Market research Product & portfolio strategy
Researching and gathering market data, expert opinion and insights. Developing product and portfolio strategy and plans. Updating
Tracking market drivers and trends such as technology developments and management and the wider business. Includes portfolio positioning,
changes to legislation. release planning and stakeholder management.
Customer research Vision & evangelizing
Research on customers and prospects. Getting feedback from Sales, Creating a compelling product vision. Selling and presenting the product to
Support and other channels about issues and opportunities. Win/loss internal audiences and representing the product externally at conferences,
analysis. User experience, ways of working and behaviour research.
Strategic Product Activities to customers, with the press and industry analysts.
- working out what the right product is for the business
Competitive research Roadmaps
Initiating and sponsoring competitive research, including benchmarking
Insight Analysis Direction
Deciding on future direction and priorities for the product. Publishing and
and tracking competitor activity. Understanding their strengths, maintaining roadmaps for internal and external stakeholders.
weaknesses and direction. Getting feedback from sales and other sources.
Market research Segmentation Product & portfolio strategy
Customer research Propositions Vision & evangelizing
Product performance Pricing
Reviewing data and reports on product performance. Tracking key Developing pricing strategy and tactics. Competitive pricing analysis, cost
performance indicators (KPIs) such as revenue and customer numbers. Competitive research Positioning Roadmaps analysis and gathering customer insight on pricing. Setting and
Product analytics to understand product usage. communicating price levels.
Product performance Business cases Pricing
Segmentation Positioning
Using needs and other factors to identify attractive market segments that Determining appropriate messaging and positioning against external
can be targeted with relevant propositions. Understanding segment sizing competition and internal products.
and other relevant factors.
Inbound Activities Outbound Activities
- helping the business to deliver the product - helping the business to sell the product
Propositions Business cases
Creating and capturing new ideas. Analyzing and building propositions Writing the rationale about why the business should invest in a product.
for the product for different target market segments. Developing Discovery & design Launch Producing the financial model with sales, revenue, costs and profit
messaging for different buyer and user profiles. forecasts. Getting impact estimates and buy-in from relevant areas.
Requirements Product promotion
Project & partner management Sales & marketing content
Discovery & design Launch
Defining and testing hypothesis by building mock-ups, prototypes, MVPs Creating and running launch and go-to-market plans. Selecting launch
and product versions to understand what is valuable to customers. Using Operational readiness & trials Sales support dates and approaches. Ensuring teams such as Sales and Support are
insights and use cases to design the product and improve user experience. trained. Communications and building momentum across the business.
Requirements Product promotion
Gathering, analyzing, prioritizing and documenting product requirements. Creating and/or running product marketing/content marketing
Defining users and use scenarios. Providing context and discussing campaigns e.g. thought leadership, lead generation, acquisition,
Product Activities Framework
trade-offs with developers and designers. retention. Running plans and tracking effectiveness.
Project & partner management Our Framework identifies all the product management activities that Sales & marketing content
Managing the overall development for the product, reviewing milestones Writing and developing sales and marketing content e.g. messaging for a
with stakeholders. Handling the development process and resolving should take place in any company with products. Use it to help think website, explainer videos, case studies, social media, FAQs, white-papers,
project issues. Finding, managing & negotiating with partners & suppliers. sales tools and presentations. Supporting digital marketing.
through who owns which activity and how well you’re doing. This
identifies gaps, overlaps and priorities for improvement.
Operational readiness & trials Sales support
Managing the roll-out of the product within the business e.g. system and Training | Resources | Reviews | Leadership Delivering sales training. Supporting sales calls. Attending or presenting product
process updates. Managing internal and external trials. Ensuring the at user groups, sales and channel events as the product representative.
business is ready to start selling. info@[Link] | [Link]
focus
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