SlideShare a Scribd company logo
1 of 55
AIPMM Webinar Series

               http://www.aipmm.com
© AIPMM 2013
© AIPMM 2013   http://www.aipmm.com
Founded 1998
           Largest Product Management professional group
           Provides professional development and certification
               • Certified Product Manager
               • Certified Product Marketing Manager
               • Agile Certified Product Manager
               • Certified Innovation Leader

© AIPMM 2013
Today’s Speakers
   Moderator:
       Cindy F. Solomon, CPM, CPMM
       Founder, Global Product Management Talk   http://www.BlogTalkRadio.com/ProdMgmtTalk
       Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon
   Presenter:

       Brian Lawley
       CEO and Founder 280Group
© AIPMM 2013             @AIPMM #prodmgmt                         http://www.aipmm.com
Stay on To Win!
      •Keep your Chat box open!
      •Post your Questions in the Questions box during the session for
      Brian to answer during the Q&A at the end!

      Participants who ask questions will be entered into the drawing
      to win valuable resources from 280Group AND free ticket to the
      San Francisco Startup Product Summit!

      All Winners will be announced at the end of the session!


© AIPMM 2013         @AIPMM #prodmgmt              http://www.aipmm.com
3-Day San Francisco Product Innovation Leader Package
                   February 5, 6, 7, 2013 8:30 AM - 5:00 PM   Special Package Price: $1797.00
                                           Product Innovation Leadership Training
                                            February 5 & 6, 2013 / 8:30 AM - 5:00 PM
                  The course includes 2 Day Intensive Training ($1697 value), Certified Innovation Leader (CIL®)
                certification exam fee ($395 value), and a 1 year premium AIPMM membership ($175 value). This
                    course also offers 16 PDUs for PMI® certified Project Management Professionals (PMP®).
                                               http://aipmm.myshopify.com/

                                                  Startup Product Summit
                                              February 7, 2013 / 8:30 AM - 5:00 PM
                        1-Day Conference: Discover how to work together to develop amazing products.
                ($349 value) bringing together everyone who touches product at a company to talk frankly about
                  what product is and our shared role in making them a success with a healthy mix of product
               managers, engineers, marketers and designers speaking from their experiences about products from
                   every angle, including prototyping, roadmapping and marketing. Additional PDUs available.
                                                    http://startupproduct.com

                                 Startup Product Talks February 7, 2013 6:30 PM – 10 PM
                          San Francisco meetup networking event included as part of Developer Week
                                          ($10+ value includes food and drinks)
© AIPMM 2013                   @AIPMM #prodmgmt                               http://www.aipmm.com
FEATURED PRESENTATION

© AIPMM 2013                http://www.aipmm.com
Optimal Product Management and Product MarketingTM




       Brian Lawley
       280 Group CEO & Founder
       The Importance Of Product Management To The
       Success Of Your Company
© 2012-2013 280 Group www.280group.com
Housekeeping
         Questions
         Slides: www.280group.com/product-management-importance.pdf
         Giveaways at end
         - Product Management LifeCycle Toolkit™
         - One copy of each book




© 2012-2013 280 Group www.280group.com                                9
Optimal Product Process Book!
  -     Everyone Gets a Copy
  -     Please share!
  -     http://tinyurl.com/freeoppbook
  -     Seven Phase Product LifeCycle
  -     CPM materials




© 2012-2013 280 Group www.280group.com   10
280 Group Website Resources




© 2012-2013 280 Group www.280group.com   11
Agenda

Background
•   Seven Most Common Problems
•   How Product Management Solves These
•   Seven Phase LifeCycle
•   Optimal Product Process
•   Nine Key Documents
•   How to Optimize at Your Company
•   Questions & Giveaway
Helping companies deliver products that delight their ™
                                    customers and produce massive profits

                    Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books




© 2012-2013 280 Group www.280group.com
Why The 280 Group?




© 2012-2013 280 Group www.280group.com   14
280 Group Clients




© 2012-2013 280 Group www.280group.com
Product & Services
           Product                                                                    Toolkits                Workshops,
                                     Training                  Consulting
         Management                                                                  PM Office                Coaching &
                                   Certification               Contractors
         Assessments                                                                   Portal                 Mentoring

      PM Assessments             Courses:                   We Provide:             Templates:            Available for:
      • Process/People/Tools     - Public                   • Product Managers      - Product Lifecycle   •Teams
      • Gap Analysis             - Private Onsite           • Product Marketers     - Launches            •Projects
      • Recommendations          - Self-Study               • Projects              - Roadmaps            •Individuals
      • Executive Presentation                              • Interim Contractors   - Competitive
                                 Certifications:                                    - Beta Programs       Topics:
                                 - Certified Product Manager                        - Product Reviews     •   PM Process
                                 - Agile Certified Product                          - Developer           •   Market Research
                                   Manager                                                                •   Competitive Research
                                                                                    PM Office:            •   Voice of the Customer
                                                                                                          •   Vision
                                 Course Offerings:                                  - Standard
                                                                                                          •   Conceive
                                 - Optimal PM & PMM                                 - Pro                 •   Business Case
                                 - Phenomenal PM                                                          •   Market Strategy
                                 - Agile PM Excellence                              Books:                •   Requirements
                                 - CPM Intensive                                    - Agile               •   Prioritizing
                                 - Social Media Marketing                           - Phenomenal          •   Road mapping
                                                                                    - Excellent           •   Pricing
                                                                                    - 42 Rules            •   Forecasting
                                                                                    - Optimal Product     •
                                                                                                          •
                                                                                                              Metrics
                                                                                                              Beta
                                                                                                                                      1
                                                                                      Process
                                                                                                          •

