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September Practitioners’ Workshop: Learn about Top-Down Product Management for B2B
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Posted by Tench Forbes

August 30, 2014

Abstract: The BPMA is kicking-off its Fall Practitioners Workshop Series (PWS) that provides Product Managers with actionable knowledge to perform their jobs better. For September, John Mansour, founder and managing partner of BPMA sponsor, Proficientz, will discuss how Product and Marketing Managers can look beyond their users and understand the needs of their target-customer organizations from the top down. This post provides some background information on this topic.

Category: Product Design & Development & Launch


The success of your products will be greatly increased if you learn Top-Down Product Management that unleashes your organization’s full growth potential. The key is to identify your users’ organizational requirements so they become more valuable to these same organizations. In  top-down product development, senior leadership contributes to innovation by thought leadership.

For some background on the differences between “bottom-up” and “top down” marketing, please see Strategic Market Analysis: Top-Down and Bottom-Up Approaches published by Market Science Institute.  Although this is an old reference, the abstract gives a concise description of the differences, and why both approaches should be used for successful product management.

Another way to gain insight into the goals of your target-customers, from the top of the organization all the way down to the minutia in the trenches, is to understand their marketing plans. This includes strategic market planning techniques and processes. These are described in Target Market Selection Segmentation and Positioning on the DemandMetric Blog. This post shows how to develop a marketing strategy that identifies a target market and develops a marketing mix that will appeal to potential customers.

Please join John for this interesting and timely BPMA Practitioners Workshop (please find the event description and registration link here. We believe it will give you practical techniques and skills that can enhance your marketability, and you make a winning impact on your product lines and organizations.

We Would Like to Thank Our Sponsors