Product Management Rule 8: Market Research Must Be Actionable
Posted on | May 21, 2013 | No Comments
Product Management rule #8 from the best-selling book, 42 Rules of Product Management, was written by Luke Hohman, Founder and CEO, The Innovation Games® Company
“Good market research answers one or more questions that help you understand your customers . . . in such a way that you can take confident action towards your goals.”
The plethora of market research methods, and the consultants and market research firms that promote their favorite method, makes it far too easy for product management and marketing professionals to lose sight of the single most Read more
This post was written by Brian Lawley
Product Marketing Rule 7: Business Research is About Decisions, Not Questions
Posted on | May 16, 2013 | No Comments
Product Marketing rule #7 from the best-selling book, 42 Rules of Product Marketing, was written by Al
Scharer, Filigree Consulting
“Define the decisions that you need to make, then define the research tools you will use to make the decisions.”
From a product marketing perspective, research is about decisions. Research is a systematic approach to gathering data that supports your decision making. There are several steps to create an efficient research methodology that will help you create on-target messaging.
First: define the decisions that you need to make and then define the research tools you will use to make the Read more
This post was written by Brian Lawley
Product Management Rule 7: There Is a Fine Line between Knowing It All and Being a Know-It-All
Posted on | May 9, 2013 | No Comments
Product Management rule #7 from the best-selling book, 42 Rules of Product Management, was written by Alyssa Dver, CEO, Mint Green Marketing
“Refrain from being the know-it-all—instead be someone that all know they can follow, learn from,
and ultimately trust to lead the product toward success.”
We become product managers for a variety of reasons, but our common characteristics are that we are smart, we like to be the center of attention, and, well, we feel compelled to expose those things in what we optimistically cloak as evangelism.
Product managers need to lead teams that do not report to them; they need to be decisive in the absence of Read more
This post was written by Brian Lawley
Product Marketing Rule 6: Work Effectively with Analysts
Posted on | April 30, 2013 | No Comments
Product Marketing rule #6 from the best-selling book, 42 Rules of Product Marketing, was written by John Armstrong, Consultant, previously Director of Product Marketing at Guidance Software
“The ability to work and communicate effectively with industry analysts can make a significant difference in the analyst’s perception of your product or service.”
If you are recognized by your company as a subject matter expert in your product marketing role, you can expect to eventually participate in meetings with industry analysts, usually as part of the typical external launch process. Industry analysts function as experts within a product or market segment, have a unique perspective on Read more
This post was written by Brian Lawley