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The Product Manager's Playbook

Learn about our program.

4 Minute Overview
In-person workshops are replaced by web-based courses, taken at your manager’s convenience.
Twelve, telephone coaching sessions (the same as the standard program) by an expert Resultrek consultant—focused on individual needs.
Three half-hour read-outs of the manager’s progress on a real, important project to their immediate supervisor.

Core Courses

The core of the PMP program consists of fifteen web-based courses, twelve telephone coaching calls, and three progress reviews.

Overview

Product Lifecycle

Segmentation

The 6 activities and the five documents the great marketing companies use to produce results. 
The main message of the product lifecycle is change. Recognize and exploit this change.
Differentiate and gain competitive advantage, achieve efficiencies of accurate targeting, focus on the real competitors, and uncover unmet needs—all with segmentation.

Competitive Analysis

Positioning

Product Economics

Use competitive analysis to define points-of-difference and exploit them for competitive advantage.
Go beyond mechanics and take a creative look to give your position the “plot twist” it needs to create competitive advantage.
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.

Issues, Opportunities, Objectives

Short Plan

Implementation Plan

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.
Create a plan in a few pages that wins support and communicates strategy by being fact-based, issue-driven, and financially focused.
Translate strategies into implementation plans and dialogue with the people who will accomplish the needed tasks.

Measurement/MSOB

Dialogue

Measure to learn not to punish. And use the monthly summary of business (MSOB) to lead company thinking about your product.
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.

Supplemental Courses

Supplemental web-based courses cover topics which only some managers will find relevant.
These courses are under development and all managers will have access to them as they become available.

The Customer Learning Curve

Compelling the Customer to Act

The Customer Learning Curve identifies your marketing leverage points. It fosters integrated marketing, supports fact-based creativity and focuses attention on improvement, not blame.

Pricing

Learn the 5 C’s of pricing: Customer, Competitor, Cost, Control, and Change and their implications for setting prices and increasing profits.
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 Channels

Concepts and tools to analyze, optimize, and implement your programs through sales and alternative channels.

Product Owner Skills, Responsibilities, and Keyes to Success

The role of Product Owner is quite different from that of the Product Manager. This course presents the skills, responsibilities and keys to success for the role of Product Owner.

Expert Coaching

The coaching component revolves around 12 telephone calls which integrate the core courses and the product manager’s application.
Here are descriptions of thees 12 calls and the activities between calls.
  1. Discuss program and set up call calendar. Between Calls: Complete Overview, Factbook, Segmentation Courses.
  2. Review homework from first three courses. Between Calls: Complete Competitive Analysis, Positioning, Lifecycle, I-O-O Courses.
  3. Review homework from four courses and I-O-O draft. Between Calls: Complete Revenue, Cost Capital Courses, update I-O-O.
  4. Discuss homework, I-O-O, and factbook presentation. Between Calls: Complete factbook deck.
  5. Discuss factbook deck. Between Calls: Dialogue with manager on factbook deck and I-O-O. Make revisions based on dialogue.
  6. Review revised factbook deck and I-O-O. Discuss strategies to address I-O-O. Between Calls: Complete short plan course. Draft short plan.
  7. Review homework and draft short plan. Between Calls: Revise short plan.
  8. Discuss revised short plan. Between Calls: Dialogue with manager on short plan. Make revisions to short plan based on dialogue.
  9. Discuss revised short plan. Discuss implementation plan. Between Calls: Complete implementation plan course. Dialogue with cross functional managers. Draft implementation plan.
  10. Debrief dialogue and discuss IMPL plan. Between Calls: Complete MSOB course. Set up metrics. Draft first MSOB.
  11. Discuss MSOB draft. Discuss metrics. Between Calls: Dialogue with manager on MSOB.
  12. Discuss program and issue course certification.

Contact us to get started.

© 2014 Mark Blessington Inc.   All rights reserved.  www.markblessington.com     
  • Home
  • Prod Mgmt
  • Forecasting
    • Fundamentals
    • Fundamentals Plus
    • Intermediates
    • Intermediates Plus
  • Quotas
    • Course
    • Book
  • Sales Skills
    • Relationship Mapping
    • Customer Scorecard
    • Customer Investment Matching
    • Value Word Equations
  • About Us
  • Blog