The Importance of Product Positioning

280 Group

In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging.

Crafting a Useful Positioning Statement

Actuation Consulting

A strong positioning statement is an important ingredient for success. In this post we share some tips for developing a well thought out positioning statement. What is a Positioning Statement? A well-crafted positioning statement brings together your overall value proposition with your positioning for a product. A Good Positioning Statement Framework. FOR <target market> A concise definition of the market segment.

5 Obviously Awesome Takeaways from April Dunford’s New Positioning Book

Business of Software Conference

From page 1 of Obviously Awesome: How To Nail Product Positioning So Customers Get It, Buy It, Love It , it was clear that the team at Business of Software needed to read April Dunford’s new book. 1 – Positioning is the difference between ‘So?’

What is positioning and how can it improve marketing?

Messages that Matter

When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? There is often a debate about what positioning is, and what it is not. Confusing matters further, there are two proper usages of “positioning:” How your company is situated relative to its competitors; [… If you’re not sure, you’re not alone.

How to align sales and marketing through positioning

Messages that Matter

Is there a disconnect between your marketing team and sales? I have been asking sales consultants for the last month whether they have ever worked with a B2B software company [… Do sales team members love your presentations or do they complain about them? What about the leads you create? Do they jump all over them?

Freelance Consulting and Product Management – Time to Join the gig Economy?

Mind the Product

Therein lies the opportunity for a product management consultant. Consulting on a part-time and freelance basis may be a viable option for you, depending on where you are in your career. marketing acumen to promote the nascent consulting business.

How To Organize Marketing In Messengers

The Product Coalition

We may long talk about all the benefits that messenger marketing brings in, but it is enough to look at the performance figures to understand its true effectiveness. Messenger marketing performance compared to emailing (based on 2019 survey findings).

Meet Your New Partner: The Sales Team – B2B Marketing Rules

280 Group

If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). To gain enthusiasm from sales for these sessions, keep the focus positive. Product Marketing

B2B 166

Product/Market Fit is Failing Because of Your Company Structure

Mind the Product

Product experts have tried to tackle this issue but they gloss over the impact a company’s structure and leadership team have on product/market fit. For many consumer packaged goods (CPG) companies, product teams report to marketing, sales, finance, or strategy leads. Whereas, startups and SMBs (small to medium-sized businesses) frequently position their product teams in their own department. Who owns Product/Market fit – Marketing, Sales, or Business?

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

Proficientz – Product Management University

If you’re going to dominate your market, you have to make the customer organization measurably better at their business, from the top down. There are seven legs in the race for market leadership. Market & Product Strategists. Strategy roles exist for one reason: To align every part of your organization with the most lucrative markets and the business goals of customers in those markets. Marketing & Sales Enablement.

Customer Journey Map – B2B Marketing Rules

280 Group

As a result, many product and marketing managers get stuck before they even begin – trying to determine the exact, ‘right’ form that their Customer Journey Map should take. Senior Principal Consultant and Trainer.

B2B 161

Be Expert On Market Problems

Under10 Playbook

In product management, our primary job is to be expert on market problems. That means we must spend time with customers and non-customers so we are in a position to notice problems. Product managers (and product marketing managers too) need to be experts on market problems.

Using Different Types of Personas

Actuation Consulting

Persona development is driven by market research or Voice-of-the-Customer activities. website I consulting I training I toolkits I books I blog I twitter. The post Using Different Types of Personas appeared first on Actuation Consulting. It’s imperative that your company thoroughly investigates a product concept before you dive in full force. There are several ways to do this.

BADIR?—?The Antidote to Low ROI from Data Science Projects

Piyanka Jain

The first metric of project success is obviously that the project gets completed; the second is that the insights produced are actionable so that they cause a positive movement in one or more key metrics for the company. Actionable recommendations like: ‘Let’s market product X to Merchant Y to drive $20m in incremental revenue’ with supporting models and insights would inspire quick actions by stakeholders. badir machine-learning ai data-science consultingBADIR?—?The

The Product Market Fit Engine | Rahul Vohra, CEO, Superhuman | BoS USA 2018

Business of Software Conference

This will change the way that a lot of people think about product market fit, BS metrics, understanding the needs of the people that really matter. Jared Spool’s excoriation of the use of NPS by marketing departments had struck a chord earlier in the week.

