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    A State of the Art Trainning Solutions.
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    Internationally recognized health and safety qualifications.
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    Covering a wide range of disciplines and industries.

Sales & Marketing

Product Management for Business to Business (B2B) Companies


The role of a product manager has changed in business-to business markets due to greater price competition, commoditisation and shorter product life cycles, which can erode profit margins.

As a result, product managers are now expected to take the lead and ensure that their products and solutions are sold and marketed effectively, and profitably, throughout the product life cycle. They now must develop a commercial and market understanding, not just a technical one.

The course will show you how to adopt the latest best-practice, become a more strategic market-focused product manager; and develop product marketing plans that will help you to meet your objectives.

The course will feature:

  • Best practice B2B product management
  • How to achieve product marketing objectives
  • How to think strategically
  • How to create superior value propositions
  • How to manage your products in the market
  • How adopt a clear direction instead of firefighting


By the end the course you should be able to:

  • Take the lead in marketing your products
  • Construct a product marketing plan
  • Adopt a more market-focused mind-set
  • Think and act strategically
  • Avoid being drawn into operational issues
  • Understand value and avoid price erosion

Target Audience

This training course is for product managers in business-to-business organisations who wish to adopt best-practice product management, which will empower them to take the lead in defining the strategy for their products or solutions in the market.

It is also for marketing directors and marketing managers who want their product managers to adopt a more strategic and market-focused approach and take the lead in managing their products in the market.

This training course is suitable for a range of professionals and will greatly benefit:

  • Product managers who want to take the lead in their markets
  • Product managers who want to clearly establish their role
  • 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 move into product management

Sales & Marketing Outline

The course will cover the following topics:

Day One: The Product Manager’s Role

  • 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

Day Two: How Customers Meet their Challenges and How to Discover Value Opportunities

  • 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

Day Three: Targeting Competitors, Defining Key Success Factors and Market Attractiveness

  • 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

Day Four: Setting Objectives and Product Marketing Strategies

  • 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


Ref Location From To Cost
SM09 Kuwait 3-5-2020 7-5-2020