                                                                                    PM Portal
                                                                                                          •
                                                                                                          •
                                                                                                              Marketing
                                                                                                              End of Life
                                                                                                              Agile
                                                                                                                                      6
© 2012-2013 280 Group www.280group.com
Agenda
• Background

Seven Most Common Problems
•   How Great Product Management Solves These
•   Seven Phase LifeCycle
•   Optimal Product Process
•   Nine Key Documents
•   How to Optimize at Your Company
•   Questions & Giveaway
Product Failure Statistics


                   Succeed


                                                • 30% fail because of a poor
                                                  value proposition
                                                • 70% fail because of poor
                                                  customer requirements

                                         Fail

© 2012-2013 280 Group www.280group.com                                         18
Why Products Fail
                   Wrong Product                                  Ineffective Marketing
                   •Didn’t meet market needs                      •Poor marketing & PR
                   •Not clear who the customer was                •No clear value proposition
                   •Wasn’t viable                                 •Incorrect pricing
                   •Not competitive                               •Wrong channel(s)
                   •Costs too high                                •Product incongruent with brand
                   •Need not urgent
                   •Customer not willing to pay
                   •Not enough customers




                   Poor Execution                                 Company Management
                   •Technology used                               •Technology driven
                   •Funding                                       •Sales driven
                   •Operations                                    •Lack of effective teamwork or PM process
                   •Sales                                         •Downplaying competitor’s strengths
                   •Underestimating time, budget, effort, etc.    •Dysfunctional corporate culture
                   •Solution didn’t solve the problem (Quality,   •Rush to failure
                    Technology, Usability)




© 2012-2013 280 Group www.280group.com                                                                        19
7 Common Problems 280 Group Sees at Companies

       Data collection:
       - Hundreds of companies
       - Fourteen years
       - All industries
       Patterns across all products/markets/industry
       Result:
       -   Products suffer
       -   Profitability lower than it could be
       -   Low morale & stress
       -   Company suffers
© 2012-2013 280 Group www.280group.com                 20
1. Wrong Products and/or Features
       Lack of clarity on market & customer needs
       Products that customers don’t want/won’t pay for
       Expensive resources wasted
       Opportunity cost for viable products
       Complete product failures



© 2012-2013 280 Group www.280group.com                    21
2. Whole Product Not Delivered
       -   No one in charge of all elements
       -   Each group optimizes for their own goals
       -   Customer has a bad experience
       -   Product & brand suffer
       -   Loss of repeat business
       -   Reputation


© 2012-2013 280 Group www.280group.com                22
3. Lack of Alignment
       Confusion about target customer/market
       Executives/Sales/Marketing/Engineering pursue
       different agendas and tactics
       Efforts not coordinated
       Results minimized or complete failure



© 2012-2013 280 Group www.280group.com                 23
4. Process: None, Too Much or Confusion
    Repeatability




                                                                                                           Optimizing
                                                                                                           •Causal analysis and
                                                                                                            resolution
                                                                                   Measured
                                                                                                           •Identify and deploy
                                                                                   •Performance goals       process improvements
                                                                                    measured for process
                                                        Defined                     and projects
                                                        •Organizational process
                                                         defined
                                   Managed
                                                        •Product integration
                                   •Project process     •Integrated project
                                    defined              management
    Ad hoc
                                   •Requirements        •Validation/Verification
    •Unpredictable                  Management
    •Reactive                      •Quality assurance
    •Heroics                       •Still tends to be
                                    reactive


                                                         Efficiency


Source: Carnegie Mellon SEI CMMI
© 2012-2013 280 Group www.280group.com                                                                                             24
5. Lack of Product Leadership
       Not clear where the buck stops
       Suboptimal decisions
       Product design by committee
       Lack of Vision
       Leader(s) may not have full range of skills:
       - Business
       - Technical
       - People
       - Strategy
       Result: Mediocre products

© 2012-2013 280 Group www.280group.com                25
6. Tactical Reaction vs. Strategic Plans
       No one in charge driving strategy
       Day to day fire drills consume employee’s time
       Gives competitor opportunities
       Leaves money on the table




© 2012-2013 280 Group www.280group.com                  26
7. Lack of Role Clarity
       Democracy
       Stress
       Wasted time
       Politics
       Products suffer



© 2012-2013 280 Group www.280group.com   27
Agenda
• Background
• Seven Most Common Problems
How Great Product Management Solves These
•   Seven Phase LifeCycle
•   Optimal Product Process
•   Nine Key Documents
•   How to Optimize at Your Company
•   Questions & Giveaway
The Rise of PM Importance
       Companies realizing critical
       Profession moving forward rapidly
       CBS News: #4 most important job in corporations
       Money magazine ranks PM in top 50 jobs




© 2012-2013 280 Group www.280group.com                   29
Unique Position
       Central point of
       communication
                                                                    Sales

                                                 Press/Analysts                Customers


       Drive the vision &
       strategy
                                                                  PM
                                         Marketing                                          Support




       Whole product
                                         Engineering                                        Channel

       Roadmap/requirements
       Lead all groups                                 Partners

                                                                  Executives
                                                                               Operations




