Successful Go-To-Market E-Book

Frank Lemser

• Herausgeber: Books on Demand
• Kategorie: Fachliteratur
• Serie: Product Management according to Open Product Management Workflow
• Sprache: Englisch

Seitenzahl: 155

Veröffentlichungsjahr: 2022

Beschreibung

The product marketing textbook »Successful Go-To-Market« is the third book of the Open Product Management Workflow series. It also functions as the textbook for the certified product marketing training »Successful Go-to-Market«. Note: the tools and templates, which are mentioned in the book will be issued in the trainings, as their application will be explained and their usage is trained under guidance in practical examples. Additionally, you can also download the book »Successful Go-To-Market« for free in PDF format on pro-productmanagement.com. In a successful go-to-market, the energy and time invested in strategic and technical product development up to that point can be successfully crowned. However, all previous efforts can also simply fizzle out, resulting in significant additional costs for marketing and sales again if you neglect the go-to-market. You will learn in the book which hurdles have to be overcome, how to plan and organize a successful go-to-market in a repeatable way, so that your product marketing will crown the product development. Using the "SelfBackup" product example, which already served as an example in the previous textbooks "Strategic Product Management" and "Technical Product Management" according to the Open Product Management Workflow, you will again be shown step by step how successful planning proceeds. In the book "Successful Go-to-Market", you will learn about tools that help you identify the relevant and most efficient marketing measures. You will also learn how to coordinate marketing activities together with marketing and sales in a way that makes planning more accurate and predictable for sales, while reducing sales effort. Therefore, you will also learn how to know the best possible organization for successful product marketing and how to optimize the cooperation between departments. You will learn how the organization from product management to marketing and sales can increase success and use the available resources of personnel, time and money as effectively as possible. We recommend reading the basics of the book "Strategic Product Management", which sets the stage for the marketing' and sales measures in this book.

Leseprobe

This book is teaching material of:

proProduktmanagement GmbH

Deutschherrnstrasse 6

90429 Nuremberg - Germany

www.pro-productmanagement.com

[email protected]

[phone]

CONTENTS

Preface

Download Open Product Management Workflow

TM

Download free Product Management Dashboard for JIRA - Software

The course teaching methods - Flipped Classroom

Flipped classroom, instead of teacher-centred teaching

Benefits for you as a participant

Benefits for your company

Learning objectives to make the very best of yourself

Product management as an ecological and economic opportunity

The Product Management Dilemma or how Product Management should build the future with a hammer and chisel

Product Management ToolBox

TM

– Tools for Word and Excel

Use our free software as Product Manager

Use Product Management Dashboard® for Jira immediately free of charge

Product management within the organisation

Introduction

Go-To-Market as a plannable project

Planning the Go-To-Market from the customer's perspective

Phases of the buyer decision process in Business to Business

Go-To-Market in Open Product Management Workflow

TM

The Go-To-Market Team, Tasks and Roles – Document G1

Go-to-Market team in the Product Management Dashboard

Product Launch Plan – Document G2

Marketing Plan – Document G3, G4, G5

Marketing Activities Timeline – Document G5

Marketing Efficiency – Document G6

Order of events for marketing activities and optimisation of marketing efficiency

Potential for Optimisation of Marketing Efficiency – Document G6

KPIs for marketing efficiency and marketing indicators

Example: planning marketing activities with optimised marketing efficiency

Taking care of existing customers

Reference Customers – Document G7

Reference customers – content

Types of reference

Reference customers in the product lifecycle and programmes

Opinion Leaders

Test Versions, Product Demos, Trials – Document G8

Sales to buying process

Misunderstanding between Product Management and Sales

What Sales Needs from Product Management – Document G9

Support for Sales with Forecasting – Document G10

Website content

Sales collateral

Sales Presentation – Document G11

Training for the sales channels

Event support

Product Management Dashboard® - Produktmanagement Software Plugin for JIRA®

More ecological, faster, more profitable, more sustainable

Free download, license and example included

More information

Further support for you

Contact our trainers

Open Product Management Workflow

TM

Licence

PREFACE

This book is designed to help you understand your everyday work as a Product Manager, to show you the individual work steps, the need for them and their relationships with each other so that you become a professional manager of your product.

