Deliver, Market & Sell Solutions With Strategic Customer Value
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The Product Management Playbook2019-12-17T11:39:18-05:00

How To Use Market Segments and Personas to Create Higher Value Targets

If you use market segments and personas interchangeably, your market aim could be a little off! Use them in conjunction with one another though, and you have higher value targets for product management, product marketing, sales and customer success teams. The Playbook:
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February 5th, 2020|0 Comments

Using Non-Product Dialogues to Answer Product Questions

“What’s in the next version?”  “What are the top priorities on the roadmap?” If you’re a product manager, you have to answer product questions like this all the time. When answered literally though, they rarely give people the information they’re looking for. Here’s how you can use non-product dialogues to answer product questions. Do it well and you’ll be hailed as one of the great product communicators. The Playbook:

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January 23rd, 2020|Comments Off on Using Non-Product Dialogues to Answer Product Questions

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|Comments Off on Customer Advisory Boards: Three Best Practices and the Jaw-Dropping Moments

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