Vancouver ProductTank May 2015
13
Moving The Product Needle The biggest challenge facing product management is not only selecting the right feature, but the right set of features. Here are the "5 levers" and how you can use them to move the needle. By Stewart Rogers linkedin.com/in/ rsrogers
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Transcript of Vancouver ProductTank May 2015
Moving The Product NeedleThe biggest challenge facing product management is not only selecting the right feature, but the right set of features. Here are the "5 levers" and how you can use them to move the needle.
By Stewart Rogerslinkedin.com/in/rsrogers
STEWART ROGERSStewart is a recognized thought leader and advocate of building world-class product teams that bring a market-driven focus to technology organizations. With more than 15 years of product management experience he has been building products that deliver sustainable results and increased customer satisfaction levels. He is a Pragmatic Marketing Certified and Certified ScrumMaster.
@StewartRogers productcampvancouver.org
linkedin.com/in/rsrogers
OBJECTIVE TONIGHT
• Simplify the concepts to validate vision and roadmap from a business perspective
• Answer WHY or WHY NOT
WHAT IS PRODUCT MANAGEMENTS PRIMARY OBJECTIVE?
What is my product strategy for each?
WHAT IS YOUR REVENUE GOAL
Lost CustomersActive CustomersFuture Customers
NEW CUSTOMERACQUISITION
UPSELLCROSS SELL
WINLOSS
PRICINGCUSTOMER
SATISFACTION
How does my strategy affect each?
NEW CUSTOMERACQUISITION
UPSELLCROSS SELL
WINLOSS
PRICINGCUSTOMER
SATISFACTION
%% %
%%
$$$
ASK YOURSELF…
How are we going to grow new customer acquisition?
New geographies?New industries?Up or down market?
NEW CUSTOMERACQUISITION
ASK YOURSELF…
How are we going to improve win rates?How are we going to improve retention rates?
Missing featuresIncomplete featuresPoor featuresPoor or missing Service
WINLOSS
ASK YOURSELF…
How are we going to increase the average revenue per customers?
New add-ons or modules?New pricing options?Cross sell products?Price increases?
UPSELLCROSS SELL
PRICING
ASK YOURSELF…
How are we going to increase customer satisfaction?
CUSTOMERSATISFACTION
How do you measure customer satisfaction?
CUSTOMERSATISFACTION
1. Increase customer acquisition rates2. Increase win rates3. Increase average deal size4. Increase price5. Increase customer satisfaction
In Summary… The 5 Levers
Moving The Product Needle
@StewartRogers productcampvancouver.org
linkedin.com/in/rsrogers
