Managing Products to Deliver Solutions: 25 Best Practices for B2B Product Management

Managing Products to Deliver Solutions: 25 Best Practices for B2B Product Management

by John Mansour

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Overview

If you only read one “product management” book this year, this should be it. Instead of presenting another spin on how to turn ideas into blockbuster products, Managing Products to Deliver Solutions lets you in on a secret that only the most successful business-to-business (B2B) organizations seem to understand: Product management is more about building multi-product solutions that have higher value to businesses and their customers than it is about building great products for individual users. Product management, marketing and sales veteran John Mansour takes you through 25 “how-to” business practices that are applicable to any B2B product or service company and organizes them into three categories that essentially reveal the key differences between traditional and B2B product management as follows: 1. A wider lens is needed to uncover the most critical needs of businesses and their customers. 2. Business customers value integrated solutions more than best-of-breed products. 3. Product management is more than just product managers. Each practice is written in a “how-to” format to help you reorient your approach away from traditional user-focused product management practices and set your teams up to be more proficient at uncovering the top-down business issues that keep executives up at night and delivering high-value solutions that meet those needs. Managing Products to Deliver Solutions is written in a style that makes for easy reading by not overwhelming you with details but offering enough substance to act on. It gives you 25 solid reasons to manage your products as a portfolio to reap the rewards of emphasizing high-value solutions over great products.

Product Details

ISBN-13: 9781631927287
Publisher: Bookbaby
Publication date: 04/01/2015
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 76
File size: 669 KB

About the Author

John Mansour is the founder and managing partner of Proficientz, Inc., a training and consulting firm that specializes in B2B Product Management, Product Marketing and Sales Enablement. John has more than 25 years experience in high technology product management, product marketing, marketing communications and sales in B2B organizations ranging from start-ups to Fortune 1000. Prior to those roles, John had extensive operations management experience in B2B software companies, healthcare administration and retail distribution. As the managing partner of Proficientz, John has worked with more than 2000 organizations that span high technology, business services, telecom, healthcare, financial services, manufacturing and many others. John served as the chairman for the Technology Association of Georgia's Product Management Society from 2006 – 2010 and has been a regular keynote speaker at product management conferences and association meetings since 2001.

Table of Contents

Section I A Wider Lens Is Required to Uncover the Needs of a Business

1 Create a Customer-Focused Mission To Drive Product Management 1

2 Uncover Top-Down Market Needs Instead of Solving Bottom-Up Market Problems 3

3 Three Guiding Principles to Innovation 6

4 Segment Markets to Establish Clarity 8

5 Five Questions That Keep Product, Marketing and Sales In Step With the Market (and Each Other) 10

6 Prioritizing Your Top Opportunities Without Product-Tinted Glasses 12

7 Using Conversation Instead of Presentation to Improve Sales Discovery 14

8 Consumer Product Warning! For Inspiration Only 16

9 The X-Factor in Creating Stickier Products: Your Customer's Customers 18

10 Getting the Most Out of Customer Interviews: Start High & Work Your Way Down 20

Section II Businesses Value Solutions More than Products

11 Why Non-Product Dialogues Are More Powerful When Answering Product Questions 25

12 Creating Business Cases That Pack a Stronger Punch 27

13 Making Competitive Comparisons More Actionable 29

14 Positioning: Say It Like Your Customers Would 31

15 Rating Your Solutions Maturity on a 3-Point Scale: Pimply Adolescent or Polished Executive? 33

16 Using Product Roadmaps to Educate. Features Are Optional 35

17 Creating Stronger ROIs For New Product Ideas 37

18 Walk (Through Business Processes) Before You Run (With Product Design) 39

19 Your Products Are Irrelevant, Until… 41

20 Using Agile Development Techniques to Improve Marketing & Sales 43

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