Transcript from Feb 27, 2012: Global Product Management Talk                     Tom Evans, Principal at Lûcrum Marketing,...
Transcript from Feb 27, 2012: Global Product Management Talk                    Tom Evans, Principal at Lûcrum Marketing, ...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                   Tom Evans, Principal at Lûcrum Marketing, @...
Transcript from Feb 27, 2012: Global Product Management Talk                  Tom Evans, Principal at Lûcrum Marketing, @c...
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Feb 27, 2012: Unsucking Product Management & Product Marketing w/Tom Evans @compellingmktr

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“I have found that most product management organizations don't have a clear measure of their maturity and health, so in my session with the Global Product Management Talk, I hope to share some ideas that will help product management organizations establish a clear vision for their organization, assess their maturity against that and create a plan to grow and become more effective in delivering globally competitive products and services,” says Tom Evans.

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Feb 27, 2012: Unsucking Product Management & Product Marketing w/Tom Evans @compellingmktr

  1. 1. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr “I have found that most product management organizations dont have a clear measure of their maturity and health, so in my session with the Global Product Management Talk, I hope to share some ideas that will [ help product management organizations establish a clear vision for their organization, assess their maturity against that and create a plan to grow and become more effective in delivering globally competitive products and services,” says Tom Evans.Tom Evans, Principal at Lûcrum Marketing, spoke at the weekly Global Product Management Talk on TwitterMonday, February 27, 2012 using the hashtag #ProdMgmtTalk. Each week, The Global Product ManagementTalk is a real time event featuring an expert guest speaker who asks questions of the participants on Twitter in aSocratic discussion, with a simultaneous audio discussion broadcast over BlogTalkRadio. The transcript ofTweets and podcast are available for on-demand consumption on the web and mobile devices.INTROMany companies understand the importance of product management and product marketing. Some companieshave well defined the roles, however, very few recognize if their actual implementation of the functions measureup to best practices. Without a system to measure effectiveness of your Product Management practices, there isno way to identify areas for improvement. Well discuss a framework for assessing current product managementand product marketing practices to identify gaps and weaknesses. Once the issues are identified, well discusshow to create and implement a plan of action to align with best practices in order to deliver successful productsand services, with a lens to guarantee continuous process improvement. Podcast: http://bit.ly/zpTuCX Links: http://bit.ly/wq13tXABOUT TOM EVANSTom Evans is Principal Consultant & Trainer for Lûcrum Marketing and a contributing author to "42 Rules of Product Management". Evans brings over twenty years of successful hi-tech business experience helping start-ups as well as Fortune 500 companiescreate and launch winning products. He is recognized for building product management and product marketing organizations fromthe ground up that develop market-driven technology solutions, create compelling go-to-market strategies and build strategic partnerships that drive revenue growth in the US and global markets. Tom’s experience covers numerous vertical industries,technologies, and international markets. His industry experience includes complex software solutions for manufacturing, documentmanagement, call centers, financial services, and project management. Tom has a BSEE from The United States Air Force_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1
