PRODUCT MANAGEMENT FOR B2B

TRAINING OVERVIEW

In the dynamic realm of business-to-business (B2B) product management, DixonTech presents a comprehensive training program tailored to empower professionals with the skills and insights necessary to excel in this complex domain. Our “Product Management for B2B” course delves into the intricacies of understanding market needs, developing strategic product roadmaps, and effectively managing the entire product lifecycle. As Steve Jobs famously stated, “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” This sentiment encapsulates the essence of our training, emphasizing the importance of customer-centricity and innovation in driving B2B product success. Through a blend of theoretical frameworks, practical case studies, and interactive discussions, participants will gain the expertise needed to navigate challenges, capitalize on opportunities, and deliver exceptional value to their B2B customers.

TRAINING TOPICS

• How customers meet their challenges and how to discover value opportunities
• Targeting competitors, defining key success factors and market attractiveness
• Setting objectives and product marketing strategies
• Designing the communications, managing the channel, implementing and controlling the plan

By the end of this training course, delegates 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

TRAINING IS TAILORED TO

• 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 aim to integrate product marketing
• Product development managers who aim to become product managers
• Technical experts who aim to become product managers

TRAINING METHODOLOGY

At DixonTech, our training methodology is designed to foster immersive learning experiences that enable participants to translate theory into practice effectively. Through a combination of interactive workshops, hands-on exercises, and real-world case studies, participants will engage in experiential learning that mirrors the challenges and opportunities encountered in B2B product management. Our seasoned instructors, who bring extensive industry experience to the table, will facilitate engaging discussions and provide valuable insights to enhance participants' understanding of key concepts. Additionally, our training incorporates collaborative group activities and peer-to-peer learning opportunities, allowing participants to exchange perspectives and best practices. By emphasizing practical application and skill development, our methodology ensures that participants leave the program equipped with the confidence and capabilities to excel in the dynamic field of B2B product management.

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
• Profiling decision-makers
• 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
• Competitive strategies and how to compete
• Managing the customers’ perception
• Finding sustainable, profitable, competitive differential-advantage
• Analysing key success factors and capabilities

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