Who Should Attend? ProductManagement,ProductMarketing,ProductStrategy,DevelopmentLeads

How To Do Agile Product Management & Marketing

“There’s a Void in Market-Facing Requirements.”

“Our Product Managers Are Functioning as Product Owners.”

“Agile Was Implemented With a Development-Only Focus.”

This Agile product management & marketing course is a “how-to” workshop that will help you lead Agile development teams more strategically with a stronger market focus. You’ll learn how to implement new and improved versions of those market-facing product management functions that may have been lost during your Agile implementation and improve efficiency by integrating upstream product management activities (who, what & why) with downstream design and development processes (how) .

Gather Market & Customer Insights

Contact us at 404-751-5133 or email inquiry@proficientz.com to schedule your onsite workshop. A one-of-a-kind learning experience!

Day 1 – Become a Market Expert In this section of the course, you’ll develop strong market expertise to ensure you’re consistently operating from an outside-in perspective. You’ll learn how to gather market and customer insights and turn them into market-facing themes, epics and user stories that drive product planning, development, positioning, and sales enablement from the customer’s perspective. You’ll learn how to use your market expertise to exert stronger influence within the organization. Understanding Our Markets

• Who Are Our Target Customers? Learn how to segment markets to establish a common baseline for gathering market needs and creating apples-to-apples business cases.

• What Do They Do? Learn how to create customer workflows and use them to assess the strengths and weaknesses of your products and competitive products.

• What’s Trending in Our Product Category? Learn how to assess the market and the competition in your product/service category to determine where you stand, where you need to go and why.

Understanding What Drives Our Target Customers (Buyer & User Personas)

• What Are They Trying To Accomplish? Learn how to identify the strategic initiatives and business goals of your target customers to gain a clear understanding of what your solutions ultimately have to help them accomplish.

• Why Are Those Goals Important? Learn how to identify the market forces driving their business goals to ensure you’re managing, marketing and selling from a big-picture market perspective.

• What Are Their Biggest Business Obstacles? Learn how to identify the biggest business obstacles standing between your target customers and their goals, why those obstacles exist, and what they’re doing to eliminate them. Learn how to use that information to develop high-fidelity business themes, business epics and business user stories.

Strategize & Plan

Contact us at 404-751-5133 or email inquiry@proficientz.com to schedule your onsite workshop. A one-of-a-kind learning experience!

Day 2 – Become a Business Expert In this section of the course you’ll develop strong business expertise to ensure you’re making objective business decisions instead of emotional product decisions. You’ll learn how to create a strategic roadmap, supporting product backlogs and revenue/ROI projections that can be executed with confidence. You’ll learn how to sell roadmaps and backlogs to stakeholders and drive consensus on how the organization will deliver greater business value to the market and grow profitably doing it – without all the false starts, stops and shifts in direction.

Identify Candidates for the Strategic Roadmap (The Long List)

• What Are the Biggest Obstacles We Can Eliminate? Learn how to define high-value

product/service solutions that eliminate critical business obstacles for your target

customers.

• How Much Are They Worth? Learn how to quantify and compare the value of each

proposed solution – for the target customers and for your organization.

Socialize

• What Do the Stakeholders Think? Learn how socialize your market & customer

insights, proposed solutions and revenue/ROI projections to drive consensus on

priorities.

Determine Priorities (The Short List)

• Which Solutions Are Most Valuable? Learn how to prioritize proposed solutions

relative to their customer value and their impact on your organization’s goals. Create

product, marketing and sales enablement plans to support the priorities.

Create Supporting Product Backlogs (The Can-Do List)

• How Will We Deliver the Solutions? Learn how to create product backlogs that can be

executed with confidence.

Deliver, Market & Sell

Contact us at 404-751-5133 or email inquiry@proficientz.com to schedule your onsite workshop. A one-of-a-kind learning experience!

Day 2 (Continued) – Become a Process Expert

In this section of the course you’ll develop strong operations expertise to ensure day-to-day execution in the trenches is simple and consistent. You’ll learn how to execute all aspects of product management, product marketing and sales enablement by working smarter, not harder. You’ll learn how to seamlessly integrate product management workflows with Agile Development processes to get more valuable products to market faster.

Deliver • Learn how to manage enhancement requests without endless spreadsheets of features.

• Learn how to lead an inception planning meeting with greater credibility by answering all the WHO, WHAT & WHY market questions.

• Learn how to define your minimum viable product (MVP) without negotiating features.

• Learn how to use focus groups within your sprints to validate product usability and avoid re-designs.

• Learn how to validate market readiness for key feature sets and improve launch success for new products and major releases.

• Learn how to transfer knowledge at the completion of sprints to ensure new capabilities can be delivered, marketed, sold and implemented successfully.

• Learn how to structure a market-facing product management team of problem-finders to complement Agile development teams of problem-solvers.

Market & Sell

• Learn how to re-purpose themes, epics and user stories to create positioning that opens more doors at the decision-maker level.

• Learn how to create marketing materials that communicate your value consistently across all platforms.

• Learn how to train sales teams to deliver your value propositions and improve credibility.

• Learn how to create sales tools that make your products easier to sell and easier to buy.

Private Classroom Training: Your Team, Your Agenda

A Hands-On, How-To Approach For Developing New Skills

Public training seminars have to be all things to all people. Private classroom training from Proficientz is all about you: Your products. Your markets. Your company culture. The challenges you’re facing right now! Seize the rare opportunity to get your team together and work collaboratively to layout the issues that impede progress and resolve them under the guidance of an experienced facilitator. Every Proficientz training course is highly interactive, with 80% of the curriculum consisting of hands-on exercises and role-play scenarios that mimic real-world situations and interactions with customers, prospects and colleagues. You’ll know exactly how to use what you’ve learned — because you’ll do it here first.

Classroom Training Format

1. Overview of Best Practice § Learn what it is, why it’s valuable

and the benefit of using it. 2. Real-World B2B/B2B2C Examples

§ As used in B2B and B2B2C organizations.

3. Your Example § An example using your products,

markets, customers, etc. 4. Team Exercise

§ Huddle with your teammates and apply the best practice to a current situation.

5. Debrief § Debrief with your instructor/coach

to ensure you’re applying what you’ve learned in the most beneficial manner.

Don’t settle for generic seminars disguised as training. Contact us at inquiry@proficientz.com to schedule your private onsite workshop.

Contact us at 404-751-5133 or email inquiry@proficientz.com to schedule your onsite workshop. A one-of-a-kind learning experience!

Daily Agenda 9:00: Start

10:15: Morning Break (15 minutes)

12-1 Lunch

2:15: Afternoon Break (10 minutes)

3:30: Afternoon Break (10 minutes)

5:00: Adjourn

After the Training

Getting Back to the Real World § All Proficientz training courses include a complete set of templates

that reinforce the training and simplify real-world practice.

Certify Your B2B Skills

§ At no additional cost, all participants are invited to take the Product Portfolio Management Certification exam and certify skills that are uniquely valuable in B2B product management.