  2. 2. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrAcademy, an MSEE from The University of Dayton, and graduated with honors with an MBA from The University of Texas at Austin.Tom has achieved the following certifications from AIPMM: Certified Product Manager, Certified Product Marketing Manager, AgileCertified Product Manager. Tom has been active an active member of the ProductCamp Austin organizing committee since 2009and is currently the sessions chair.This week is sponsored by the AIPMM, The Association of International Product Marketing andManagement (AIPMM) http://www.aipmm.comQUESTIONS FOR DISCUSSIONPlease introduce yourself, where youre tweeting from & your involvement with #prodmgmtQ1. How do companies evaluate their practices of product management and product marketing?Q2. What frameworks have you found useful for doing an assessment of product management and product marketing practices?Q 3. How do you conduct an assessment of your product management & product marketing practices?Q 4. When you assess a product management & product marketing organization, what kind of rating scale should you use?Q 5. How do product management and product marketing practices differ in early stage companies versus mature enterprises?Should they differ?Q 6. What role does or should training play in building the strength of product management and product marketing in yourcompany?TWEET CHRONOLOGYJoin Global Product Management Talk! http://linkd.in/jRmwRxNever participated in a twitter chat? FAQs http://t.co/Qr2s1o0OLearn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZfloLearn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSfCant participate on Twitter? Listen to the podcast! Follow Us on BlogTalkRadio http://t.co/rgVn1HbNPut it on your calendar! #prodmgmt Speaker Schedule (through April!) http://t.co/xJ9kLkSbWhat is the Global Product Management Talk? http://t.co/WxgIN6OzWhen is the best time/day for you to participate on Twitter? http://t.co/Wzt7Lb96compellingmktr RT @ProdMgmtTalk: NOTE: Time change for Mondays#prodmgmttalk w/ Tom Evans@compellingmktr -pushing back one hour! Please adjust #prodmgmttaylormedic @ProdMgmtTalk @compellingmktr Thank you for the information!taylormedic RT @compellingmktr: RT @ProdMgmtTalk: NOTE: Time change for Mondays #prodmgmttalk w/ TomEvans@compellingmktr -pushing back one hour! Please adjust #prodmgmtbrainmates Will be co-hosting #prodmgmttalk tomorrow with@cindyfsolomon at 11 AM Sydney timejohnnewbury_Looking forward to Unsucking Product Management and Product Marketing w/ Tom Evans@compellingmktr @ProdMgmtTalk #prodmgmttalk 9pm GMTProdMgmtTalk @brainmates upcoming #prodmgmttalk: 11:00 AM your time Resources: bit.ly/wq13tX Reminders:bit.ly/nbw9Yr_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 2
  3. 3. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrjohnnewbury_ I got time zones wrong - #prodmgmt is midnight UK time > RT Looking forward to Unsucking ProductManagement... w/ @compellingmktr 9pm GMTSamantha_Sh RT @compellingmktr RT #ProdMgmtTalk 2/27 time: bit.ly/zYsiQz "Unsucking #Prodmgmt& #prodmrktg " w/ @compellingmktr RSVP: bit.ly/A8uyev@ProdMgmtTalk @VFigatelix in 1/2 hour Join Tom Evans @compellingmktr answer now: bit.ly/xpRr4x Follow:bit.ly/zpTuCX #prodmgmttalk #prodmgmt@VFigatelix @ProdMgmtTalk Im having technical issues my involment 2day will be limited but Im listening#prodmgmttalkroadmapwarrior Disappointed Ill have to miss this week @ProdMgmtTalk @brainmates @compellingmktrtaylormedic in 1/2 hour Join Tom Evans@compellingmktr answer now: http://t.co/lF8dcM4D Follow:http://t.co/w5xJnrcl #prodmgmttalkmelissa280_says Excited to tune in! @ProdMgmtTalk: Tom Evans @compellingmktr bit.ly/eC3D09 in 45 minutes!#prodmgmt #prodmgmttalkcompellingmktr looking forward to speaking on #prodmgmttalk in 30 mins - Unsucking your #prodmgmt & #prodmktghttp://t.co/5wZGndDuAIPMM Were sponsoring todays @ProdMgmtTalk w/ @cindyfsolomon &@compellingmktr Listen livehttp://bit.ly/zpTuCX #prodmgmttalk #prodmgmtcompellingmktr @aipmm Thanks for your sponsorship of #prodmgmttalk and all else you do to advance #prodmgmt& #prodmktg #prodmgmttalkprodmgmttalk Background resources for todays talk w/ @compellingmktr http://t.co/YWCYJfgD #prodmgmttalkprodmgmttalk Intro: Todays speaker: Tom Evans @compellingmktrPrincipal Lûcrum Marketing contributing author@the280group 42 Rules of #ProdMgmt #prodmgmttalkprodmgmttalk Intro: Todays speaker: Tom Evans @compellingmktrbrings >20 yrs successful hi-tech biz exp helpingstart-ups as well as Fortune 500 #prodmgmttalkjohnpeltier Joining in from Atlanta! Hello everyone.