Tag Archives: Exclusive

Atlanta, GA (PRWEB) April 6, 2011

ZIGZAG Marketing, Inc., a product management training and consulting firm, announced today that it has changed its name to Proficientz as part of a re-branding initiative that underscores a shift in direction to focus exclusively on product portfolio management and marketing for B2B product and service organizations. As part of the re-branding, Proficientz also launched its portfolio management framework to signify best practices for managing and marketing product portfolios to help organizations close the gap between their revenue and profitability goals and the management and marketing of their products and services.

According to John Mansour, Managing Partner at Proficientz, “both the market landscape and our customers have changed significantly since our inception in 2001. Organizations are more challenged to manage larger and more complex portfolios due to the number of silos and teams with competing agendas. This is especially true in high-technology due to heavy market consolidation that continues to shape the market. The silo mentality that’s inherent with traditional product management ultimately stifles an organization’s growth because the sheer number of competing priorities spreads most organizations too thin and prevents them from advancing their market position in any one area of competence.”

Traditional vs. Portfolio Product Management

In a traditional product management structure, products are largely managed as separate entities, with each motivated by product-specific goals. The down-side of this structure is that it ultimately drives competition across product teams, despite the fact they target the same customers and are accountable to the same corporate goals. Ultimately, traditional product management can give an organization many feature-rich products but no differentiating solutions that offer high-impact value to customers.