Presentation & Demo Techniques

For Anyone Doing Customer Presentations & Demos

Create an Urgency to Buy – Presentations and demos give you the best possible opportunity to differentiate from your competition because they’re a two-way dialogue. Don’t waste that opportunity with a feature dump that bores people to death! In this two-day workshop, you’ll learn how to bring the vision and aspirations of your buyers to life by convincing them you’re as knowledgeable about their business as they are. Products and features play the role of proof points to support the business dialogue. Successful demos are as much about the presenter as they are the products.

  • Organizational personas that paint a picture of the customer organization from the top down so that demo themes are tied to personal agendas.
    • You’ll love the simple one-page format and how it simplifies your demos.
  • Business requirements that are a representation of WHAT your target customers are doing and WHY, without any regard to your products, a “can’t miss” target for your product demos.
  • Situational competitive analysis that helps you position value relative to what users do versus what products do.
  • A tiered demo framework that communicates strategic value to executives, operational value to department heads and tactical job value to managers and users.
  • Discovery meetings that are more consultative with insightful questions and informative talking points that tell you everything you need to win.
  • Set up a room for the ideal face-to-face presentation/demo.
  • Presentation mechanics (web or face-to-face) that keep your audience engaged and in their comfort zone.
  • Plant competitive traps and get out of the ones competitors set for you.
  • Handle questions and objections without sounding defensive.
  • Make the best of scripted demos when you’re forced to follow the buyer’s script.

At the end of this workshop, you’ll know HOW to deliver differentiating presentations and demos that accomplishes three things:

  1. Convince prospects that your products can make them measurably better in ways that have strategic value to their organization.
  2. Use the business credibility of your sales team to differentiate.
  3. Improve win rates.

View/Download Course Outline

  • Pre-Sales Product Consultants
  • Product Marketing VPs & Directors
  • Product Marketing Managers
  • Product Managers
  • Sales VPs & Directors
  • Account Executives & Account Managers
  • 1-Day Facilitated Introduction: $995/person

    • An overview of B2B best practices with a start-to-finish example using one of your markets/products so that you know what good looks like.
  • 2-Day Workshop: $1,495/person

    • You’ll know exactly what good looks like for you because you’ll create it. Two days of hands on practice reps using your real-world customers, markets and products so that you know exactly how to use the Proficientz Framework in your real world. You won’t have to “figure it out” after the training because we’ll do it together first in the classroom.
  • 3-Day Bootcamp: $1,995/person

    • All of the above plus you’ll begin reverse engineering existing and/or new projects into the Proficientz Framework under our guidance so that your implementation gets off to an even faster start.
Request Onsite Training

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