#prodmgmttalkthe280group Tuning in from Campbell, CA! #prodmgmttalkbrainmates Hello Everyone. Co-hosting from Sydney.#prodmgmttalkcindyfsolomon Delighted to be co-hosting from SF Bay Area! #prodmgmttalk@equintanilla RT @ProdMgmtTalk: speaker: @compellingmktr brings >20 yrs successful hi-tech biz exp helping start-ups as well as Fortune 500#prodmgmttalk_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 3
  4. 4. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrCompellingmktr Speaking live from Austin #prodmgmttalkmelissa280_says Tuning in from Campbell, CA! #prodmgmttalkthe280group Tuning in from Campbell, CA! #prodmgmttalkprodmgmttalk RT @compellingmktr: @aipmm Thanks for your sponsorship of #prodmgmttalk and all else you do toadvance#prodmgmt & #prodmktg #prodmgmttalkprodmgmttalk Excited to have Adrienne @brainmates joining us with Tom Evans @compellingmktr to discussUnsucking#Prodmgmt & #ProdMrktg #prodmgmttalkprodmgmttalk Brought to you this week by @AIPMM Check out March 2 Webinar: Becoming industry-standardCertified w/Brian Lawley @the28#ProdMgmt http://t.co/7P1mFoD9 #prodmgmttalkprodmgmttalk Intro: Todays speaker: Tom Evans@compellingmktr recognized for building #prodmgmt & #prodmrktgfrom ground up #prodmgmttalkprodmgmttalk Intro: Todays speaker: Tom Evans@compellingmktr active member of #PCATX organizing committeeProductCamp Austin #prodmgmttalkprodmgmttalk RT @compellingmktr: Speaking live from Austin #prodmgmttalkprodmgmttalk RT @cindyfsolomon Hi Every1! This is @cindyfsolomon tweeting from SF Bay area! Glad to have yourparticipation! #prodmgmttalkprodmgmttalk Q1 How do companies evaluate their practices of product management and product marketing?currently? #prodmgmttalkequintanilla Interesting @ProdMgmtTalk: Q1 How do companies evaluate their practices of product management andproduct marketing? #prodmgmttalkmelissa280_says RT @ProdMgmtTalk: Todays speaker: Tom Evans @compellingmktr recognized for building#prodmgmt & #prodmrktg from ground up #prodmgmttalkprodmgmttalk @compellingmktr says companies only look at #prodmgmt practices if something goes wrong - notproactively identifying oppty #prodmgmttalkcompellingmktr Its important to audit on a regular basis to review team structure, processes & outputs to guaranteeproduct excellence #prodmgmttalkprodmgmttalk RT @compellingmktr Its important to audit on a regular basis to review team structure, processes &outputs to guarantee product excellence #prodmgmttalk_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 4
  5. 5. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrbrainmates A1: I agree with @compellingmktr - Many companies dont evaluate their #prodmgmt and #prodmktgpractices. #prodmgmttalkProdMgmtTalk Who owns the responsibility to audit #prodmgmt &#prodmrktg? VP Prod Mgmt? Theyre too busyexecuting... #prodmgmttalk -4:11 PM Feb 27th, 2012compellingmktr C Level should be looking at #prodmgmt practices for improvement since it affects strategic bottomline #prodmgmttalkArtifacture Almost forgot about #prodmgmttalk tonight. On now. #prodmgmtCindyfsolomon @Artifacture Welcome! Listen here: bit.ly/zpTuCX #prodmgmttalkequintanilla RT @ProdMgmtTalk: Who owns the responsibility to audit #prodmgmt & #prodmrktg? VP Prod Mgmt?Theyre too busy executing... #prodmgmttalk -4:11 PM Feb 27th, 2012Prodmgmttalk @compellingmktr Tom says companies will review #prodmgmt when symptoms arise - but notproactively - might be too late to prevent issues #prodmgmttalkjohnpeltier: A1 Companies see underperforming products but may not recognize a deficiency in productmanagement.