COURSE LENGTH: 1 Day
REGISTRATION FEE: $795 per person
VENUES: Public, Client Site, Web Meeting

Registration & Course Calendar

Request this course on-site

Requirements definition has never been more intuitive. Learn a common framework for gathering, defining and validating market, business, product and user requirements that everyone can understand and repeat. Stronger business cases, shorter decision cycles and superior product usability will result. Learn new skills for documenting requirements with less writing while allowing those same requirements to be repurposed for marketing, sales, services and technical support to accelerate knowledge transfer and self sufficiency.  The contents of this course are covered in their entirety in the Product Management University Portfolio Management course.

This course is ideal if...

• multiple product lines compete for R&D resources.
• product planning and scope discussions begin with a feature list.
• you have difficulty creating and selling business cases.
• you spend an inordinate amount of time writing requirements.
• a series of meetings is required to decipher requirements documents.
• market, business, product and user requirements are lumped into one document that lacks a clear story line.
• terminology and formats for requirements are inconsistent across products.
• too many resources are consumed redesigning features due to poor usability.

Public courses have a maximum class size of 12 and are conducted in professional office settings to ensure high interaction and high relevance to each organization’s circumstances.  Training courses conducted at the client-site can be significantly larger.

When you complete this course you will...

• have a clear understanding of the roles, responsibilities, skill sets and deliverables that result in clear, simple and complete top to bottom requirements definition.
• possess new techniques for interviewing customers, buyers and other stakeholders to uncover needs and root causes before defining product solutions.
• understand how to research and uncover macro level market trends, business requirements, use cases and user stories and document them with less writing in a context everyone understands.
• understand how to establish clear lines between market, business, user, product and functional requirements to ensure a direct line of sight between the market dynamics and your products.
• understand how to complete a basic business case and feature ROI to drive product investments.
• understand how to use focus groups to validate needs and proposed product solutions to accelerate priority and scope decisions.
• possess new techniques for writing requirements with less effort and more impact to help product management have stronger influence.
• understand effective communication techniques and deliverables for interacting with executives, sales, marketing and engineering.
• understand how to use requirements to improve the performance of marketing, sales, client services and technical support so product management and development can focus on the next set of priorities with fewer disruptions.

Reality.  Relevance.  Results.

You won’t find a requirements management training course that translates from the classroom to reality easier than this one. You’ll learn what to do, how to do it and get the tools that make it easy to do, all in a way that's relevant to your unique circumstances so you get results faster.  Compare ZIGZAG Marketing to Pragmatic Marketing.

Who Should Attend?

• Product Managers and Product Marketing Managers
• Technical Product Managers and Business Analysts
• Product Development Leads

The Requirements Value Chain Framework

ZIGZAG Marketing's Requirements Value Chain Framework is an outcome driven model that not only creates better performing products, it's a vehicle for transferring knowledge from the domain experts to the front lines of the organization to improve the self-sufficiency of sales, marketing, services and support so the product team can focus on the next set of priorities with fewer disruptions.

Registration Fees

• Requirements workshop only - $795 per person
• Requirements workshop with Bronze Support Plan - $1,590
  Includes 1-year subscription to Product Management Interactive - online access to soft copies of tools/templates and 5 hours of consulting support
• Requirements workshop with Silver Support Plan - $2,290
  Includes 1-year subscription to Product Management Interactive - online access to soft copies of tools/templates and 10 hours of consulting support
• Requirements workshop with Gold Support Plan - $3,290
  Includes 1-year subscription to Product Management Interactive - online access to soft copies of tools/templates and 10 hours of consulting support

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