Webcast Recording: Driving Portfolio Management Decisions with Customer Value

In the years since Kim and Marborgne introduced the idea of pursuing uncontested market space as a means to market dominance, companies have poured energy into figuring out how to identify and capture those "blue oceans." But what is the foundation that enables you to find those spaces, and how do you integrate this idea smoothly into your product definition process? This webcast looks at customer value as a driver of innovation--and broadens the definition of innovation to include any approach that creates value. 

Identifying unchartered market space means going beyond simply listening to customers. This webcast drills down into the process often known as the "front-end of innovation" to identify key steps to gathering and interpreting customer data. This is not an idle exercise. In addition to identifying potential opportunity, the process gives you concrete evidence on which to base R&D investment.

Viewers of the webcast will gain an understanding of how to:

• Position your organization to understand the different types of innovation opportunities
• Work toward best practices to uncover customers' pain
• Assess which products will bring greatest customer value to your portfolio
• Structure customer visits to understand what gets the way of your customers' achieving their objectives
• Translate what the customer / consumer told you into what they really need and then setting metrics around customer requirements
• Employ tools to evaluate and prioritize requirements to focus opportunities

Duration: 1 hour

Sheila Mello combines many years of executive and hands-on experience in product development, hardware engineering, software development, manufacturing, marketing, sales, service, and quality with strong analytical and organization skills. In her work with PDC, she has developed methodologies to deliver measurable value to her clients. She has led dozens of cross-functional teams to institutionalize best-in-class product development and product definition methodologies for faster time to profit and market acceptance. Ms. Mello is recognized as an authority on portfolio management and product definition practices as well as product development process improvements.

Ms. Mello earned a BS, magna cum laude, in mathematics from Tufts University. She has been a member of the Institute of Electrical and Electronics Engineers (IEEE), the American Marketing Association, the Product Development Management Association (PDMA), and the American Society for Quality (ASQ). She has been active in the Center for the Management of Quality (CQM) and has taught the CQM's senior executive management course. She frequently speaks at conferences for the PDMA, the Management Roundtable (MRT), and Frost & Sullivan. She is the author of two books: Value Innovation Portfolio Management and Customer-Centric Product Definition: The Key to Great Product Development.

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*Once you add this webcast to your cart and check out, you will receive an email with a link to the recording and slides.