Product Strategy
The Revenue Growth Methodology

The 3-Step Product Strategy


Step 1: Product Planning

Focus is where you define the market segments that are most attractive to pursue. With the help of market research, the market problems of these segments can be identified and scored. Your product portfolio inventories your products and shows coverage across problems you have addressed today. The ones that aren’t addressed or are just emerging are incorporated into the road map of new products that will be launched in the future.


Phase 1: Market Intelligence

Validate the needs of your market so your products can achieve a competitive advantage.


Phase 2: Product Vision

Create clarity of purpose and focus for your products.


Phase 3: Business Model & Financials

Validate the profitability of your innovations.


Phase 4: Product Roadmap

Develop the launch schedule for your product portfolio.


Phase 5: Product Lifecycle Management

Effectively plan for and manage products from ideation to sunset


Phase 6: Partner Management

Determine the buy vs. build vs. partner strategy that allows you to launch faster at the right cost


Phase 7: Product Org Design

Develop the product organizational design that aligns to your development methodology and go-to-market strategy


Step 2: Product Development

After the go/no-go decision has been made in the business planning step, the next step is to build the product. This starts with the definition of use scenarios. These tell the story of how a user will leverage our product to solve their market problems. The use scenarios become product designs that feed into the development cycle. The last part of this step is to name and package the product to make it market-ready.


Phase 8: Product Management Process

Execute a methodology that moves a product from ideation to launch and beyond


Phase 9: Sunsetting & Product Migration

Retire products that have reached the end of their product life


Phase 10: User Experience Design

Make the customer experience a competitive differentiator.


Phase 11: Product Packaging

Create product packaging that maximizes the appeal of a product


Phase 12: Release Planning & Management

Plan for a successful product release



Step 3: Product Launch

The fruits of all the product labor are realized at the launch step. Your product is built and packaged, and you are ready to take it to market. This isn’t the end of the product management process; it’s the start of selling, which requires as much product management as all the work in the previous steps. You must develop compelling messaging that will make the market stop and take a look at your new product. Launch plans ensure the entire organization is ready to engage in the successful launch of the product, and the product team should continue to champion the product’s cause throughout the execution of that plan.


Phase 13: New Product/Feature Launch Process

Prepare Sales, Marketing, and Customer Success teams for successful product launches


Phase 14: Product Marketing Support

Translate user requirements into product value that resonates with buyers


Phase 15: Product Sales Support

Enable the sales team to effectively sell the product on day one


Phase 16: Customer Success Support

Prepare the Customer Success team to expand the presence with existing customers


Phase 17: Post-Launch Monitoring/Feedback

Listen to your customers and enhance products based on their feedback



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