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2 - D A Y  W O R K S H O P
Product Management
Rationalizing & Revitalizing the Portfolio
for Market Growth

 Dates & Location:
 July 17-18, 2007
/ Chicago, IL



7:30 – 8:30 Registration and Continental Breakfast
8:30 – 9:00 Introductions & "Setting the Stage"
9:00-12:00 The Business Case for Product Portfolios -
Predicting success – or failure – is both an art and a science. But a methodological process of building a portfolio can help.

Portfolio definitions and structures
  • identifying key leverage points
  • matrix axes alternatives

Aligning product portfolios with …

  • market opportunities
  • corporate strategies
  • brand architecture
12:00-1:00 Lunch
1:00-4:30 Pruning the Portfolio (Part 1) -
Pruning, as a landscape concept, applies to both the removal of weak components as well
as the shaping of a plant or landscape design. The same is true for product portfolios; pruning refers to both rationalization (removal) and revitalization (shaping).

Product line rationalization

  • developing criteria to eliminate products
  • developing effective phase-out strategies
4:30 Day One Wrap-Up
5:00-6:30 Networking Reception


7:30 - 8:30 Continental Breakfast
8:30 – 12:00 Pruning the Portfolio (Part 2) -
When pruning is done right, new growth can occur. But additional steps to revitalize growth can be applied.


  • exploring ways to reduce complexity
  • repositioning myths and realities
  • extending products and brands

New Product Ideation

12:00-1:00 Lunch
1:00-4:00 Implementing the Launch -
“Strong” products sometimes fail in commercialization when the launch is haphazard or not well planned.

Key attributes of a successful product launch
  • determining launch readiness
  • stakeholder belief builders

Go-to-market considerations

  • what sales and channel partners really want to know
  • tools for motivating resellers
4:30 Workshop Adjourns

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Course Info

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Special Bonus!

All workshop participants will receive complimentary copies of all three of Linda Gorchel's acclaimed books.