© 2012-2013 280 Group www.280group.com                                                                30
Role: Product Management
       Market expert                               Feature, schedule, and cost tradeoffs
       -   Customer and market research            -   Minimum Viable Product
       -   Identifies customer needs               Brings products to market
       -   Voice of the customer                   -   Valuable and differentiated
       Strategic                                   -   Whole product definition
       -   Owns vision and roadmap                 -   Beta programs
       -   Portfolio management                    -   Market plan realization
       -   Manages product lifecycle               Manage relationships with business
       -   Bridges engineering and marketing       ecosystem members
       Business Case development and realization   -   Coordinating internal value chain
                                                   -   Suppliers, partners, and 3rd party vendors
       Presents “needs”
       -   Not the problem solver
       -   Does not design features


© 2012-2013 280 Group www.280group.com                                                              31
Role of Product Marketing
       Marketing expert                  Supports sales
       - Competitive analysis            - Demand generation
       - Ensures consistency of          - Sales tools and training
         messages across media           - Compelling reason to buy
       - Product pricing                 Guides marketing programs
       - Works with MarCom               - Balance revenues with
                                           program costs
       Strategic                         - Positioning, value proposition,
       - Success in the market             messaging, feature/benefits,
       - Launches new products and         unique selling proposition
         on-going marketing

© 2012-2013 280 Group www.280group.com                                       32
Product Manager vs. Product Marketer
       Product Management
       - Ensuring delivery of valuable customer-focused product
       Product Marketing Manager
       - Ensuring demand for the product in the marketplace
       Roles can vary by company
       - Smaller companies may combine roles
       - Larger companies usually have separate roles
       These are guidelines not absolutes

© 2012-2013 280 Group www.280group.com                            33
Agenda
• Background
• Seven Most Common Problems
• How Great Product Management Solves These
Seven Phase LifeCycle
•   Optimal Product Process
•   Nine Key Documents
•   How to Optimize at Your Company
•   Questions & Giveaway
Seven Phase LifeCycle™
       Phase: Stage in the product lifecycle
       Gate: Critical decision point ending a phase, and
       starting the next
       Product LifeCycle: phases from conceive to retire
                                         One Phase      Gate



          Conceive             Plan        Develop   Qualify   Launch   Market   Retire

Source: AIPMM
© 2012-2013 280 Group www.280group.com                                                    35
Worldwide Standard Foundation




                    Association of International Product
                    Management & Marketing (AIPMM)
                    Strategic partnership
                    Further profession
© 2012-2013 280 Group www.280group.com
Conceive Phase

                  Brainstorm
                  Generate ideas
                  Prioritize
                  Choose




© 2012-2013 280 Group www.280group.com   37
Plan Phase

                  Strategy
                  Market Research
                  Competitive Analysis
                  Business Case
                  Market Needs
                  Product Description
                  Roadmap

© 2012-2013 280 Group www.280group.com   38
Develop Phase

                  Engineering
                  Tradeoffs
                  Adjustments
                  - Schedule
                  - Feature
                  - Plans




© 2012-2013 280 Group www.280group.com   39
Qualify Phase

                  Internal
                  Beta
                  Early Customer
                  Minor Adjustments




© 2012-2013 280 Group www.280group.com   40
Launch Phase

                  Announcement
                  Availability
                  Exposure
                  Ramp Revenues




© 2012-2013 280 Group www.280group.com   41
Market Phase

                  Ongoing Programs
                  Measure ROI
                  Optimize




© 2012-2013 280 Group www.280group.com   42
Retire Phase

                  End of Life
                  New Version
                  Obsolescence




© 2012-2013 280 Group www.280group.com   43
Agenda
•   Background
•   Seven Most Common Problems
•   How Great Product Management Solves These
•   Seven Phase LifeCycle
Optimal Product Process
• Nine Key Documents
• How to Optimize at Your Company
• Questions & Giveaway
280 Group Optimal Product Process™




© 2012-2013 280 Group www.280group.com   45
Agenda
•   Background
•   Seven Most Common Problems
•   How Great Product Management Solves These
•   Seven Phase LifeCycle
•   Optimal Product Process
Nine Key Documents
• How to Optimize at Your Company
• Questions & Giveaway
Optimal Product Process Templates




© 2012-2013 280 Group www.280group.com   47
Product Management LifeCycle Toolkit™
       Nine core documents
       No duplication
       Every critical decision/analysis point covered
       High productivity
       Course foundation
       Continuous improvement




© 2012-2013 280 Group www.280group.com
Agenda
•   Background
•   Seven Most Common Problems
•   How Great Product Management Solves These
•   Seven Phase LifeCycle
•   Optimal Product Process
•   Nine Key Documents
How to Optimize at Your Company
• Questions & Giveaway
Applying Optimal Product Process
       Do a FULL assessment
       Process
       -   Current
       -   Gap analysis
       -   Strengths
       -   Weaknesses
       People
       -   Skill set
       -   Role clarity
       -   Organization
       -   Training
       -   Certification(s)
       Tools
       -   Standardized
       -   Productivity
       -   Continuous improvement

© 2012-2013 280 Group www.280group.com   50
How the 280 Group Can Help
       Perform full assessment with recommendations
       Plan for implementing improvements:
       - Process
       - People
       - Tools
       Training & certifications
       Corresponding templates & tools
       Coaching/mentoring company/team/individuals
© 2012-2013 280 Group www.280group.com                51
Upcoming Courses
       San Jose, CA
       Austin, TX
       McLean VA
       New York, NY
       Courses:
       -   Optimal Product Management & Product Marketing
       -   How to be a Phenomenal Product Manager
       -   Agile Product Management Excellence & Certification Exam
       -   Certified Product Manager Intensive Prep & Exam
       -   Certified Product Marketing Manager Intensive Prep & Exam