To enable you and your colleagues to gain a common understanding and to ensure that you are all talking the same language within your team, we would be very happy for you to pass on this book free of charge.

This book will be used as a textbook within the framework of our Product Management training, in which we teach you in accordance with the Open Product Management Workflow TM method and according to the teaching principles of the Flipped Classroom.

The following textbooks are available free of charge:

Strategic Product Management

Technical Product Management

Successful Go-To-Market

Important:The “Successful Go-To-Market” textbooks require you to have previously read the “Strategic Product Management" textbook. Strategic Product Management is the preparatory work, it provides the fundamental knowledge and the results which are then processed further in Successful Go-To-Market.

https://www.pro-productmanagement.com/books

DOWNLOAD OPEN PRODUCT MANAGEMENT WORKFLOW TM

To allow you to get a full grasp of all the steps involved, we would recommend that you download Open Product Management Workflow TM, print it out and add it to your learning materials.

You can download Open Product Management Workflow TM here:

www.pro-productmanagement.com/opmw

DOWNLOAD FREE PRODUCT MANAGEMENT DASHBOARD FOR JIRA - SOFTWARE

As an additional teaching aid, you can use the Product Management Dashboard for JIRA, the software for Product Managers, free of charge. The software provides you with an even simpler, step-by-step, practice-oriented traceability of the course material, as it is also based on the Open Product Management Workflow TM and contains a complete sample product. A full license for you as Product Manager is already included in the software, so that you can continue to use the software for your daily work after learning.

You can find out more about the free download and the Product Management Dashboard for JIRA at the end of the book or on the website:

www.pro-productmanagement.com/software

THE COURSE TEACHING METHODS - FLIPPED CLASSROOM

“The course has taught me a lot, I’m impressed by the Open Product Management Workflow method and I now really have to have more interviews with customers to practise this and much more.” This is what participants have said again and again over the last few years upon finishing our training course.

Since Product Managers are pulled straight back into normal working life after the training, from experience there is little time for them to practise and expand on what they have learned. We have therefore considered how we can help participants to spend the time we have together during the course to help them to get even more practice.

The solution is the Flipped Classroom teaching method.

FLIPPED CLASSROOM, INSTEAD OF TEACHER-CENTRED TEACHING

Instead of teacher-centred teaching, the theory is to learn things yourself in peace and quiet and then to practise their practical implementation during the time you are all together on the course - that’s the idea behind the Flipped Classroom teaching method and how we convey our teaching content.

Trainees work at home and assimilate the theoretical principles at their own pace. They then get to practise them in the classroom using different methods and tasks and the trainees receive individual support. The trainees move from a passive role into an active one. As such, the trainees reach the highest level of the teaching methods as the learning content is optimally consolidated and the participants are immediately capable of implementing them in their daily work.

BENEFITS FOR YOU AS A PARTICIPANT

For you as a participant, Product Management training based on the Flipped Classroom teaching method offers the following benefits:

You as a trainee can learn the theory at your own speed and in peace and quiet, since you can read our textbooks long in advance of attending the course because there are freely available copies.

During the course, as a participant you will not be bombarded with new ideas, but rather your questions will be answered and you will strengthen and deepen the knowledge you have previously acquired.

The use of the tools needed for Product Management is learned during your time on the course.

The implementation of the Product Management activities will be carried out jointly and under professional guidance.

As a participant, you are immediately able to incorporate the new things you have learned into your daily work, since your confidence in your own actions will be strengthened.

You save time on time-consuming, expensive reworking.

BENEFITS FOR YOUR COMPANY

The following benefits for your business result from Product Management training based on the Flipped Classroom teaching method:

You save time and money because you don’t have to free up time for your employees to learn the theoretical material, nor pay for their study time.

