May 2015 marked the final offering of Product Manager Imperatives at the University of Wisconsin-Madison’s Center for Professional and Executive Education. After 40 years of running these open enrollment corporate workshops on product management, UW-CPED has decided to focus exclusively on management and leadership training. This presentation is the condensed version of the final offering of Product Manager Imperatives. For a version of this presentation with links to videos, tutorials and other tidbits to demonstrate key points, look for this presentation at BrainSnacksCafe.
From a recent talk to Texas McCombs MBAs about what product management is, what skills product managers need, and how to get a job in product management.
This Brainmates presentation seeks to answer the question "What is product management?"
This presentation investigates this important strategic role and illustrates its responsibilities and functional applications.
A useful reference for people working in product management or who are interested in a career in this field.
** About Brainmates:
Brainmates is an Australian based business that has is championing the important role that Product Managers perform in delivering a product's that are loved by their customers and deliver a return on investment to the businesses that provide them.
Brainmates trains coaches and supported Product Management Professionals in all kinds of industries and business sizes. Contact the team on +61 1800 272 466 to see if we can help your products and business.
** Connect with Brainmates online:
Visit the Brainmates WEBSITE: http://bit.ly/1lQ51mE
Like Brainmates on FACEBOOK: http://bit.ly/2c0RVaO
Follow Brainmates on TWITTER: http://bit.ly/2bNhKft
Brainmates - Product Management Training and Expertise
Stage Gate Review Process PowerPoint PowerPoint Presentation SlidesSlideTeam
Go through our content-ready stage gate review process PowerPoint presentation slides designed by a team of experts. These industry-leading waterfall process PPT templates guide you to introduce your product to market which satisfies the expectations of the consumers. Our front-end loading PowerPoint presentation illustration gives an overview of various topics such as competitive analysis, customer needs, market analysis, feasibility review, marketing launch plan, smart action plan, alpha and beta testing, cost analysis and market segmentation. With the help of our phase gate review process PowerPoint visuals, you can ensure whether the mechanism is moving in the targeted direction or not. You can also take advantage of these stage gate review process PPT slides to create presentations on related topics such as new product development, process improvement, project management, big design up front, opportunity management, gating item, business case and planning, product launch, testing, business scoping, product innovation method, stage-limited commitment and entry strategies timeline gate. Download it today!. Advise folks to be health conscious with our Stage Gate Review Process PowerPoint Presentation Slides. Counsel them on avoiding infections.
From a recent talk to Texas McCombs MBAs about what product management is, what skills product managers need, and how to get a job in product management.
This Brainmates presentation seeks to answer the question "What is product management?"
This presentation investigates this important strategic role and illustrates its responsibilities and functional applications.
A useful reference for people working in product management or who are interested in a career in this field.
** About Brainmates:
Brainmates is an Australian based business that has is championing the important role that Product Managers perform in delivering a product's that are loved by their customers and deliver a return on investment to the businesses that provide them.
Brainmates trains coaches and supported Product Management Professionals in all kinds of industries and business sizes. Contact the team on +61 1800 272 466 to see if we can help your products and business.
** Connect with Brainmates online:
Visit the Brainmates WEBSITE: http://bit.ly/1lQ51mE
Like Brainmates on FACEBOOK: http://bit.ly/2c0RVaO
Follow Brainmates on TWITTER: http://bit.ly/2bNhKft
Brainmates - Product Management Training and Expertise
Stage Gate Review Process PowerPoint PowerPoint Presentation SlidesSlideTeam
Go through our content-ready stage gate review process PowerPoint presentation slides designed by a team of experts. These industry-leading waterfall process PPT templates guide you to introduce your product to market which satisfies the expectations of the consumers. Our front-end loading PowerPoint presentation illustration gives an overview of various topics such as competitive analysis, customer needs, market analysis, feasibility review, marketing launch plan, smart action plan, alpha and beta testing, cost analysis and market segmentation. With the help of our phase gate review process PowerPoint visuals, you can ensure whether the mechanism is moving in the targeted direction or not. You can also take advantage of these stage gate review process PPT slides to create presentations on related topics such as new product development, process improvement, project management, big design up front, opportunity management, gating item, business case and planning, product launch, testing, business scoping, product innovation method, stage-limited commitment and entry strategies timeline gate. Download it today!. Advise folks to be health conscious with our Stage Gate Review Process PowerPoint Presentation Slides. Counsel them on avoiding infections.
