In-house training

We discuss the roles of a product manager or product marketing manager and familiarise ourselves with the PM1 product management map with all relevant PM processes.

• The PM1 Manifesto: the PM as entrepreneur
• PM core function, PM roles and tasks
• PM competency model
• PM process levels product, portfolio and corporate strategy
• Product life cycle, market life cycle and technology life cycle

Together, we will develop the framework for market analysis as a foundation for the product strategy, familiarise ourselves with the most important tools and methods and their links. You will immediately apply the methods to your own product.

• Market structure analysis with segmentation
• Market potential analysis
• Market trend analysis and identification of influencing exogenous factor Determination of
• Customer Pains & Gains and customer benefit expectations and purchase decision criteria
• Influence of recommenders
• Evaluation of current market access
• Competition analysis
• Summarising the market analysis in the SWOT

Together, we will embark on a strategic journey and learn how to manage the development, positioning and marketing of a product so that your product is successfully established on the market. Here too, you will apply the methods to your product immediately.

• Determination of the product vision as well as company and product market goals
• Methodology of strategic brainstorming based on basic strategies and derivation of strategic options
• Selection of target segments and development of effective customer value propositions for product positioning
• Marketing mix: product, service, price, distribution and communication strategy
• Product roadmapping, action planning
• Business case & ROI calculation

In our product business plan review, we support you directly in finalising your specific product business plan. As a rule, our aim is to bring your product business plan to a high level of maturity in a shorter period of time.

We pay attention to the following aspects during the review:

• Consistency – from your strategic working hypothesis through the various questions of market analysis and marketing strategy.
• Completeness, consistency, clarity, causality and informative value.

Finally, we will prepare you for your presentation to the decision-makers.

In the first step, you will learn about the benefits of PPM, the PPM processes and the procedure for introducing PPM in your organisation. The session includes, among other things:

• Portfolio delimitation
• Portfolio analysis
• Phase-in process
• Target portfolio determination
• Phase-out process
• Discontinuation management

You will also discover the most important PPM tools and apply them directly:

• Innovation funnel
• Three-horizon model
• Product structure analysis
• 9-field matrix
• Competitive portfolio analysis
• Project value contribution index
• Multifactorial ABC analysis

Finally, you will learn how you can link the PPM tools across the individual phases of the PPM process in a meaningful way to maximise strategic stringency. Based on the methods you have learnt, we will jointly derive the first concrete recommendations for action for your company.

In this module, we will show you the path to successful lateral leadership. You will learn strategies, tools and best practices that will enable you to navigate effectively across organisational boundaries, resolve conflicts, gain influence and bring about decisions. The core topics:

• Success factors of lateral leadership
• Understanding leadership based on the I-we system model
• Sources of authority and how I can utilise them
• Knowing and leading yourself and leading others
• Identifying and actively managing stakeholders with the commitment matrix and communication plan
• Recognising and resolving conflicts

In this training module, participants are introduced to the world of customer-centric methods and learn how to implement these principles effectively in product management. They will understand how they can change product development in the direction of agile thinking and action and how they can systematically record customer requirements and learn to translate them into product requirements.

• Agile tools and methods
• Customer journey mapping
• Creation of user personas
• Value proposition canvas
• Preparing, conducting and following up on customer interviews
• Define and validate working hypotheses
• Green field approach vs. settled situation
• Customer interview matrix
• Win-loss analyses

In our briefings, we show managing directors and decision-makers how they can realise the full potential of their product management in order to develop products more effectively, identify market opportunities and risks and increase the company’s success. Unleash the full potential of your product management and secure a clear competitive advantage.

In our PM interface workshops, we work with the specialist departments to develop seamless connections between different departments, anchoring interdisciplinary processes and standardised communication. The aim is to design more efficient workflows, create internal synergies and ultimately accelerate the market launch of your products.