Product Roadmaps - SVPMA · Brickstream Corporation BridgePoint Inc. Bridgeway Corp. Bridgeway...
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(c) 1993-2003 Pragmatic Marketing, Inc. 1 Product Roadmaps Presented by Barbara Nelson, Pragmatic Marketing November 12, 2003 Silicon Valley Product Management Association Pragmatic Marketing ® !hey software inc. @hand corporation 01 Communique Laboratory, Inc. 12 Entrepreneuring, Inc. 2Vox 360Commerce, Inc. 3Com Corp. 3eTI, Inc. 3M Health Information Systems 724 Solutions Inc. Aatrix Software, Inc. Abbasoft Technologies ABC Technologies ABT Corporation Abvent, Inc. Acadio Corp. Accelerated Technology, Inc. Access 360 AccountMate Software Corp. ACCPAC International Manager Accruent, Inc. AccuWeather, Inc. Ace* Comm Acer Internet Services, Inc. Achieve Healthcare Info Systems ACI ACOM Solutions, Inc. Acres Gaming Incorporated Acroprint Time Recorder Co. ACS Software, Inc. ActionPoint, Inc. ActionWare ActivCard, Inc. Activerse Inc. ActiveState Corp. Acucobol Acuity Corporation Acumation, Inc. Acxiom Corporation Ad OPT Technologies, Inc. adam.com Adaptec, Inc. Adaptive Media Adaptive Micro Systems, Inc. Adaptivity, Inc. Adexa, Inc. Adobe Systems, Inc. ADP ADP - CSG ADP Canada ADP Claims Solutions Group ADP Dealer Services ADP Parts Services ADP Securities Industry Software ADP-Hollander ADP/Stockval ADS Associates, Inc. Advanced Data Systems Advanced Solutions Internatl, Inc. Advanced Visual Systems, Inc. AdvanceMed Agile Software Corporation Agilent Technologies Agilera, Inc. Agilisys, Inc. Agillion Inc. AgilQuest AgilTech, Inc. AGRIS Corp. AIFP Akamai Technologies Aladdin Systems, Inc. Alamode, Inc. Alcatel Network Systems Alerts.com, Inc. Alfa Laval Inc. Alias|Wavefront Alis Technologies Allaire Corp. ALLDATA LLC Allegis Corporation Allen Systems Group Allenbrook, Inc. Alliance Data Systems ALLTEL Information Services, Inc. Alogent Corp. Alpha Software Corporation AlphaBlox Corporation, Inc. Alta Vista Altamar Networks Altaworks Corporation Altris Software, Inc. Alventive, Inc. AMCI Amdahl Corp. Amdocs Limited American Arium American Fundware, Inc. American Internatl Facsimile Prods. American Internet Corp. American Software, Inc. Ameritech Library Services Ameritrade Amicus, Inc. Amplitude Software Corp. AMR Research Amtec Engineering, Inc. Amteva Technologies Analytical Graphics, Inc. Ancestry.com Andale, Inc. Andersen Andersen Consulting Andromedia, Inc. Annuncio Software Anritsu Company AnswerSoft, Inc. AOL Mobile APAC Customer Services, Inc. Aperture Technologies, Inc. Apollo Group, Inc. Appfluent Technology Apple Computer, Inc. Applied Automation Techniques, Inc. Applied Biosystems Applied Digital Access, Inc. ARAMARK Corporation ArborText, Inc. ARC International Arcada Software arcplan, Inc. ArcSight, Inc. ARI Network Services Ariba Technologies, Inc. ARINC, Inc. Aristocrat Technologies, Inc. ARM Ltd. Armature Arrowsight, Inc. Arsenal Digital Solutions Artemis Management Systems, Inc. Artesia Technologies, Inc. Arthur Andersen ARTISTdirect, Inc. Ascend Communications, Inc. Ascension Technology Corporation Ascential Software Asera Inc. ASI Aspect Development, Inc. Aspen Technology, Inc. Assentive Solutions Assessment.com Asset Intertech Astea, Inc. Astrum Software Corporation Atex Media Solutions, Inc. Athene Software, Inc. ATIO Corp. Atlas DMT Atomica Corporation Atraxis North America, Inc. Atreus Systems Corporation Attachmate Corporation AtWork Technologies, Inc. Augeo Software Aumtech Aurigin Systems, Inc. Aurum Software, Inc. Authentica, Inc. Authoria, Inc. Auto-Soft Corp. Autodesk, Inc. Automation Technology, Inc. AutoSimulations AutoSite AutoTester, Inc. Availant AvantGo, Inc. Avaya, Inc. Aventail Corporation Avenue A, Inc. Aveo, Inc. Avery Dennison Axis Communications AXIS Computer Systems, Inc. Baan Company BackWeb Technologies, Inc. Baker Hill Corporation BancTec, Inc. Banta Integrated Media Baranof Software, Inc. Barco Medical Imaging Systems Barco View, Inc. Bard Electrophysiology - C.R. Bard, Inc. Barr Systems, Inc. Barra, Inc. Basis International, Ltd. BatteryPro Systems, Inc. BAV Software, Inc. Bottomline Technologies, Inc. Bowne Internet Solutions Bradmark Technologies Brainbench, Inc. Brainium.com Brickstream Corporation BridgePoint Inc. Bridgeway Corp. Bridgeway Software Inc. Brightmail, Inc. Brightspark Ventures, L.P. Brightware, Inc. Brio Technology Bristol Technology, Inc. Broadband Services, Inc. BroadJump, Inc. Broadway & Seymour, Inc. Brock International, Inc. Brodart Automation Brooks Automation, Inc. Brooks-PRI Automation Brooktrout Technology, Inc. BTI Business Engine Software Business Objects, Inc. Business Resource Software Business Software, Inc. Buystream Inc. Buzzeo, Inc. C-Mold Cable & Wireless Cabletron Systems, Inc. Cadence Design Systems, Inc. CADKEY Corporation Calcomp Caldera Systems, Inc. Calico Commerce Inc. CallWare Technologies, Inc. Camelot-IS2 CAMM, Inc. Campbell Services, Inc. Campus Management Corp. Canadian Technology Network Candle Corporation Canon Computer Systems, Inc. CAPS Logistics, Inc. Capsoft Development Corp. Capstan Systems Inc. Captaris, Inc. Captiva Software Corporation Cardiff Software Cardinal Health, Inc. CareTools, Inc. Carlson Wagonlit Travel Cartesia Software Casco Development CASI-RUSCO Cass Logistics, Inc. Castek Inc. Castel Catalpa Systems Catalyst International, Inc. Catalyst USA, Inc. Cayenta Inc. CB Technologies, Inc. CBF Systems, Inc. CBT Systems CCC Information Services, Inc. CCH Incorporated CCI/Triad CD Group, Inc. CDA/Investnet CDC Solutions CDNOW, INC. Cedara Software Corp. Centerline Software, Inc. Centra Software, Inc. Central Design Systems, Inc. Centrata.com Centrax Centric Software, Inc. Century Associates Cerent Corporation Ceridian Corporation Ceridian Performance Partners Ceridian TesserAct HRMS Solutions, Inc. Cerner Corp. Certicom Corp. Cerulean Technology CES International CEYONIQ, Inc. CFD Research Corp. CFI ProServices, Inc. CHAMPS Software, Inc. Chancery Software, Ltd. Changepoint Corp. ChannelPoint, Inc. ChannelWave Check Point Software CheckFree Corporation Checkpoint Software Chela Financial, Inc. Chemical Abstracts Service Cheyenne Software Chilliware, Inc. Chingari, Inc. Chrome Systems Chrystal Software, Inc. Cigital CIMLINC, Inc. Cincinnati Bell Information Systems, Inc. Cisco Systems Citrix Systems, Inc. Clarify, Inc. Claritas, Inc. Class Software Solutions, Ltd. Classroom Connect Clear Communications Corp. Clear Technology, Inc. ClearOrbit, Inc. Clearway Technologies ClientSoft, Inc. Clinical Reference Systems, Ltd. Clustra Systems, Inc. CMI-Competitive Solutions, Inc. CMS Information Services, Inc. CODA, Inc. Cofiniti, Inc. Cogit Corp. Cohera Corporation Coherent Communications Systems. Cole-Somers, Inc. Colorado Memory Systems CoManage Corporation Comdisco Professional Services Commerce One Commerce.TV CommercialWare, Inc. Commerx, Inc. CommVault Systems Compaq Computer Corp. Competitive Automation, Inc. CompInfo, Inc. Comprehensive Software Systems, I Compucare Compulink Management Center, Inc. Computer Associates Computer Dimensions, Inc. Computer I/O Corp. Computer Information Services Computer Mail Services, Inc. Computer Network Technology Corp Computer Sciences Corp. Computerm Corp. Computerprep Computing Information Services CompuTrac, Inc. Computron Software, Inc. Compuware Corporation COMSAT Mobile Communications Comsearch Comshare, Inc. Comstock Systems Corporation Comuniq Inc. Comverse Network Systems Concentrex Concept Five Technologies Conceptual Systems Conceptware AG Concerto Software, Inc. Concord Communications Concur Technologies, Inc. Conexant Connect, Inc. Connected Corporation ConnectSouth Communications, Inc. ConneXt, Inc. Consilient, Inc. We are recognized experts in technology product management and product marketing We specialize in product management training Since 1993, we have trained over 22,000 at thousands of companies About Pragmatic Marketing, Inc.
