COURSE LENGTH: 1 Day
REGISTRATION FEE: $895 per person
VENUES: Public, Client Site
Eventually, It's About Your Products!
Market-driven product companies succeed because they first understand the relationship between the market dynamics and their target customers, the impact those dynamics have on the target customer’s strategy and how that strategy produces tactical initiatives impacting workers in the trenches.
Then, and only then, are products relevant.
Step outside of your product silos where conflicting priorities can paralyze the organization and learn how to drive the company with a unified strategy that collectively aligns products, marketing, sales and operations to the needs of your most lucrative markets.
Who Should Attend?
- Senior Managers & Executives responsible for strategy, marketing, sales, products, operations or technology
Program Agenda
Assess Markets
- Learn how to perform a single market assessment across all markets and products to eliminate operational silos with conflicting goals
- Segment markets and then calculate market size and revenue potential
for each segment so all strategic decisions can be quantified against
the market instead of pie-in-the-sky business cases
- Assess macro level market trends, their impact on the strategy of your
target customers and how both drive your strategy with greater focus
- Analyze competition and core competencies in each market segment to determine markets that align best with your strengths
- Create a complete profile for each market segment that combines quantitative and qualitative factors so all strategic decisions are based on objective market data instead of opinions and gut feelings that make for too many unproductive meetings
- Learn how to use market data to drive higher value solutions and eliminate product silos with conflicting objectives
Create a Strategy
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Use the market assessment to create a single strategic plan for the company (or a business unit) so everyone can focus on the same goals and execute without conflict
- Learn how to drive tactical operational plans from the strategy to avoid conflicting initiatives across departments that ultimately waste time and resources
- Create a strategic product & solution roadmap that drives higher value closed-loop solutions (instead of fragmented products & features) so your revenue will grow faster
- Learn how to integrate a company-wide product & solution roadmap into the strategic plan so that product and operational initiatives are in sync from the top down and fewer cycles will be wasted in the execution phases
Align the Organization
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Learn how to structure product, marketing, sales, service and development teams around higher value solutions instead of product silos
- Learn how clearly defined roles, responsibilities, handoffs and deliverables can improve the overall performance of sales, services, marketing, development and support to accelerate growth
- Learn how to structure the product delivery team to achieve maximum productivity, fewer conflicts and ultimately faster time to market for new products
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