Perfect Your Value Proposition – B2B Marketing Rules

280 Group

Most market failures don’t result from poor marketing tactics. They result from going to the market with a poor marketing message, i.e.: not Relevant , Differentiated , or Credible to the target market. They stem from your Positioning. Product Marketing

B2B 44

April Dunford: ‘Obviously Awesome’ UK Book Launch Tour

Business of Software Conference

April is a globally recognized expert in Positioning and Market strategy. You’ll also learn a simple positioning methodology that will make your products stand out and shine and show you a set of examples of companies that used positioning to unlock explosive growth.

Books 96

Can Apple’s Product Managers Win Back The Movie Market?

The Accidental Product Manager

Apple’s share of the movie market has been falling lately Image Credit: So just in case you didn’t realize it, Apple makes a lot of money from both renting and selling movies. Why Apple Is Losing Market Share In Video Rentals And Sales.

The Art of Developing Your Launch Strategy

Actuation Consulting

Your product launch strategy delineates the approach you plan to take in getting your product to market. Ultimately, your strategy needs to cover all assumptions about sales and marketing for the product launch. Marketing Collateral – What support materials will be needed? 4 – You must prioritize go-to-market activities to focus on the most important. 7 – Align your plan with your company’s marketing and distributions strengths.

How 3 product marketing managers execute product releases


While product managers puppeteer a product journey end-to-end, product marketing managers tend to be the masterminds behind releasing said product to market. Each product marketing leader walks us through a typical product launch. Title: Principal Product Marketing Manager.

25 Digital Marketing Tools for Digital Agencies in 2019


It doesn’t matter if you are a solopreneur digital marketer, a freelancer or work in a huge digital marketing agency. Digital marketing tools are a way to gain a competitive edge. This is a marketing platform which offers true automation. Unbounce {Growth Marketing}.

Problem Scenarios as a Device

Actuation Consulting

These also should encompass how the persona would proceed using current solutions and products available in the market. website I consulting I training I toolkits I books I blog I twitter. The post Problem Scenarios as a Device appeared first on Actuation Consulting. Last week we looked at Personas as a means of product concept investigation. This method focuses on the people who may use the products being considered for development.

Bar Code Scanner Product Managers Find A Way To Grow Their Market

The Accidental Product Manager

Caption: Bar code scanners have been around for a while, how do you grow your market? Bar code scanner product managers find themselves in this position as the importance of product distribution warehouses continues to increase.

Developing Product Management Confidence

bpma ProductHub

It’s the expectation of a positive outcome”. But how do you develop the confidence required to lead a team of stakeholders to a positive outcome? Such a trait is crucial to Product Management roles if you want sales, marketing and engineering to trust and follow your direction.

TEI 079: Cross the chasm using the target market model – with Chasm Institute’s Michael Eckhardt - The Everyday Innovator – Resources for Product Managers and Innovators

Product Innovation Educators

The third edition was released last year, with updated examples of how companies successfully increased the market for their new products. He is a Managing Director & Senior Workshop Leader at Chasm Institute, a consultancy to tech companies. Target Market Model.

Books 84

Product Love Podcast: April Dunford, Speaker and Author


This week on Product Love, I sat down with April Dunford, a positioning consultant, keynote speaker, and the author of “Obviously Awesome.” April has spent 25 years successfully running marketing and product teams for startups.

Why Product Managers Should Learn to Code

Mind the Product

I’ve had all sorts of job titles; digital marketer, growth hacker, creative technologist, UXer, startup product person, product strategist, product owner, lean coach and consultant. At present I’m freelancing, working in product, UX and marketing roles.

