Proficientz 5 Reasons You Shouldn't Do Product Strategies

Copyright 2013 Proficientz, Inc. All rights reserved.

5 Reasons You Shouldn’t

Do Product Strategies &

The Better Alternative

John Mansour@proficientzppm


1. The more product strategies you have, the less strategic they are to your organization.

Dilutes your core competencies!

Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com


Strategic?

Advance Strategies of

Target Customers

Advance My Organization’s

Strategy

Rarely Accomplished With a Single Product!


Conventional WisdomProduct 1

Product 2

Product 3

Product 4

Product 5

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

Market Opportunity

It Doesn’t S

cale!


2. Product strategies are too easy to change.

Always a better “product idea!”



3. Executives hate product strategies.

Too many choices!



4. Product strategies give engineering too much control.

Cherry-pick the easy, fun stuff!



“ In the absence of a clear strategy, the guy with the compiler calls

the shots.”

Anonymous ProductCamp Attendee


5. Product strategies make marketing and sales more difficult.

Lack of a cohesive message – too many messages!


Implications

1. Value to company and market

2. Far less susceptible to change

3. Simplify marketing & sales

Better Alternative

Portfolio Strategy Market-segment focus


Portfolio Strategy

Short Term Revenue Markets

A B C

Longer Term Growth Markets

A B C D

Product Investment Priorities

Solutions We

Need

Marketing & Sales

Priorities

Solutions We Have

Corporate Goals &

ObjectivesOperational Alignment


Strategic Solutions

1. User Stories & Features

2. Use Stories & Features




Product Enhancements






Product

Backlog /

Release Plan


3 Dimensions of Strategic B2B Product Management


Create Product Plans & Marketing

Programs

Define & PrioritizeUse Cases

Train & SupportSales / Channel

Execute Segment Marketing Programs

Create Market Segment

Positioning

CreateBacklog / Release

Plans

Define & Prioritize

Organizational Readiness Activities

Approve & CommunicateProduct and Marketing

Plans

DeliverSales Tools &

Marketing Materials

Evaluate Target Markets

QuantifySegment Revenue Potential

Evaluate Segment

Competition

Map CoreCompetencies toMarket Segments

Determine Segment Trends

& Drivers

Create & SocializeMarket

Segment Profiles

Create the Market & Portfolio

Strategy

PrioritizeTarget Market

Segments

Define Segment

Marketing Priorities

Align & Prioritize Operational Initiatives

CreateProduct Portfolio

Roadmap

Define & ValidateSegment Business

Requirements

Approve & CommunicateThe Strategic

Plan

Rollout & Deliver Solutions to Target

Markets

CompleteKnowledge

Transfer Training

CompleteOrganizational

Readiness Activities

Promote Thought

Leadership

AchieveCorporate Goals

& Objectives

Develop Products / Services

Design

Validate

Develop

Test

Release to Marketing / Production

Transfer Knowledge With User Stories &

Functional Specifications

Corporate Goals &

Objectives

Build What

You Need

Sell What

You Have


Austin April 9-11

Product Portfolio Management

20% Discount for PCA Alumni

Proficientz 5 Reasons You Shouldn't Do Product Strategies

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