You save money because you pay only for the time in which we work with the participants.

With your investment, you will get colleagues who are both trained in the theory and practice, who use their Product Management tools and who have achieved results which are necessary for the manufacture and marketing of successful products.

You benefit immediately from your Product Manager’s modified working methods as your colleagues can get started immediately after the course without them having to carry out time-consuming subsequent work on the teaching content.

What can you expect before the course and during the course?

Before the course:

You can download our textbooks which are available free of charge and accessible on our website

We will provide you with a schedule

You can acquire the theory in peace and quiet and according to your own schedule

Write down any questions that we will then answer in the course

Prepare yourself beforehand for the tasks and familiarise yourself with the material

During the course:

Questions about the understanding of the theoretical knowledge are answered

Products are developed together

Situations from the everyday working life in Product Management are implemented using practical exercises

Product Management tools and their uses are learned

Participants are supported right away and will get direct feedback.

LEARNING OBJECTIVES TO MAKE THE VERY BEST OF YOURSELF

For each course and for each topic there are defined learning objectives, i.e. it is clearly defined exactly what the participants should have mastered by the end of the course. This is the only way that it can be individually determined for each participant where potential for their own optimisation lies.

The learning objective that stands above everything is: The participants are familiar with all the steps and can use the corresponding tools that are needed to produce a market-driven product, as well as market this product and control its success.

Examples of learning objectives for individual topics from Strategic Product Management:

Participants can explain the importance of market orientation

Participants can identify the tasks of the PMs and compare them with the current state

Participants can identify interfaces with which they work and show who they have to pass which information to and in what form.

PRODUCT MANAGEMENT AS AN ECOLOGICAL AND ECONOMIC OPPORTUNITY

Imagine developing innovative products that are sustainable and save a lot of resources such as raw materials, materials, energy, water, labor and time.

Imagine that you need only 50% of the previous time for development and marketing and at the same time your company becomes up to 31% more profitable.

All the tasks you need to do are clearly defined and many of them are automated or can be done in minutes using the Product Management Dashboard, our product management software.

What else you need to do: talk to your customers, conduct interviews.

This way you develop products that are sustainable because you solve problems that are widespread as well as satisfy real needs of customers. At the same time, you avoid costly, time- and resource-consuming misdevelopments. And incidentally, you'll make your business up to 50% faster and 31% more profitable.

Product management has the ecological future of all of us as well as the economic future of your company in its hands.

You have this future in your hand. Get started today with Green Product DevelopmentTM.

We provide you with the tools and training to do so.

Hint:All of this also applies to existing products and can be applied there as well.

THE PRODUCT MANAGEMENT DILEMMA OR HOW PRODUCT MANAGEMENT SHOULD BUILD THE FUTURE WITH A HAMMER AND CHISEL

When you start as a Product Manager, you have a job where often barely anyone in the company knows what you actually do or what your responsibilities are.

You are completely on your own.

Suddenly, you’ve got colleagues from all directions with information from the Management, from Marketing, from Sales and Engineering coming to you and the customer, who is king, is also being passed on to you.

At some point you get the feeling that everyone is just chucking their stuff at you.

At the same time, everyone wants you to create order from all this information and then to compile it in such a way that they can then reuse it themselves.

So, the Management expects a decision proposal and a business plan.

King Customer hopes that his problems will be solved.

Marketing wants a market message that customers understand and that illustrates the unique added value.

Sales want materials and selling points which will assist them in doing business as easily and as quickly as possible.

The engineers want to have the requirements prioritised, so that it results in a market-driven product which they can then develop in peace.

Not only that, but we are at the beginning of our job as a Product Manager and haven’t received an exact job description or even at least training from which we could learn our role and get the tools that would be able to help us. No. We are just expected to get on with it, using Word and Excel as our tools - our hammer and chisel - to bring order to all the information so that all our colleagues and customers get what they need. With Word and Excel we have to hammer and chisel product strategies and as such help to shape the company's future.

