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Improve the confidence, credibility and discipline of your product management organization Build better product/business plans focused on identified target markets Increase the success of your marketing plans and programs Improve the fit between product design and identified market requirements Learn to do segmentation, targeting, positioning and strategy development more consistently using "state-of-the-art" automated tools Position products against competition better - to win more often Achieve better integration and collaboration between product management and the other key functions of the organization More clearly identify and communicate the competitive advantages of your offerings Develop more successful new products - and do it faster Manage your established products to greater profitability Improve market share and penetration by putting more "marketing muscle" into your programs Learn how to launch new products versus letting them "escape"