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5-Step Program

  1. Find a consultative training program with hands-on learning.
  2. Make sure it’s fine-tuned for B2B/B2B2C Software & SaaS.
  3. Make sure it’s personalized to your products and your markets.
  4. Determine if you want to train yourself or a team.
  5. Enroll yourself or schedule team training & get certified.

The number one reason you want to become a certified product manager is to learn what world-class product management looks like for your products and your organization so you can deliver higher value products that keep new buyers coming and current customers paying.

Here’s the deal. If you’re a product manager, the number one thing that makes your job so difficult is everyone thinks they can do it better than you because they think they know the market and customers better.

Imagine this. What if your product management team understood the market and the customers better than all other disciplines combined, and that market knowledge translated into innovative market-leading products and greater respect and trust from all stakeholders, including executives.

That’s the number one goal of our personalized product management courses. We’ll teach you how to do it for your products, your markets and your customers with hands-on learning so that everyone understands what goes into your product decisions and trusts them (even though they may not agree)!

That higher level of market and the customer knowledge is also the key to strong alignment with design and engineering teams, simplifying design & development execution and delivering higher-value products customer love.

Our hands-on product management courses combine the best of the best practices into a single integrated framework with a common language, fine tunes them for B2B/B2B2C with consistent terminology and makes them easier to understand and adopt than any other framework.

    online product management courses
    Lesson Plan

    101 Basics | Foundational Skills

    Product Management 101 Basic Skills:  Build a Solid Foundation for Growth

    This hands-on workshop gives new and recently formed product management teams the simple basics to work smarter, not harder. Get your team on the same page with a common baseline of skills, best practices, terminology, and artifacts that give you a solid foundation to grow at scale. 

    Learn how to create higher value products with less effort so you can grow your market share, retain more customers, and grow wallet share. You'll gain stronger market and customer knowledge than all other disciplines, the key to leading more than reacting!

    Start with customer outcomes, not problems. It simplifies everything!

      Target Markets

      Introduction to Outcome-Based Product Management

      LESSON 1: Segment Your Markets

      A clear definition of WHO simplifies every product decision.

      LESSON 2: Formalize Voice of Customer (VoC) Structure

      A holistic view of the customer drives all product decisions.

      LESSON 3: Facilitate Customer Discovery Meetings

      Using customer outcomes to uncover the "real problems."

      Value Foundation

      LESSON 4: Create Outcome-Based Customer Personas

      Make customers quantifiably better at whatever they do.

      LESSON 5: Gather Top-Down Business Requirements

      The key to consistently delivering strategic value.

      LESSON 6: Create Outcome-Based Stories & Journey Maps

      Solving problems that impact the right outcomes.

      Market Opportunities

      LESSON 7: Outcome-Based Competitive Analysis

      Compare the value of outcomes instead of features.

      LESSON 8: Outcome-Based Enhancements & Priorities

      Quantify every enhancement and simplify prioritization.

      LESSON 9: Quantify the Value of Products & Solutions

      Value to the customer and value to your organization.


      LESSON 10: Create Data-Driven Product Roadmap

      Clear product vision, market data, stakeholders on-board.

      LESSON 11: Create Outcome-Based Product Backlogs

      Start with outcomes and end with features.


      LESSON 12: Estimating & Sprint Planning

      The simplest most accurate technique you'll ever learn.

      LESSON 13: Execution Best Practices

      Proven techniques that lower everyone's stress.

      LESSON 14: Execute Readiness, Rollout & Launch

      Don't shortcut the steps that guarantee market success. 

      LESSON 15: Structure a Team for Outcomes

      Structuring the WHAT & WHY to complement the HOW.

      LESSON 16: Getting Started

      The fastest way to get a few quick wins.

      Online Certification Exam


      • Take the exam at your convenience.
      • 2-hour online open-book exam.
      • 35 multiple choice questions.
      • 25+ correct answers for a passing grade.

      product management certification
      Lesson Plan

      501 Portfolio | Differentiate & Grow

      Pre-requisite: 101 Basic Product Management

      Portfolio Management 501: Advanced Skills to Establish Market Leadership

      If your product management team is feeling the heat to drive new growth, this product portfolio management course will make it easy for you to identify your most lucrative market segments and leverage the value of your portfolio to deliver higher value customer outcomes (solutions) that accelerate growth.

      It's like a crash MBA course for B2B product portfolio management, except it's practical!

      Market Analysis

      Introduction to Advanced Portfolio Management

      LESSON 1:  Advanced Market Sizing & Opportunity Analysis

      How big is the pie, and what's a realistic share for you?

      LESSON 2: Create a Portfolio Heat Map

      A simple visual to find white space for growth.

      LESSON 3: Create Executive Personas

      Watch the value targets for executives magically appear.

