Positioning for Product Managers

Sachin Rekhi

Positioning, while classically considered part of the marketing world, is absolutely essential for every product manager to understand. Positioning refers to the place that a brand occupies in the minds of customers and its perceived differentiation from its competitors.

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization

Proficientz – Product Management University

Differentiation and innovation are your two best options! Differentiation. Differentiation boils down to unique positioning in your sales and marketing efforts with your products and company reputation serving up the proof points. Remember, it has to sound different and mean something different than the competition’s positioning. Innovation and differentiation often go hand-in-hand.

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.

Establishing an Effective Product Strategy Process

Roman Pichler

Why a Product Strategy Process Matters. In the picture above, the product strategy describes how a visionary, inspirational goal is attained. The product roadmap shows how the product strategy is put into action by stating dates, measurable goals, and selected features.

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?’

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The first is the term “Red Ocean” and the second is the term “positioning.” The term “red ocean” actually comes from a very popular strategy book called Blue Ocean Strategy , written by W. The term “positioning” was made famous by Al Ries and Jack Trout in their co-authored book Positioning: The Battle for Your Mind.

What you should consider when developing a product strategy

Craft.io

This blog has already addressed the different stages of Product Development Strategy. This time, we’re turning our attention to the various elements needed to formulate the right product strategy for your enterprise. Why you need a product strategy. Differentiation.

Dear Strategy: 033 Staging Your Strategy

Dear Strategy

Dear Strategy: “How do you know when to move into the next phase of your strategy?”. Back in Episode 29, which you can find by clicking here , I talked about the many different terminologies that are used in strategy and how you can group those terminologies into 3 basic buckets for the purpose of keeping things simple. Goals and objectives are both used to indicate what you want to achieve with your strategy. Goals are useful for staging your strategy.

8 steps to craft a winning sales strategy, according to industry leaders

Inside Intercom

Developing a sales strategy is one of the core activities every business will have to undertake. A well defined sales strategy is your path to meaningful, sustainable growth. They share their winning sales strategies and the lessons they’ve learned scaling sales.

Dear Strategy: 060 Is Strategic Planning Dead?

Dear Strategy

Dear Strategy: “Is strategic planning dead?”. . His approach, of course, had less to do with the advent of fast-moving technology and more to do with differentiating between the practices of strategic planning and strategic thinking – with the former being based mostly in formal analytical techniques, and the latter being based in synthesizing information using creativity and intuition. Dear Strategy: Episode 060. ###. The post Dear Strategy: 060 Is Strategic Planning Dead?

Selling Around Deficiencies, Rock Star Product Managers & The Functional Designer Role

Proficientz – Product Management University

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization. Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesThe B2B Product Manager Magazine April 2017 is now available.

Selling Around Deficiencies, Rock Star Product Managers & The Functional Designer Role

Proficientz – Product Management University

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization. Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesThe B2B Product Manager Magazine April 2017 is now available.

Dear Strategy: 054 Followers Versus Game Changers

Dear Strategy

Dear Strategy: “What are the risks of being a follower to a competitor versus being a game changer?”. In reality, these are two very different strategies, so I definitely recommend going back to that episode to get aligned on what those two terms mean. Because that’s the position that each of these companies carved out for themselves early on. Well, on the positive side, the upfront financial risk is probably lower. Dear Strategy: Episode 054. ###.

Dear Strategy: 065 Analyzing Competitors in the Technology Space

Dear Strategy

Dear Strategy: “What are the strategies that a Tech Product Manager can use to predict competitive movements, innovations, and/or changes in business strategy?”. . In practical terms, this means that you may not be able to rely on features alone to differentiate your products in the software space. What community of customers are they positioning themselves to serve? Dear Strategy: Episode 065. ###.

Strategic Product Marketing: One Small Move, Three Big Benefits

Proficientz – Product Management University

Unless you’re an early stage startup, your product positioning is well documented. The goal of structuring product marketing along segment lines is to differentiate your value at a higher level that speaks to the strategic aspirations of decision-makers.

5 Questions with Dave Rogers and Sameer Karim, Product Strategy & Analytics Experts at Slalom

Amplitude

Slalom is a modern consulting firm focused on technology, strategy and business transformation. SK: We have a really broad mix of deep capabilities – everything from business strategy and operations to software engineering – to bring the product to life for our customers. So for us, the differentiator is bringing that strategy and execution together in delivery and meeting our clients where they are with a tailored approach.

When 2 Become 1: The Roles of Product Manager and Product Owner

bpma ProductHub

But Butzow and Boduch posited that the PM and PO functions can rarely be performed by the same person effectively. Understands customers, the problems the product solves, why the product is winning or losing, competitive differentiation, etc. Product Strategy

Tips for Rewriting a Digital Product

Roman Pichler

For revenue-generating products, you should also investigate if the product is still effectively differentiated: Do users have a compelling reason to choose it over competitors’ offerings? Otherwise you risk implementing an unvalidated and potentially incorrect strategy.

Vision 209

How Minimum Viable Products & Features Helped Me Write My New Book

Roman Pichler

My first MVP had little resemblance with the finished product: I used my product strategy and roadmap workshop as the initial minimum viable product. What’s more, writing the book helped me consolidate and deepen my product strategy and roadmap knowledge and thereby benefited my teaching.

Books 204

How can Product Companies Align With Channel Partners?

Mind the Product

Once we have this alignment, the partners must carve out a strategy to reach the goals. That brings us to some fundamental questions – How do we outline a strategy? Current Strategy vs Future Direction. A shift in strategy from a channel partner opens new doors for vendors.

K.I.S.S??—?my ass!