© 2012-2013 280 Group www.280group.com                                 52
Drawing
      • Optimal Product Process: http://tinyurl.com/freeoppbook
      • One copy of each book
      • Product Management LifeCycle Toolkit™




                                         contact@280group.com
                                             (408) 834-7518
© 2012-2013 280 Group www.280group.com                            53
Optimal Product Management and Product MarketingTM




       Questions & Giveaway

© 2012-2013 280 Group www.280group.com
Please Join Us Again!
                                                       AIPMM Webinar Series: Friday Feb 1
                                      INFORMING PRODUCT DECISIONS – HOW TO MOVE FASTER WITH LESS PROCESS
                                                      http://aipmm.com/aipmm_webinars/

                               Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk
     ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
                         3 days of Startup Innovation Training, Certification Credential & Conference
                                                      San Francisco, CA
                     PRODUCT INNOVATION LEADER                               STARTUP PRODUCT SUMMIT
                     http://aipmm.myshopify.com/                             startupproduct.com
                     February 5 & 6, 2013                                    February 7, 2013

     +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
     Stay Informed!
     Newsletter:         http://www.aipmm.com/subscribe
     LinkedIn:           http://www.linkedin.com/company/aipmm
     Membership:         http://www.aipmm.com/join.php
     Certification:      http://aipmm.com/html/certification/


© AIPMM 2013                                     @AIPMM                                          http://www.aipmm.com

More Related Content

Viewers also liked

Measure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And SuccessMeasure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And SuccessRegalix
 
What is Product Management
What is Product ManagementWhat is Product Management
What is Product ManagementMind the Product
 
Building Insanely Great Products - AIPMM Webcast - David Fradin, 280 Group
Building Insanely Great Products - AIPMM Webcast - David Fradin, 280 GroupBuilding Insanely Great Products - AIPMM Webcast - David Fradin, 280 Group
Building Insanely Great Products - AIPMM Webcast - David Fradin, 280 GroupHector Del Castillo, CPM, CPMM
 
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...Cibin Mathew
 
Human resources accounting and audit
Human resources accounting and auditHuman resources accounting and audit
Human resources accounting and auditSatyajeet Reddy
 
Applying Quality to the Project and Product Management Process
Applying Quality to the Project and Product Management ProcessApplying Quality to the Project and Product Management Process
Applying Quality to the Project and Product Management ProcessKaali Dass PMP, PhD.
 
What Is A Product Manager? | The Quick Guide To Product Management
What Is A Product Manager? | The Quick Guide To Product ManagementWhat Is A Product Manager? | The Quick Guide To Product Management
What Is A Product Manager? | The Quick Guide To Product ManagementProdPad
 
human-resource-accounting
 human-resource-accounting human-resource-accounting
human-resource-accountingmalvika813
 
Product mix, strategies and product line designs
Product mix, strategies and product line designsProduct mix, strategies and product line designs
Product mix, strategies and product line designsharshul_777
 
Product & brand management
Product & brand managementProduct & brand management
Product & brand managementJay Ho
 
Voice of the Customer (VOC) Research
Voice of the Customer (VOC) ResearchVoice of the Customer (VOC) Research
Voice of the Customer (VOC) ResearchQuestionPro
 
What are the characteristics of the product and how do marketers classify pro...
What are the characteristics of the product and how do marketers classify pro...What are the characteristics of the product and how do marketers classify pro...
What are the characteristics of the product and how do marketers classify pro...Sameer mathur
 
How to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't SuckHow to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't SuckIntelligent_ly
 

Viewers also liked (15)

Measure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And SuccessMeasure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And Success
 
What is Product Management
What is Product ManagementWhat is Product Management
What is Product Management
 
Building Insanely Great Products - AIPMM Webcast - David Fradin, 280 Group
Building Insanely Great Products - AIPMM Webcast - David Fradin, 280 GroupBuilding Insanely Great Products - AIPMM Webcast - David Fradin, 280 Group
Building Insanely Great Products - AIPMM Webcast - David Fradin, 280 Group
 
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
 
Human resources accounting and audit
Human resources accounting and auditHuman resources accounting and audit
Human resources accounting and audit
 
Applying Quality to the Project and Product Management Process
Applying Quality to the Project and Product Management ProcessApplying Quality to the Project and Product Management Process
Applying Quality to the Project and Product Management Process
 
human resource accounting
human resource accountinghuman resource accounting
human resource accounting
 
What Is A Product Manager? | The Quick Guide To Product Management
What Is A Product Manager? | The Quick Guide To Product ManagementWhat Is A Product Manager? | The Quick Guide To Product Management
What Is A Product Manager? | The Quick Guide To Product Management
 
human-resource-accounting
 human-resource-accounting human-resource-accounting
human-resource-accounting
 
Product mix, strategies and product line designs
Product mix, strategies and product line designsProduct mix, strategies and product line designs
Product mix, strategies and product line designs
 
Product & brand management
Product & brand managementProduct & brand management
Product & brand management
 
Voice of the Customer (VOC) Research
Voice of the Customer (VOC) ResearchVoice of the Customer (VOC) Research
Voice of the Customer (VOC) Research
 
What are the characteristics of the product and how do marketers classify pro...
What are the characteristics of the product and how do marketers classify pro...What are the characteristics of the product and how do marketers classify pro...
What are the characteristics of the product and how do marketers classify pro...
 