Transcript of Product Roadmaps - SVPMA · Brickstream Corporation BridgePoint Inc. Bridgeway Corp. Bridgeway...
(c) 1993-2003 Pragmatic Marketing, Inc. 1
Product Roadmaps
Presented by Barbara Nelson, Pragmatic MarketingNovember 12, 2003Silicon Valley Product Management Association
PragmaticMarketing®
!hey software inc.@hand corporation01 Communique Laboratory, Inc.12 Entrepreneuring, Inc.2Vox360Commerce, Inc.3Com Corp.3eTI, Inc.3M Health Information Systems724 Solutions Inc.Aatrix Software, Inc.Abbasoft TechnologiesABC TechnologiesABT CorporationAbvent, Inc.Acadio Corp.Accelerated Technology, Inc.Access 360AccountMate Software Corp.ACCPAC International ManagerAccruent, Inc.AccuWeather, Inc.Ace* CommAcer Internet Services, Inc.Achieve Healthcare Info SystemsACIACOM Solutions, Inc.Acres Gaming IncorporatedAcroprint Time Recorder Co.ACS Software, Inc.ActionPoint, Inc.ActionWareActivCard, Inc.Activerse Inc.ActiveState Corp.AcucobolAcuity CorporationAcumation, Inc.Acxiom CorporationAd OPT Technologies, Inc.adam.comAdaptec, Inc.Adaptive MediaAdaptive Micro Systems, Inc.Adaptivity, Inc.Adexa, Inc.Adobe Systems, Inc.ADPADP - CSGADP CanadaADP Claims Solutions GroupADP Dealer ServicesADP Parts ServicesADP Securities Industry SoftwareADP-HollanderADP/StockvalADS Associates, Inc.Advanced Data SystemsAdvanced Solutions Internatl, Inc.Advanced Visual Systems, Inc.AdvanceMedAgile Software CorporationAgilent Technologies
Agilera, Inc.Agilisys, Inc.Agillion Inc.AgilQuestAgilTech, Inc.AGRIS Corp.AIFPAkamai TechnologiesAladdin Systems, Inc.Alamode, Inc.Alcatel Network SystemsAlerts.com, Inc.Alfa Laval Inc.Alias|WavefrontAlis TechnologiesAllaire Corp.ALLDATA LLCAllegis CorporationAllen Systems GroupAllenbrook, Inc.Alliance Data SystemsALLTEL Information Services, Inc.Alogent Corp.Alpha Software CorporationAlphaBlox Corporation, Inc.Alta VistaAltamar NetworksAltaworks CorporationAltris Software, Inc.Alventive, Inc.AMCIAmdahl Corp.Amdocs LimitedAmerican AriumAmerican Fundware, Inc.American Internatl Facsimile Prods.American Internet Corp.American Software, Inc.Ameritech Library ServicesAmeritradeAmicus, Inc.Amplitude Software Corp.AMR ResearchAmtec Engineering, Inc.Amteva TechnologiesAnalytical Graphics, Inc.Ancestry.comAndale, Inc.AndersenAndersen ConsultingAndromedia, Inc.Annuncio SoftwareAnritsu CompanyAnswerSoft, Inc.AOL MobileAPAC Customer Services, Inc.Aperture Technologies, Inc.Apollo Group, Inc.Appfluent TechnologyApple Computer, Inc.Applied Automation Techniques, Inc.Applied BiosystemsApplied Digital Access, Inc.