I. Define product management.
II. Discuss the constituents of a product.
i.Examine the significance product elements.
III. Evaluate the role of product packaging in consumers’ buying decisions.
IV. Evaluate four product-growth decisions.
V. Use techniques for product management.
Product Management 101: #1 How To Create Products Customer Love.Jean-Yves SIMON
An introduction to Product Management, for people involved in technology or software companies. Mainly aimed at evangelizing the role and responsibilities across an organization.
This is the #1 presentation out of a serie of 10 sessions.
Special thanks to Marty Cagan @ SVPG for the title :)
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
This presentation discusses how you can leverage the innovation strategy and the product lifecycle to get your product strategy right and achieve product success; how to make your product stand out from the crowd; and how you can effectively capture your product strategy.
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
New is Easy but Right is Hard: Hacking Product ManagementBernard Leong
Talk given on 15 Nov 2013, in Hackers & Painters (http://http://hackersandpainters.sg/), Singapore @ Blk 71.
Synopsis: A great product is a synthesis of technology and business thinking. How do we decide what goes into the product and determine the roadmap of the product? How do we establish the balance between the business and technology of the product? In this session, we discuss some interesting lessons learned on product management and why both business leaders and technologists don't get it.
Training Slides of Strategic Management Course, discussing how leadership should taken plan in strategic planning & management to enhance sustainability development of a company.
Some keypoints:
- Strategic Management Process
- Effective Communication
- Highly Effective Leaders & Managers
For further information regarding the course, please contact:
info@asia-masters.com
Strategy is central to the success of the business, yet most CEO and founders don't make time for structured discussions about strategy with their team. This post provides some guidelines and resources.
If you are an enterprise entrepreneur who is launching initially, finding Product Market Fit, seeking Go-To-Market repeatability, or introducing a new product to market, this summit is for you.
Business Model Generation Value Proposition PowerPoint Presentation SlidesSlideTeam
If cracking the business deal with your best shot is on your mind, then go forward with this amazing PowerPoint presentation that not only offers the best graphics but also compiles information in a presentable manner. The one stop solution, when it comes to compiling of text and graphic is Business Model Generation Value Proposition PowerPoint Presentation Slides. Presentation layout can be customized as per the topic you need to address in the meeting. The business model generation PPT slide helps deliver the content and maintain a record of the same in the best possible manner. To the point and crisp information is conveyed which a perfect roadmap for the financial years by business model PowerPoint PPT. May it be revenue model, swot analysis or business model, planning or comparison, every core issue is addressed by wonderful mix of colored graphs and graphics in presentation slides. For business model visionaries, the PPT are a game changer and strive to map, design and test different strategies. Delve into all the facts involved with our Business Model Generation Value Proposition PowerPoint Presentation Slides. It helps investigate the issue.
I. Define product management.
II. Discuss the constituents of a product.
i.Examine the significance product elements.
III. Evaluate the role of product packaging in consumers’ buying decisions.
IV. Evaluate four product-growth decisions.
V. Use techniques for product management.
Product Management 101: #1 How To Create Products Customer Love.Jean-Yves SIMON
An introduction to Product Management, for people involved in technology or software companies. Mainly aimed at evangelizing the role and responsibilities across an organization.
This is the #1 presentation out of a serie of 10 sessions.
Special thanks to Marty Cagan @ SVPG for the title :)
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
This presentation discusses how you can leverage the innovation strategy and the product lifecycle to get your product strategy right and achieve product success; how to make your product stand out from the crowd; and how you can effectively capture your product strategy.
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
New is Easy but Right is Hard: Hacking Product ManagementBernard Leong
Talk given on 15 Nov 2013, in Hackers & Painters (http://http://hackersandpainters.sg/), Singapore @ Blk 71.
