Proficientz – Product Management University

Product Positioning Tip 7 of 7: Making Product Deficiencies No So Deficient

Proficientz – Product Management University

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.

Product Positioning Tip 6 of 7: Structuring a Positioning Presentation

Proficientz – Product Management University

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.

Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation

Proficientz – Product Management University

Your products do some great things that competitors can’t touch. Awesome! You want that differentiation to play a starring role in your product positioning. Here’s the tough part. Our default m.o. is to explain “how” it’s different.

Product Positioning Tip 5 of 7: Include Emotion

Proficientz – Product Management University

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.

How to Monetize Data with Analytics

For software vendors looking to grow their customer base and increase revenue in a crowded marketplace, successfully and seamlessly integrating analytics into a SaaS product is critical. Learn how to monetize and productize data with embedded analytics.

Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Proficientz – Product Management University

Here’s an example of product positioning at its finest. If you’re a car enthusiast, go read the marketing copy for your dream car. The product marketers do a masterful job of getting you to envision exactly how awesome you’d look and feel behind the wheel of that car.

Product Positioning Tip 2 of 7: Creating Headlines That Hook

Proficientz – Product Management University

Web pages, literature, booth signage, presentations, email campaigns and the list goes on. They all need great headlines to hook your target audience.

Strategic Product Marketing: One Small Move, Three Big Benefits

Proficientz – Product Management University

A strategic product marketing function can be created with one simple move that pays three big dividends to the organization. Many product marketing professionals in B2B have long felt like the sales tools on-demand department and rightfully so.

Three Techniques for Uncovering Root Cause Customer Needs

Proficientz – Product Management University

When it comes to uncovering customer needs, it’s easy to get caught in the trap reacting and developing products and features that they ask for without first understanding the real business need and its value.

The Three Stages of Product Management Maturity

Proficientz – Product Management University

Consider the following three stages of product management maturity and the skills your team needs to become proficient in each stage. The faster your maturation process, the more success you’ll see across engineering, marketing, sales, and customer success teams.

A New Segmentation Model for Customer Onboarding

A great customer onboarding program is a proactive and meaningful way to make a lasting impact on customer engagement, retention, and expansion. In this eBook, Skilljar will show you a new framework for building a customer onboarding program, including how to segment users and drive long-term value and retention through education.

Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Proficientz – Product Management University

Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. They just get it! It’s rare but you know it when you see it, and it’s the simplicity that stands out. Great salespeople are masters at doing it verbally. The Playbook : Your first step to the positioning promised land is creating “net it out” value themes, simple umbrella phrases that mirror the aspirations of your target customers.

Do It For the Portfolio Instead of Every Product: Five B2B Product Management Best Practices

Proficientz – Product Management University

The Portfolio vs. Every Product! Here are five B2B product management best practices that’ll give product management teams the coveted “strategic” moniker among executives, marketing, sales, engineering and customer success teams.

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Portfolio Product Management: The Up Side You Didn’t Consider (Video)

Proficientz – Product Management University

Portfolio product management defies conventional product management wisdom. It’s true that if every product is successful, your company will be successful. In B2B though, what’s best for every product may not be the best or most valuable thing for the customer organization or yours.

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Three Product Demo Mechanics That Keep Buyers Engaged

Proficientz – Product Management University

Here are three product demo mechanics that will engage buyers into the conversation and produce more favorable outcomes. In sales situations, the goal of every product demo is to create an urgency to buy!

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Design and Run Experiments That Actually Progress Your Business

Speaker: Nick Noreña, Innovation Coach and Advisor, Kromatic

Experimenting as a way to explore new products, services, and business models can help eliminate the guesswork involved in building something your customers actually value. That said, it's often quite tricky to take your vision and figure out the first experiment to run. How do you get started? How can you ensure your experiments are well-designed? Join Nick Noreña, educator, entrepreneur, and currently an Innovation Coach at Kromatic, as he walks us through how we can figure out the right experiments to run for any product or service, and in organizations of all sizes.

Value-Based Product Roadmaps: They Should Mirror a Customer Org Chart (Video)

Proficientz – Product Management University

Value based product roadmaps should be structured like a customer org chart so that the business value of your product investment priorities is clear to executives, senior managers and users.

Three Reasons to be a Solutions Driven Organization

Proficientz – Product Management University

What are the biggest benefits of being a solutions driven organization versus product driven? In a nutshell, a solutions driven organization does everything from the customer’s perspective first. That customer-first approach simplifies everything across product teams, marketing, sales and client services because customer goals and success metrics are the centerpiece. If you’re a B2B organization, here’s the scenario. Most if not all of your products target the same markets.

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B2B Product Manager Magazine April 2019

Proficientz – Product Management University

The B2B Product Manager Magazine April 2019 is now available. If your perception of portfolio management is that it’s more advanced or involved than traditional product management, it may be time to reconsider.

B2B Product Manager Magazine June 2019

Proficientz – Product Management University

The B2B Product Manager Magazine June 2019 is now available. Every product company wants successful products. This month we contrast the differences between structuring your product management function for product success vs. customer success.

