This streamlined program provides the heart of our full, workshop-based program at a fraction of the cost.

Learn About Our Program

In-person workshops are replaced by web-based courses, taken at your manager’s convenience.

Twelve, telephone coaching sessions (the same as the standard program) by an expert Resultrek consultant—focused on individual needs.

Three half-hour read-outs of the manager’s progress on a real, important project to their immediate supervisor.

Core Courses

The core of the PMP program consists of fifteen web-based courses, twelve telephone coaching calls, and three progress reviews.

Overview

The 6 activities and the five documents the great marketing companies use to produce results. Learn More

Overview

Goal: Overview of how to get business results

We’ve benchmarked how the world’s great marketing companies produce superior results, year after year, and organized their secrets into the 6 activities they all perform and the five documents (in one form or another) they use to support the 6 activities.

This course will move your product managers from competency to world-class marketing excellence by showing them the Playbook used by the great marketers and giving them the job tools they need to produce significantly better results.

Product Lifecycle

The main message of the product lifecycle is change. Recognize and exploit this change. Learn More

Product Lifecycle

Goal: Recognize and exploit the changes in your environment

The main message of the product lifecycle is change: The strategies that made you successful last year may actually hasten your downfall this year, if your product is moving to the next phase in it’s lifecycle. Each phase has its characteristic strategic marketing theme:

Introduction: Make it Real.
Growth: Get your Share.
Maturity: Differentiate or Die.
Decline: Decide.

This course gives you insights to determine where your product is in its lifecycle and tools to address the next set of challenges you’ll need to face.

Segmentation

Differentiate and gain competitive advantage, achieve efficiencies of accurate targeting, focus on the real competitors, and uncover unmet needs—all with segmentation Learn More

Segmentation

Goal: Increase your marketing effectiveness and efficiency

Ted Leavitt, the Harvard Business School marketing guru, said, “If you’re not doing segmentation, you are not doing marketing.” Leavitt was pointing out the crucial role segmentation plays in using the principles of marketing to differentiate and gain competitive advantage, to achieve efficiencies of accurate targeting, to focus on the real competitors, and to uncover unmet needs. Too often segmentation becomes a sterile exercise that product managers delegate to market research. This course provides step-by-step processes so product managers can perform segmentation themselves and achieve strategic advantage.

Competitive Analysis

Use competitive analysis to define points-of-difference and exploit them for competitive advantage. Learn More

Competitive Analysis

Goal: Define points-of-difference to gain competitive advantage

There is so much information available today that competitive analysis can become an end in itself. This course focuses the product manager on using competitive analysis to define points-of-difference that can be exploited for competitive advantage as well as to uncover disadvantages to work around or address head on.

Positioning

Go beyond mechanics and take a creative look to give your position the “plot twist” it needs to create competitive advantage. Learn More

Positioning

Goal: Develop positioning statement to guide marketing implementation

Great product positioning increases Return on Investment. It’s the essence of strategic marketing. This course covers the 4 elements of positioning: 1.Strategic market segmentation and target selection and profiling. 2. Competitive analysis and defining your unique point of difference (POD). 3. Making your POD credible with supporting evidence—unique product features. 4. The name of your product.

The course also illustrates the difference between mechanically going through the motions for each step and taking a fresh, creative look that gives your position the “plot twist” it needs to create competitive advantage.

Product Economics: Revenue; Cost; Capital

These three courses help you develop an understanding of how your product makes money, the levers you can use to improve your economics, and how to justify the resources you need. Learn More

Product Economics: Revenue; Cost; Capital

Goal: Understand how your product makes money, the levers you can use, and how to justify resources.

If you are going to be the general manager of your product—if you are going to really own it—you must start with an understanding of your product’s economics—how your product makes money. This course breaks down abstruse economic terms and concepts to accessible, usable illustrations and exercises that will give you the understanding you need to manage your product’s P & L.

Issues, Opportunities and Objectives

World-class product plans are issue driven. The I-O-O analysis is the foundation needed to set in motion a virtuous cycle of continuous learning. Learn More

Issues, Opportunities and Objectives

Goals: Articulate the three to five most important issues confronting your product, the Opportunities that solving the issues presents, and the strategic objectives your plans will accomplish.