#prodmgmt #prodmgmttalkbrainmates Reviewing #prodmgmt teams and processes should be a proactive initiative. Dont ONLY do it whensomething goes wrong. #prodmgmttalk -4:13 PM Feb 27th, 2012johnpeltier A1 #prodmgmttalk Companies see underperforming products but may not recognize a deficiency in productmanagement. #prodmgmt #prodmgmttalk -4:13 PM Feb 27th, 2012compellingmktr This is a challenge #prodmgmt is an evolving discipline over last 20 years & significantly last 10 yearsas high priority#prodmgmttalkbrainmates RT @johnpeltier: Companies see underperforming products but may not recognize a deficiency in productmanagement. #prodmgmt #prodmgmttalk -4:14 PM Feb 27th, 2012ProdMgmtTalk If you look at #Agile structure at end of Scrum sprint - have retrospective meeting - does #prodmgmt dothat for #prodmgmt ? #prodmgmttalk -4:14 PM Feb 27th, 2012ProdMgmtTalk RT @johnpeltier: A1 Companies see underperforming products but may not recognize a deficiency inproduct management. #prodmgmt #prodmgmttalk -4:14 PM Feb 27th, 2012equintanilla RT @brainmates @johnpeltier: Companies C underperforming products but may not recognize adeficiency in#prodmgmt #prodmgmttalk -4:15 PM Feb 27th, 2012ProdMgmtTalk Companies dont know how to define role of#prodmgmt & #prodmrktg so how can you evaluate againstit?#prodmgmttalk -4:15 PM Feb 27th, 2012KellyBurroughs RT @brainmates Reviewing #prodmgmt teams & processes should be proactive initiative.Dont ONLYdo it when something goes wrong #prodmgmttalk -4:15 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 5
  6. 6. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrmelissa280_says A1 #prodmgmttalk Perhaps companies do not know what best practices to compare their current PMfunctions to due to lack of clarity in PM/PMM -4:15 PM Feb 27th, 2012brainmates Many companies dont understand the role of#prodmgmt - how can we expect them toevaluate #prodmgmtcapability? #prodmgmttalk -4:15 PM Feb 27th, 2012ProdMgmtTalk This is a challenge #prodmgmt is an evolving discipline over last 20 years & significantly last 10 yearsas high priority #prodmgmttalk -4:16 PM Feb 27th, 2012johnpeltier Some scrum teams retrospect without prod owner, so maybe MT @prodmgmttalk: Sprint retrospective mtg- does#prodmgmt do that? #prodmgmttalk -4:16 PM Feb 27th, 2012ProdMgmtTalk Welcome @KellyBurroughs @equintanilla @melissa280_says @johnpeltier @AIPMM #prodmgmttalk -4:16 PM Feb 27th, 2012ProdMgmtTalk Lagging indicators dont see until too late - how can you identify leading indicators: processes,compliance, deliverables? #prodmgmttalk -4:17 PM Feb 27th, 2012ProdMgmtTalk @compellingmktr to @melissa280_says Exactly! Leads us into Q2:#prodmgmttalk -4:18 PM Feb 27th,2012ProdMgmtTalk Q2 What frameworks have you found useful for doing an assessment of product management andproduct marketing practices? #prodmgmttalk -4:18 PM Feb 27th, 2012brainmates Organisations need a clear #prodmgmt framework to evaluate the success of their #prodmgmt function#prodmgmttalk-4:18 PM Feb 27th, 2012johnpeltier Are #prodmgmt interacting with market enough? RT@prodmgmttalk: How can you identify leadingindicators?#prodmgmttalk -4:19 PM Feb 27th, 2012ProdMgmtTalk RT @johnpeltier: Are #prodmgmt interacting with market enough? RT @prodmgmttalk: How can youidentify leading indicators? #prodmgmttalk -4:19 PM Feb 27th, 2012brainmates Q2: Weve used 3 indicators: Corp cultural acceptance of #prodmgmt, internal #prodmgmt framework,success of products in mkt #prodmgmttalk -4:21 PM Feb 27th, 2012cindyfsolomon Shout out to #Project Management colleagues who have procedures for debriefing! Join us for PDUshttp://t.co/LGHpEReM #pmot #prodmgmttalk -4:22 PM Feb 27th, 2012equintanilla RT @brainmates Weve used 3 indicators: Corp cultural acceptance of #prodmgmt, internal #prodmgmtframework, success in mkt #prodmgmttalk -4:22 PM Feb 27th, 2012cindyfsolomon RT @brainmates: Q2: 3 indicators: Corp cultural acceptance of #prodmgmt,internal #prodmgmtframework, success of prods in mkt #prodmgmttalk -4:23 PM Feb 27th, 2012KellyBurroughs Are bonuses + objectives tied to product success at exec level? If not often, is it a reason they dontcare to assess? #prodmgmttalk -4:23 PM Feb 27th, 2012compellingmktr http://t.co/g88L2212 #prodmgmttalk -4:25 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 6
