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The Product Management Playbook2019-12-17T11:39:18-05:00

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 have to go through the culture change and infrastructure makeover.

It can be done though. The Playbook:

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December 9th, 2020|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. The Playbook: […]

October 21st, 2020|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 organization and establishes the criteria by which you want to be held accountable. In other words, you can define your own measuring stick that plays to your team’s strengths. Without it, measurement is highly subjective and inconsistent at best. Sound familiar? The Playbook: […]

August 24th, 2020|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:
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August 3rd, 2020|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 clear and quantifiable value targets, it also makes your value story easier to communicate to the market. The Playbook:

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July 10th, 2020|Comments Off on How to Create Business Requirements That Improve Product Marketing & Sales Proficiency

3 Questions To Ask In Your Next Product Manager Job Interview

There are plenty of product manager job interview questions out there for hiring managers. Here are three that the product manager (or product marketing) candidate can ask the hiring managers.

Approach your next product manager job interview (or product marketing) with these two rules of thumb and three go-to questions. You’ll improve the odds of landing a job that aligns with your career aspirations. The Playbook: […]

June 11th, 2020|Comments Off on 3 Questions To Ask In Your Next Product Manager Job Interview