Strategic Role of Product Management · Strategic Role of Product Management Steve Johnson...
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1 0410 Strategic Role of Product Management Steve Johnson Pragmatic Marketing [email protected] www.PragmaticMarketing.com – about our seminars www.ProductMarketing.com – resource site www.ProductMarketing.com/eb – today’s downloads
Transcript of Strategic Role of Product Management · Strategic Role of Product Management Steve Johnson...
10410
Strategic Role of Product Management
Steve JohnsonPragmatic [email protected]
www.PragmaticMarketing.com – about our seminarswww.ProductMarketing.com – resource sitewww.ProductMarketing.com/eb – today’s downloads
2
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About Pragmatic Marketing, Inc.
We are recognized experts in technology product management and product marketingWe specialize in training and consultingSince 1993, we have trained over 25,000 people at thousands of companiesPragmatic Marketing certification program available
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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
Pragmatic Marketing® Framework
A market-driven model for managing
and marketing technology products
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
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What we hear from executives
We are missing our targetsDevelopment can’t ship on scheduleSales can’t sell profitablyMarketing can’t communicate our value
There is too much fighting among the groupsWhat value does Product Management deliver?
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What we hear from product managers
Give me access to customersTell us the strategy so that we can focus on what is importantA clear understanding of the role of Product Management is sorely needed
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Responsibilities
What are the lines between Product Management and…
Development & ServicesMarketing CommunicationsSales Channel
Dev Sales
Marcom
ProductMgmt
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Problem Product Managementfinds and quantifies the problem
Development & Servicessolve the problem
Marketing Communicationscommunicates the solution
Sales Channelsells it profitably
The new P’s
Product
Promotion
Placement
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If product managers don’t do their jobs, the
other departments will fill the void.
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An outside-in approach increases
the likelihood of product success.
11
TacticalStrategic
12
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
LessTechnical
MoreTechnical
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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
14
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
15
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
Win/Loss Analysis
User Personas
Release Milestones
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
Channel Training
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
“Special”Calls
AnswerDesk
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Competitive Write-Up
Collateral & Sales Tools
Presentations & Demos
WhitePapers
AnswerDesk
Channel Training
EventSupport
“Special”Calls
Typical approach
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
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
Win/Loss Analysis
User Personas
Release Milestones
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Pricing
Product Roadmap
Operational Metrics
Lead Generation
Competitive Analysis
Release Milestones
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
Typical approach
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Kristen Lippincott, Curator, National Maritime Museum, Greenwich, England
There's a difference between being busy and being productive.
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Pricing
Buy, Build or Partner
Operational Metrics
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Awareness Plan
Market Research
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
BusinessCase
Market Problems
Distinctive Competence
19
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
PreferredApproach
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
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
20
Market Requirements
Product Roadmap
Product Contract
User Personas
Release Milestones
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
MarketSizing
Market Research
Market Problems
Distinctive Competence
Product Performance
Positioning
InnovationWin/Loss Analysis
Technology Assessment
Competitive Analysis
MarketingPlan
Awareness Plan
Customer Acquisition
Customer Retention
LaunchPlan
Market Messages
Channel Training
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
“Special”Calls
AnswerDesk
Lead Generation
Buyer Personas
Effective Marketing Programs
Practical Product Management
Requirements That Work
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
21
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
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
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Markets and Business
Product and Technology
22
Product ManagementInbound
Product Marketing
OutboundPricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
Product Roadmap
Market Research
Market Problems
Distinctive Competence
Product Performance
Positioning
Product Contract
InnovationWin/Loss Analysis
User Personas
Release Milestones
Technology Assessment
Competitive Analysis
MarketingPlan
Awareness Plan
Customer Acquisition
Customer Retention
LaunchPlan
Market Messages
Channel Training
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
“Special”Calls
AnswerDesk
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
23
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
Product Roadmap
Market Research
Market Problems
Distinctive Competence
Product Performance
Positioning
Product Contract
InnovationWin/Loss Analysis
User Personas
Release Milestones
Technology Assessment
Competitive Analysis
Channel Training
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
“Special”Calls
AnswerDesk
MarketingPlan
Awareness Plan
Customer Acquisition
Customer Retention
LaunchPlan
Market Messages
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Product Strategy
Marcom
Product Management
24Product Marketing
Product management triad
Product Contract
InnovationWin/Loss Analysis
User Personas
Release Milestones
Technology Assessment
Competitive Analysis
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
Product Roadmap
Market Research
Market Problems
Distinctive Competence
Product Performance
Positioning MarketingPlan
Awareness Plan
Customer Acquisition
Customer Retention
LaunchPlan
Market Messages
Channel Training
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
“Special”Calls
AnswerDesk
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Director, Product Strategy
Technical Product Manager
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Pricing9,7
Buy, Build or Partner
9,7Operational
Metrics8,1
BusinessCase8,5
SalesProcess
5,4
ThoughtLeaders
7,3
Market Requirements
9,1
MarketSizing
8,3
MarketingPlan7, 2
ProductRoadmap
9,5
AwarenessPlan4,1
MarketResearch
9,2Market
Problems10,1
Distinctive Competence
10,1Product
Performance8,3
Customer Acquisition
7,1
Positioning10,4
Customer Retention
7,3
LaunchPlan6,4
ProductContract
8,4
Innovation8,3
MarketMessages
6,3
ChannelTraining
5,4
Win/Loss Analysis
10,1
Competitive Write-Up
6,4
EventSupport
3,7
Collateral & Sales Tools
5,6Presentations
& Demos8,5
WhitePapers
6,6
User Personas
9,1“Special”
Calls3,6
Release Milestones
7,5Answer
Desk3,7
Technology Assessment
9,1Competitive
Analysis8,2
LeadGeneration
3,1
BuyerPersonas
6,1
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Gap analysis example
How important is the activity to our
company?
How well are we doing it?
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A market-driven model for managing
and marketing technology products
Market Requirements
Product Roadmap
Product Contract
User Personas
Release Milestones
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
MarketSizing
Market Research
Market Problems
Distinctive Competence
Product Performance
Positioning
InnovationWin/Loss Analysis
Technology Assessment
Competitive Analysis
MarketingPlan
Awareness Plan
Customer Acquisition
Customer Retention
LaunchPlan
Market Messages
Channel Training
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
“Special”Calls
AnswerDesk
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Effective Marketing Programs™
Pragmatic Marketing® Framework
Practical Product Management™
Requirements That Work™
