Product Management

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• How to Get Your Products on Mass Retailers' ShelvesVanessa Ting
  You have a good product and great branding, but how do you get the buyers of large retailers to notice your brand? Here are four effective ways to be resourceful ...
  Brand Management, Marketing Tips, Positioning, Product Management, Product Marketing
• How Not to Think About Thought Leadership (and How to Do It Right)Haydn Shaughnessy
  Thought leadership—if done correctly—can prompt sales leads to come to you. But some companies still get it wrong. Learn why that happens, how to avoid major mistakes, and how to ...
  Content, Content Marketing, Management, Marketing Tips, Product Management, Thought Leadership
• How to Get Your Message Heard in a Crowded MarketKathryn Roy
  Many companies in crowded markets continue to go head to head against vendors with similar (or better) products. It's scary to narrow your focus to a smaller set of prospects, ...
  Brand Equity, Customer Behavior, Product Management, Product Marketing, Segmentation
• Wake up Your Customers with New Subcategories
  At first look, the task of arranging a category of products for your customers to choose from may seem to be relatively simple, say the authors of a new research ...
  Customer Behavior, E-Commerce, Product Management
• Innovation Matters: Balancing Sustained vs. Disruptive InnovationEric Zeitoun
  While we struggle to emerge from a full-blown recession, marketers know all too well that advertising and (unfortunately) innovation are the first budgets that are most likely to get cut. ...
  Branding, Marketing Smarter, Product Management, Recession
• Case Study: Lessons From Martin Guitars: Three Ways to Survive a DownturnKimberly Smith
  C. F. Martin & Co. survived the Civil War, the Great Depression, and both World Wars. Inspired by its past, the guitar maker thrived in 2009.
• Marketing: Beware of 'Outkicking the Coverage'Laura Patterson
  Although football metaphors abound in business, this article explores the idea of "outkicking your coverage," which is when an overly strong player can actually be harmful to a team's performance. "Outkicking" ...
  Collaboration, Marketing Smarter, Marketing Tips, Product Management
• Small Quantity? Then I Expect Quality.
  As we approach the holiday season, wary merchants may be limiting their inventories so as not to be left with huge amounts of unsold product in the new year. The ...
  Customer Behavior, Market Research, Product Management
• Viewing B2B in 3D
  In the B2B space, developing customer insight is not a simple proposition, says Andy Hasselwander in a recent post at B2B Marketing Confidential. The reason itself is simple: "Companies are ...
  B2B Marketing, Channel Marketing, Customer Engagement, Product Management, Sales
• Five Tips for Small B2B Companies That Depend on Big Channel PartnersRobbie Baxter
  It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such ...
  B2B Marketing, Challenges Q&A, Collaboration, Marketing Strategy, Positioning, Product Management
• Case Study: How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer RelationshipsKimberly Smith
  At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about ...
• Marketing's Role in Creating Products That Sell ThemselvesSheila Mello
  Since marketers first entered the boardroom as CMOs, companies have recognized the strategic value of marketing. Often, sadly, that recognition has not been translated into quantifiable business success. But there is ...
  Collaboration, Customer Relationships, Product Management, Product Marketing
• The Four Colors of Market PlanningMichael Fischler
  To create a complete marketing plan, one that drives near- and longer-term marketing action, I need only four "colors." Here's how structuring the "color set" will help you focus your ...
  Benchmarking, Market Research, Marketing Strategy, Product Management, SWOT
• Defining Roles of the Product Management TeamGabriel Steinhardt
  The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members ...
  Collaboration, Market Research, Positioning, Print Collateral, Product Management, Product Marketing, Sales
• SWOT Team: Extreme Makeovers Done RightHank Stroll
  This week: What are the elements that work or don’t work for a business Web site? Also this week: How to get your sales groove back.
  Collaboration, Marketing Challenges, Product Management, Sales
• How to Guarantee Product FailureRoger Cauvin
  Here are the top five mistakes that product managers can make to ensure their products fail.
  Collaboration, Management, Product Management, Testing
• Market Like a Rock StarBen McConnell
  It so happens that grassroots tours of business “rock stars” are a hot ticket of late. Here are some of the business acts on the road this year.
  Blogging, Customer Relationships, Product Management, Targeting, Thought Leadership
• Managing Product ProfitabilitySteven Haines
  If you don't have an intimate knowledge of the financial performance of your products, how is it possible to figure out whether your product is successful?
  Collaboration, Measurement, Product Management
• The Whole Whole ProductMichael Fischler
  It’s time to alter the definition of "Whole Product," and by so doing alter our view of what that really is.
  Measurement, Product Management, Product Marketing
• Why Brand When Positioning Will Do?Rob Gelphman
  Too many executives pursue a branding campaign when it is positioning that is required.
  Branding, Positioning, Product Management, Value Propositions