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In-person workshops are replaced by web-based courses, taken at your manager’s convenience.
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Twelve, telephone coaching sessions (the same as the standard program) by an expert Resultrek consultant—focused on individual needs.
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Three half-hour read-outs of the manager’s progress on a real, important project to their immediate supervisor.
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Overview |
Product Lifecycle |
Segmentation |
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The 6 activities and the five documents the great marketing companies use to produce results.
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The main message of the product lifecycle is change. Recognize and exploit this change.
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Differentiate and gain competitive advantage, achieve efficiencies of accurate targeting, focus on the real competitors, and uncover unmet needs—all with segmentation.
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Competitive Analysis |
Positioning |
Product Economics |
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Use competitive analysis to define points-of-difference and exploit them for competitive advantage.
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Go beyond mechanics and take a creative look to give your position the “plot twist” it needs to create competitive advantage.
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Three product economics courses—Revenue, Cost, Capital— help you develop an understanding of how your product makes money, the levers you can use to improve your economics, and how to justify the resources you need.
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Issues, Opportunities, Objectives |
Short Plan |
Implementation Plan |
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World-class product plans are issue driven. The I-O-O analysis is the foundation needed to set in motion a virtuous cycle of continuous learning.
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Create a plan in a few pages that wins support and communicates strategy by being fact-based, issue-driven, and financially focused.
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Translate strategies into implementation plans and dialogue with the people who will accomplish the needed tasks.
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Measurement/MSOB |
Dialogue |
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Measure to learn not to punish. And use the monthly summary of business (MSOB) to lead company thinking about your product.
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The purpose of any planning system is to facilitate dialogue up and down the chain of command and across the functions to improve solutions and get everyone on the same page.
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The Customer Learning Curve |
Compelling the Customer to Act |
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The Customer Learning Curve identifies your marketing leverage points. It fosters integrated marketing, supports fact-based creativity and focuses attention on improvement, not blame.
PricingLearn the 5 C’s of pricing: Customer, Competitor, Cost, Control, and Change and their implications for setting prices and increasing profits.
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Diagnose the real barriers prospects face to buying your product and create communications and non-price promotions to get them over these barriers.
Working With the Sales Force and Alternative ChannelsConcepts and tools to analyze, optimize, and implement your programs through sales and alternative channels.
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