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Agile Product Management - Market Insight and Competitive Landscape Workshop

A one-day workshop to provide product managers a best in class processes and deliverable for understand the market and your competition.

Who Should Attend

Building products and solutions that are fundamentally rooted in market opportunity and competitively differentiated should be the de facto operating method of all organizations.

Product leaders and their teams who need a consistent and scalable process to discover market opportunities, source ideas from multiple areas, and evaluate competitive offerings in the marketplace.


To present actionable best practices and frameworks to enable client teams to compete effectively in the market:

  • Describe the importance of identifying market problems or client needs

  • List methods for staying current with changing market needs, as well as how they should be used and incorporated into daily activities

  • Discuss how best to prioritize customer needs and market problems for inclusion in upcoming releases

  • Identify high-quality resources that can be used to learn about your competitors

  • Leverage external and internal competitive intelligence resources

  • Incorporate a competitive view into downstream activities

Best Practice Agenda

  • The importance of understanding market problems and customer needs

  • Different activities (e.g. interviews, observational research) that can be used for customer understanding and validation

  • Overall best practices for customer and market research

  • How to conduct each activity, including: setting objectives and goals; creating a research plan; reaching out to customers/buyers to get them to participate; conducting the research

  • How to “decipher” results from market research activities and use the results to set the direction for a product

  • Different ways to analyze and monitor the competition

  • Information sources for product managers to leverage to get competitive information

  • How a product manager should go about developing a competitive strategy for his/her offering

Prerequisite Work

  • Pre-Reading:

    • The SiriusDecisions PMM Model

    • Design stage deliverables

    • Competitive Analysis Model

  • Optional Webinars, e-learning courses or other sessions covering workshop material and questions regarding  the workshop itself. Inquire to your account executive or customer success manager for more information about tailored workshops.

Workshop Leaders

Our workshop leaders are seasoned practitioners who have planned, executed and measured successful initiatives, campaigns and projects in their respective subject matter areas of expertise.

They engage hundreds of clients annually in continuous research, benchmark studies and client inquiries to identify trends, issues and challenges and provide models, frameworks and actionable pragmatic advice to clients. Through our Advisory Services, clients gain increased leverage from the workshops through continuous engagement of our Analysts during their services subscription period.


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