Product mix strategies
Product mix strategiesProduct mix strategies
Product mix strategies
 
How to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't SuckHow to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't Suck
 

More from AIPMM Administration

Generating Value From Your Strategy
Generating Value From Your StrategyGenerating Value From Your Strategy
Generating Value From Your StrategyAIPMM Administration
 
Common Market Challenges Faced by Product Manager Role
Common Market Challenges Faced by Product Manager RoleCommon Market Challenges Faced by Product Manager Role
Common Market Challenges Faced by Product Manager RoleAIPMM Administration
 
5 Key Roles on an Agile Scrum Team.pdf
5 Key Roles on an Agile Scrum Team.pdf5 Key Roles on an Agile Scrum Team.pdf
5 Key Roles on an Agile Scrum Team.pdfAIPMM Administration
 
The Integral Role of Product Marketing in Achieving Product Success
The Integral Role of Product Marketing in Achieving Product SuccessThe Integral Role of Product Marketing in Achieving Product Success
The Integral Role of Product Marketing in Achieving Product SuccessAIPMM Administration
 
Applying Jobs-to-be-Done for True Product Innovation
Applying Jobs-to-be-Done for True Product InnovationApplying Jobs-to-be-Done for True Product Innovation
Applying Jobs-to-be-Done for True Product InnovationAIPMM Administration
 
From Outputs to Outcomes, Achieving Success with OKRs
From Outputs to Outcomes, Achieving Success with OKRsFrom Outputs to Outcomes, Achieving Success with OKRs
From Outputs to Outcomes, Achieving Success with OKRsAIPMM Administration
 
Accelerate Your PM Career in 2022!
Accelerate Your PM Career in 2022!Accelerate Your PM Career in 2022!
Accelerate Your PM Career in 2022!AIPMM Administration
 
Customer Journey Maps – Your Secret Weapon to Driving Product Adoption
Customer Journey Maps – Your Secret Weapon to Driving Product AdoptionCustomer Journey Maps – Your Secret Weapon to Driving Product Adoption
Customer Journey Maps – Your Secret Weapon to Driving Product AdoptionAIPMM Administration
 
Writing Product Requirements: Part 2 Increasing ROI and Alignment
Writing Product Requirements: Part 2 Increasing ROI and AlignmentWriting Product Requirements: Part 2 Increasing ROI and Alignment
Writing Product Requirements: Part 2 Increasing ROI and AlignmentAIPMM Administration
 
Writing product requirements that amplify customer needs
Writing product requirements that amplify customer needsWriting product requirements that amplify customer needs
Writing product requirements that amplify customer needsAIPMM Administration
 
Harnessing the Voice of the Customer
Harnessing the Voice of the CustomerHarnessing the Voice of the Customer
Harnessing the Voice of the CustomerAIPMM Administration
 
Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!)
Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!) Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!)
Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!) AIPMM Administration
 
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...AIPMM Administration
 
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...AIPMM Administration
 
Beat the Competition, Part 2: Driving a Product Strategy that Wins
Beat the Competition, Part 2: Driving a Product Strategy that WinsBeat the Competition, Part 2: Driving a Product Strategy that Wins
Beat the Competition, Part 2: Driving a Product Strategy that WinsAIPMM Administration
 
Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)
Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)
Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)AIPMM Administration
 
Beat the Competition, Part 1: Nine Tools to Know Thine Enemy
Beat the Competition, Part 1: Nine Tools to Know Thine EnemyBeat the Competition, Part 1: Nine Tools to Know Thine Enemy
Beat the Competition, Part 1: Nine Tools to Know Thine EnemyAIPMM Administration
 
How to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM Profile
How to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM ProfileHow to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM Profile
How to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM ProfileAIPMM Administration
 

More from AIPMM Administration (20)

Generating Value From Your Strategy
Generating Value From Your StrategyGenerating Value From Your Strategy
Generating Value From Your Strategy
 
Common Market Challenges Faced by Product Manager Role
Common Market Challenges Faced by Product Manager RoleCommon Market Challenges Faced by Product Manager Role
Common Market Challenges Faced by Product Manager Role
 
5 Key Roles on an Agile Scrum Team.pdf
5 Key Roles on an Agile Scrum Team.pdf5 Key Roles on an Agile Scrum Team.pdf
5 Key Roles on an Agile Scrum Team.pdf
 
The Integral Role of Product Marketing in Achieving Product Success
The Integral Role of Product Marketing in Achieving Product SuccessThe Integral Role of Product Marketing in Achieving Product Success
The Integral Role of Product Marketing in Achieving Product Success
 
Accounting as a Product
Accounting as a ProductAccounting as a Product
Accounting as a Product
 
Applying Jobs-to-be-Done for True Product Innovation
Applying Jobs-to-be-Done for True Product InnovationApplying Jobs-to-be-Done for True Product Innovation
Applying Jobs-to-be-Done for True Product Innovation
 
From Outputs to Outcomes, Achieving Success with OKRs
From Outputs to Outcomes, Achieving Success with OKRsFrom Outputs to Outcomes, Achieving Success with OKRs
From Outputs to Outcomes, Achieving Success with OKRs
 
Accelerate Your PM Career in 2022!
Accelerate Your PM Career in 2022!Accelerate Your PM Career in 2022!
Accelerate Your PM Career in 2022!
 
