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280 Group Optimal Product Management Blog
Welcome to our Product Management Blog!
42 rules product marketing book cover

Product Marketing Rule #26: Always Test Your Message

Product Marketing Rule #26 from the best-selling book, 42 Rules of Product Marketing, was written by Greg Cohen, Senior Principal Consultant, 280 Group Customer validation also applies to product marketing Experience is a harsh teacher. She has visited me many times in my career. This experience is how I learned that customer validation also applies to product marketing. In particular, it is equally important to test and confirm marketing materials and messages as it is to test product concepts and designs.…[continue reading]

Top Ten Product Launch Mistakes

Top Ten Product Launch Mistakes

Top Ten Product Launch Mistakes was written by Brian Lawley and is included in the Product Launch Toolkit. Common Errors to Avoid to Ensure Success Introduction Companies invest millions of dollars each year developing new products and trying to increase their revenues and profitability. Some of these are good products, and some aren’t. Nonetheless, they all have one thing in common: without appropriate marketing activities they will most likely fail. In fact, there are many examples of inferior products that…[continue reading]

42 Rules of Product Management by Brian Lawley and Greg Cohen Book cover

Product Management Rule #26: Align Your Product Strategy With The Company Strategy

Product Management Rule #26 from the best-selling book, 42 Rules of Product Management, was written by Mara Krieps, Founder, Pivotal PM Your product needs executive sponsorship to succeed. You gain executive sponsorship by showing how your product strategy supports the company strategy. The intrepid product manager who masters this rule will follow three steps: Understanding the Company Strategy Aligning Product Strategy with Company Strategy Telling the Strategy Story and Gaining Executive Support First, you need to understand the company strategy. Sometimes your…[continue reading]

How to Run an Effective Beta Program Tips and Best Practices

How to Run an Effective Beta Program

How to Run an Effective Beta Program was written by Brian Lawley and is included in the Beta Program Toolkit. A Beta program plan should include goals, recruiting, costs, timeline, responsibilities and success criteria. Introduction Oftentimes customer Beta programs are one of the most critical factors in the success or failure of a product. Yet many times they are not well-planned and are executed at the last minute with a lack of resources and focus. An effective Beta program can…[continue reading]

42 rules product marketing book cover

Product Marketing Rule #25: Create the Right Messaging First

Product Marketing Rule #25 from the best-selling book, 42 Rules of Product Marketing, was written by Michael Cannon, CEO and Founder, Silver Bullet Group What’s typically absent from a product launch plan are the styles, categories, and types of messaging required for market success. We have all read the research reports from IDG, AMA, etc. that say over 50 percent of the content we produce is not relevant to customers, nor to the field/channel sales teams. It’s exceedingly difficult to…[continue reading]