assessment

Assessment

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Workshop

coaching

Coaching

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Evaluation

Assessments

The Resultrek Product Manager Assessments are designed to determine the capabilities of managers to perform the Product Manager role. Unlike psychological tests like Meyers-Briggs that are used across the full range of jobs and organizational roles, our assessments are job-specific. They test the knowledge, skills, and readiness of managers to perform as the “CEOs” of their respective products and lead the organization in both strategic thinking and execution.

Assessment module 1: Product Planning and Strategy.

Areas covered include:

Market Research, Segmentation, and Targeting

Product Positioning

Sales Channel Strategy

Message Strategy

Measuring to learn

Assessment module 2: Analytical Skills.

Areas covered include:

Calculating the three kinds of returns on investment

Creating and interpreting the Pareto Analysis of accounts

Developing a revenue forecast

Assessment module 3 : Leadership Skills

Areas covered include:

Motivating a cross-functional team

Improving sales force effectiveness

Assessment module 4: Product Management Knowledge.

Product Lifecycle—questions on 14 dimensions of evolution

Applying Positioning

A B2B case study—open ended answer about “what would you do?”

Customer service and satisfaction

Marketing programs

Assessment module 5: Presentation exercise

Organization diagnostic—Analyzing the assessments as a whole and identifying options for development.

Analyzing the percentages of correct and incorrect answers by topic area enables us to infer the strengths your organization can build on and their development needs to address. We will also identify the patterns of respondents and define segments of managers. We will then propose the best training approaches for each segment of managers, including training topics and approaches to coaching. We will develop specific recommendations to discuss with you.

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Product Management Workshops

Our workshops teach world class best practices obtained from benchmarking the best marketing organizations including General Electric, Procter and Gamble, The Coca-Cola Company, 3M, American Express, Cisco, Hewlett Packard, JPMorgan Chase, United Parcel Service, Wells Fargo, and others
Our workshops feature two proprietary product management power tools:  The Marketer’s Workflow and the Customer Learning Curve,
The Marketer’s Workflow TM comprises the six kinds of activities product managers perform to get results and the five documents they use to support and organize their work.  It’s based on over 20 years of consulting to the world’s top marketing companies and benchmarking how they produce superior results.

The Customer Learning Curve™

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The Customer Learning Curve TM is a unique strategic marketing tool 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.  It is the subject of founder Karl Hellman’s book published by the American Marketing Association.
The CLC comprised the eight mental steps your customer must take from needing your product through to being a loyal brand advocate. Calibrating the CLC adds science to the art of marketing to find the leverage in your product marketing efforts.

Coaching product managers on the application of best practices to their actual products.

Resultrek consultants are practitioners…working side by side with our clients to successfully execute marketing solutions.

Because the principles and tools of product management become powerful only in practice, Resultrek’s expert marketers coach your product managers to help them apply world class practices and solve their business problems.  A Resultrek coach provides you with first-hand experience and knowledge of best marketing practices applied to your specific marketing challenge.

Our coaches are all experienced marketers.  Many have been product managers at the world’s best marketing companies.  They come from a wide range of disciplines and industries. We select the team that meets your organization’s needs from among our associates, most of whom have been working with us for over 10 years.

The combination of workshops, on the job application, and coaching by experts enables your organization to improve business results in the short run, and build the processes and skills you need to make product management a source of ongoing strategic advantage for your firm.

Coaching

Successful marketing requires application.  The principles and tools become powerful only in practice, and Resultrek coaches—experienced marketing consultants and former product managers—work with your marketers to solve their business problems.   Coaching reinforces learning and changes behavior.

Each product management “Results Project” involves three rounds of workshops and on the job application

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Application / Coaching

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Application / Coaching

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Application / Coaching

Workshop 1: Building the Factbase

  • Marketer’s Workflow
  • Product Life-cycle
  • Product Financials
  • Positioning (including Segmentation and Competitive Analysis)
  • New Product Development

Workshop 2: Craft Your Strategies

  • Marketing Communications
  • Promotions
  • Sales Force Programs
  • Pricing
  • New Product Launch

Workshop 3: Make it Happen

  • Cross-Functional Coordination
  • Implementation Planning
  • Measurement & Learning
  • Leadership
  • Mentoring

Conclusion: Present the Plan

We’ve worked with over 2,000 product managers, helping them build skills and improve results. Our cadre of experienced consultant-coaches bring at least 15 year’s experience as product managers in and consultants to world class marketing
or organizations.