Synopsis: A great product is a synthesis of technology and business thinking. How do we decide what goes into the product and determine the roadmap of the product? How do we establish the balance between the business and technology of the product? In this session, we discuss some interesting lessons learned on product management and why both business leaders and technologists don't get it.
Training Slides of Strategic Management Course, discussing how leadership should taken plan in strategic planning & management to enhance sustainability development of a company.
Some keypoints:
- Strategic Management Process
- Effective Communication
- Highly Effective Leaders & Managers
For further information regarding the course, please contact:
info@asia-masters.com
Strategy is central to the success of the business, yet most CEO and founders don't make time for structured discussions about strategy with their team. This post provides some guidelines and resources.
If you are an enterprise entrepreneur who is launching initially, finding Product Market Fit, seeking Go-To-Market repeatability, or introducing a new product to market, this summit is for you.
Business Model Generation Value Proposition PowerPoint Presentation SlidesSlideTeam
If cracking the business deal with your best shot is on your mind, then go forward with this amazing PowerPoint presentation that not only offers the best graphics but also compiles information in a presentable manner. The one stop solution, when it comes to compiling of text and graphic is Business Model Generation Value Proposition PowerPoint Presentation Slides. Presentation layout can be customized as per the topic you need to address in the meeting. The business model generation PPT slide helps deliver the content and maintain a record of the same in the best possible manner. To the point and crisp information is conveyed which a perfect roadmap for the financial years by business model PowerPoint PPT. May it be revenue model, swot analysis or business model, planning or comparison, every core issue is addressed by wonderful mix of colored graphs and graphics in presentation slides. For business model visionaries, the PPT are a game changer and strive to map, design and test different strategies. Delve into all the facts involved with our Business Model Generation Value Proposition PowerPoint Presentation Slides. It helps investigate the issue.
Adapted from a multi-day corporate B2B workshop (plus selected MBA modules) on marketing management. Includes the marketing planning process, tactical marketing, value creation and delivery, and integrated marketing communications.
Introduction to performing an assessment of your company's product management...CompellingPM
The Product Management and Product Marketing Roles are some of the most strategically important roles in an organization and when well executed, can help the organization consistently deliver products and services that are successful in the market and result in increased revenue, market share and profitability. But unfortunately, these are also some of the most misunderstood roles and too often are relegated to tactical duties and miss out on delivering the strategic value and impact that they could deliver to the organization.
How do you ensure that your Product Management & Product Marketing team is consistently delivering strategic value? How do you know if the structure and process you have in place are right for your organization? How do you know if your team is doing all of the critical activities they should be doing? How do you know if you have the right people in these roles?
The starting point is to do an Assessment of Your Product & Market Management Practices.
Developing a Strategic Plan Essay
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Managing The Barriers To Startup Scalability.pptxTigon Advisory
All over the world, entrepreneurs are dreaming up the next million- or billion-dollar idea. Unfortunately, Failory research suggests that “about 90% of startups fail with about 22% failing in the very first year.” For many firms, it’s their inability to scale up that prevents them from reaching their full potential. Disconnects or barriers to scale in early enterprises inhibit growth and lead to missed profit opportunities. In this presentation, the authors identify five major business disconnects that block scalability.
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Creating Actionable Product Strategy by Turo Director of ProductProduct School
Main Takeaways:
- Measure what matters – Establishing the right metrics and KPIs early on can provide tremendous clarity. Driving towards the wrong goals can result in team misalignment, at best, and a failed product strategy, at worst.
- Distinguish the highest impact ideas from the good ideas
- Most companies have lots of good ideas. PMs must separate the great from the good, and craft product strategies that yield the highest impact outcomes for their customers and business.
Iterate, based on customer feedback & data – Great product strategies should evolve over time, with the ongoing incorporation of customer feedback, data, and stakeholder input. Strategies developed in a vacuum are unlikely to succeed, as are strategies that fail to evolve with the changing needs of customers.
When content nurtures the first 60% of the sales cycle, it is imperative that sales and marketing work closely together. Many organizations today create content that fails to consider the multiple roles that content plays in both demand generation and sales. This session will offer practical tips on:
~Road blocks to aligning sales enablement efforts with other marketing and content work
~Identifying the complete buying center and members’ specific content needs
~How to optimize the data captured in platforms for better content strategy
Get a jump on your competition by understanding the strategic marketing framework process and produce a Growth Playbook to keep your marketing effort on track. Download our whitepaper, Growing Strategically for all the details.
