How well are your Product Managers aligning their marketing strategies to target market segments?

Product Managers as “owners” of the product line must be able to develop product marketing strategies. In order to do so they must have good market segmentation skills and adequate knowledge and experience of market strategies. Unfortunately, many product managers and their managers don’t recognize the importance that product marketing competency has for successful product management and planning.

The true value of a product manager is in their ability to analyze and understand their markets including existing market segments, target markets, and potentially new and emerging markets. When market focus at the product manager level is missing product decisions tend to be driven by:

   • “gut feel”

   • A large customer

   • Response to a major competitor

Product Managers who are market focused can use this and other information to assess markets, anticipate potential new opportunities, and make better decisions that optimize product line performance and maximize business results.

Our Product management professionals have helped industrial and business to business companies enhance the strategic marketing capabilities of their product managers by providing tools and techniques that enhance competencies including:   
 
   • Market Segmentation and Analysis skills

   • Segment Profiling and Buying Factor Analysis

   • Strategic Marketing, Targeting and Prioritization

   • Product Marketing Strategies including:
          • Alignment of products to markets
          • Product positioning
          • Differentiation strategies