  7. 7. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon Principle practices are the same for #prodmgmt across industries/verticals - standards apply - identifywhich critical #prodmgmttalk -4:25 PM Feb 27th, 2012melissa280_says A2 @280Group uses the Optimal Product Process framework http://t.co/fIHEyOWF#prodmgmttalk -4:25 PM Feb 27th, 2012cindyfsolomon Tom @compellingmktr is posting his framework from years of experience breaks out roles based ondif #prodmgmt & #prodmrkt #prodmgmttalk -4:26 PM Feb 27th, 2012cindyfsolomon Toms framework RT @compellingmktr:http://t.co/9gqF4d1U #prodmgmttalk -4:26 PM Feb 27th, 2012Artifacture Almost forgot about #prodmgmttalk tonight. On now.#prodmgmt -4:26 PM Feb 27th, 2012equintanilla RT @cindyfsolomon @compellingmktr posting framework from yrs of experience breaks out roles basedon dif #prodmgmt &#prodmrkt #prodmgmttalk -4:27 PM Feb 27th, 2012compellingmktr reposting my framework for #prodmgmt #prodmktg- http://t.co/g88L2212 #prodmgmttalk -4:27 PM Feb27th, 2012cindyfsolomon @Artifacture Welcome! Listen here:http://t.co/upv8LS5Q #prodmgmttalk -4:27 PM Feb 27th, 2012johnpeltier Good reference RT @cindyfsolomon: Toms #prodmgmtframeworkRT @compellingmktr: http://t.co/SFK06CtY#prodmgmttalk -4:27 PM Feb 27th, 2012cindyfsolomon RT @compellingmktr: reposting my framework for #prodmgmt #prodmktg - http://t.co/9gqF4d1U#prodmgmttalk -4:27 PM Feb 27th, 2012brainmates RT @cindyfsolomon: Toms #prodmgmt frameworkRT@compellingmktr: http://t.co/IO6romMD #prodmgmttalk -4:28 PM Feb 27th, 2012cindyfsolomon @KellyBurroughs great idea to tie bonuses to#prodmgmt standards #prodmgmttalk -4:28 PM Feb 27th,2012cindyfsolomon Q3 How do you conduct an assessment of your product management & product marketingpractices?#prodmgmttalk -4:28 PM Feb 27th, 2012cindyfsolomon 2 parts to answer Q3 - 1 identify framework to base decisions & evaluate - @compellingmktr 3 keythings: 1. identify opptnty #prodmgmttalk -4:29 PM Feb 27th, 2012cindyfsolomon Areas where companies break down - jump to solution before understanding what the problem is -specify solution w/o mrkt input #prodmgmttalk -4:30 PM Feb 27th, 2012cindyfsolomon Customers need to talk about real problems in their terms... Companies brk down by not requiring mrktjustification/vetting #prodmgmttalk -4:31 PM Feb 27th, 2012equintanilla RT @cindyfsolomon: companies break down jump 2 solution before understanding what problem is -specify solution w/o mrkt input #prodmgmttalk -4:31 PM Feb 27th, 2012johnpeltier MT @cindyfsolomon: Where cos break down - jump to solution b4 understanding problem - specify solnw/o mrkt input#prodmgmttalk #prodmgmt -4:32 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 7
  8. 8. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon 1. Identify compelling market opptnty A: identify problem realy exists B. justify worthy of attacking#prodmgmttalk -4:32 PM Feb 27th, 2012brainmates Acc to @compellingmktr Key activity for #prodmgmt - find compelling mkt opportunity, validate pblm &justify mkt opportunity #prodmgmttalk -4:32 PM Feb 27th, 2012cindyfsolomon 2. Deliver a compelling solution (after identifying compelling issue) - again, dont jump to solution w/omrkt knowlege #prodmgmttalk -4:32 PM Feb 27th, 2012brainmates Acc to @compellingmktr - write a Market Needs document before specifying the solution #prodmgmttalk -4:33 PM Feb 27th, 2012equintanilla RT @brainmates: Acc to @compellingmktr - write a Market Needs document before specifying thesolution#prodmgmttalk So true! -4:34 PM Feb 27th, 2012cindyfsolomon 3. Build compelling market strategy A. Define good target market!!!! startups wont pick & stick focustarget #prodmgmttalk -4:34 PM Feb 27th, 2012cindyfsolomon Wastes a lot of resources if you dont laser focus on 1 target #prodmgmttalk -4:34 PM Feb 27th, 2012melissa280_says How to UNSUCK #prodmgmt !