High Tech Strategies > Product Marketing Management

Product Marketing Management

We understand that your company has to:

  • select the best market opportunities
  • launch new products
  • demonstrate credible differentiation
  • win in both new and existing markets
  • develop a long-term product strategy
  • protect itself from disruption
  • and more.

Product marketing management is always hard, but in times of change and uncertainty even successful companies struggle. Trusted business models that were developed in a pre-COVID world stop working. Disruptive startups seem to come from nowhere. Organizations that found initial growth become victims of their own success and discover that sustained growth is harder. Leadership teams are often too busy executing to think strategically, or just don’t have a proven process in which they feel confident.

-> Download our roadmap for product marketing managers

product marketing strategy

Our Approach to Product Marketing Management

Market focus is the essence of a great product marketing management strategy. And High Tech Strategies employs a series of proven methods, tools and techniques to develop sound, focused-market strategies. We work with technology-based companies and organizations to facilitate the development and implementation of strategies that create and sustain market leadership.

Sustained growth and market leadership can be difficult because it is dependent on your company’s ability to:

(1) define (or create) market categories with exceptional potential for growth,

(2) validate the market segments your company should target to achieve sustained growth,

(3) define your current and future product offering from your customer’s point of view

(4) integrate those elements into an effective plan for growth

While most companies struggle in all of these areas, High Tech Strategies’ growth strategy capabilities are unsurpassed. The methods we have invented and refined over the past 30 years have produced the world’s most effective growth strategy development process.

product marketing management

Almost 50 percent of new products fail because they force the customer to assemble incompatible and incomplete solutions on their own. Brainstorming, failing fast, and pivoting are attempts to guess what a complete, compelling and low-risk solution might be. But products based on guessing almost never work and are not dependable methods for predictable new product success.

Why risk failure when you don’t have to? It is time to look past the trendy, ineffective shortcuts that have persisted over the years and adopt a logical approach to product marketing management.

Using our Low Risk Reinvention™ concept we ensure the products you create have exceptional value in the eyes of the buyer AND the end user. This is what it takes to create a breakthrough product. With High Tech Strategies’ market engineering framework as your guide, you will launch remarkably successful products the first time and every time.

Our product marketing management strategy is based in part on the ideas contained in the Technology Adoption Lifecycle, the Customer Alignment Lifecycle™, the Low Risk Reinvention™ and the Market Relations Pyramid. These methods have been used to create market leadership for hundreds of companies since 1991.

Tailored for your situation and preferences

Through workshops, small projects, a growth strategy engagement, a customized growth-strategy program, education, training and more, our consulting services can help your company achieve its growth objectives.

We also invite you to schedule an introductory call or workshop. This is a great way to get acquainted with Warren Schirtzinger and to see your market and product from the customer’s point of view. Only with High Tech Strategies can you make market engineering the cornerstone of your business strategy.