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One Framework

Imagine this. 

You're using one framework for customer discovery, another for documenting requirements, another for creating product roadmaps & backlogs, another for agile, another for product positioning & sales enablement, another for sales demos and another for onboarding & nurturing customers.

If the thought of all that gives you a headache and raises your blood pressure, you’re not alone. 

It's not only the impact on product management. Look at the ripple effect on product marketing, sales and customer success teams and the level of effort required to get everyone on the same page to execute your organization's strategy and deliver differentiating value to the market.

Our B2B Product Management Framework combines the best of the best practices, fine tunes them for B2B/B2B2C and makes them simple to understand, adopt and integrate into your daily work streams across product management, product marketing, sales and customer success .  

We've done the hard work to make it simple for you! 

Scroll down to see our framework and check out our training courses to learn how simple it can be to consistently build, market, sell and deliver solutions with strategic customer value and differentiate in a crowded market.

customer outcome framework
Product Management Framework Product Management Framework Product Management Framework
“The Product Management University Framework teaches you how to deliver customer-driven solutions for B2B. The on-demand training is fantastic, just like being in a classroom and working from B2B examples, enabling you to apply what you’ve learned to real-world scenarios. I appreciate the customer-outcome approach to product management as opposed to the problem focus. It’s a unique way to do things that simplify how you manage and market solutions in B2B.”
Product Manager
Product Management University Helped Me Learn! 5
“Thank you so much for putting together such an amazing product management course and framework, John! I learned so much during the training. The framework is thoughtfully and thoroughly developed, and I am looking forward to practicing it in my PM role.”
Lead Product Manager
Product Management University Helped Me Learn! 5
“I went through Product Management University training at my last company and I found the customer-outcome approach really valuable versus the traditional problem based approaches. John is a great facilitator and really helped our team think about all the different scenarios in which customers use our products and how to quantify their value from that perspective. It’s a great approach. I’d highly recommend it.”
Director of Product Management
Product Management University Helped Me Learn! 5


It's an easy trap to fall into! You take customer problems at face value and solve them only to find out later those problems weren't the real problems. It's a costly setback for product management and the ripple effect is equally damaging to product marketing, sales and customer success!

Our B2B Product Management Framework is centered on quantifiable customer outcomes. The only way to know you're solving real customer problems with guaranteed value is by first understanding their desired business outcomes. Then it's as simple as finding the obstacles standing in the way. It cuts to the chase and simplifies everything you do in product management, product marketing, sales, customer on-boarding and customer success.