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The Product Management Playbook2019-07-30T12:42:59-04:00

Product Management Playbook

Common Scenarios & Tips for Simpler Execution

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 focus on delivering strategic value to the customer.

Customer Advisory Boards: The Playbook: […]

December 12th, 2019|0 Comments

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 far outweighed a few things that weren’t ideal. The Playbook: […]

October 14th, 2019|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: […]

October 10th, 2019|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 connection is a must. The Playbook: […]

October 7th, 2019|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: […]

October 3rd, 2019|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 with too little emphasis on WHY it’s valuable. The Playbook: […]

October 2nd, 2019|Comments Off on Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds