Discover, define and communicate the true value of your product


Your customers are being exposed to marketing and sales messages at an increasing rate, and you need to find a way to break through the clutter. The answer is not to scream louder, but to communicate smarter. Instead of talking about your company and your product’s features and functions, you need to show the value that your product brings. That is what you'll learn during the workshop.

Tolpagorni has developed a pragmatic way of working with technical marketing and communication. The work is based on research in sales and marketing and practical experience and is packaged into a powerful workshop.


During the workshop, Tolpagorni will guide you through the Value Development Model©. That is a structured framework for Product Managers, or anyone else involved in product marketing, to work with a value perspective when designing sales and marketing material. During the workhop you'll go through the four areas of the Value Development Model©:

Discover – get customer insights and understand the value of your product.

Define – define the value proposition(s) of your product.

Connect – create the narrative to communicate the values of your product.

Convey – develop the sales and marketing collateral that help the customer through their buyer’s journey


What you will learn:

  • A structured way to discover, define and communicate the true values, and value logic, of your offering
  • To define the targeted value proposition with a resonating focus
  • To connect values with personas and situations that customer can relate to
  • Ways to communicate more effectively externaly, as well as internally
  • Tools like driving forces, target market, Value Tree®, personas, compelling events

After the workshop:

  • You will be able to do more effective product marketing
  • You will know how to use the powerful Value Tree® tool to understand and explain the value logic of your product
  • You will increase the quality of your value argumentation
  • You will have the skills to react to changes in customer behavior and stay on top of the competition
  • You will be able to use compelling events to trigger the value discussion
  • You will be able to buy or produce relevant engagement models
  • You will be able to create effective marketing communication that supports sales
Value Develoment
Who should attend

This workshop is suitable for anyone who is involved in product marketing, particularly if you work as a:

  • Product marketing manager
  • Product manager
  • Marketing manager

Gothenburg, 19 October 2018

A full day workshop designed to help you to understand the value of your product and offering.

Place: Gothia Towers

8.900 SEK excl. VAT