ARAMARK CorporationArborText, Inc.ARC InternationalArcada Softwarearcplan, Inc.ArcSight, Inc.ARI Network ServicesAriba Technologies, Inc.ARINC, Inc.Aristocrat Technologies, Inc.ARM Ltd.ArmatureArrowsight, Inc.Arsenal Digital SolutionsArtemis Management Systems, Inc.Artesia Technologies, Inc.Arthur AndersenARTISTdirect, Inc.Ascend Communications, Inc.Ascension Technology CorporationAscential SoftwareAsera Inc.ASIAspect Development, Inc.Aspen Technology, Inc.Assentive SolutionsAssessment.comAsset IntertechAstea, Inc.Astrum Software CorporationAtex Media Solutions, Inc.Athene Software, Inc.ATIO Corp.Atlas DMTAtomica CorporationAtraxis North America, Inc.Atreus Systems CorporationAttachmate CorporationAtWork Technologies, Inc.Augeo SoftwareAumtechAurigin Systems, Inc.Aurum Software, Inc.Authentica, Inc.Authoria, Inc.Auto-Soft Corp.Autodesk, Inc.Automation Technology, Inc.AutoSimulationsAutoSiteAutoTester, Inc.AvailantAvantGo, Inc.Avaya, Inc.Aventail CorporationAvenue A, Inc.Aveo, Inc.Avery DennisonAxis CommunicationsAXIS Computer Systems, Inc.Baan CompanyBackWeb Technologies, Inc.Baker Hill Corporation
BancTec, Inc.Banta Integrated MediaBaranof Software, Inc.Barco Medical Imaging SystemsBarco View, Inc.Bard Electrophysiology - C.R. Bard, Inc.Barr Systems, Inc.Barra, Inc.Basis International, Ltd.BatteryPro Systems, Inc.BAV Software, Inc.Bottomline Technologies, Inc.Bowne Internet SolutionsBradmark TechnologiesBrainbench, Inc.Brainium.comBrickstream CorporationBridgePoint Inc.Bridgeway Corp.Bridgeway Software Inc.Brightmail, Inc.Brightspark Ventures, L.P.Brightware, Inc.Brio TechnologyBristol Technology, Inc.Broadband Services, Inc.BroadJump, Inc.Broadway & Seymour, Inc.Brock International, Inc.Brodart AutomationBrooks Automation, Inc.Brooks-PRI AutomationBrooktrout Technology, Inc.BTIBusiness Engine SoftwareBusiness Objects, Inc.Business Resource SoftwareBusiness Software, Inc.Buystream Inc.Buzzeo, Inc.C-MoldCable & WirelessCabletron Systems, Inc.Cadence Design Systems, Inc.CADKEY CorporationCalcompCaldera Systems, Inc.Calico Commerce Inc.CallWare Technologies, Inc.Camelot-IS2CAMM, Inc.Campbell Services, Inc.Campus Management Corp.Canadian Technology NetworkCandle CorporationCanon Computer Systems, Inc.CAPS Logistics, Inc.Capsoft Development Corp.Capstan Systems Inc.Captaris, Inc.Captiva Software CorporationCardiff SoftwareCardinal Health, Inc.
CareTools, Inc.Carlson Wagonlit TravelCartesia SoftwareCasco DevelopmentCASI-RUSCOCass Logistics, Inc.Castek Inc.CastelCatalpa SystemsCatalyst International, Inc.Catalyst USA, Inc.Cayenta Inc.CB Technologies, Inc.CBF Systems, Inc.CBT SystemsCCC Information Services, Inc.CCH IncorporatedCCI/TriadCD Group, Inc.CDA/InvestnetCDC SolutionsCDNOW, INC.Cedara Software Corp.Centerline Software, Inc.Centra Software, Inc.Central Design Systems, Inc.Centrata.comCentraxCentric Software, Inc.Century AssociatesCerent CorporationCeridian CorporationCeridian Performance PartnersCeridian TesserAct HRMS Solutions, Inc.Cerner Corp.Certicom Corp.Cerulean TechnologyCES InternationalCEYONIQ, Inc.CFD Research Corp.CFI ProServices, Inc.CHAMPS Software, Inc.Chancery Software, Ltd.Changepoint Corp.ChannelPoint, Inc.ChannelWaveCheck Point SoftwareCheckFree CorporationCheckpoint SoftwareChela Financial, Inc.Chemical Abstracts ServiceCheyenne SoftwareChilliware, Inc.Chingari, Inc.Chrome SystemsChrystal Software, Inc.CigitalCIMLINC, Inc.Cincinnati Bell Information Systems, Inc.Cisco SystemsCitrix Systems, Inc.Clarify, Inc.Claritas, Inc.