New Product Development was a 3-day public workshop for managers offered for many years through what is now UW-Madison’s Center for Professional and Executive Development (CPED). Since CPED has modified its mission to focus on leadership and management training, this and other marketing classes have been discontinued. Therefore I am providing this for your individual education.
A version of this presentation with embedded hyperlinks to YouTube videos and other educational sites is available through my website, BrainSnacksCafe.com.
Enjoy!
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
This is a general introduction to market-based strategic thinking and planning.
Strategic Market-Based Planning was a 3-day public workshop for managers offered for many years through what is now UW-Madison’s Center for Professional and Executive Development (CPED). Five years ago I posted the slides from the course and it was consistently one of my top viewed and downloaded presentations. I updated that content and replaced it with this slide deck.
Business planning requires hindsight, insight and foresight. Marketing research and environmental scans provide hindsight, their analysis provides insight, and linking those to future trends provides foresight. Here are a few thought-starters related to developing foresight.
Presentation materials on a business model framework used as part of a course on business acumen offered at the University of Wisconsin Center for Professional and Executive Development.
Slide presentation of major aptitudes of product managers who are good at, and enjoy, their careers -- in other words, product managers who are ENERGIZED!
A look at creativity styles, characteristics, and research that set the stage for creativity to happen, weaving in references to other information sources.
Tactics for sales and marketing managers to use in working with independent sales channels such as distributors, dealers and independent reps. It provides a step-by-step approach for designing channels, and managing and motivating performance.
This presentation contains 100 hand-selected inspirational quotes on creativity and innovation. A few have never been published elsewhere. While this is a PDF version, there are instructions at the end about obtaining the PowerPoint version of this slide deck.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
4. One of most important
contributions to the organization
that is uniquely “owned” by
product managers is what?
5. What are 3-4
of the most
common
pitfalls that
product
managers fall
into?
6. Our journey over the
next two days …
1. Get your bearings
2. Survive common pitfalls
3. Enable goal attainment
4. Create a product growth portfolio
5. Sustain growth across life cycles
14. What is the best
metaphor for a product
manager?
Entrepreneur?
Quarterback?
Virtual CEO?
15. Product management is …
… the entrepreneurial management of a piece
of business (product, service, product line,
brand, segment, etc.) as a “virtual” company.
16. The product manager’s job is to
oversee all aspects
of a product or service line
so as to create
a strong value proposition
and deliver
superior customer satisfaction
while simultaneously providing
long-term value
for the company.
17. “The best personal advice [I can give product
managers] is always be empathetic. That’s great
advice for being a successful brand manager
because it ensures that you always view things
through the eyes of the customer.”
Mark Rothwell,
VP-Marketing, Dean Clinic
26. 3. Enable goal attainment
Use influence and persuasion
to accomplish your goals:
leadership and management
27. Product managers
are leaders and
managers
“Leadership and management are two distinctive and
complementary systems of action. Management is about
coping with complexity.
. Leadership complements management; it
doesn’t replace it. Companies manage complexity by
planning & budgeting, by controlling & problem solving.
By contrast, leading an organization begins by setting
direction, aligning people to the direction, and inspiring
people to achieve a vision.”
John P. Kotter
28. “If your actions
inspire others to
dream more, learn
more, do more and
become more, you
are a leader.”
John Quincy Adams
6th president of the United States
29. Subject Leader Manager
Essence Change Stability
Focus Leading people Managing work
Have Followers Subordinates
Horizon Long-term Short-term
Seeks Vision Objectives
Approach Sets direction Plans detail
Decision Facilitates Makes
Power Personal charisma Formal authority
Appeal to Heart Head
Energy Passion Control
Culture Shapes Enacts
Dynamic Proactive Reactive
Persuasion Sell Tell
Style Transformational Transactional
Exchange Excitement for work Money for work
Likes Striving Action
Wants Achievement Results
Risk Takes Minimizes
Rules Breaks Makes
Conflict Uses Avoids
Direction New roads Existing roads
Truth Seeks Establishes
Concern What is right Being right
Source:ChangingMinds.orgwebsite
31. 4. Create a product growth portfolio
Arenas for
product
growth
32. Can I achieve my goals
& have a sustainable
advantage with existing
customers and
products?
