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List of Marketing Courses |
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Product Marketing Workshop |
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Course Description
What do customers really need and why? How do we focus our product development on truly meeting those needs with products or solutions that bring real value to the customer, or even the customer's customer? On which marketing programs should we focus so we can deliver the right messages to the right customer in complex, segmented organizations? How do we bring the Sales organization to the table so that there is a precise, consistent communication to customers? What documents should we use to communicate internally or externally?
As more companies focus on specialized products or technologies, we recognize the need for greater levels of focus on the uncovering of real needs so that marketing and selling activities can be more acutely focused on those opportunities. Moreover, there may be some confusion over product marketing both as a job title and a business function.
Sequent Learning Networks, through its extensive industry benchmarking, has developed a holistic model of product marketing within the context of product management, marketing, and sales. This class is different. Why? Because other instructional programs focus only on the management of releases of software versions or only on the product development life cycle, forcing product marketers into another functional silo. Going from launch to launch may not help the business to grow and achieve its full potential, since getting a release out the door or completing the launch, implies that the product or solution is tossed over the wall for some other organization to manage. In this environment, teams do not work together to optimize the product or solution in the market with fine-tuned marketing plans, operational improvements, and customer experience management.
This is where Sequent Learning Networks comes in. Our approach is different. We believe that product marketing works as integral component within a cross-functional product team structure. Product marketing should provide valuable, timely market, competitor and customer insights needed, and should drive the marketing strategies that are executed both through the product managers and by the sales teams. In short, product marketers are primary stakeholders in running the business.
This course equips participants with the right customer and market sensing skills so that they can more effectively uncover real customer and market needs, understand competitor strategies, and to provide this valuable input both to the product managers and to the sales organization, which helps to stimulate new ideas and uncover new opportunities. The course is packed with more than 12 hands-on exercises, using standard templates, so that what is learned can be immediately carried back to the job!
This course is for: individuals in product marketing, product management, marketing communications, sales, strategy, and product development.
Primary course elements include:
| Understanding key roles and responsibilities |
| Clarifying organizational challenges and imperatives |
| Describing critical process models |
| Providing a common vocabulary for product marketing |
| Defining products, services, and solutions |
| Analyzing and profiling the marketplace |
| Using a Marketing Requirements Document (MRD) |
| Developing the Marketing Plan |
| Carrying out comprehensive industry and competitive analysis |
| Using effective questioning techniques to uncover customer needs |
| Segmenting the marketplace and customers |
| Connecting benefits sought by customers with a value proposition |
| Securing a competitive advantage through powerful positioning |
| Going to market at the right time with the right launch strategy |
| Preparing marketing and selling collateral |
| Training the sales team to carry the message and identify opportunities |
| Determining product & market life cycle strategies |
| Focusing on marketing ROI |
Delivery Method: Scheduled and on-site
Duration: Two-days
Price: $1,695.00
View Training Schedule
Download Detailed Course Description |
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