The Course Content
Day One: The Product Manager’s Role
The role and challenges of a product manager
How to deal with the sales force
Constructing a B2B product marketing plan
Strategic fit, corporate strategy and brand
Defining scope and mapping market players
Understanding the market and its drivers
Day Two: How Customers Meet their Challenges and How to Discover Value Opportunities
Factors that impact on the market
Stakeholders and how to prioritise them
Understanding customers’ needs and challenges
Profiling decision-makers
Understanding the customers’ key success factors
Defining gaps in the customers’ capabilities
Day Three: Targeting Competitors, Defining Key Success Factors and Market Attractiveness
How to target competitors
Understanding the competitors’ strengths and weaknesses
Competitive strategies and how to compete
Managing the customers’ perception
Finding sustainable, profitable, competitive differential-advantage
Analysing key success factors and capabilities
Day Four: Setting Objectives and Product Marketing Strategies
Setting objectives and defining product strategy
Defining target segments, customers and stakeholders
Defining priority, importance, journey and tasks
Creating the right product marketing mix
Developing and managing the product portfolio - Innovation
Discovering value and creating value propositions
Value models that support price
Day Five: Designing the Communications, Managing the Channel, Implementing and Controlling the Plan
Directing the communications to customers and stakeholders
Briefing the marketing communications team
Winning support from the sales force
Managing channel partners
Implementing and controlling the plan
Verifying the plan