Product Management is at the heart of any business that sells products or services. Where it is done well, it delivers strategic insight and direction, optimised resource allocation and customer advocacy which together lead to significantly improved & sustainable long term profitability. 

In many companies today, the full potential of product management and product marketing has yet to be fully realised. This is very often due to the limited experience and poor training of product managers.  Integro sets out to address these issues by focussing on what really matters when it comes to product management and product marketing.

Building a market leading product management or product marketing team should be the goal of all companies; however, this is not easy due to a combination of external & internal factors:


  • Over the past decade the financial crisis, technology innovation, globalisation and social media developments have transformed the previously protected markets & industries of the industrial economy into the open markets of the information economy.  Your customers now have more information and power than ever before.

  • Today’s business environment is far more complex and challenging than ever before while consumer demand continues to stagnate, which challenge all company’s ability to grow market share and revenues.

  • To succeed in this environment, companies require a stronger product management model & framework, one that is architected to fully leverage the opportunities and address the challenges created by today’s economic reality.


  • With established teams there can be areas which need to be addressed or where a certain level of up skilling may be required to address barriers to more effective product performance.

  • With a new team, you may have a situation where your team members come from different industries with their own product management styles, jargon and ways of working due to their diverse backgrounds. While this mix will be a strong asset in time, right now you need to define a common “ways of working” style that builds on the experience of the team and ensures more effective performance in the future.
  • Equally, how your product management function interacts with the other functions within your business may be poorly defined or not defined at all.

  • At Integro, we can develop courses specifically tailored to cover the topics & issues that are important to you. Participants will learn best practice, theory & practical techniques to ensure they understand what needs to be done and more importantly how they can apply this learning immediately back in their day job.

  • Courses can be run in house over 1 day to 5 days or offsite over a number of workshops spread over weeks or months.


 Sample – 2 Day Product Management Training Course
 Agenda Day 1:


  • Objectives, Agenda, Issues & areas of priority


 Product Manager - Role and Function

  • Introduction to the Key Principles & practices of Product Management
  • Rationale for Product Management as a defined function
  • Role and responsibilities of the Product Manager and how this compares
    with your own company
  • End to end product lifecycle management & process framework
  • Where role fits in the organisation and how it interacts with other function
  • How to implement product management functions and processes to
    maximise your product success


 Market & Customer Intelligence

  • Market research processes, information sources, customers and competition
  • Understand the importance of market intelligence for strategic decision-making
    too much v too little
  • Customer & Market insight & how to combine for competitive advantage 
  • Validate product concepts with the market before any investment


 Product Strategy

  • Articulate your product roadmap & lifetime objectives 
  • Define & agree Product strategy - based on customer & market insight & opportunities
  • Pricing Strategy


 Proposition Development

  • Define where your product ‘fits’ in relation to competitor products & services
  • 7 P’s analysis & validation with voice of the customer
  • What solution are you bringing to solve customer problems
  • Understand where the opportunities are to provide unique benefit to your
    target customer, and articulate this message clearly to them.
 Agenda Day 2:

 Business Case development

  • Development Investment costs and payback projections & assumptions
  • On-going investment support financials & sales projections
  • Resource impacts across the organisation


 Requirements Management

  • Drafting an effective product specification document – ensuring it contains
    only features/ functionality that customers are willing to pay for
  • Protecting the integrity of the product through the development process
  • Engaging all relevant stakeholders in requirements elicitation process
  • How to avoid the bear traps along the way
  • Regulatory & Compliance requirements


 Product Positioning & Planning

  • Clearly identify your target audience, and efficiently manage your resources,
    processes and deliverables to ensure you effectively reach them


 Go-To-Market Planning

  • Create implementation plans, including Product Launch and Social Media
    Marketing plans that allow you to realise your product Strategy


 In Life Marketing & Other Activity

  • Measuring actual v projected performance
  • Managing in life Marketing support & investment
  • Managing underperformance & customer feedback
  • Planning for competitor reactions & response
  • Planning for Version 2 through to Version n


 End of Life Planning

  • Product shelf life & actions required to retire product
 Course wrap up & Participant Action Plans