How can you take the lead and manage your products in your markets, without authority?
B2B product managers have to manage their products successfully in the market, by winning the support of colleagues and others. However, they do not have the authority to enforce support from those whom they rely on to help them.
This training course helps you to create credible product strategies and plans that others will want to support and help you to implement.
It will teach you best practice B2B product management and equip you with the knowledge, tools and market-focused mindset that will empower you to market your products successfully.
What are the Goals?
By the end of this COPEX training course, you will be able to:
Take the Lead in Marketing your Products
Construct a Credible Product Marketing Plan
Adopt a More Market-focused Mind-set
Think and Act Strategically
Avoid Being Drawn Into Operational Issues
Create Superior Value for Customers and Avoid Price Erosion
Manage the Product Through its Life Cycle
Who is this Training Course for?
This COPEX training course is suitable for a wide range of professionals but will greatly benefit:
Product Managers who Want to Control How Their Products are Marketed
Marketing Directors who Want Their Product Managers to Think and Act Strategically
Marketing Managers who Want to Integrate Product Marketing
Product Development Managers who Want to Become Product Managers
Technical Experts who Want to Become Product Managers
Day One: The Product Manager’s Role
The role and challenges of a product manager
How to deal with the sales force
Constructing a B2B product marketing plan
Strategic fit, corporate strategy and brand
Defining scope and mapping market players
Understanding the market and its drivers
Day Two: How Customers Meet their Challenges and How to Discover Value Opportunities
Factors that impact on the market
Stakeholders and how to prioritise them
Understanding customers’ needs and challenges
Understanding the customers’ key success factors
Defining gaps in the customers’ capabilities
Day Three: Targeting Competitors, Defining Key Success Factors and Market Attractiveness
How to target competitors
Understanding the competitors’ strengths and weaknesses
Day Four: Setting Objectives and Product Marketing Strategies
Setting objectives and defining product strategy
Defining target segments, customers and stakeholders
Defining priority, importance, journey and tasks
Creating the right product marketing mix
Developing and managing the product portfolio - Innovation
Discovering value and creating value propositions
Value models that support price
Day Five: Designing the Communications, Managing the Channel, Implementing and Controlling the Plan
Directing the communications to customers and stakeholders
Briefing the marketing communications team
Winning support from the sales force
Managing channel partners
Implementing and controlling the plan
Verifying the plan
COPEX Certificate of Attendance will be provided to delegates who attend and complete the course
Material published by Copex shown here is copyrighted.
All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.