Product Development Leadership

Consulting. Training. Coaching.

Identifying and Quantifying Customer Value


Identifying and Quantifying Customer Value


This live, interactive Product Management online program gives you the skills, methods and tools to clarify who your target customer is, what they value and how to quantify and communicate this to others. At the core of every successful product is clear value proposition that starts with a deep understanding of who your customer is, their hierarchy of needs and then the relentless translation to the key features that give you the market advantage.

Key questions we will answer in this course include:

  • How should you accurately define your target market and the types of customers to focus on?
  • How can you clearly articulate customer needs to provide the right development priorities?
  • What is the best competitive analysis techniques to guarantee you’ll have a market-leading product?
  • How can you quantify the value of each feature or attribute of your whole product?
  • What is the best approach to applying innovation thinking to minimize price pressure?
  • How should you describe customers so that all stakeholders nod in agreement?
  • How can you convince your peers and management that you have identified the right features?



A foundation of understanding customers and how to define value:

  • Clarifying target customers, segments and prioritizing the various roles of customers in decision-making
  • Identifying and prioritizing customer needs
  • Exercise/case study: Using a customer needs pyramid to estimate relative importance of customer needs
  • Using customer personas to clarify, prioritize and communicate sub-segments of customers

Once you understand your customers’ needs, you can begin to define a market-leading product:

  • Translating customer value to product attributes
  • Powerful competitive analysis techniques to identify key areas of strengths and weaknesses
  • Key success tool: Using a customer value profile to identify and quantify a winning product
  • Exercise: Using a customer value profile to develop your value proposition and development plan

Once you have an understanding of the key concepts and tools for success, we’ll look at a variety of industry examples for successful and failed products to discover how your learned methods can be applied:

  • How products with no product advantages create the perception of unique value
  • We’ll look at several B2B products for how we would approach market success
  • Q&A – We’ll leave time for specific questions related to your situation

What’s Included

Each participant will receive:

Product Management Excellence Ebook: A complete understanding of the overall Product Management Market Success Process.

Product Management Templates: A full set of templates for the key tools and step-by-step instructions for each method.

Who Should Attend

This program is designed for anyone involved in product development who wants to become more customer-focused and develop deeper strategic skills, including:

  • Product Managers and those looking to transition to product management
  • Product Owners
  • Product Marketers
  • Engineering Managers and leaders
  • Embedded software developers and leads
  • Application engineers, test managers and other supporting functions
  • Project Managers
  • Directors and executives


Contact us for facilitation and pricing options.

Registration Options

Contact us to schedule this program or discuss options.

Program Leaders

Dorian Simpson

Management Consultant

Innovation Management
Product Management
Product Definition and Roadmaps

Contact Us to Schedule

This program can be offered online or at your company site and can be customized for your needs. Contact us to schedule or discuss your situation.

Many useful concepts. The workbook provides an outline that can be applied on the job.

Garth Weber, Mechanical Engineer

Cardinal Health

Excellent course. Concepts were clearly presented - easy to understand. I will recommend to my engineering team.

Chatree Sitalasai, Engineering Supervisor

NMB Technologies

Practical advice for anyone in business or leadership. Exercises were very helpful. Instructor with real experience makes a big difference!

Mel Greenberg, Manager

Portland General Electric

Great information, delivery, and discussions.

Dwaine Gilmer, Escalation Engineer

Microsoft Corp.

Great job of tailoring the basic concepts to the specifics of each attendee.

Mark Johnson, VP of Marketing

Instantiations, Inc.

A '10' in terms of content and presentation. Very interactive and useful right away.

Sushil Nema, Engineer

Triquint Semiconductor

Gary is one of those rare people that combines engineering expertise with exceptional administrative, people, and management skills.

Mike Anderson

Technology Executive

The course content and examples were valuable. Good interaction between the presenter and students. It was well worth the cost and my time away from work!

Paul L. Fernandez, Jr., Sr. Engineer

Mitsubishi Digital

The best part was how to sell an idea to executives. Very useful tips and I can see mistakes I made in the past.

T. Fisher

US Navy

This program opened my eyes to new approaches to manage innovation. Well done and a lot of material in a short time.


Chris Fisher

3D Printing

Other Programs in This Series

Powerful Requirements to Deliver the Right Products

Product requirements provide the critical translation between customer needs and competitive advantage to product features and attributes. This course gives product leaders the skills and tools to write powerful, accurate and effective requirements.

Learn More

With So Many Choices, Why Auxilium?

Five Reasons...

Practical, Proven Tools and Methods

Every method and tool we provide, with either a training or consulting program, has been proven in real-world projects.

Live, Experienced Consultants

You'll work directly with senior consultants who have over 20 years of R&D experience. No inexperienced trainers or fresh MBA's.

Cost Effective

As a virtual team with low overhead, you'll get the experience of a tier one consultancy group at a fraction of typical fees.

Concise, Comprehensive Programs

We focus every training or consulting program on the essential skills and implementation to get immediate results.

A Passion for Results

We understand the risk and expense of getting outside help. Our goal is to ensure you get the results you need.

Contact us to schedule a complimentary discussion of your situation.