What do you really need? Would you prefer something custom?
I can create any workshop from scratch or customize any training that is specific to your business and will suit your needs.
Marketing Matters offers specialized training services in the areas of marketing management and product marketing. All training modules are based on “real-life” experience, not textbook theories.
While you’re invited to choose the focus area that seems appropriate for you, the first step of our engagement will be to determine the root cause of the issue. This ensures I develop and deliver a training solution that will optimize team output and results.
Onsite workshops are designed so attendees fully internalize new concepts and make them work for their specific business/product line. The goal is always to optimize the likelihood of successful implementations and, most importantly, results. All attendees will receive a certificate of completion.
All trainings and training materials can be provided in English and other languages upon request.
All training packages include unlimited remote support.
Recommended Training Structure
Step 1: Onsite Training Workshops
Interactive working sessions where attendees develop the tools specific to their responsibilities.
Step 2: Follow-up Real-time Coaching
Coaching and working sessions to optimize execution and results.
Step 3: Remote Support
Regular, periodic remote support to address questions, review results and recommend adjustments.
Fundamentals of Product Management: 1 to 1½ days
Audience: All product marketing personnel; also recommended for MarCom personnel
Description: Introductory overview of all aspects of product line management, including market segmentation, financial analysis, competitive analysis, market research, pricing, product launch, and working with sales to develop and meet forecasts.
Session Deliverables: At the conclusion of the training, attendees will understand the basic fundamentals for effective product line management, as well as what tools are available and when they should use them to drive improved financial results for their product lines.
NOTE: This is a basic training that all product marketing personnel should attend to understand all aspects of product management. The other topics are more advanced trainings on specific marketing tools/processes.
Marketing Strategy Development: 1 or 2 days
Audience: All product management and product marketing personnel; also recommended for MarCom personnel and select R&D/engineering personnel
Description: An interactive training/working session where attendees will develop/optimize the marketing strategy for their product line and/or region. This will include identifying the correct market segmentation (vertical or horizontal) as well as the correct strategic thrusts: market penetration/take market share, market development/explore new markets and/or new products. Includes market analysis, competitive analysis, organizational SWOT, and gap analysis.
Session Deliverables: At the conclusion of the training, attendees will have a draft marketing strategy, functional execution plan and management metrics.
Voice of the Customer (VOC): 1 day
Audience: All product marketing personnel; also recommended for R&D/engineering, field marketing and select sales personnel
Description: A team-based workshop where attendees will develop all the required tools to conduct a full VOC project. This includes development of the project objective, customer matrix, and interview guide, and role-playing sessions to practice the interview technique.
Session Deliverables: At the conclusion of the training, all attendees will be able to develop and conduct a VOC project from objective through interviews. If the teams come into the training with projects, they will exit prepared to begin executing as early as the next day.
NOTE: The training is designed to accommodate multiple teams.
Getting Past Go/No Go in Stage Gate, Business Case Development: 1½ or 2 days
Audience: All product marketing personnel; also recommended for R&D/engineering and select finance personnel
Description: A comprehensive workshop to develop a full business case, this working session will include the development of market segmentation, market model, competitive analysis, sensitivity analysis, risk mitigation and financial analysis.
Session Deliverables: At the conclusion of the training, all attendees will have completed a draft business case for a project.
Product Rationalization and Obsolescence: 1 or 1½ days
Audience: All product marketing personnel; also recommended for select finance and manufacturing personnel, and potentially sales personnel for a portion
Description: A comprehensive workshop that explores overall product line profitability: top line analysis, cost/gross margin analysis, below the line costs. The attendees will conduct a product line rationalization analysis, including a financial model, followed by a rationalization and obsolescence plan, including an internal and external communication plan, metrics, monitoring method, and frequency.
Session Deliverables: At the conclusion of the training, all attendees will have completed a comprehensive analysis and draft rationalization and obsolescence plan for their product line.
New Product Launch: 1 to 1½ days
Audience: All product marketing personnel and marketing communications personnel; also recommended for field marketing and select sales personnel
Description: A team-based workshop where attendees will develop the three key aspects of a product launch: launch planning, execution and audit. This will include developing the value proposition, competitive positioning, pricing strategy, sales strategy, and marketing communications plan, as well as launch metrics and scorecards that will be used in the post-launch audit.
Session Deliverables: At the conclusion of the training, all attendees will be able to execute on all three aspects of a new product launch. If there are teams that come into the training with a specific product that will be launched in the next two to eight months, they will exit with a draft launch plan, execution framework and management metrics. NOTE: The training is designed to accommodate multiple teams.
What do you really need? Would you prefer something custom?