Might externalities
force a change?
When?
Will I need to move
into adjacencies or
new markets?
With new products?
How new?
How can I build a
portfolio of core,
adjacency, and
breakthrough
growth?
33. Is the timing
right?
Will we succeed
financially?
Can we win?
What will be my
differentiators?
How much effort
is required?
Is there a cultural
fit?
For each arena, consider …
34. “The business landscape is certainly getting more competitive.
More and more is expected of each business and each product
manager. Innovation is becoming a mandate rather than an
approach.”
Dave Franchino
President, Design Concepts
35. Roadmap basics
A product roadmap is the business plan for the
product owner …
• Containing probable scenarios based on current expectations,
forecasts & assumptions
• To aid in managing a product line’s growth
A roadmap is not a project plan,
but rather a strategy, business
planning and communication tool.
36. Add pipeline management
Pipeline management refers to a balanced
spacing (and trade-offs) of new product
projects across the process.
Do you have an ongoing pipeline of
new products? Does it “fit” your culture?
Are there different projects at different
stages of development – with
different time horizons?
38. Forecasting comparisons
Forecasting existing
products
Forecasting new
products
Data History Assumptions
Analytics Statistical Judgmental
Forecast Point Range
Plan Certainties Contingencies
Measurement Accuracy Meaningfulness
Source: Kenneth Kahn, “Solving the Problems of New Product
Forecasting,” Business Horizons, Sept-Oct, 2014.
39. A business case is:
A structured proposal for an investment (product,
business, or process change) that functions as decision-
support for decision-makers. Even though it needs
structure, it should not be formulaic.
Source: Marty J. Schmidt, The
Business Case Guide, (Solution Matrix
LTD., 2002), page 1
41. “One of the greatest
attributes of a strong
product manager is the
ability to periodically
pause and consider
whether there are
logical inconsistencies
in the plan or items
completely forgotten.”
Kevin Booth
President, The Hines
Group
42. What is scope creep?
Scope creep is defined as adding
features and functionality
(project scope) without
addressing the effects on time,
costs, and resources, or without
customer approval. (PMBOK)
43. Prepare launch during development
Identify all stakeholders
Determine information requirements of each
Develop milestone activities chart
Equipment purchases
Packaging
Training programs
Distributor agreements
Establish measurable outcomes for tracking
Awareness & trial
Sales effort
% Distributors stocking product
44. Launch is another project to manage
Who is the primary market?
What specifics do you need to provide?
When should you plan your launch?
Where should you launch the product?
Why is your product better?
How should you market your product?
45. Who is the primary market?
New or existing
customers
Demographics
Psychographics
47. When should you plan your launch?
Impact on product line
(inventory management and roll-overs)
Competitive situation
(Before, concurrent, after)
Significant trade shows / events
49. Why is your product better?
Source of competitive edge
Make it visible
50. Develop a draft positioning statement
For small business owners who wear many hats,
Desk-Mite is the interactive mobile organizer that
offers clear time management tools.
Unlike Time-Mite, our product offers more flexibility
due to our proprietary interface with all connectivity tools.
relevant target customers major need driver
product or brand product category or frame of reference
statement of key benefit
competitive alternative primary differentiation
competency or feature that is the source of the competitive differentiation
51. How will you market the product?
Distribution strategy
Field sales plan
Pricing strategy
Advertising strategy
Product support
52. • Build trust
• Include sales in the
marketing process
– sales advisory committee
– add to routing list
• Embrace the sales process of your firm
• Provide appropriate data, collateral and call
assistance
– Understand account-specific strategies
Support the direct sales effort
53. “ The product manager
is the single point of
accountability for every
aspect of the product
[project, and] … will
need to provide
different information
at different phases of
the development
process. “
Laura Farnham
VP, Johnson Controls
54.
