June BOM: Positioning

Pragmatic Marketing

June’s Box of the Month is positioning. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona. We’ll discuss the differences between branding and positioning , ways to strengthen positioning using product message maps , and why positioning should be done before gaining executive approval for a product or feature.

Who Should Own Product Positioning?

Pragmatic Marketing

Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. So how does this model impact product positioning ? A product’s position is what it does and for whom. A positioning document contains the who and what. Marketing then leverages this foundational document to create solutions: campaigns, sales tools, web pages and so on.

Positioning, messaging, and ownership

Under10 Playbook

Who defines product positioning? Product managers are responsible for the features of the product and its positioning in the marketplace. Product Management defines the positioning and Marcom delivers the positioning. Ask yourself: does it support the position?

Positioning with formulas

Under10 Playbook

In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.— Finally it hit me: “Are you trying to figure out my positioning?” ” Upgrade positioning.

Why “Build or Buy?” Is the Wrong Question for Analytics

implemented solution isn’t thoroughly documented. position of either rejecting your users’ needs or ripping out. Backed by Documentation and Support: Partnering with a trusted third-party platform guarantees. documentation that allows for a seamless knowledge.

The Ultimate Guide to Positioning

Pragmatic Marketing

Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position.

Positioning (and naming) in tiers

Under10 Playbook

I was running a positioning exercise with a team of product managers and VPs. ” Maybe that’s why so much of the positioning I see is industry gobbledygook : Marketers are trying to impress the leadership instead of the customer. See Positioning with Formulas.

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Solution Selling vs. Aspirational Selling: Is It a Mirror Image of Product Management?

Proficientz – Product Management University

Let’s say a prospective customer calls you for a document management solution. It’s obvious that they want to get better at managing documents. The real question is WHAT are they trying to accomplish by getting better at document management and WHY is it critical to the success of their organization from the top down? What are you currently using to manage documents today? The difference from customer to customer is not so much about HOW they want manage documents.

The Universal Product Management Framework: 3 Questions and an Org Chart

Proficientz – Product Management University

If you’re in product management , the answers to these questions are the foundation of your requirements documents, product plans, user stories, etc. Wealth made simple: news and articles from IRC Wealth.

Five Steps to Solutions-Driven Product Management

Proficientz – Product Management University

Define the obstacles each product can eliminate and position, market and sell them under one umbrella – the customer goal. Data security solutions for banks…customer service solutions for telecom…document management solutions for healthcare…you get the picture. Product Management Playbook Market & Customer Insights Positioning & Sales Enablement Strategy & Product PlanningHere’s what makes solutions-driven product management such a challenge.

Product Training for Sales – More Buyer, Less Product!

Proficientz – Product Management University

And yet, they’re still challenged to articulate key value points that hook a prospect and position your products in a manner that’s compelling. Chances are your salespeople will hear several of the scenarios you’ve covered during the training and can position your solutions appropriately. Common scenarios, smart questions and responses to typical objections can be documented on a two-sided sheet of paper. Blog Positioning & Sales Enablement

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8 Keys to Getting Started

Product Management Lessons from the Trenches

Review your advertisements, walk through the purchase experience, install and use the product, reach out for help via the support experience, read the documentation, etc. Review company documents and presentations. People around you should feel the (positive) impact of your presence.

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Report templates for less status meetings

Folding Burritos

In others, it might be Slack, or a shared document/wiki page with a simple format that people know how to get to (and that you regularly remind me them to have a look).

What are your ten templates?

Under10 Playbook

And planning doesn’t mean people locked in their offices, thinking deep thoughts, and creating myriad documents that no one ever reads. I believe in minimal process, brief artifacts, and living documents. These living documents are the ones that I reference often.

The most powerful method for training the sales force

Under10 Playbook

Product management can educate using white papers, published positioning statements, long term direction articles, and general industry notes. Sadly, the use of “Confidential” on a document almost guarantees that customers and competitors will obtain it.

Affinity Mapping: A Powerful Tool

Under10 Playbook

Affinity mapping can be used to create product themes and epics, and it is super-helpful when creating market positioning and messaging. For example, Meghan needs a place to define and store her product documents so she can find them again.

Customer Journey Map – B2B Marketing Rules

280 Group

A Living Document. But beware, Customer Journey Maps must be living documents that you update frequently. Bill also held executive positions at a software development firm and at an award-winning marketing communications agency.

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BOM: Product Portfolio

Pragmatic Marketing

That means crafting a business plan, positioning your portfolio, aligning to your customers’ buying process, and writing a market requirements document and marketing plan. January’s Box of the Month is the product portfolio.

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? Today, he is focused on growing revenue and building web products that have a positive impact on this world.

Inspiration: There cannot be a stressful crisis next week.

Under10 Playbook

With so much time focused on operational issues and emergencies, when are you going to work on the critical core documents that drive your product strategically? However, I've always kept a binder (or a folder) filled with the living documents of my product.

Here’s how to develop the most successful user stories

bpma ProductHub

Much of John’s success can be attributed to his extensive operations experience in senior management positions in software companies, healthcare, distribution and retail.

Create your product management playbook

Under10 Playbook

Back before we were all online all the time, I kept a notebook of all the living documents for my product. Nowadays I keep these documents in a shared folder but sometimes I miss the old notebook. Is there a standard template for positioning or for a business case?

What every product manager needs to know about content strategy


In the past couple of years, many international tech companies created positions in their staff for product writers. A document that serves as the manual for everyone involved in the content production process will ensure you don’t have to start over every time.

