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 with predictable growth.

So how do you go about fostering such a culture? It starts with answering one simple question that becomes the battle cry for your entire organization:

“What do my target customers ultimately want to accomplish to be a leader in their market?”  Continue reading “WHITE PAPER: Creating a “Customer Value” Culture, Powered by Product Management & Product Marketing”

Are Agile Frameworks Dominating the Software Product Management Landscape?

Some days it feels like Agile frameworks are dictating how product management is done. At a minimum, they seem to be dominating the product management narrative in the software industry. If that’s true, it’s not good for your products and it’s not good for your organization. On the other hand, when product management and Agile are 100% complementary, the end result is solutions that make customers better at whatever they do.   Continue reading “Are Agile Frameworks Dominating the Software Product Management Landscape?”

Hiring the Right Product Manager

When it comes to hiring the right product manager, there’s no foolproof technique. Treat it like you’re shopping for a product. You have a set of needs. There are obstacles to meeting those needs, and you’re going to shop for a person who can best remove those obstacles. The situational interview will quickly separate the contenders from the pretenders. Continue reading “Hiring the Right Product Manager”

The Functional Product Designer: It Makes Everything Click

Product usability is the new currency for differentiation. That makes the role of the functional product designer, a.k.a. business analyst, subject matter expert (SME) or agile product owner more critical than it has ever been. Yet many organizations still insist on combining it with the product manager role.  If you want high-value products with superior usability, here are three good reasons for making the functional product designer a separate role.  Continue reading “The Functional Product Designer: It Makes Everything Click”

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. Continue reading “Obsess Over Customer Success and Product Success is All But Guaranteed”

Answering the “Product Vision” Questions With Something…Visionary

“What’s on our strategic roadmap?” “What’s our product vision?” If you’re the head of products or strategy in a B2B organization, you’re constantly fielding the “product vision and strategic roadmap” questions. A different approach to answering these questions will help you articulate a vision that energizes everyone and simplifies the execution of your product, marketing and sales plans. The Playbook: Continue reading “Answering the “Product Vision” Questions With Something…Visionary”

Product Demo Techniques: Telling Versus Selling

When it comes to product demo techniques, there are two styles: telling and selling.  The “telling” demo (stop me when you see a feature you like) won’t energize your buyers or set you apart from the competition. The “selling” demo energizes your buyers with a vision because it’s more about their business than it is your products. Continue reading “Product Demo Techniques: Telling Versus Selling”

How to Create a Strategic Portfolio Roadmap

Atlanta, GA March 28, 2017: $795 per person

Strategic Portfolio Roadmapping Workshop

In this hands-on workshop, you’ll learn how to develop a strategic portfolio roadmap that drives new growth by shifting your inside-out product vision to an outside-in customer vision. Instead of constantly wrangling over competing product visions that no one can ever agree on, you’ll learn how to craft a short and long-term portfolio roadmap that mirrors the vision and business goals of your target customers. Most importantly, you’ll learn how to create a strategic roadmap that can be executed in the trenches by product, marketing and sales teams. Continue reading “How to Create a Strategic Portfolio Roadmap”

A Successful Product Rollout: The Key to a Killer Marketing Launch

A product rollout is mostly tactical in nature and is focused primarily on internal readiness — your ability to successfully market, sell, implement and support a new product. A product launch is the execution of a marketing communications plan designed to call the markets attention to your value proposition. A successful rollout is the key to a successful launch. Continue reading “A Successful Product Rollout: The Key to a Killer Marketing Launch”