The Product Coalition

And the investment / learning process that we’ve painfully gone through is what differentiates us from those who have yet to ‘join the elite club’. 4 time CEO, numerous product lead positions, lecturer, writer and mentor. K.I.S.S??—?my my ass!

How we ensure alignment between sales and product

Inside Intercom

Marketable – be attractive enough to differentiate itself from competitors. But it’s important for both sales and product leadership to remember you can’t “table stakes” your way to a dominant market position. You need to differentiate.

Market Problem Framing Example

Tyner Blain

As Steven Haines first told me, “strategy first, roadmap second.” Strategy defines the context for product strategy, and your product roadmap is a planning (and communication) tool for executing your product strategy. Understanding how problems are framed in your market is critical to developing a successful product strategy. and it is a fundamental component of developing a competitive product strategy.

Measuring Product Success – The Only Thing That Matters

Proficientz – Product Management University

The Organization – If you target organizations that consider their call center strategic to the business – such as a telecommunication company – the goal of your product portfolio is to help that business differentiate by giving their customers a superior call center experience. When that customer success can be quantified in terms of strategic value, it puts your organization in the most enviable position. Blog Strategy & Product Planning

Third-Party Software Integration: Best Practice, Perils and Pitfalls

Mind the Product

Senior/director integration positions are usually expected to own a product roadmap strategy. If they are not senior/director positions, then the product manager is usually tasked with the efficiency, quality, and speed to market of the integration. Platform Strategy Consultant.

Product Requirements: Using a Written or Visual Framework

Mind the Product

Personally, I get positive results from detailed written requirements. Developers may be more comfortable knowing exactly what the finished product should “look” like, especially if the company views its design and user interface as a differentiator. .

Product Backlog Management – 10 Tips for Product Managers

280 Group

To ensure proper product backlog management, it’s best to clearly define and validate a product strategy. Product strategy usually involves positioning, market opportunities research, target customers, competitors’ analysis, etc.

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

Proficientz – Product Management University

In B2B, you’re usually better off to build your growth strategy on the three common markets until you reach critical mass in terms of market share, wallet share and customer success. Vision & Strategy. On to product strategy. Market Positioning.

B2B 130

3 Products That Capitalized on Excitement Features

ProductPlan

They determined the best way of differentiating themselves was not adding features to their cars, but by making the buying experience less stressful and frustrating. Even better, seeing that floss pick inside the bag triggers a similar, positive thought process for almost everyone who’s ever eaten beef jerky. Roadmaps Product Strategy prioritization product features excitement features

How to Find Competitors’ Prices

Pragmatic Marketing

Your buyer’s “willingness to pay” is equal to the competitor’s price plus positive differentiation value minus negative differentiation value. Over time, you may create a pretty clear picture of your competitor’s prices and maybe even their pricing strategy.

3 Critical Skills Preventing You From Becoming a Great Product Manager

280 Group

Conducting Competitive Analysis and setting the competitive strategy is integral to achieving product success and tuning your marketing efforts. Some issues your team may face if their product manager is weak in conducting Competitive Analysis: Lack of great marketing collateral that highlights your product positioning. Lower close rate against competition from salespeople unable to articulate differentiation. Resource Tip: What are Product Pricing Strategies?

How to Avoid Market Feedback Traps

Mind the Product

Nonetheless, the quote is a favorite go-to argument in roadmap meetings everywhere, used to justify positions that are inconsistent with market feedback or lack data altogether. If you were to ask me whether you, as a product manager , should you always listen to market feedback?

Hearing About Accounts, Listening for Segments

Mironov Consulting

No single deal is enough to meet revenue targets, so we have to position and build for entire segments (i.e. Will this be a “checkbox item” or strong differentiation for us and our customers?

Selection Criteria for Product Management Tools

The Secret PM Handbook

Positioning and value propositions – what my product does for my segment, and why it’s a better solution than the competition. Strategy – how the goals of my company drive the solutions I deliver, and how my solution aligns with those goals. And oh, yeah: Building a solution – addressing the customer’s problem effectively with technology, with enough differentiation that it’s possible to sell successfully. Tools For What We Do.

6 Secrets of Improving Customer Experience with Customer-Centric Copywriting

Usersnap

But what can differentiate businesses is the type of experience they offer to the customer. You know you should become customer-centric in your content marketing strategy, but what does this mean exactly? And it all starts with a smooth content marketing strategy.

Classifying Market Problems

Tyner Blain

Differentiation – these are problems where, if solved, they would differentiate a product from the competition. Think “ blue ocean strategy ” here. Product Management Product Strategy Requirements Requirements Models market problems product strategy

Product Owner Manager – Alone Together

Tyner Blain

Together, the product people need to take an organization’s strategy, figure out the appropriate product strategy, and convert that into actionable work for the delivery teams to create the right product. The way I positioned these two roles was to acknowledge two “truths.”

Why killer products don’t sell

Product Bookshelf

In the second case, the sales team did not position the product correctly, find the right buyers, or understand the use cases and value. There’s a lengthy list of additional reasons for why products fail to gain adoption: the customer did not understand the product, marketing did not position the product correctly, and someone beat us to it. Is the target market commoditized or differentiated? Strategy Dominic Roswell Ian Gotts sales

The pitfalls of being data-driven

Mixpanel

Speaking about the rollout in 2010, Facebook executive Adam Mosseri said his team stuck to their guns because their experience and intuition told them that it was a good strategy – even in the absence of supporting data, and with a backlash from users.

Making the jump

Product Manager in Heels

One of the components of the MBA program is a strategy course which provides insight into what the CEO thinks about. My research led me to this: "the most significant differentiation between Management and Directorship is vision. Is vision the biggest differentiator?