Product Managers today still work with hammers and chisels, i.e. with Word and Excel, to create the products of the future as well as to design the long-term company strategies.

All other departments today use special tools to make their work more efficient, time-saving and to complete it successfully.

For example, Sales have a CRM (Customer Relationship Management) System and/or an ERP (Enterprise Resource Planning), i.e. SAP or a similar system to supply the best services.

The accounting department also uses ERP and accounting systems for a more efficient organisation of its work. Engineers and Developers use CAD systems, development environments for software, project planning software etc. as their tools. Customer Support uses a ticket system order to be more effective.

But ask your manager if the following points are expected from you as a Product Manager:

To consolidate information from customers, Sales, Management, Engineering, Customer Support, partners and to then prioritise these at the end

To collect and evaluate market information from the competition, the analysts and from studies

To carry out various business analyses and bring their results together

Identify risks and opportunities

Derive proposals for strategies from the market

To deliver decision proposals that are based on market facts so that bad investments can be avoided

To sort market and product requirements such that they lead to a market-oriented product

To create a market message which Marketing can communicate such that customers understand it, Sales can close sales faster and sales costs are reduced

Control the product's success using KPIs and, if necessary, introduce the right measures

Set up and implement the go-to-market with launch plan, marketing plan

Create marketing and sales materials including web pages or provide the content

If you have asked your manager and you have found many commonalities with the instances above, you can point out once again that you currently only work with a hammer and chisel - Word and Excel - to fulfil all of these complex tasks.

You might have experienced one or the other points before. In numerous discussions with Product Managers over the years, we have learned:

The completion of Product Management tasks using Word and Excel is very time-consuming

Several Product Managers working together on one product is not possible today with Word and Excel

The consolidation of all the information about the product in one central location is difficult and a great deal of effort is needed for this

Working on several products at the same time is usually chaotic

Word and Excel are suitable only to a limited extent for the management and the merging of all the information that a Product Manager receives and has to evaluate

Conducting analyses and the merging of the analysis results are possible but incredibly time-consuming

The review and evaluation of product requirements means a lot of time has to be invested

All documents about the product for sales, marketing, engineering, customers, etc. are spread everywhere and it takes a lot of time to find the right one.

It is unclear what all needs to be done for a successful Go-to-Market.

Whether our marketing efforts are successful is unclear.

(The list could go on)

As we work as Product Managers ourselves and are often at different companies, we have faced these exact problems outlined above. That’s why we initially developed the tools for Product Management for our work - which are also available to you.

Product Management Dashboard® is a product management software that provides a fully automated Open Product Management Workflow

TM

, with clear tasks.

Product Management ToolBox

TM

as about 25 Word and Excel templates, which you will receive and learn in the corresponding trainings.

PRODUCT MANAGEMENT TOOLBOXTM – TOOLS FOR WORD AND EXCEL

In our textbooks, we repeatedly refer to documents and tools. These tools are part of the Product Management ToolBoxTM, which consists of about 25 templates for Word and Excel.

These tools have been developed to enable you in product management to perform all the necessary tasks for successful economic and ecological product development as easily as possible. You will learn how to use these tools and how their interaction works in the respective course.

IMPORTANT: The software, the Product Management Dashboard®, completely replaces the Product Management ToolBoxTM, i.e. the Word and Excel tools. The software automates and accelerates the work in product management significantly, even compared to the Word and Excel tools. If you do our training with software, then these tools are irrelevant for you, because you already learn the most modern tool for product management.

USE OUR FREE SOFTWARE AS PRODUCT MANAGER

In order to work faster as a Product Manager, to have clear tasks as well as a red thread in product management, all tools are now combined as software in the Product Management Dashboard for JIRA. Now there is one place where all product information from different sources is consolidated. Many things such as analyses are done automatically, which makes the work in Product Management faster and 100% market-oriented.

USE PRODUCT MANAGEMENT DASHBOARD® FOR JIRA IMMEDIATELY FREE OF CHARGE