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Positioning & Sales Enablement

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Dominating Your Market, Agile Role Clarification and The Price of One-Off Features

The B2B Product Manager Magazine June 2017 is now available. This month we look at the customer value chain from start to finish using the relay race analogy and how your organization can consistently win that race and dominate the market. We also share a few tips and tricks for clarifying the product manager and product owner roles, plus the price you’re ultimately paying for one-off custom features. View the June/July 2017 Issue. […]

One-Off Features: The Price of Committing Too Often

If you’re a software company, committing to one-off features just to win a single deal has been a long-standing business practice. Making a habit of it, and worse yet, getting good at it, is the equivalent of throwing your company into a death spiral then perfecting your spin. Here’s why. Every time you commit development resources to a one-off  project, you’re simultaneously mortgaging another piece of your future and further handicapping your ability to compete in your most lucrative markets. The Playbook: […]

Win the “Customer Value” Relay Race and Dominate Your Market

If you’re going to dominate your market, you have to make the customer organization measurably better at their business, from the top down. Products and services are the means to the end, but every customer-facing function in your organization plays a role in delivering customer value. It’s like relay race. Everyone understands their role, knows where the baton is at all times, and knows exactly what to do when they run their leg of the race. There are seven legs in the race for market leadership. Here are the runners and the goals of each. […]

Customer Value, Underperforming Products, Product Demo Objections and More

The B2B Product Manager Magazine May 2017 is now available. In this issue we examine the impact of a customer value culture, why products underperform and three steps to connect corporate strategy to product, marketing and sales execution plans. Plus, tips on using white papers to generate more qualified leads and the difference between voice of the customer and sales feedback. View the May 2017 Issue. […]

Overcoming Product Demo Objections

Product demo objections are a staple of the sales process in the B2B software business. Your competitor’s products have just as many or more deficiencies than yours. Don’t get too worked up over it.  Successful demos require that you master the art of making certain product deficiencies seem trivial in the grand scheme of the overall solution.  How do you do it?  By asking the right questions early in the sales cycle. The Playbook: […]

May 24th, 2017|Categories: Product Management Playbook|Tags: |0 Comments

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

Ask your colleagues to define your organization’s “culture” and you’re sure to get a wide variety of interpretations. But defining a “customer value” culture is pretty straightforward: It’s about making sure your entire organization is driven by the strategic goals of your target customers. When that is your primary modus operandi, you’ll routinely be rewarded [...]

Using White Papers to Generate More Quality Leads

To this day, white papers are still largely viewed as more educational than propaganda. For all the white papers produced, many B2B organizations fail to get the maximum marketing value for their efforts. The Playbook: […]

May 16th, 2017|Categories: Product Management Playbook|Tags: |0 Comments

Sales Feedback or Voice of the Customer?

How reliable is our “voice of the customer” when the only source is sales feedback? […]

May 2nd, 2017|Categories: In The Trenches|Tags: |0 Comments

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. […]

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization

As the barriers to entry continue to get lower, technology product lifecycles are becoming increasingly shorter. If you don’t want price to become the single biggest buying driver, you’ve got to find your way out of the commodity rat race.  Differentiation and innovation are your two best options! […]

March 12th, 2017|Categories: Blog|Tags: , |0 Comments