      Portfolio Analysis

      LESSON 4: Analyze Quantitative Portfolio S.W.O.T.

      Inside the numbers tells you what the market thinks.

      LESSON 5: Analyze Qualitative Portfolio S.W.O.T.

      The market's perception of you might be right, or not!

      LESSON 6: Competitive S.W.O.T. Analysis

      How well your portfolio stacks up in each segment.

      Market Opportunities

      LESSON 7: Facilitate Customer Advisory Board Meetings

      A clinic for gathering the highest-value business needs.

      LESSON 8: Gather Strategic Business Requirements

      They shape priorities across your entire portfolio.

      Portfolio Strategy

      LESSON 9: Create a Customer-Facing Portfolio Vision

      A clear and common value destination for all products.

      LESSON 10: Quantify & Prioritize Market Opportunities

      Objective decisions based on quantifiable value.

      LESSON 11: Create a Portfolio Strategy & Roadmap

      A single vehicle for communicating strategic direction.


      LESSON 12: Establish Parameters for Product Roadmaps

      Keep all product roadmaps aligned to the portfolio strategy.

      LESSON 13: Structure a Portfolio Product Organization

      Structure for growth by market segment.

      LESSON 14: Get Started

      How to get a few quick wins.


      • Take the exam at your convenience.
      • 2-hour online open-book exam.
      • 35 multiple choice questions.
      • 25+ correct answers for a passing grade.

      Portfolio management certification product management


      Learn and adopt at your own pace! Short videos that aren't scripted, great B2B/B2B2C examples and hands-on exercises for your own products.

      product management training on demand

      The Classroom

      • Personalized case studies for your products and your markets.
      • B2B and B2B2C examples that are relevant to your business.
      • Breakout sessions and collaboration with team members.
      “When leading an executive presentation for an innovation initiative, I found that Product Management University's customer outcomes approach to roadmap themes that I learned from their workshop was a perfect fit. It stitched together the "why" behind what we are doing and the customer-sourced insights I was communicating. This set the stage for taking the next steps in our process. Their workshop challenged how I think about roadmaps and resulted in delivering home an effective message of what we are doing and why we are doing it. I'd recommend you check John's stuff out!”
      Product Director
      Product Management University Helped Me Learn! 5
      “I really liked the focus on simplicity and practicality, and understanding where others may have pitfalls. The framework is excellent, and I think really helps understand how to take strategy and make it actionable, tied to value. Very well done!!”
      AVP, Data Product Management
      Product Management University Helped Me Learn! 5
      “Our entire product team took this course while in the midst of planning a line of brand new products and this could not have come at a better time. I’d also recommend having a copy of Managing Products to Deliver Solutions by John Mansour at your desk as a quick reference.”
      Product Manager
      Product Management University Helped Me Learn! 5
      “I really enjoyed how the class flowed. John would share a concept. We would then take that concept and do an exercise around the concept. We would come back together as a class and share our work. The teams would sometimes miss the mark with their work but that was ok. John would take what they had prepared and coach them to the right answer. I feel that I was able to retain more of the concepts of the course because of this practice. Thank you for the great course!”
      Product Owner
      Product Management University Helped Me Learn! 5
      “I really loved this course and the breakout sessions. This 3 day course was fun, collaborative and strategically simplified without a dull moment. You’re an awesome trainer and I can tell you have a passion for helping companies and individuals in being successful. This is a great addition to my Safe Lean Agile POPM certification, if not better! I would definitely recommend this course to my PM family in the Healthcare and Fintech industry.”
      Sr. Product Manager
      Product Management University Helped Me Learn! 5
      “I have twice participated in product management workshops delivered by John to product teams I manage. These have been very well received and have provided my team members with a great foundation of PM skills. John customizes the content to the type of products the team is working on, and makes it very relatable. These sessions also serve as a team-building exercise. I highly recommend this course.”
      Director, Product Management
      Product Management University Helped Me Learn! 5

      One Framework

      How many product management frameworks can you realistically adopt while handling all the responsibilities of your job and still keep your sanity?

      If you're feeling completely overwhelmed by all the product management frameworks, agile frameworks, continuous discovery frameworks, jobs to be done frameworks, design thinking, positioning frameworks, launch frameworks and on and on, you're not alone.

      Our B2B Product Management Framework combines the best of the best practices across product management, product marketing, pre-sales demos and customer success and wraps them neatly into one simple framework with common terminology and best practices for building, marketing, selling and delivering products with strategic customer value.

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

      Product Management Framework

      Your Instructor

      My top priority is that you understand how to apply B2B product and portfolio management practices to your everyday job, your products and your markets. That's why we do it together in the classroom so you won't have to figure it out after the training.