Class Software Solutions, Ltd.Classroom ConnectClear Communications Corp.Clear Technology, Inc.ClearOrbit, Inc.Clearway TechnologiesClientSoft, Inc.Clinical Reference Systems, Ltd.Clustra Systems, Inc.CMI-Competitive Solutions, Inc.CMS Information Services, Inc.CODA, Inc.Cofiniti, Inc.Cogit Corp.Cohera CorporationCoherent Communications Systems.Cole-Somers, Inc.Colorado Memory SystemsCoManage CorporationComdisco Professional ServicesCommerce OneCommerce.TVCommercialWare, Inc.Commerx, Inc.CommVault SystemsCompaq Computer Corp.Competitive Automation, Inc.CompInfo, Inc.Comprehensive Software Systems, ICompucareCompulink Management Center, Inc.Computer AssociatesComputer Dimensions, Inc.Computer I/O Corp.Computer Information ServicesComputer Mail Services, Inc.Computer Network Technology CorpComputer Sciences Corp.Computerm Corp.ComputerprepComputing Information ServicesCompuTrac, Inc.Computron Software, Inc.Compuware CorporationCOMSAT Mobile CommunicationsComsearchComshare, Inc.Comstock Systems CorporationComuniq Inc.Comverse Network SystemsConcentrexConcept Five TechnologiesConceptual SystemsConceptware AGConcerto Software, Inc.Concord CommunicationsConcur Technologies, Inc.ConexantConnect, Inc.Connected CorporationConnectSouth Communications, Inc.ConneXt, Inc.Consilient, Inc.
We are recognized experts in technology product management and product marketingWe specialize in product management trainingSince 1993, we have trained over 22,000 at thousands of companies
About Pragmatic Marketing, Inc.
(c) 1993-2003 Pragmatic Marketing, Inc. 2
What would you do?
It’s the 11th hour of the quarter. A sales guy calls you frantically telling you he has to have a roadmap to close a deal this quarter. The prospect is expecting to see a key feature she wants (not currently on any plans).
Do you:a. Quickly put together a PowerPoint slide of exactly what he asked
for and email it to the sales rep. Wish him good luck because you know the company needs the business.
b. Find out whether the competition in the deal has the feature. If so, see (a). If not, you tell the sales rep politely that you can’t do it.
c. You don’t know enough to react. And you probably don’t have enough time to learn what you need to know in order to address the problem. Don’t cave in to this request, but you have a lot of work to do to avoid it next quarter…
Product roadmaps
Why build a roadmap?Who owns the roadmapCautions about roadmap useBefore you startHow to design a roadmap
(c) 1993-2003 Pragmatic Marketing, Inc. 3
Laurence J. Peter
“If you don’t know where you are going, you will probably end up
someplace else.”
Why build a roadmap?
The process itselfGives internal and external audiences a product vision for the future, a possible destinationReduces short-term mistakes
Don’t paint yourself in a cornerHelps customers integrate product plan into their long-term strategy
(c) 1993-2003 Pragmatic Marketing, Inc. 4
Tom Shields, Woodside Fund
A great roadmap walks the fine line between being too narrow ("a one-trick pony") and too wide ("all over the map"). Investors will want to see that you have a focused idea of where you are going in the short term (and why), and that you have plenty of other market opportunities to explore in the longer term.
Who owns the roadmap?
Product manager (CEO of the product)Responsible for
Market expertiseWorking with cross-functional team to formulate what is on the roadmapDocumenting the roadmapDefining what can be communicated externally
• Partners• Customers• Evaluators• Analysts
Updating the roadmap as market conditions change *
* Not for each sales opportunity!
