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November 14-15, 2011 | Washington, DC

PRODUCT STRATEGY Develop Market-Driven Product Strategies that Enhance Product Performance Earn up to 14 CPE Credits! In Association with:


DAY 8:00

Monday, November 14, 2011

Registration and Continental Breakfast

8:30 Keynote Address: Build Product Strategy Capabilities that will Achieve Sustainable Performance far Into the Future In a highly-competitive market characterized by emerging product categories and innovative offerings, the ability to effectively develop and rollout a market-driven product strategy is not enough. Companies that have developed an integrated approach to product strategy and innovation are more successful than their competitors because they understand how new market drivers will affect long-term performance. As a result, they are able to quickly adapt to changing business dynamics so that they can continue to deliver value to their customers. This keynote will discuss changes and trends in product strategy and how leading companies are asserting themselves in the current environment while preparing for the future. Dustin Hindman—Director End User Computing Solutions, Dell


Break & Refreshments

9:40 Utilize a Strategic Planning Framework to Drive Your Product Strategy Process • Research to clarify certain market segmentation models • Apply practical synthesis tools (i.e. SWOT, the BCG matrix, life cycle state model) to determine future market opportunities • Examine the internal (organization) and external (industry, competition) dynamics that will affect your product strategy • Define and articulate the product strategy based on insight gained through research Don Vendetti – Product Management Leader & Consultant, Product Arts




Break & Refreshments

Who Should Attend? • C-Suite Executives (CEO, CFO, COO, CMO) • Marketing Directors and Managers • Directors of Product Management and Product Managers • Product Planning and Development • Corporate Planners • Project & Program Managers • R&D Professionals • Business Analysts

Reasons To Attend? 1. Identify the right market segments and customer targets for the product 2. Learn how to present a business case for product investments 3. Apply industry, market, and competitive assessments in product planning decisions 4. Examine the current mission and vision of the company, business unit, and product gaps 5. Synthesize data using techniques like SWOT, the BCG matrix, and the life cycle state model



Monday, November 14, 2011

10:55 Transform Research and Data Into Actionable Strategic Objectives • Establish strategic objectives that align with your goals • Develop a series of future marketing mix options based on data collected and established strategic objectives • Identify key measures for each element of the marketing mix • Clarify how the elements of the strategy will be carried out Matthew Cooney – Social Media Manager, Monster


Lunch Break & Networking

1:05 Leverage the Voice of the Customer (VOC) to Optimize Product Positioning and Differentiation • • • •

Understand the VOC framework and how it affects product positioning and differentiation Identify key customer requirements Create, analyze and use product positioning maps Identify unique, desirable, and available positions in the market for your product

Vincent P. Guytan II – Sr. Product Manager, Microsoft


Break & Refreshments

2:20 Integrate Innovation Techniques in Your Product Management Process • Systematize innovative processes for total integration into product strategy & management • Cultivate a culture of innovation that leads to scalable market opportunities • Learn how to incorporate customer-driven innovation Michael Koppelmann – Director, Innovation Product Strategy & Development, Dun & Bradstreet


Day One Adjourns w w w . F u t u r e o f P r o d u c t S t r a t e g y. c o m



DAY 8:30


Tuesday, November 15, 2011

Registration and Continental Breakfast

9:00 Mini-Workshop: Learn How to Develop a Strategic Product Roadmap Organizations and their product teams have to be sure they are heading in the same direction in product strategy and planning process. The product road map is a tool that can accomplish this objective and much more. The roadmap is a portfolio of key planning documents that serve to guide your product direction and positioning through the market. This application session is set up to help you understand how strategic roadmaps factor in important aspects of the business such as finance, business metrics, and operational impacts. In this hands-on workshop you will: • • • • •

Learn the difference between strategic vs. tactical roadmaps Examine key information and decisions for roadmap success Build the strategic product roadmap of your product, product line, or portfolio Align your product development, technology and resources Gain commitment for the overall direction of your product roadmap

Don Vendetti – Product Management Leader & Consultant, Product Arts


Break & Refreshments

11:05 Create the Business Case for Your Product Investments • Utilize a business case methodology to facilitate efficient and effective product decisions • Establish the organization’s business as the foundation for developing a business case • Learn how to present investment opportunities for products, enhancements or to assess the economic viability of new market opportunities • Develop a personal action plan for how to go about developing and delivering your business case Linda Merrick – Pivotal Project Management




Lunch Break & Networking



Tuesday, November 15, 2011

1:15 Apply Leading Practices for Product Portfolio Management • Allocate resources to maximize the value of the portfolio via a number of key measurements and objectives • Achieve a desired balance of products via a number of measurable parameters • Learn the three approaches for portfolio strategy alignment (strategic buckets, gate keeping and scoring models, strategic check) • Achieve balance between portfolio resource demand vs. available resources Jeani Park – Product Strategy Executive, SpectorSoft


Break and Refreshments

2:30 Measure, Monitor, and Manage Product Performance with a Strategic Scorecard • • • •

Utilize a strategy-aligned scorecard that links internal and external performance metrics Ensure that the selected metrics are directly related to the strategic objectives Realize the scorecard’s ability to facilitate the processes necessary to execute strategy Design a scorecard that can change over time and shift with corporate strategy

Jonathan Burns – Executive Producer & Site Director, Discovery Digital Media


Conference Adjourns

About ASMI The American Strategic Management Institute (ASMI) is the nation’s leading authority on measurement and management methodologies for improving individual and organizational performance. ASMI’s mission is to identify, study and disseminate the leading strategic management and performance measurement practices pioneered by best-in-class organizations.