55. Measures to track
Early launch
Actual to planned activities
% Resellers stocking product (if relevant)
# Sales calls (per call reports)
Awareness
58. Red alert strategies
Revise marketing strategy
Reposition product
Repackage product
Bundle or unbundle product
Change pricing
Partner with another company
Identify new markets
Change sales channels
59. Red alert strategies (continued)
Revise product
Pull product temporarily
Abandon product
Sell the product or rights to
product
60. Process review & follow-up
After the product is launched, a final
review is necessary
How effective was the process?
Would process improvements make the
next launch better?
Is the product effective in terms of the
objectives established for it?
“Good judgment comes from
experience… and a lot of that
comes from bad judgment.”
66. Attribute Notes Evaluation
Strong Moderate Weak
Financial evaluation
% change in units
% change in revenue
% change in profit
% change in profit contribution
% change in market share
estimated future financial potential
Brand strength and contributing value
Strategic fit
core to corporate mission
core to customer solutions
core to brand image
cradle-to-cradle (LCA) assessment
Segment of a Product Scorecard
67. REINFORCE, protect, maintain
Focus on existing areas of strong, differentiated
customer value
Strengthen communication of the value
proposition
71. Rethink your product offering
Magnify
Minimize
Replace
Combine
Modify
Reengineer
Change the rules
What if I ...
72.
73. RELAUNCH, resurrect, revive
Are there old concepts or products that were ahead
of their time and might work now? Can you
resurrect them?
Are there discontinued brand names that still have
value for customers?
Can you repurpose a component, subcomponent, or
complete product to create new value?
74. RETIRE, sunset, liquidate, rationalize
Retiring products is part of product line
rationalization.
The definition of rationalize is to “weed out
unwanted or unnecessary things”
Rationalization refers to making changes to a
product mix (including retirement) to increase
its profitability.
75. Create a rationalization process
Monitor profitability trends
Develop criteria for ongoing evaluation
Consider product line impacts
Sales volume, revenue, profitability
Part commonality
Functionality
Customer need/competitive advantage
Decide which products to retain, to renew or to
retire (also called sunsetting)
76. Retirement (sunsetting) strategies
Combine functionalities into one
product
Improve speed and quality of
support services without cost
increases
Test various bundling approaches
Consider niche markets
Sell rights to another company
Eliminate product
Lower price to reduce inventory
Raise price to reduce customer
demand
78. Key points
As a product manager, you are an entrepreneurial
business strategist. To increase your success quotient:
Practice world-class market intelligence
Define primary target markets and product fit
Align positioning with segment goals AND your brand
Develop financial competencies
Build strong cross-functional relations
Discipline your planning skills to avoid fire fighting
Develop goals, portfolios, roadmaps
Regulate your portfolio and decide when to renew, resurrect or retire
products
79. ACKNOWLEDGEMENTS
There are several people who taught in and/or contributed to this
course over the years and I would like to thank them for their
contributions.
Paul Baumgart
Greg DiCillo
Steven Haines
Beebe Nelson
Chuck West
81. Just as we routinely upgrade computer systems, we must upgrade our own knowledge systems.
Linda has helped over 10,000 people over a 25+ year period with these educational upgrades,
merging anecdotal client experience with researched “best practices,” and sharing the resulting
insights with managers and executives. After working in the office products, publishing and
insurance industries, she joined UW-Madison’s Center for Professional and Executive Development,
both as a corporate trainer and program director. Now, as a director emerita, she provides
workshops for select clients.
An award-winning author of The Product Manager’s Handbook, she has also written The Product
Manager’s Field Guide, The Manager’s Guide to Distribution Channels, Business Model Renewal,
and Product Management ShortRead Series.
Linda is now a blogger, mystery author and Creativity Curator for her own company, Tomorrow’s
Mysteries, LLC.
Linda M. Gorchels
82. For more information, refer to the following books on
Amazon, follow my blogs, and download several free
articles from my website, BrainSnacksCafe.com.
The Product Management ShortRead Series is a collection of
“bite-sized” (about 100 pages) books on selected topics .
Product Management 101 and Product Strategy & Roadmaps
were published in January 2017.
Creatively Innovative is scheduled for late 2017.