280 Group

Learn more about how Digital Product Management can help legacy products make the shift to digital and lay the foundation for PLG. 2020 saw the return of American astronauts riding an American-made launch vehicle to the International Space Station (ISS) for the first time since the retirement of the space shuttle program in 2011. Tesla’s iterate, iterate, iterate, test and validate approach, as measured by Tesla’s near-weekly software updates and vehicle upgrades, is a perfect demonstration of how digital product management methodologies can drive (pardon the pun) digital transformation. Leveraging his passion for innovation, marketing technology and experimentation, Ian’s goal is to engage the Product Management community, sharing the transformational impact of 280 Group’s services to help PMs make tough choices while ensuring they craft better products that delight their customers.

In this model, your marketing and sales teams create campaigns and assets which are focused on achieving several key goals: • Creating Awareness: The first step in the typical marketing funnel is for you to let as many prospects as possible know that their problems are well understood and that you offer a unique solution to them. This aggregate investment in marketing and sales, termed your Customer Acquisition Cost (CAC), can be substantial and require an extended period of time for their corresponding revenue to pay back your initial outlay in CAC. While your customer remains active with you, each time you have additional products or services to offer them, you need to start the Customer Acquisition process anew each time. It takes time to transition from a traditional marketing and sales funnel approach to PLG, so be sure to work closely with Marketing and Sales to make this transition smooth, or you risk seeing a drop in prospect engagement.

Based on real-world practice and success, the Digital Product Management Course provides the right knowledge, tools, and techniques to help Product Managers excel and innovate in today’s digital world. This course has been designed for all Product Managers responsible for a digital product or service, including Product Managers new to digital products, experienced Product Managers who want to add more value to their product through digital technologies, and for IT professionals moving from past project-based approaches to a digital product mindset.” This training was a wonderful foundation to help grow our digital development,” said Brandon Maciej, VP of Portfolio Management at Optum, and an early participant in our Digital Product Management course. In concert with this announcement, the Association of International Product Marketing and Management (AIPMM) is also announcing a new, independent certification, the Certified Digital Product Manager™, that product professionals can achieve after taking the 280 Group course.

We recently conducted an extensive survey of Product Management organizations around the world. The results are in and the final report contains data from over 850 Product Managers and Product Management team leaders about the biggest challenges faced in their organizations. A few key statistics from the Product Management survey results 49%: Half of companies do not use a consistent Product Management process 21%: One in five products being delivered fail to meet customer needs 45%: indicated that the skill levels of the Product Managers at their company varied greatly 70%: Share the Product Management survey results with your colleagues and peers in order to further the Product Management profession.