Is Your Product Story Working?

Insights / Webinars / Make Your Product Story Work

Webinar
Make Your Product Story Work 
Wednesday, May 13
11:00 AM EDT

If you’re leading a built environment manufacturing company and your product line has grown faster than your strategy, this session is for you.

Your product portfolio costs you more than you think.

A working session for built environment manufacturer leaders on the product decisions that define how you grow.

Most built environment manufacturers face the same product problem: too many products, insufficient clarity about which actually drive the business, and a go-to-market approach built around launches and line extensions rather than a coherent story.

The result is organizational debt, diluted brand equity, and a product narrative that nobody, including your own sales team, can tell cleanly. This webinar works through three interconnected questions that most manufacturer leadership teams haven’t answered as clearly as they think:

What is your portfolio actually costing you?
Before you launch anything new, do you know what your current line is worth – and what it's quietly draining? We’ll walk through how to evaluate every product honestly: what to promote, what to support, and what to retire. Most manufacturers are carrying more dead weight than they realize.

Are your launches building momentum, or just noise?
NeoCon is loud. Every manufacturer is fighting for the same attention in the same week. A launch is not an event — it's a campaign, and most products take two years to get into market. We’ll talk about how to size your launches and build the kind of momentum that outlasts the show floor.

Where does your product story have room to grow?
Expansion that works starts with knowing where you have genuine brand equity, where you’re actually selling, and which adjacent categories let you extend presence without losing credibility. We'll work through the territory question (where to play, how to win) and look at how manufacturers can grow on the floor plate by leveraging what they're already known for.