World-class product plans are issue driven. Product managers are such positive people that they often skip defining problems as issues and jump right to great programs and activities to address the problems. But the short coming of jumping over the issue analysis is that when programs don’t work as they are expected to, there is no analytical foundation to parse out whether the shortfall is due to misdiagnosis of the issue, choosing the wrong strategy, or poorly executing the correct one. The I-O-O analysis is the foundation needed to set in motion a virtuous cycle of continuous learning.

Short Plan

Create a plan in a few pages that wins support and communicates strategy by being fact-based, issue-driven, and financially focused. Learn More

Short Plan

Goals: Create a short product plan that is issue-driven, fact-based, and financially focused

Best practice is to create a short (5 to 7 pages max) plan that is fact based, issue driven, and financially justified. Long, rambling plans don’t do anyone any good. No one reads them—not even the product manager. So this course shows how to create a plan in a few pages that wins support and communicates strategy.

Implementation Plan

Translate strategies into implementation plans and dialogue with the people who will accomplish the needed tasks. Learn More

Implementation Plan

Goals: Create a plan specifying who will do what and when.

Product Managers know that implementation is job 1. This course shares the secrets of successful implementation used by the world’s great marketers. The hallmark of world-class product managers is that they “make their strategies happen.” And the key tool for accomplishing this is the implementation plan that specifies who will do what and when. This course provides guidance for translating strategies into implementation plans and for having dialogue with the people who will accomplish the needed tasks.

Measurement/ Monthly Summary of Business

Measure to learn not to punish. And use the monthly summary of business to lead company thinking about your product. Learn More

Measurement/ Monthly Summary of Business

Goals: Measure to learn and create a virtuous cycle of continuous improvement.

This course explains the critical need to “measure to learn not to punish.” It shows the ways world class product managers use measurement to learn how to improve their marketing effectiveness and improve results. It also provides a process and document template for the product manager to use to lead company thinking about their product through the monthly summary of business.

Dialogue

The purpose of any planning system is to facilitate dialogue up and down the chain of command and across the functions to improve solutions and get everyone on the same page. Learn More

Dialogue

Goals: Use dialogue to improve your strategies and programs and get everyone on the same page.

The purpose of any planning system is to facilitate dialogue up and down the chain of command and across the functions. The Resultrek Product Manager’s Playbook features dialogue sessions on the factbase and issue definition, on the product plan, on the implementation plan, and on the status of implementation.

Supplemental Courses

Supplemental web-based courses cover topics which only some managers will find relevant. These courses are under development and all managers will have access to them as they become available.

The Customer Learning Curve

The Customer Learning Curve identifies your marketing leverage points. It fosters integrated marketing, supports fact-based creativity and focuses attention on improvement, not blame. Learn More

The Customer Learning Curve

Goals: Find your marketing leverage points and the returns on alternative marketing expenditures.

The Customer Learning Curve is a unique strategic marketing tool developed by Resultrek with two robust components: a technique for developing deep insight into customers’ decision-making, and a practical financial model to use in determining marketing leverage points and the returns on alternative marketing expenditures.

The Customer Learning Curve identifies leverage points in both mature and new businesses. It fosters integrated marketing, supports fact-based creativity and focuses attention on improvement, not blame, freeing up even more creativity for what really counts – building the customer base, sales, and profits.

Compelling the Customer to Act

Diagnose the real barriers prospects face to buying your product and create communications and non-price promotions to get them over these barriers.
Learn More

Compelling the Customer to Act

Goals: Develop effective marketing communications and non-price promotions to compel customers to act.

Prospects can’t buy your product unless they know about it—and know why they should buy your product rather than the competitor’s. Still, many prospects may know about your product and actually intend to buy it, but need a little extra push to move them to act.
These are the two issues this course helps you address by: 1.Producing effective marketing communications; and, 2. Creating non-price promotions that compel your prospects to act.

Marketing Communications (MarCom) is often thought to be the realm of the “creatives,” incomprehensible to business managers. However, in the great marketing companies, MarCom is grounded in business strategy. This course shows how you can manage MarCom to make sure it is on-strategy and produces results. Promotions are too often synonymous with price discounts. But these are the most expensive programs, easy to imitate, typically ineffective, and always destroy brand equity. This course shows how to diagnose the real barriers prospects face to buying your product and helps you create non-price promotions to get them over these barriers.