Customer Journey Maps – Your Secret Weapon to Driving Product Adoption
Customer Journey Maps – Your Secret Weapon to Driving Product AdoptionCustomer Journey Maps – Your Secret Weapon to Driving Product Adoption
Customer Journey Maps – Your Secret Weapon to Driving Product Adoption
 
Product Manager vs Product Owner
Product Manager vs Product OwnerProduct Manager vs Product Owner
Product Manager vs Product Owner
 
Writing Product Requirements: Part 2 Increasing ROI and Alignment
Writing Product Requirements: Part 2 Increasing ROI and AlignmentWriting Product Requirements: Part 2 Increasing ROI and Alignment
Writing Product Requirements: Part 2 Increasing ROI and Alignment
 
Writing product requirements that amplify customer needs
Writing product requirements that amplify customer needsWriting product requirements that amplify customer needs
Writing product requirements that amplify customer needs
 
Harnessing the Voice of the Customer
Harnessing the Voice of the CustomerHarnessing the Voice of the Customer
Harnessing the Voice of the Customer
 
Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!)
Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!) Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!)
Get Hired: Interview Like a Pro for a Product Manager Job (Remotely!)
 
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 3: Faste...
 
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...
Lean is Not Enough. Land Compelling with the Right Buyer - Fast Part 2: Viabl...
 
Beat the Competition, Part 2: Driving a Product Strategy that Wins
Beat the Competition, Part 2: Driving a Product Strategy that WinsBeat the Competition, Part 2: Driving a Product Strategy that Wins
Beat the Competition, Part 2: Driving a Product Strategy that Wins
 
Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)
Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)
Lean is Not Enough. Land Compelling with the Right Buyer - Fast (Part 1)
 
Beat the Competition, Part 1: Nine Tools to Know Thine Enemy
Beat the Competition, Part 1: Nine Tools to Know Thine EnemyBeat the Competition, Part 1: Nine Tools to Know Thine Enemy
Beat the Competition, Part 1: Nine Tools to Know Thine Enemy
 
How to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM Profile
How to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM ProfileHow to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM Profile
How to Accelerate Your PM Career, Part 5: Building a Rocking LinkedIn PM Profile
 

Recently uploaded

Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 

Recently uploaded (20)

Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 

Webcast: Importance & Role of Product Management To Company Success

  • 1. AIPMM Webinar Series http://www.aipmm.com © AIPMM 2013
  • 2. © AIPMM 2013 http://www.aipmm.com
  • 3. Founded 1998 Largest Product Management professional group Provides professional development and certification • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager • Certified Innovation Leader © AIPMM 2013
  • 4. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk http://www.BlogTalkRadio.com/ProdMgmtTalk Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon Presenter: Brian Lawley CEO and Founder 280Group © AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
  • 5. Stay on To Win! •Keep your Chat box open! •Post your Questions in the Questions box during the session for Brian to answer during the Q&A at the end! Participants who ask questions will be entered into the drawing to win valuable resources from 280Group AND free ticket to the San Francisco Startup Product Summit! All Winners will be announced at the end of the session! © AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
  • 6. 3-Day San Francisco Product Innovation Leader Package February 5, 6, 7, 2013 8:30 AM - 5:00 PM Special Package Price: $1797.00 Product Innovation Leadership Training February 5 & 6, 2013 / 8:30 AM - 5:00 PM The course includes 2 Day Intensive Training ($1697 value), Certified Innovation Leader (CIL®) certification exam fee ($395 value), and a 1 year premium AIPMM membership ($175 value). This course also offers 16 PDUs for PMI® certified Project Management Professionals (PMP®). http://aipmm.myshopify.com/ Startup Product Summit February 7, 2013 / 8:30 AM - 5:00 PM 1-Day Conference: Discover how to work together to develop amazing products. ($349 value) bringing together everyone who touches product at a company to talk frankly about what product is and our shared role in making them a success with a healthy mix of product managers, engineers, marketers and designers speaking from their experiences about products from every angle, including prototyping, roadmapping and marketing. Additional PDUs available. http://startupproduct.com Startup Product Talks February 7, 2013 6:30 PM – 10 PM San Francisco meetup networking event included as part of Developer Week ($10+ value includes food and drinks) © AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
  • 7. FEATURED PRESENTATION © AIPMM 2013 http://www.aipmm.com
  • 8. Optimal Product Management and Product MarketingTM Brian Lawley 280 Group CEO & Founder The Importance Of Product Management To The Success Of Your Company © 2012-2013 280 Group www.280group.com
  • 9. Housekeeping Questions Slides: www.280group.com/product-management-importance.pdf Giveaways at end - Product Management LifeCycle Toolkit™ - One copy of each book © 2012-2013 280 Group www.280group.com 9
  • 10. Optimal Product Process Book! - Everyone Gets a Copy - Please share! - http://tinyurl.com/freeoppbook - Seven Phase Product LifeCycle - CPM materials © 2012-2013 280 Group www.280group.com 10
  • 11. 280 Group Website Resources © 2012-2013 280 Group www.280group.com 11
  • 12. Agenda Background • Seven Most Common Problems • How Product Management Solves These • Seven Phase LifeCycle • Optimal Product Process • Nine Key Documents • How to Optimize at Your Company • Questions & Giveaway
  • 13. Helping companies deliver products that delight their ™ customers and produce massive profits Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books © 2012-2013 280 Group www.280group.com
  • 14. Why The 280 Group? © 2012-2013 280 Group www.280group.com 14
  • 15. 280 Group Clients © 2012-2013 280 Group www.280group.com
  • 16. Product & Services Product Toolkits Workshops, Training Consulting Management PM Office Coaching & Certification Contractors Assessments Portal Mentoring PM Assessments Courses: We Provide: Templates: Available for: • Process/People/Tools - Public • Product Managers - Product Lifecycle •Teams • Gap Analysis - Private Onsite • Product Marketers - Launches •Projects • Recommendations - Self-Study • Projects - Roadmaps •Individuals • Executive Presentation • Interim Contractors - Competitive Certifications: - Beta Programs Topics: - Certified Product Manager - Product Reviews • PM Process - Agile Certified Product - Developer • Market Research Manager • Competitive Research PM Office: • Voice of the Customer • Vision Course Offerings: - Standard • Conceive - Optimal PM & PMM - Pro • Business Case - Phenomenal PM • Market Strategy - Agile PM Excellence Books: • Requirements - CPM Intensive - Agile • Prioritizing - Social Media Marketing - Phenomenal • Road mapping - Excellent • Pricing - 42 Rules • Forecasting - Optimal Product • • Metrics Beta 1 Process • PM Portal • • Marketing End of Life Agile 6 © 2012-2013 280 Group www.280group.com
  • 17. Agenda • Background Seven Most Common Problems • How Great Product Management Solves These • Seven Phase LifeCycle • Optimal Product Process • Nine Key Documents • How to Optimize at Your Company • Questions & Giveaway
  • 18. Product Failure Statistics Succeed • 30% fail because of a poor value proposition • 70% fail because of poor customer requirements Fail © 2012-2013 280 Group www.280group.com 18
  • 19. Why Products Fail Wrong Product Ineffective Marketing •Didn’t meet market needs •Poor marketing & PR •Not clear who the customer was •No clear value proposition •Wasn’t viable •Incorrect pricing •Not competitive •Wrong channel(s) •Costs too high •Product incongruent with brand •Need not urgent •Customer not willing to pay •Not enough customers Poor Execution Company Management •Technology used •Technology driven •Funding •Sales driven •Operations •Lack of effective teamwork or PM process •Sales •Downplaying competitor’s strengths •Underestimating time, budget, effort, etc. •Dysfunctional corporate culture •Solution didn’t solve the problem (Quality, •Rush to failure Technology, Usability) © 2012-2013 280 Group www.280group.com 19
  • 20. 7 Common Problems 280 Group Sees at Companies Data collection: - Hundreds of companies - Fourteen years - All industries Patterns across all products/markets/industry Result: - Products suffer - Profitability lower than it could be - Low morale & stress - Company suffers © 2012-2013 280 Group www.280group.com 20
  • 21. 1. Wrong Products and/or Features Lack of clarity on market & customer needs Products that customers don’t want/won’t pay for Expensive resources wasted Opportunity cost for viable products Complete product failures © 2012-2013 280 Group www.280group.com 21
  • 22. 2. Whole Product Not Delivered - No one in charge of all elements - Each group optimizes for their own goals - Customer has a bad experience - Product & brand suffer - Loss of repeat business - Reputation © 2012-2013 280 Group www.280group.com 22
  • 23. 3. Lack of Alignment Confusion about target customer/market Executives/Sales/Marketing/Engineering pursue different agendas and tactics Efforts not coordinated Results minimized or complete failure © 2012-2013 280 Group www.280group.com 23
  • 24. 4. Process: None, Too Much or Confusion Repeatability Optimizing •Causal analysis and resolution Measured •Identify and deploy •Performance goals process improvements measured for process Defined and projects •Organizational process defined Managed •Product integration •Project process •Integrated project defined management Ad hoc •Requirements •Validation/Verification •Unpredictable Management •Reactive •Quality assurance •Heroics •Still tends to be reactive Efficiency Source: Carnegie Mellon SEI CMMI © 2012-2013 280 Group www.280group.com 24
  • 25. 5. Lack of Product Leadership Not clear where the buck stops Suboptimal decisions Product design by committee Lack of Vision Leader(s) may not have full range of skills: - Business - Technical - People - Strategy Result: Mediocre products © 2012-2013 280 Group www.280group.com 25
