Status of the Job 2021: Product Marketing Manager Over the past year, the Covid-19 pandemic has brought unprecedented change to organizations across all industries and sectors. As organizations scrambled to innovate and deliver tools and technologies that enabled digital transformation, Product Marketing Managers moved into the spotlight. By creating effective messaging and marketing programs, they got…
A product launch is a complex and multi-faceted activity that involves many teams collaborating successfully across an organization. The hard work starts early—from defining the target audience to conducting market research. Teams must ensure the product solves the right customer problems with all the right features and functionality, test and validate prototypes, and make a…
A Product Manager’s experience, along with education, can indicate what they know and what they have done. However, the best way to understand a Product Manager’s abilities and level of proficiency is through a skills assessment. What Is a Skills Assessment? A skills assessment is an evaluation of an individual’s ability to perform a specific…
Watch our on-demand webinar, Tackling Digital Product Management, Part 4: Pricing the Flavors of “Free”, to learn more in-depth about product-led growth pricing models. My Recent “Free” Experience “Sorry, you’ve used up your free articles for this month. But don’t worry! As you clearly value quality news, click here to unlock unlimited access to the best…
Watch the webinar on-demand to get an in-depth discussion on clarifying roles and responsibilities: Demystifying the Roles and Responsibilities of Product Professionals. Product-Focused Teams You’ve decided that your company needs to become more product-focused. You now have a team of Product Managers to help you achieve that goal. Yes! However, now you have the challenge of…
The following insights have been drawn from the McKinsey & Company report: Beyond hiring: How companies are reskilling to address talent gaps, 2020. Rapid market and technology changes are driving companies to seek increased product innovation and operational effectiveness to keep up with the pace of change. A recent report from McKinsey & Company highlights the…
You have been dutifully interviewing customers and observing focus groups, producing mountains of notes. You sense there are great insights available, but they feel just out of your reach. How do you process through voluminous and unorganized research to drive your product strategy? Your Product Strategy Requires Mixed-Methods Research While many people can define quantitative metrics…
In this 3-part series, we will look at how to apply elements of systems thinking to the problems of resilience, sustainability, and leadership in Product Management. When the pandemic hit, many business owners were faced with huge challenges they had no way of predicting. Owners asked themselves, “how do I conduct my business now?” The…
What is Whole Product Concept? Whole Product Concept involves viewing your product as more than just a sum of its features, but rather as everything involved with the experience customers have with your product. To develop your Whole Product Concept, start at the core – what are the real benefits that your customers expect to receive or experience…
What is Voice of the Customer? Voice of the Customer (VoC) is a term used to describe the in-depth process of capturing customer’s expectations, preferences, and aversions. Therefore, VoC is one of the most fundamental responsibilities in Product Management. Yet, as I survey Product Managers that I work with, they consistently acknowledge that PMs don’t do enough VoC…