How to Design Strong Experiments

Speaker: Franziska Beeler, Head of Cloud Academy, and Tendayi Viki, Associate Partner, Strategyzer

When testing new business and product ideas, choosing the right experiment is just the beginning. After we have chosen our experiment, it’s important that we spend some time designing it well. Join Tendayi Viki, corporate innovation expert and associate partner at Strategyzer, and Franziska Beeler, Head of Cloud Academy at Strategyzer, as they walk us through the three key elements that help you design stronger experiments and come away with the evidence you need to advance your idea.

Are Product Managers Becoming Too Technical?

Proficientz – Product Management University

Product managers with technical backgrounds have steadily increased over the years. Is this good or bad for the product management professions? It begs a lot of questions in which a yes or a no answer is entirely appropriate. Here are a few that come to mind.

Transition Into Product Management From a Technical Role

Proficientz – Product Management University

The transition into product management from a technical role is one of the most difficult. Of all roles that touch the product, technical roles are the furthest removed from the market and the customers. It can be done successfully however, as many engineers have already proven.

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Structuring Product Management for Customer Success vs. Product Success (Video)

Proficientz – Product Management University

Structuring product management for customer success versus product success boils down to one key difference.

Business Requirements vs. Value Propositions: Is There Any Difference?

Proficientz – Product Management University

Business requirements and value propositions are one and the same. What’s different is the purpose for which they’re written. Business requirements are written to communicate the WHO, WHAT & WHY value that’s required to justify building new products and features.

Walk a Mile in Your Customer's Shoes

Speaker: Steven Haines, Founder and CEO, Sequent Learning Networks

Product professionals use phrases like "voice of the customer," and "user experience" so often that it can be easy to lose sight of their actual meanings. How can we, as product professionals, learn to keep customers and users at the heart of our work? Join Steven Haines, globally recognized thought leader and author, as he guides us through a memorable journey demonstrating how you can walk a mile in their customer's shoes. He'll explore how, by developing true empathy for your users, you can ensure you're creating the features and products they actually want.

Product Manager Writing Skills to Grow Your Influence

Proficientz – Product Management University

How important are good writing skills for product managers? The short answer is, really, really important. You’ve written an MRD that (in your own mind) is a masterpiece, but no one’s reading it! You have to explain the gist of it in every meeting. There are two primary reasons.

How Buyers Sell Themselves, Product Usability & Revenue, and Two Types of Demos

Proficientz – Product Management University

The B2B Product Manager Magazine October 2017 is now available. In this issue we discuss the value of listening as one of the most overlooked sales skills, and the value of business conversations. We also examine product usability and its impact on revenue, plus sales demo tips. Be sure to check out our brand new lineup of advanced training programs. Learn how to accelerate your growth by delivering, marketing and selling solutions that make customers measurably better at what they do.

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Sales Presentation Techniques That Improve Discovery

Proficientz – Product Management University

There are many cases where salespeople are forced into giving presentations before adequate discovery has been completed. Here are a few sales presentation techniques that will yield valuable buyer motivations without formal discovery meetings.

Powerful Product Positioning: Follow These Three Rules

Proficientz – Product Management University

Powerful product positioning usually boils down to the best story, which is not always the best product. Adhere to these three guidelines and marketing and selling value will be a lot easier. The Playbook: Make It More About the Buyer – Way More!

Get Better User Insights With Wasteless Validation

Speaker: Tim Herbig, Product Management Coach and Consultant

Product teams tend to get ahead of themselves by rushing from idea straight to building a Minimum Viable Product (MVP). How can a product manager slow their team down and prevent them from wasting valuable resources? Join Tim Herbig, Product Management Coach and Consultant, as he introduces a new way of understanding MVPs and explores how you can approach validation without wasting the resources of your development team.

Do It For the Portfolio Instead of Every Product: 1 of 5

Proficientz – Product Management University

There are five things that you don’t need to do for every product if you do them once for the portfolio. They’ll reduce the stress that goes with constantly changing priorities and more importantly, improve product management’s stock by operating more strategically, simplifying execution and getting better results. Market Segmentation. Imagine that you have 20 products, each of them with strong growth potential in five market segments.

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Pursuing a Product Management Career: The #1 Skill

Proficientz – Product Management University

There are many skills that are important for success in a product management career, but there’s one that stands head and shoulders above all the rest. Apply a little deductive reasoning to get there. Let’s start with the ultimate goal of a product manager.

The Simple Definition of Product Portfolio Management

Proficientz – Product Management University

Your product portfolio has more strategic value than the sum of its parts, especially from the customers’ point of view.

Product Business Case: Three Steps to Keeping It Grounded in Reality

Proficientz – Product Management University

Have you ever seen a product business case, especially for a new product, that didn’t look like a blockbuster? They’re rare. And how often do the revenue projections match reality? It’s hard to say. No one ever compares projections to actuals after the product hits the market.

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How User Acceptance Testing Can Save You Time and Money

Speaker: J.B. Siegel, VP of Client Services, Seamgen

Before a new product or feature goes into development, you have to gauge whether it will be a worthwhile investment. But what’s the best way to do so - and how can you get honest insights from your end users? Join J.B. Siegel, VP of Client Services at Seamgen, as he explores how to use wireframes and clickable prototypes to validate your product. He’ll discuss how user testing allows you to really understand your users - and how to use the insights to inform your product strategy.