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Cautions about roadmap use
“Roadmap” covers any future visionMarketing misuses the term constantlyThere aren’t many good examplesThere are very few resources
A roadmap is a plan, not a commitmentReject contracts with roadmaps attached!!Assume the competition will see itLearn to say less
Two problem areas
Sales ChannelSells futures as featuresSells futures to address the wrong market segmentUses roadmap in desperate situationsUses roadmap as a promise, not a plan
Product DevelopmentUnpredictable datesUnpredictable delivery of release contentDriven by technology, not the marketLong development cycles
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Before you start
Know your marketIdentify market segmentsEstablish a competitive strategyKnow the technology landscapeValidate
Know your market
Learn about the market by observationCustomersEvaluatorsPotentials
Quantify market problemsUnderstand total solution
Buy, build, partner to flesh out whole solution
Communicate internally with market factsProduct manager should be the messenger for the market
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Identify market segments
Be deliberate about which market segments you targetRather than a few features each release for each segment, focus a whole release around a segmentYour roadmap can reflect when you will address different segments
Establish a competitive strategy
Avoid competitive checklistsThis is not a competitive strategy
Be where the competition is notLook for market segments where the competition is not
Focus on your distinctive competenceThe roadmap should reflect your company’s unique ability to deliver value in the marketplace
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Know the technology landscape
Research emerging technologiesInterview technical reviewers to understand technical compliance and standards they are adoptingUse technology to solve problems for your market
Validate
Synthesize possibilitiesReview with internal cross-functional teamNDA review with trusted parties
CustomersPotentialsPartners
Avoid oligopsony
(c) 1993-2003 Pragmatic Marketing, Inc. 9
Elements of the roadmap
Business problems
Product requirements
Technology
When - time
Market segments
Why
What
How
Who
How to design a roadmap
Communicate in BROAD STROKES Map chronologically (using conservative dates)
Market segmentsProjectsMajor features (addressing problems)Client or interfacesServer or architecturePlatforms (OS and database support)
Be careful with project names
(c) 1993-2003 Pragmatic Marketing, Inc. 10
Internal versus external
Internal Engineering
External *MarketingSales
* “This document contains forward-looking statements based on current expectations, forecasts and assumptions of the Company that involve risks and uncertainties. Forward looking statements are subject to risks and uncertainties associated with the Company's business that could cause actual results to vary materially from those stated or implied by such forward-looking statements.”
Platform
Archi-tecture
Client
Feature
Market
Project
beyondfy+32h+21h+24q+13q+12q+11q+1
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Platform
Server
Client
Major Feature
Market
Project
Windows“Blackcomb”
Windows “Longhorn”
Windows XP sp4 support
Windows XP sp3 support
DBCSILSShared DB locking
Revised data
structures
Asia mapsEU maps“Thin” Web-only
Display with maps
(US, Canada)
¥€£Updated library
Updated library
Superset Correlation
AsiaJapanEUUKUS, Canada
SushiLasagna BangersSP1BurgerSP3SP2
beyondfy062h051h054q043q042q041q04
Example: Network Management
Platform
Server
Client
Major Feature
Project
End support for
Win2000Pro
End support for WinME
End support for Win98
End support for DOS, Win 3.1, Win 95
XML, IRMSharePointOffice WebWindows terminal server
Add InfoPath
Remove NetFolders
New look, Auto-
recover
Add Outlook
Advanced Spam mgmt
Smart TagsMultiple clipboards
Office templates“Clippy”
Office 12Office 11Office XPIntegrate FrontPage
“Embrace the
internet”
beyond2003200220009897
Example: Microsoft Office
Note: this document is based loosely on published statements by Microsoft and is used only as an example.
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Architecture
1Q03 1Q04
4Q03
FY052H04
1H04
Overall Vision
shipping
alphabeta
functional design
visionfuture requirement
app server, VBA, COM+ objects, XML, SOAP, message platform, internet development tools
self-service hosting
CRM
extranetsupplychain
partner objects
web order
Web Services
shipping
alphabeta
functional design
visionfuture requirement
(c) 1993-2003 Pragmatic Marketing, Inc. 13
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Links to sample roadmaps
SynEcology – complete Microsoft roadmaphttp://www.synecology.com/roadmap.htm
Microsoft Developer Tools Roadmaphttp://msdn.microsoft.com/vstudio/productinfo/roadmap.aspx
OEM Roadmaps (pay service with free samples)www.oemroadmaps.com
(c) 1993-2003 Pragmatic Marketing, Inc. 15
Pragmatic Marketing® Framework
A framework for managing and
marketing technology products
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Awareness Plan
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Acquisition
Positioning
Customer Retention
LaunchPlan
Product Contract
Innovation
Market Messages
Channel Training
Win/Loss Analysis
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
© 1993 2003 Pragmatic Marketing Inc
Resources
Barbara Nelson – [email protected]
www.pragmaticmarketing.com - about our courseswww.productmarketing.com - free resource site
