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. Four Essentials for a Useful Positioning Statement. Other Forms for Your Positioning Statement.

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

I have been asking sales consultants for the last month whether they have ever worked with a B2B software company [… Is there a disconnect between your marketing team and sales? 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?

New Study: 2018 State of Embedded Analytics Report

CONTENTS Foreword by Jen Underwood, Principal Consultant, Impact Analytix.1 1| 2018 LOGI ANALYTICS STATE OF EMBEDDED ANALYTICS REPORT FOREWORD Jen Underwood, Principal Consultant, Impact Analytix Analytics is everywhere. It also positively impacts the end. 2018 STATE OF.

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.

Sales Presentation Techniques That Improve Discovery

Proficientz – Product Management University

The approach exemplifies consultative selling. Product Management Playbook Positioning & Sales EnablementThere are many cases where salespeople are forced into giving presentations before adequate discovery has been completed.

Prospects Will Sell Themselves. You Just Have to Let Them!

Proficientz – Product Management University

Your credibility and consultative approach is what will make you unique, especially in a sales role. Blog Positioning & Sales EnablementThe more you’re talking the less you’re selling. Listening just might be the most underrated and overlooked sales skill of all. If you let buyers talk long enough, they’ll eventually talk themselves into buying whatever you’re selling. Try these three tactics with your next prospect and the odds of a desirable outcome go up exponentially.

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

Proficientz – Product Management University

The marketing and sales enablement function has three goals: Create a corporate résumé (positioning) that communicates your strategic value to the market in the customers’ vocabulary. Equip the salesforce to facilitate credible and consultative business conversations with executives (strategic), managers (operational) and users (tactical) to distinguish your organization from the competition.

Problem Scenarios as a Device

Actuation Consulting

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. Business Analysis Innovation Marketing positioning statement Product Management product manager Product Marketing Product Owner Product Teams Project Management Take Charge Product Management User Experience Agile greg geracie problem scenario product development product management product team

Introducing the CPO Accelerator

Melissa Perri

Product is the only position that touches everything across the organization and helps pull it together to create a compelling offering for its customers. Tommi has previously held product leadership positions at Splice and Shutterstock.

The best messages resonate because they articulate what you've already been trying to say

Under10 Playbook

— Steve Johnson, Under 10 Consulting. Positioning is an essential tool in your product playbook. And there are lots of different formats for positioning. I was working with a friend on product positioning. The best messages resonate because they articulate what you've already been trying to say.— On a break, I found two emails that directly corresponded to the product we were discussing.

Why IT Teams Benefit from a Product Management Viewpoint

280 Group

Positioning. Proper segmentation and positioning are essential to a well-defined solution. A powerful positioning statement also serves as the vision statement for the solution, aligning stakeholders around the solution and helping to control scope creep. Refocusing the Lens.

Product Management: A Field Where There is Great Power in Saying ‘No’

Product Management Unpacked

For me, after nearly three decades of helping employers and as a consultant helping companies on product strategy and strategic issues of all kinds, the ability to focus – and decide what not to do – is essential to success in product management. ‘No’ can be a positive. As a long-time product manager, I found the positive effects of saying no in a few situations. It’s not just to establish a firm position of what they are not going to do.

3 Strategies to Pitch Product Management Ideas

280 Group

For this video, 280 Group CEO and Founder, Brian Lawley, talks with Bill Haines, who is not only a Product Management Consultant and Trainer, but an expert in positioning, messaging, and influencing people.

PR Does Not Stand for “Press Release” – B2B Marketing Rules

280 Group

Bill Haines, Senior Principal Consultant and Trainer | 280 Group. Bill also held executive positions at a software development firm and at an award-winning marketing communications agency.

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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? Her consulting work, personal life events and her business partner emphasized that the lessons as “Ms.

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

280 Group

To gain enthusiasm from sales for these sessions, keep the focus positive. Bill Haines, Senior Principal Consultant and Trainer | 280 Group. Bill also held executive positions at a software development firm and at an award-winning marketing communications agency.

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Revisiting ASPIRE for Competencies

Under10 Playbook

One of the keys in positioning is creating a unique space in the mind of buyers. Use ASPIRE to help refine your position. What is your position in the market? Example: Consulting and coaching. I use ASPIRE to help potential consultants profile the opportunity.

Customer Journey Map – B2B Marketing Rules

280 Group

Senior Principal Consultant and Trainer. Bill Haines is a Senior Principal Consultant and Trainer at 280 Group. Bill also held executive positions at a software development firm and at an award-winning marketing communications agency.

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How to Manage 6 Challenging Personality Types in Meetings – Part 2: The Swoop-and-Pooper

Modus Create

At the start of our first session, Cindy explained that she had just been promoted into a new position and her responsibilities had dramatically expanded. The RACI model separates people into four different roles: responsible, accountable, consulted, and informed.

Why Does Business Acumen Matter?

Business Acumen Institute

But when employees possess the above-listed skills and work across disciplines, businesses are better positioned to react to disruption, innovate, meet customer demands, avoid costly delays, and possibly, disrupt a market themselves. Why Does Business Acumen Really Matter?

Recruiting Tech Specialists for Research: Why it’s Hard and How to Make it Work.

Generation Focus

Opening up your criteria even in small ways may lead you to find participants that surprise you in a positive way. It's also time to consult a recruiter if you’ve hit roadblocks when doing it yourself. If you have ever needed to recruit technical profiles for research, then you probably know that this is a challenging group to reach.

