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Gathering Market & Customer Insights

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Creating a “Customer Value” Culture, Powered by Product Management & Product Marketing

A customer value culture exists when your entire organization is driven by the strategic goals of your target customers. When that culture becomes your modus operandi, you’re consistently rewarded with predictable growth. What’s the key to creating such a culture? Answer one simple question that becomes the battle cry for your entire organization. There’s a big difference between delivering [...]

Selling Around Deficiencies, Rock Star Product Managers & The Functional Designer Role

The B2B Product Manager Magazine April 2017 is now available. In this issue we cover everything from selling value in spite of your product’s deficiencies to what makes a rock star product manager to the criticality of the functional designer role. Plus tips for hiring the right product manager and getting unbiased customer feedback. View the April 2017 Issue. […]

Imagine What a Rock Star Product Manager Could Do With Healthcare Reform

Put all your political leanings aside. This is about pure, practical, common-sense, good old-fashioned problem solving skills and how they lead to great solutions! The famous words of Charles Kettering, “a problem well stated is half solved,” have never rang truer! […]

Obsess Over Customer Success and Product Success is All But Guaranteed

If you obsess over customer success, product success is all but guaranteed. Applying that concept in a B2B environment however, requires a broader definition of “the customer.” The good news: when you redefine “the customer” to encompass the entire customer organization, success comes faster and with fewer speed bumps. Put your customer success manifesto into practice with one overarching goal and three supporting pillars. […]

The Universal Product Management Framework: 3 Questions and an Org Chart

There’s a universal product management framework that takes product management, product marketing and sales enablement down to the lowest common denominator. Regardless of what you’re doing in any of these functions, it all starts here. The Playbook: […]

The Product Portfolio Management Discipline: 3 Dimensions That Make You More Market-Driven

A product portfolio management discipline in B2B is more about your portfolio’s alignment to customer goals than it is to your own revenue and profitability goals. Why? If you’re going to be a market-driven organization, everything needs to be aligned with the business goals of your target customers to ensure there’s a common focal point that’s meaningful across product, marketing and sales teams. Cover these three bases and strengthen your portfolio’s alignment to the market. […]

February 13th, 2017|Categories: Blog|Tags: , |0 Comments

How Much “Market” Is In Your (MRD) Market Requirements Document?

Most B2B organizations use a Market Requirements Document (MRD) for driving new solutions to market. How much of the content in those MRDs should be pure market requirements versus product requirements? A good rule of thumb — 100% market and 0% product. […]

February 6th, 2017|Categories: Blog|Tags: , |0 Comments

Three Reasons to Shift From Horizontal Products to Industry Solutions

Making the shift from horizontal products to industry solutions boils down to differentiation…not just the marketing and messaging variety but adding product capabilities specific to key industry segments that deliver exponentially more value than generic one-size-fits-all products or services. […]

January 27th, 2017|Categories: Blog|Tags: , |0 Comments

Can You Solve Big Problems With a Single Product?

Can a single product really solve big problems that are strategic to a customer? For 80% of B2B products and services, the answer is generally NO!  Kudos to the 20% that can. […]

January 26th, 2017|Categories: Blog|Tags: , |0 Comments

Creating High-Fidelity Product Experiences That Engage and Retain Customers – Webinar

If you want to build amazing products that engage and retain customers, the approach is simple. Understand the customer organization from top to bottom, not just your users. The best product teams uncover needs from the top of the organization down to understand the relationship between strategic, operational, and tactical needs — not only when building requirements, but throughout the product lifecycle.  The Playbook: […]

January 23rd, 2017|Categories: Product Management Playbook|Tags: |0 Comments