Practical Product Management
PRACTICAL
Product Management
®
Tune into the market. Turn up your profits. Practical Product Management provides a common foundation, proven methodology and actionable toolset that will enable you to build products people want to buy. Based on the industry-leading Pragmatic Marketing Framework™, the course provides a market-driven model for product management that helps attendees streamline tactical activities to ensure time for strategic planning. It teaches a common understanding of roles and responsibilities, as well as the key handoffs and artifacts needed to work successfully across departments. Attendees have the opportunity to complete certification at the end of the course.
Who should attend? Anyone and everyone who makes
Included templates & checklists:
decisions about what to build
• Market Sizing
• Business Plan
• Competitive Analysis
• Sales Process
• Positioning
• Gap Analysis
• Strategy Matrix
• Plus over 20 more
and who to build it for, product direction and strategy, and taking products to market.
Practical Product Management
2 DAYS 3 DAYS
(US dollars–per person)
$1,695 REQUIREMENTS THAT WORK™
$2,295
• Project Evaluators
Visit PragmaticMarketing.com to register or call +800 816.7861 to conduct this training at your office. © 2013 Pragmatic Marketing, Inc. All text and images are owned and copyrighted.
Practical Product Management Importance of Being Market-Driven
Strategic Role of Product Management
Find Unsolved Market Problems
Filter & Prioritize Opportunities
Provide Market Context
Propose to the Business
Go-To-Market Successfully
Market-driven companies are
As companies grow, it is
Your building is full of the product
Not all opportunities are
Once you have collected and
Million-dollar product deci-
Leverage your under-
more profitable.
difficult to determine where
experts. Your company needs
created equally. Learn a
analyzed available market
sions are made every day
standing of the market to
product management
market experts.
proven, repeatable and
data, this information must
without fully understanding
develop programs and
impartial method for scoring
be shared through key
the downstream implica-
collateral that speak
and comparing opportunities.
artifacts.
tions.
directly to the buyer.
Identify and prioritize those
Learn how to use these
Learn how to create concise
Learn to create tools that
opportunities that fit best with
artifacts to create a common
business plans using a
support the entire sales
your market’s needs, corporate
understanding through-
simple, two-phase process,
team, not just individual
strategy and technological
out your organization and
to secure funding and get
deals.
strengths to maximize your
empower your communica-
well-informed approvals
return on investment.
tion, sales, development and
with no surprises.
Discover how to listen to the market and evaluate what you learn to design more successful products, create more effective communications and plan more focused selling activities. Topics Covered n A n
n n
outside-in approach
responsibilities end and other departments begin. Learn how to delineate responsibilities, so each department optimizes their contribution to the success of the product. Review the tasks and activities required for successful product management and
to product planning
learn how to balance strate-
Market definition
gic with tactical tasks.
Who is involved
Topics Covered n D efinition
of the product
management role n O wnership
of
responsibilities n P rioritization
Learn how to discover, validate and share unsolved market problems for existing customers and prospects. Topics Covered n N IHITO® n R esearch
techniques for each
market type n E ffective n T ips
win/loss analysis
and tools for documenting
findings
Topics Covered n M arket
validation and re-
five keys to opportunity
scoring
n M arketecture n B uying
n Prioritization n P ractical
Topics Covered n P ositioning
search n T he
executive groups.
techniques
n G roup
process
Topics Covered n A ligning
Topics Covered n S trategic n B uy,
alignment
build or partner?
n P ricing n P rofitability
buying and selling
n E ffective
launch plans
n R epeatable
sales
processes n C hannel
support
exercise: case study
roadmaps
through
gap analysis
Practical Training. Proven Results. Visit PragmaticMarketing.com to register or call +800 816.7861 to conduct this training at your office.
Product Management
®
Tune into the market. Turn up your profits. Practical Product Management provides a common foundation, proven methodology and actionable toolset that will enable you to build products people want to buy. Based on the industry-leading Pragmatic Marketing Framework™, the course provides a market-driven model for product management that helps attendees streamline tactical activities to ensure time for strategic planning. It teaches a common understanding of roles and responsibilities, as well as the key handoffs and artifacts needed to work successfully across departments. Attendees have the opportunity to complete certification at the end of the course.
Who should attend? Anyone and everyone who makes
Included templates & checklists:
decisions about what to build
• Market Sizing
• Business Plan
• Competitive Analysis
• Sales Process
• Positioning
• Gap Analysis
• Strategy Matrix
• Plus over 20 more
and who to build it for, product direction and strategy, and taking products to market.
Practical Product Management
2 DAYS 3 DAYS
(US dollars–per person)
$1,695 REQUIREMENTS THAT WORK™
$2,295
• Project Evaluators
Visit PragmaticMarketing.com to register or call +800 816.7861 to conduct this training at your office. © 2013 Pragmatic Marketing, Inc. All text and images are owned and copyrighted.
Practical Product Management Importance of Being Market-Driven
Strategic Role of Product Management
Find Unsolved Market Problems
Filter & Prioritize Opportunities
Provide Market Context
Propose to the Business
Go-To-Market Successfully
Market-driven companies are
As companies grow, it is
Your building is full of the product
Not all opportunities are
Once you have collected and
Million-dollar product deci-
Leverage your under-
more profitable.
difficult to determine where
experts. Your company needs
created equally. Learn a
analyzed available market
sions are made every day
standing of the market to
product management
market experts.
proven, repeatable and
data, this information must
without fully understanding
develop programs and
impartial method for scoring
be shared through key
the downstream implica-
collateral that speak
and comparing opportunities.
artifacts.
tions.
directly to the buyer.
Identify and prioritize those
Learn how to use these
Learn how to create concise
Learn to create tools that
opportunities that fit best with
artifacts to create a common
business plans using a
support the entire sales
your market’s needs, corporate
understanding through-
simple, two-phase process,
team, not just individual
strategy and technological
out your organization and
to secure funding and get
deals.
strengths to maximize your
empower your communica-
well-informed approvals
return on investment.
tion, sales, development and
with no surprises.
Discover how to listen to the market and evaluate what you learn to design more successful products, create more effective communications and plan more focused selling activities. Topics Covered n A n
n n
outside-in approach
responsibilities end and other departments begin. Learn how to delineate responsibilities, so each department optimizes their contribution to the success of the product. Review the tasks and activities required for successful product management and
to product planning
learn how to balance strate-
Market definition
gic with tactical tasks.
Who is involved
Topics Covered n D efinition
of the product
management role n O wnership
of
responsibilities n P rioritization
Learn how to discover, validate and share unsolved market problems for existing customers and prospects. Topics Covered n N IHITO® n R esearch
techniques for each
market type n E ffective n T ips
win/loss analysis
and tools for documenting
findings
Topics Covered n M arket
validation and re-
five keys to opportunity
scoring
n M arketecture n B uying
n Prioritization n P ractical
Topics Covered n P ositioning
search n T he
executive groups.
techniques
n G roup
process
Topics Covered n A ligning
Topics Covered n S trategic n B uy,
alignment
build or partner?
n P ricing n P rofitability
buying and selling
n E ffective
launch plans
n R epeatable
sales
processes n C hannel
support
exercise: case study
roadmaps
through
gap analysis
Practical Training. Proven Results. Visit PragmaticMarketing.com to register or call +800 816.7861 to conduct this training at your office.