In-House Training & Customization One of the more popular vehicles for accessing the American Strategic Management Institute’s educational offerings is the delivery of on-site trainings and management facilitations. Bringing a training or facilitation in-house gives you the opportunity to customize a program that addresses your exact challenges and provides a more personal learning experience, while virtually eliminating travel expenses. Whether you require training for your department or for an organization-wide initiative, the advanced learning methods employed by ASMI will create an intimate training atmosphere that maximizes knowledge transfer to enhance the talent within your organization.

CUSTOMIZATION We realize that not all obstacles can be overcome by applying an “off-the-shelf” solution. While many training providers will offer you some variation of their standard training, ASMI’s subject matter experts will work with you and your team to examine your programs and determine your exact areas of need. The identification of real life examples will create a learning atmosphere that resonates with participants while at the same time providing immediate return on your training investment. Using interactive exercises that employ actual projects or scenarios from your organization, instructors can address specific challenges and align the curriculum of each session to your objectives. While the majority of on-site trainings are focused on smaller groups, ASMI also has the ability to accommodate organization-wide training initiatives. Utilizing multiple instructors, the Institute has the capacity to deliver courses to groups of up to 300 participants per day.

AREAS OF EXPERTISE On-site delivery of single courses, certification programs and entire packages of specialized courses are available in the following areas: • • • •

Strategic Planning Lean Six Sigma Performance-Based Contracting Administrative Management

• • • •

Performance Measurement Workforce Management Performance Reporting Leadership and Change

• Project Management • Performance-Based Budgeting • Program Evaluation

For more information about in-house training and certification options,

please contact:

Jennifer Mueller at 202-739-9619 or email her at

SPONSORSHIP OPPORTUNITIES As a conference and training provider, ASMI is an expert in bringing together leaders to share and discuss best practices and innovations. We connect decision-makers with respected solutions providers. The Institute offers four different pre-designed sponsorship packages: • Event Co-Sponsor • Luncheon Sponsor

• Session Sponsor • Exhibit Booth Sponsor

For more information on Training, exhibiting & sponsorships, please contact: Andrew Goodwin at 202-739-9707 or email him at



Venue & Hotel VENUE & HOTEL


The Future of Product Strategy Summit will be held at The Performance Learning Center in Washington DC. The Learning Center is just a few blocks from the Gallery Place Chinatown metro which services the red, yellow and green lines. If you plan on driving, a public parking garage is located inside of the building. You can access the parking garage on K Street and the parking is $18.00 a day.

Delivery Method: Group-live CPE Credits: Up to 14 Program Level: Basic Prep/Prerequisites: None Sponsor Organization Name and Sponsor ID Number: Thompson Media Group 109435

The Performance Learning Center 901 New York Ave, NW, 3rd Floor, Washington, DC 20001 Phone: 202-524-8041

Thompson Media Group is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Nashville, TN 37219-2417. Website:

Please note: The building elevators do not allow delegates up into the Learning Center until 8:30am.

A limited number of rooms have been reserved at the Washington Marriott at Metro Center at the prevailing rate of $181. This rate is based on the Government Per Diem and the discounted rate is only secured up until 3 weeks prior to the start of the event. Therefore, please call the hotel 3 weeks prior to secure the rate. When calling the hotel please reference the Performance Institute and the name of the event “Product Strategy” when making reservations to get the discounted rate. The hotel is conveniently located on the red, orange and blue line (at the Metro Center Metro stop) and it is located only a few blocks from The Performance Learning Center. Arlington Rosslyn Courtyard by Marriott 1533 Clarendon Blvd. | Arlington, VA 22209 Phone: 703-528-2222 or 1-800-321-2211

CANCELLATIONS & QUALITY ASSURANCE The American Strategic Management Institute (ASMI) strives to provide you with the most productive and effective educational experience possible. If after completing the course you feel there is some way we can improve, please write your comments on the evaluation form provided upon your arrival. Should you feel dissatisfied with your learning experience and wish to request a credit or refund, please submit it in writing no later than 10 business days after the end of the training to: The American Strategic Management Institute: Quality Assurance 805 15th Street, NW, 3rd Floor, Washington, DC 20005 Note: As speakers are confirmed six months before the event, some speaker changes or topic changes may occur in the program. The Institute is not responsible for speaker changes, but will work to ensure a comparable speaker is located to participate in the program. If for any reason ASMI decides to cancel this conference, ASMI accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors and guests. • All ‘Early Bird’ Discounts must require payment at time of registration and before the cut-off date in order to receive any discount. • Any discounts offered by The Institute (including team discounts) must also require payment at the time of registration. • All discount offers cannot be combined with any other offer. • Discounts cannot be applied retroactively. • Payment must be secured prior to the conference. If payment is not received by the conference start date, a method of payment must be presented at the time of registration in order to guarantee your participation at the event.

*To register online, please visit and click on the Venue and Hotel tab.

TUITION & GROUP DISCOUNTS The tuition rates for Future of Product Strategy are as follows: Pricing

Expires 9/16

Expires 10/14






For more information on pricing and group discounts please contact Peter Scourby at 202-739-9591 or email him at



Registration CALL:





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Please make checks payable to: The American Strategic Management Institute CANCELLATION POLICY: The American Strategic Management Institute will provide a full refund less a $399 administration fee for cancellations requested four weeks prior to the event start date unless cancellation occurs within two weeks prior to the event start date. If a cancellation is requested less than two weeks prior to the event start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event will be charged the entire registration fee. All cancellations must be requested through the cancellation link found in your attendance confirmation email. Please note that cancellation is not final until you receive a cancellation confirmation email.

† I have read and accepted the Cancellation Policy above. ACKNOWLEDGED AND AGREED By: ______________________________________________________________________________________________ Date: _______________________________________

Priority Code: B372-WEB


Develop Market-Driven Product Strategies that Enhance Product Performance November 14-15, 2011 | Washington, DC Earn up to 14 CPE Credits! I...

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