Should I Get a Product Management Certification?
Before you even start reading, I’ll give you the short answer: It depends.
This is a frequently-raised topic among product managers, and there are all sorts of opinions. In this post, I’d like to share a few perspectives that are useful for answering the question, some thoughts and observations about a few of the vendors I’m familiar with, and my personal advice for answering the question for yourself.
As we begin, let’s consider this like a product manager. Let’s start by evaluating the problems people are trying to solve when they consider training and certification as a solution.
What’s up with consumers and healthy foods?
The market is demanding more and more healthy dining options, and as a product & growth marketing enthusiast, the dynamics are very interesting. You may not realize how wide a trend this really is.
No doubt you’ve seen some of the headlines….but you’re on the web. To you, this feels “normal.” Unlike you, food retailers and manufacturers aren’t treating this as “normal.” Have you been paying attention?
Positioning is one of the most significant activities in product marketing. As a product marketer, you have to know how your product differs from others, in order to describe it in a way that your market will pay attention.
But you really need to step back a bit. It’s critical to build the product in such a way that you’ll be able to draw a distinction with other products in the market. In a sense, you have to know how you want to talk about it, before you know what to build.
The positioning needs to be baked into the product strategy.
In the case of a startup, you’re figuring both things out at the same time. What’s that interplay like?
Hopefully, you’re not getting started too late!
SaaS businesses consider customer retention and minimized churn rate to be a life or death matter. In my last post, I wrote about the importance of the Product itself to that retention metric–making sure that once a customer is onboarded, the product actually meets their core needs.
While that is true, Product can have just as strong of an impact on customer acquisition as it does on customer retention.
In SaaS, Customer Success is Literally Life or Death
As you may already know, SaaS business success requires a growing amount of recurring revenue. Steady and predictable revenue, most frequently measured as Monthly Recurring Revenue (MRR), is a business asset that makes a liquidity “event” possible.
Once you launch a product, you have to gain and retain clients.
You are reading the very first installment of Peltier’s Product Digest!
In this occasional series, I will be sharing interesting articles I’ve found related to product management and its related disciplines. I’ll be adding my own analysis, insight and critique on the industry, on practices described in other sources, as well as occasionally on software products.
Starting with Digest #2, this will be an email-only publication. Please sign up on the mailing list today so that you don’t miss any!
As just a taste of what’s to come, here’s the first edition….
How important is the competition?
Are you in a competitive market, or bravely going where no startup has gone before?
If you are actually creating your own market, you may not have to pay as close attention to competition as the rest of us. If you’re successful–and I’m positive you plan to be–you’ll have competition soon. Get ahead of the game and consider a framework for analyzing your competition.
I’m convinced that there are as many definitions of what product management is as there are product managers. There are certainly as many definitions as there are companies.
This is one of the struggles of our line of work — it is difficult to gain agreement on its scope, its deliverables, its very purpose. This leads to difficulties in evaluating whether it’s being done well, what should be done, and what kind of skills are necessary in filling an open position.