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Skip this Product Intro Step at Your Peril

What single step is so important that skipping it could put your entire new product introduction in jeopardy? Well... ...It's not the press release. ...It's not the brochure. ...It's not the trade show splash. While these are critical elements to getting the word out...

Are Your Product Managers Failing to Communicate?

Product Managers are the stewards a product's "big picture". They have the information that decision makers want and need to do their jobs.  Failure to communicate this information effectively will seriously impair your company's ability to manage its products....

CapEquip Marketing Campaigns that Stick

Big promotional pushes are the primary engine that consumer-product companies employ to compel customers to buy. As a result, the skills and discipline required to run an effective marketing campaign are usually well honed at these companies. In the capital equipment...

How to Control the Agenda

Have a total-value story to tell, but your customers are fixated on an insignificant detail? Does it feel like you're always defending yourself against your competition's advantages and never get yours considered? If either of these sounds familiar to you, you've lost...

6 Ways to Improve Sales Training Delivery

You know a bad training session when you see one. Nobody's paying attention. The sales team's laptops are open to e-mail or stock listings. Cell phones are going off. The product manager at the front of the room has been there for two hours pointing to slides that...

Lessons for Engineers Turned Marketers

High-tech capital equipment is often a mix of fundamental physics, materials science, and chemistry in a package of sophisticated control and mechanical systems. It follows then that its marketers must have high level of technical competency to succeed. As a result,...

A Better Way to Train Sales

If you asked a salesperson what they really need for product training what do you think they would say? I'll bet they would not say "We need to know every detail about the product."  Yet, all too often that's just what they get. At a typical training session product...

Why Demo’s Fail to Produce Orders

Let's face it. Capital equipment demonstrations are really risky and truth be told, you'd really rather avoid them if you could. A lot can go wrong. The equipment could have an unexpected failure, the demonstration could expose a product weakness, or a member of the...

What’s Wrong with Factory Based Selling?

Many capital equipment companies default to the "factory based" selling model where the mission of the field sales force is to simply secure meetings for the factory product expert. This selling model fundamentally limits the quality of your customer relationships and...