Product Management for
Business to Business (B2B) Companies

How can you lead and manage your products effectively in the market without having formal authority?

B2B product managers are tasked with leading product initiatives and achieving market success without the benefit of formal authority over their colleagues and stakeholders. This Anderson training course will guide you in developing effective product strategies and plans that secure the necessary support for implementation. You will explore best practices in B2B product management, and develop the knowledge, tools, and market-focused mindset required for successful product management.

By attending this Anderson training course, delegates will be able to:

• Take the lead in marketing your products
• Construct a credible product marketing plan
• Adopt a more market-focused mind-set
• Think and act strategically
• Avoid being drawn into operational issues
• Create superior value for customers and avoid price erosion
• Manage the product through its life cycle

This Anderson training course is suitable for a wide range of professionals but will greatly benefit:

• Product managers who want to control how their products are marketed
• Marketing directors who want their product managers to think and act strategically
• Marketing managers who want to integrate product marketing
• Product development managers who want to become product managers
• Technical experts who want to become product managers

• The role and challenges of a product manager
• How to deal with the sales force
• Constructing a B2B product marketing plan
• Strategic fit, corporate strategy and brand
• Defining scope and mapping market players
• Understanding the market and its drivers

• Factors that impact on the market
• Stakeholders and how to prioritise them
• Understanding customers’ needs and challenges
• Profiling decision-makers
• Understanding the customers’ key success factors
• Defining gaps in the customers’ capabilities

• How to target competitors
• Understanding the competitors’ strengths and weaknesses
• Competitive strategies and how to compete
• Managing the customers’ perception
• Finding sustainable, profitable, competitive differential-advantage
• Analysing key success factors and capabilities

• Setting objectives and defining product strategy
• Defining target segments, customers and stakeholders
• Defining priority, importance, journey and tasks
• Creating the right product marketing mix
• Developing and managing the product portfolio - Innovation
• Discovering value and creating value propositions
• Value models that support price

• Directing the communications to customers and stakeholders
• Briefing the marketing communications team
• Winning support from the sales force
• Managing channel partners
• Implementing and controlling the plan
• Verifying the plan

Anderson Certificate of Completion will be provided to delegates who attend and complete the course