My Stories Are Too Short…

Mironov Consulting

I take the position that categorical imperatives are always wrong. I’m deeply skeptical of best practices and consultant/trainer-provided frameworks and one-starting-point-fits-all.

Pursuing the Right Product Ideas or Features

Actuation Consulting

Some commonly used criteria are: Is the market attractive? Is it a good time to enter the market? What’s the market’s potential value? For example for Market Attractiveness high would equal market growth of greater than 5% along with a market size of over 2M potential customers. This is a common occurrence that can often lead to a positive: your valuable resources not being wasted on lackluster ideas.

3 Ways to Leverage Your Strongest Product Management Skills

280 Group

Hopefully in your career, you come from a field of expertise where you deeply understand that market space. Most marketing teams would welcome an offer from team members to write blog posts for the company– especially if you have expertise in your field!

Does Your Product Management Team Need to Transform?

280 Group

Innovative companies embrace change as a mechanism to address an opportunity gap: they seek to understand how best to transform their teams and their products to advance their business goals, such as increasing the size of a market or taking market share from a competitor.

Get Out Of The Echo Chamber: How To Use Jobs To Be Done To Perfect Your Product’s Messaging | Claire Suellentrop, | BoS USA 2018

Business of Software Conference

When marketing a product, it’s common for founders to focus on the product itself. After this talk, you’ll understand how the ‘jobs-to-be-done’ theory helps SaaS companies create effective positioning — and a proven, step-by-step process for uncovering your best customers’ ‘job-to-be-done’ Video, Slides, and Transcript below. So originally this talk was called, it was supposed to be about product positioning.

Why IT Teams Benefit from a Product Management Viewpoint

280 Group

Rationalize applications across internal markets: divisions, business units, and geographies. Market Analysis. A detailed segmentation map will reveal the nature of your internal market as defined by their needs, not functions. Positioning. Launch, Marketing and Promotion.

Emergence Capital’s Doug Landis on telling stories that sell

Inside Intercom

I think of it as go-to-market consulting. Building a company is about pattern recognition: Do you have the right market? Do you have the right go-to-market strategy? Then I tried to reorient them and give them back to marketing.

B2C 88

Introducing the CPO Accelerator

Melissa Perri

Solving the right problems, in the right way, is what makes companies win in market. Product is the only position that touches everything across the organization and helps pull it together to create a compelling offering for its customers.

How to Evaluate and Create Great Product Management Teams

280 Group

When I think of product or market-oriented teams, I think about meetings. Resolving an issue with a product in the market. Resolving a knotty technical or marketing issue. In real life, not all of us see that product or market path in the same way.

Product Manager Job Description for B2B

Proficientz – Product Management University

Make sure those products and solutions can be delivered, marketed and sold in a manner that supports [our_company_name] strategic goals and financial targets. Performs basic vertical and horizontal market segmentation for a portfolio of products that serves common markets and customers. Quantifies and prioritizes each market segment for the portfolio as a whole based on the strength of the portfolio in each market segment.

B2B 109

Bob Moesta on unpacking customer motivations with Jobs-to-be-Done

Inside Intercom

Today, Bob is President and CEO at The Re-Wired Group , a consultancy that’s helped develop more than 3,500 products and services. The way you package and market your product will change over time, but the jobs your product is hired to do should be timeless. There’s also positive progress as more people get used to using it. They do their JTBD interviews and they learn that Johnny wants marketing data. Why does someone switch from one product to another?

The Lean Product Process

Product Bookshelf

Create and validate your hypotheses about your target market and their unmet needs and then do the same with your value proposition, feature set, and user experience. This is the essence of product-market fit. Product-Market Fit.

3 Critical Skills Preventing You From Becoming a Great Product Manager

280 Group

Continuously updates knowledge of competitors and competitive factors, works closely with sales and marketing on competitive assessment, and ably predicts competitor moves. Conducting Competitive Analysis and setting the competitive strategy is integral to achieving product success and tuning your marketing efforts. Create a template of each framework and fill it out based on real market research. Resource Tip: What is Market Research and Competitive Analysis?