  • 26. 6. Tactical Reaction vs. Strategic Plans No one in charge driving strategy Day to day fire drills consume employee’s time Gives competitor opportunities Leaves money on the table © 2012-2013 280 Group www.280group.com 26
  • 27. 7. Lack of Role Clarity Democracy Stress Wasted time Politics Products suffer © 2012-2013 280 Group www.280group.com 27
  • 28. Agenda • Background • Seven Most Common Problems How Great Product Management Solves These • Seven Phase LifeCycle • Optimal Product Process • Nine Key Documents • How to Optimize at Your Company • Questions & Giveaway
  • 29. The Rise of PM Importance Companies realizing critical Profession moving forward rapidly CBS News: #4 most important job in corporations Money magazine ranks PM in top 50 jobs © 2012-2013 280 Group www.280group.com 29
  • 30. Unique Position Central point of communication Sales Press/Analysts Customers Drive the vision & strategy PM Marketing Support Whole product Engineering Channel Roadmap/requirements Lead all groups Partners Executives Operations © 2012-2013 280 Group www.280group.com 30
  • 31. Role: Product Management Market expert Feature, schedule, and cost tradeoffs - Customer and market research - Minimum Viable Product - Identifies customer needs Brings products to market - Voice of the customer - Valuable and differentiated Strategic - Whole product definition - Owns vision and roadmap - Beta programs - Portfolio management - Market plan realization - Manages product lifecycle Manage relationships with business - Bridges engineering and marketing ecosystem members Business Case development and realization - Coordinating internal value chain - Suppliers, partners, and 3rd party vendors Presents “needs” - Not the problem solver - Does not design features © 2012-2013 280 Group www.280group.com 31
  • 32. Role of Product Marketing Marketing expert Supports sales - Competitive analysis - Demand generation - Ensures consistency of - Sales tools and training messages across media - Compelling reason to buy - Product pricing Guides marketing programs - Works with MarCom - Balance revenues with program costs Strategic - Positioning, value proposition, - Success in the market messaging, feature/benefits, - Launches new products and unique selling proposition on-going marketing © 2012-2013 280 Group www.280group.com 32
  • 33. Product Manager vs. Product Marketer Product Management - Ensuring delivery of valuable customer-focused product Product Marketing Manager - Ensuring demand for the product in the marketplace Roles can vary by company - Smaller companies may combine roles - Larger companies usually have separate roles These are guidelines not absolutes © 2012-2013 280 Group www.280group.com 33
  • 34. Agenda • Background • Seven Most Common Problems • How Great Product Management Solves These Seven Phase LifeCycle • Optimal Product Process • Nine Key Documents • How to Optimize at Your Company • Questions & Giveaway
  • 35. Seven Phase LifeCycle™ Phase: Stage in the product lifecycle Gate: Critical decision point ending a phase, and starting the next Product LifeCycle: phases from conceive to retire One Phase Gate Conceive Plan Develop Qualify Launch Market Retire Source: AIPMM © 2012-2013 280 Group www.280group.com 35
  • 36. Worldwide Standard Foundation Association of International Product Management & Marketing (AIPMM) Strategic partnership Further profession © 2012-2013 280 Group www.280group.com
  • 37. Conceive Phase Brainstorm Generate ideas Prioritize Choose © 2012-2013 280 Group www.280group.com 37
  • 38. Plan Phase Strategy Market Research Competitive Analysis Business Case Market Needs Product Description Roadmap © 2012-2013 280 Group www.280group.com 38
  • 39. Develop Phase Engineering Tradeoffs Adjustments - Schedule - Feature - Plans © 2012-2013 280 Group www.280group.com 39
  • 40. Qualify Phase Internal Beta Early Customer Minor Adjustments © 2012-2013 280 Group www.280group.com 40
  • 41. Launch Phase Announcement Availability Exposure Ramp Revenues © 2012-2013 280 Group www.280group.com 41
  • 42. Market Phase Ongoing Programs Measure ROI Optimize © 2012-2013 280 Group www.280group.com 42
  • 43. Retire Phase End of Life New Version Obsolescence © 2012-2013 280 Group www.280group.com 43
  • 44. Agenda • Background • Seven Most Common Problems • How Great Product Management Solves These • Seven Phase LifeCycle Optimal Product Process • Nine Key Documents • How to Optimize at Your Company • Questions & Giveaway
  • 45. 280 Group Optimal Product Process™ © 2012-2013 280 Group www.280group.com 45
  • 46. Agenda • Background • Seven Most Common Problems • How Great Product Management Solves These • Seven Phase LifeCycle • Optimal Product Process Nine Key Documents • How to Optimize at Your Company • Questions & Giveaway
  • 47. Optimal Product Process Templates © 2012-2013 280 Group www.280group.com 47
  • 48. Product Management LifeCycle Toolkit™ Nine core documents No duplication Every critical decision/analysis point covered High productivity Course foundation Continuous improvement © 2012-2013 280 Group www.280group.com
  • 49. Agenda • Background • Seven Most Common Problems • How Great Product Management Solves These • Seven Phase LifeCycle • Optimal Product Process • Nine Key Documents How to Optimize at Your Company • Questions & Giveaway
  • 50. Applying Optimal Product Process Do a FULL assessment Process - Current - Gap analysis - Strengths - Weaknesses People - Skill set - Role clarity - Organization - Training - Certification(s) Tools - Standardized - Productivity - Continuous improvement © 2012-2013 280 Group www.280group.com 50
  • 51. How the 280 Group Can Help Perform full assessment with recommendations Plan for implementing improvements: - Process - People - Tools Training & certifications Corresponding templates & tools Coaching/mentoring company/team/individuals © 2012-2013 280 Group www.280group.com 51
  • 52. Upcoming Courses San Jose, CA Austin, TX McLean VA New York, NY Courses: - Optimal Product Management & Product Marketing - How to be a Phenomenal Product Manager - Agile Product Management Excellence & Certification Exam - Certified Product Manager Intensive Prep & Exam - Certified Product Marketing Manager Intensive Prep & Exam © 2012-2013 280 Group www.280group.com 52
  • 53. Drawing • Optimal Product Process: http://tinyurl.com/freeoppbook • One copy of each book • Product Management LifeCycle Toolkit™ contact@280group.com (408) 834-7518 © 2012-2013 280 Group www.280group.com 53
  • 54. Optimal Product Management and Product MarketingTM Questions & Giveaway © 2012-2013 280 Group www.280group.com
  • 55. Please Join Us Again! AIPMM Webinar Series: Friday Feb 1 INFORMING PRODUCT DECISIONS – HOW TO MOVE FASTER WITH LESS PROCESS http://aipmm.com/aipmm_webinars/ Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 3 days of Startup Innovation Training, Certification Credential & Conference San Francisco, CA PRODUCT INNOVATION LEADER STARTUP PRODUCT SUMMIT http://aipmm.myshopify.com/ startupproduct.com February 5 & 6, 2013 February 7, 2013 +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ © AIPMM 2013 @AIPMM http://www.aipmm.com

Editor's Notes

  1. The Certified Innovation Leader body of knowledge and credential is aligned with The Association of International Product Marketing and Management. AIPMM was founded in 1998. It provides professional development, training, and certification to those involved in product management, such as product managers and developers, marketing managers, brand managers, project managers, and many more. The certified innovation leader credential is one of four certifications provided by AIPMM. The others include: certified product manager, certified product marketing manager, and agile certified product manager.