Pricing

Learn the 5 C’s of pricing: Customer, Competitor, Cost, Control, and Change and their implications for setting prices and increasing profits. Learn More

Pricing

Goals: Increase profits by objectifying pricing and creating a strategic context that balances the long term and short term pricing forces

Pricing is arguably the most strategic element of your marketing mix: All other elements create value for the customer. Pricing captures some of this value for your company. Yet pricing is often treated as a short term tactical decision.

This course shows you how to increase profits by objectifying pricing and creating a strategic context that balances the long term and short term pricing forces. The course covers the 5 C’s of pricing: Customer, Competitor, Cost, Control, and Change and their implications for setting prices and increasing profits. It provides practical checklists for fighting a price war, raising prices, managing your price band, and responding to short term pricing decisions.

Working with the Sales Force and Alternative Channels

Concepts and tools to analyze, optimize, and implement your programs through sales and alternative channels.
Learn More

Working with the Sales Force and Alternative Channels

Goal: Develop effective strategies for working with sales and alternative channels

Marketers need to take responsibility for leading the “multi-organization marketing system” that delivers the whole product—the basic product augmented by complementary products and services like installation, financing, service, education, etc. to enable customers to receive full value from our offerings.

The concept of a “super-organization” or an organization of distinct departments and companies is increasingly important as our traditional methods of selling and distributing are being turned on end by e-business.

This course provides concepts and tools that the marketer can use to analyze, optimize, and make practical progress toward more effective channels.

Skills, responsibilities, and keys to success for Product Owners

The role of Product Owner is quite different from that of the Product Manager. This course presents the skills, responsibilities and keys to success for the role of Product Owner. Learn More

Skills, responsibilities, and keys to success for Product Owners

Goal: Develop the skills and understand the role of Product Owner in an Agile product development environment.

Because so many organizations are transitioning to an Agile development approach, product managers will increasingly be required to take on the role of Product Owner. This role is quite different from that of the Product Manager. This course will present skills, responsibilities and keys to success for the role of Product Owner. It will support a participant’s first actual case of being a Product Owner. In addition to best practice cases from other organizations, it can include case studies from your company’s own experience.

Coaching

The twelve telephone coaching calls integrate the core courses and the product manager’s application. Here are description of the twelve coaching telephone calls and the activities between calls.

  1. Discuss program and set up call calendar. Between Calls: Complete Overview, Factbook, Segmentation Courses.
  2. Review homework from first three courses. Between Calls: Complete Competitive Analysis, Positioning, Lifecycle, I-O-O Courses.
  3. Review homework from four courses and I-O-O draft. Between Calls: Complete Revenue, Cost Capital Courses, update I-O-O.
  4. Discuss homework, I-O-O, and factbook presentation. Between Calls: Complete factbook deck.
  5. Discuss factbook deck. Between Calls: Dialogue with manager on factbook deck and I-O-O. Make revisions based on dialogue.
  6. Review revised factbook deck and I-O-O. Discuss strategies to address I-O-O. Between Calls: Complete short plan course. Draft short plan.
  7. Review homework and draft short plan. Between Calls: Revise short plan.
  8. Discuss revised short plan. Between Calls: Dialogue with manager on short plan. Make revisions to short plan based on dialogue.
  9. Discuss revised short plan. Discuss implementation plan. Between Calls: Complete implementation plan course. Dialogue with cross functional managers. Draft implementation plan.
  10. Debrief dialogue and discuss IMPL plan. Between Calls: Complete MSOB course. Set up metrics. Draft first MSOB.
  11. Discuss MSOB draft. Discuss metrics. Between Calls: Dialogue with manager on MSOB.
  12. Discuss program and issue course certification.

Pricing

These courses can be purchased individually for $129 each for self-study, or $259 each with one hour of coaching. The entire core program (15 courses) can be purchased as a package for $3,000 per person, which includes all web-based courses as well as coaching. Supplemental courses will be priced similarly if purchased individually, and will be available for no extra cost to those purchasing the package.

Self-Study Cost
Per Course

$129

Cost Per Course
With Coaching

$259

Full Program
With Coaching

$3,900

Now: $3,000

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