Removing Speed Bumps in Your Product Planning Process

Proficientz – Product Management University

Position the proposed solutions beyond user issues and take the dialogue up the customer ladder a rung or two to communicate the value to senior managers and executives. Your position will be abundantly clear. Keep the details in a document and use it as a handout to complement your presentation. Opinions are like noses. Everybody has one when it comes to your product planning process.

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The Evolution of Modern Product Discovery

Product Talk

The days of gathering requirements from business stakeholders and documenting them in long product requirements documents are vanishing. We weren’t building what they wanted because product requirements documents are a terrible way to communicate.

Your first days… as product manager

Under10 Playbook

What documentation exists for your product? You can probably find some customer documentation and help screens, release notes, product plans, sales and conference presentations, white papers and ebooks, and sales enablement tools. Which positioning technique is used, if any?

The Lean UX Process

Product Bookshelf

Lean UX focuses on shared understanding that is embodied in working software which can be tested with users rather than detailed design documentation. The first step of the process is to document and review your assumptions.

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Waterfall or Agile? It Turns Out It Doesn’t Really Matter

Sequent Learning

We were the epitome of a linear-driven organization with our phased scoping documents, business cases, product requirements documents (PRDs) and development plans. In addition, having a pulse of the overall industry and competition leads to well-planned and positioned products.

Gleaning Product Insights from Your User Onboarding Process


You can apply the same analysis to the FAQs, Documentation, and Knowledge Base items you may have available. The customer onboarding process is a vital stop on the path to customer happiness and product success.

Win/loss analysis: the product marketer's most powerful tool

Under10 Playbook

Smart product marketing managers use win/loss as a tool to document and measure the buying process. He said, “This is the only document I’ve seen from this department that I trust.

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If you can't be replaced, you can't be promoted

Under10 Playbook

Where are the documented personas and the roadmaps? How do we do positioning here? As a team leader, you want your team to use a standard set of documented methods so you don’t have re-train everyone all the time. One team leader lamented that he spent half his time trying to understand the format of the documents he reviews. What artifacts and documents are necessary and which can be omitted

Product Love Podcast: Steve Johnson, author of Under10 Playbook


When his boss noticed his performance, he was asked to train everyone on the team, which ultimately landed him a product manager position. Skip to content. ProductCraft by Pendo. Subscribe. Best Practices. Perspectives. Profiles. Debates. Podcast. ProductStack. Podcast.

The Ideal Product Marketing Candidate for B2B

Proficientz – Product Management University

Product marketing’s top focus is helping salespeople understand their target customers as well as those customers understand themselves, and then positioning product solutions accordingly. Understands the purpose of presentation slides – a series of visually appealing cue cards that tell a compelling value story, not product documentation in PowerPoint format! Wealth made simple: news and articles from IRC Wealth.

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Product Management for Dummies

Product Bookshelf

” The book contains a lot of product strategy, positioning, and go to market content which is often missing in books that focus primarily on execution. Positioning and Market segments. Positioning, messaging, and segmentation is often taken for granted and glossed over.

Product Management Job Descriptions

Under10 Playbook

This position requires travel to customer sites (30%). This position requires limited travel to customer sites (20%). You’ll research your market, forecast its size and expected growth, document its requirements, and champion the market in all go-to-market decisions.

The Slippery Slope of Sales-Led Development

Mironov Consulting

Persuasive positioning: ability to describe our products/services as meeting the customer’s needs better than competitors or alternatives. They get little positive user feedback and fall out of love with their products.

How do you Measure and Motivate Product Teams?

Mind the Product

In addition to these visits, look at the product’s positioning documents and when they are created. Tying the creation of a positioning document with a target milestone that development has agreed to will help to raise the bar on the way the team thinks about these documents. Positioning documents are also helpful for driving your collaboration with marketing and sales.

Cut Your Time to Productivity in Half with Better On-Boarding

Under10 Playbook

Where is the positioning? Are these documented? Fewer than 50% of companies have a documented idea-to-market process so explaining your internal methods is often difficult.

Product Requirements: Using a Written or Visual Framework

Mind the Product

There’s a lot of variation in how companies document product requirements. Some are moving away from detailed, written product requirements documents (PRDs), while others are using shorter write-ups, user stories, or jobs-to-be-done formats.

Enterprise Products - Roadmap Planning and Development Methodology

Effective Roadmap Planning and Development Process for Enterprise Products

Its highly recommended to document case studies for ROI, so that Buyer can factor this into their decision making process. Position your product in the magic quadrant and determine where your product lags. Roadmap Planning process Unlike Consumer products, you have two different types of audience to satisfy in Enterprise world, namely Buyer and User Persona. It’s very important to have a very clear definition of these persona constructs to the most precise form.

Interview: Advice for the Innovator’s Dilemma with Paul Young

bpma ProductHub

Of course, you also have to document what you learned and share that with the rest of the team. Doing this has a positive impact on the business by injecting fresh market data into the decision-making process. Interviewed by Lance Morganelli.

Launching A New Product? Don’t Forget The Rest Of The Company.

The Product Coalition

It is worth the extra effort to ensure that you can potentially piggy back on an overarching marketing campaign that marketing has planned… anything that can amplify your overall messaging and positioning.

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Three Superpowers of a Product Manager

Mind the Product

They show what has worked for us successfully day in day out, and demonstrate that the powers of a PM boil down to communication, documentation and data! But please note that release notes are not meant as a user guide – level up your documentation powers for this weapon of choice.