Re-thinking the Product Development Funnel
Presented by Gerry Katz
Vice President of Applied Marketing Science
September 28, 2010
The icon of a “funnel” has been used by product developers for many years now to describe and lend structure to the New Product Development process. However, while there are many similarities in all of the various funnels in common use, all lack sufficient detail about some of the most critical activities in the process. Also, recent experience has shown that some things ought to happen in a different order than the way in which they are commonly shown. Webinar Leader Gerry Katz will review some of the older funnels popular in the New Product Development arena, and will then describe what he believes to be a more realistic and up-to-date funnel.
Topics covered will include:
- A big-picture overview of how the new product development process has been structured over the years
- Why the funnel needs an update now
- Some specific changes advocated by NPD practitioners
- How to best implement these activities
This webinar is recommended for product managers, developers, marketing managers, engineers, and other innovation professionals with input into their organization's new product development initiatives.
About the Presenter
Gerry Katz is Executive Vice President of Applied Marketing Science. An internationally recognized New Product Development consultant, author, and speaker, Gerry has consulted to over 200 leading corporations, including Intel, Samsung, Kimberly-Clark, JP Morgan Chase, Baker Hughes, Boston Scientific, and General Electric.
Applied Marketing Science is one of the leading New Product Development consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, AMS has helped hundreds of clients in a broad range of industries incorporate “best practices” into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.