How to Deal with Unresponsive Stakeholders

Folding Burritos

In order to do this, one of the most useful things I got from my enterprise consulting days is something called the Minto Pyramid Principle. It’s used in dressed-up, serious, management consulting firms, but don’t let that deter you — it’s really helpful. Also, this undermines the stakeholder’s position within the organization, which is not good for them. As Marty Cagan puts it , managing stakeholders is probably the least favorite part of our job as Product Managers.

The Four Skills of Product Management

PMLesson's Ace the PM Interview

Business Acumen A solid business understanding is important to evaluate market opportunities, define success metrics (OKRs) and align them to business goals (KPIs), and know how to position, distribute, and grow a product. Some roles require an MBA or relevant business/consulting experience.

Deadlines are evil. Deadlines are our friends

Folding Burritos

The lesson I’ve come to learn over the years is that we need to accept and embrace deadlines as a positive influence on our work. It’s what sets the difference between positive motivator and death march. Turning deadlines into a positive influence. The key to turning deadlines into a positive influence is to keep them achievable. Those can be the positive effects of working towards (and hitting) a deadline. Deadline.

Product Manager Job Description for B2B

Proficientz – Product Management University

Performs scenario-based competitive analysis (not a competitive feature matrix) that identifies customer circumstances in which your product is superior/inferior to the competition and the subsequent value narrative that should accompany marketing/sales positioning and future product plans. Positive, “glass-is-always half-full” attitude. Customer-facing roles (that possess many of the personality traits above) such as: Pre-sales consultant (demo specialist).

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Are you cut out for Product Management?


Of course, there are many kind ways to say ‘no’ (check out this great article by Sebastien Phlix, Product Manager at Typeform, on the art of delivering a ‘ Positive No’ ). We know Product Management is a tough gig.

The 7 Product Dimensions: A Guide to Asking the Right Questions

bpma ProductHub

Ellen is an Agile Product Coach and President of EBG Consulting focused on achieving product agility through the convergence of product management, agile/lean principles, and organizational learning. A business partner might be more focused on the market, revenue, or competitive position.

How to Get Hired as a Customer Success Director


In January, as a result of a merger, I started to search for a customer success leadership position. Positioning yourself. Now that you’ve decided to start your search, you need to think about how to best position yourself.

Climbing the Product Management Career Ladder

bpma ProductHub

The definition of “strategic” is about results: delivering solutions that have strategic value to the customer, which in turn delivers strategic value to your organization in the form of growth, profitability and competitive position. Contributed by John Mansour.

How to Manage 6 Challenging Personality Types in Meetings – Part 3: The Great Debaters

Modus Create

Rather than focus on technical feasibility and dependencies, we focused on how the designs could be different or proposed removing entire features without consulting the product owner. Provide one piece of positive feedback for every two pieces of negative feedback. Welcome back to our series about how to facilitate meetings with people who have challenging personalities. In this part of the series, we’re talking about people who relish debate. A Cautionary Tale.

Productivity Boosting Tips For Busy Managers

And as you surely already know, positive work habits trickle from the top down, so productive managers inspire productive teams. Here is my list of suggestions to help you increase your personal productivity and help your team by setting a positive example: Set Clear Goals and Objectives.

How to Conduct an Effective Competitive Analysis


Not only does competitive analysis illustrate a product’s strengths and weaknesses in comparison to those from other vendors, it can also inform how to sell and position it. You can discover completely new applications and target markets for your product category emerging, plus you can see which positioning terminology and topics are gaining steam (or fading away). While they may list out features and capabilities, it’s often far more about positioning and style than substance.

From Engineering To Product Management: The Two-Step Career Move

bpma ProductHub

It makes the transition easier, keeps you in your comfort zone and positions you for a wider variety of career options over the long term. John Mansour is the founder and managing partner at Proficientz , a training and consulting firm that specializes in product portfolio management.

Book Review: The Phenomenal Product Manager

The Product Bistro

Written by Brian Lawley, the top man at the 280Group , a consultancy, and training organization with deep product management and product marketing skills and reputations, I was at first put off by how thin the book was.

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Customer Success – an important role

The Product Bistro

Digital Transformation, it’s all the rage, and doing a simple Google search yields a plethora of hits, from training to consultants, to the big market research companies, all weighing in. No longer must the adoption of a technology be an enormous undertaking, requiring a significant investment (technology funding, finding space in the data center, buying racks of gear, upgrading network bandwidth, huge software licenses, big dollar consultants for implementation).

Is The Best Product Defense A Cheap Defense?

The Accidental Product Manager

Gillette is well positioned to keep offering this group of people exactly what they want. Blue Elephant Consulting –. What should Gillette do about new cheap razors? Image Credit: lihua88. Shaving is something that men without beards or mustaches do just about every day.

How To Organize Marketing In Messengers

The Product Coalition

If the niche is replete with offers it is time to think about some special positioning. A customer has visited the landing page, seen the USP and asked for an online consultation via a messenger. It answers customer’s questions and gives consultation.

Only The Best: Expecting The Most From Your Agile Partner

Agile Velocity

the partner they choose to provide Agile coaches or Agile consultants). When leaders can effectively convey their compelling reasons for change to their colleagues and teams, they can lay the foundation for lasting, positive change.

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