@cindyfsolomon: 1. Identify compelling market opptnty A: identifyproblem realy exists B. justify #prodmgmttalk -4:34 PM Feb 27th, 2012cindyfsolomon B. (companies fail) at enabling sales team - dont teach what problems solving & how to sell in propervoice #prodmgmttalk -4:35 PM Feb 27th, 2012brainmates Prepare compelling market strategy and brutally focus on segment - Cant solve pblms for everymarket #prodmgmttalk-4:35 PM Feb 27th, 2012cindyfsolomon other company problems in mid/big orgs - need rigor for role differentiation, product portfolio & profitstrategy #prodmgmttalk -4:35 PM Feb 27th, 2012johnpeltier RT @brainmates: Prepare compelling market strategy, brutally focus on segment - Cant solve pblms forevery market#prodmgmttalk #prodmgmt -4:36 PM Feb 27th, 2012brainmates Acc to @ compellingmktr mid and large companies have to focus on product portfolio management. Notnecessary for sml companies #prodmgmttalk -4:37 PM Feb 27th, 2012melissa280_says @compellingmktr Great insight on aligning your process rigor to the company culture. A light processfor a lean startup, etc. #prodmgmttalk -4:37 PM Feb 27th, 2012cindyfsolomon Tom @compellingmktr gives training w/@the280group they changed MRD marketing requiresdocument to "market needs document" eas #prodmgmttalk -4:37 PM Feb 27th, 2012cindyfsolomon People get nervous thinking MRDs are 50 page documents which are anti #Agile #prodmgmttalk -4:37PM Feb 27th, 2012equintanilla RT @compellingmktr Great insight on aligning Ur process rigor 2 the company culture. A light process fora lean startup, etc. #prodmgmttalk -4:38 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 8
  9. 9. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon @brainmates @johnpeltier stated perfectly, clear & well "Brutal focus on segment" #prodmgmttalk -4:38PM Feb 27th, 2012brainmates As companies, we cannot afford to solve everyones problems. Too expensive. #prodmgmttalk -4:38 PMFeb 27th, 2012cindyfsolomon RT @melissa280_says Great insight aligning your process rigor to company culture. A light process fora lean startup, etc. #prodmgmttalk -4:39 PM Feb 27th, 2012equintanilla LOL! So #TRUE! RT @brainmates: As companies, we cannot afford to solve everyones problems. Tooexpensive.#prodmgmttalk #biz #marketing -4:39 PM Feb 27th, 2012cindyfsolomon re: Discussion on rigor at #PCATX - must adapt level of rigor to actual culture & market environmentappropriate #prodmgmttalk -4:40 PM Feb 27th, 2012cindyfsolomon Ans: how to conduct assessment? have a clear framework & question metrics of depth of practice ORconsistency of process? #prodmgmttalk -4:41 PM Feb 27th, 2012brainmates To assess #prodmgmt in your company - make sure you look at depth and consistencyof #prodmgmt practice#prodmgmttalk -4:41 PM Feb 27th, 2012cindyfsolomon Q4. When you assess a product management & product marketing organization, what kind of ratingscale should you use? #prodmgmttalk -4:41 PM Feb 27th, 2012cindyfsolomon A4 Looking at completeness of practice, consistency & deliverables that prove effectivenss#prodmgmttalk -4:42 PM Feb 27th, 2012cindyfsolomon Look at what are deliverables #prodmgmtmust deliver to enable sales? Have we specified keydeliverables? How effective? #prodmgmttalk -4:42 PM Feb 27th, 2012cindyfsolomon Must talk to evry1 that interacts w/#prodmgmt to get input to evaluate - (every1 talks to#prodmgmt!) #prodmgmttalk -4:43 PM Feb 27th, 2012brainmates To assess #prodmgmt practice - need to talk to all groups #prodmgmt interacts with - Sales, Service,Strategy, Project Mgmt .. #prodmgmttalk -4:44 PM Feb 27th, 2012cindyfsolomon 100 employees or less = 3 or 4 #prodmgmt - must talk w/key sales people, execs - coupleeng/dev/ops/mrkt = 10-12 people #prodmgmttalk -4:44 PM Feb 27th, 2012equintanilla RT @brainmates: 2 assess #prodmgmt practice: need 2 talk 2 all groups #prodmgmt interacts w/ Sales,Service, Strategy, PM .. #prodmgmttalk -4:44 PM Feb 27th, 2012cindyfsolomon RT @equintanilla @brainmates: 2 assess practice: need 2 talk 2 all groups #prodmgmt interactsw/Sales, Service, Strategy, PM #prodmgmttalk -4:46 PM Feb 27th, 2012cindyfsolomon Q5 How do #prodmgmt & prodmrktg practices differ in early stage companies versus matureenterprises? Should they differ? #prodmgmttalk -4:47 PM Feb 27th, 2012cindyfsolomon @compellingmktr says theres maturation process for companies - startups dont have infrastructure inplace #prodmgmttalk -4:48 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 9
  10. 10. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrthe280group Agree with @compellingmktr importance of bringing an outside, objective source to conduct PMassessmenthttp://t.co/YStHYZ5M #prodmgmttalk -4:48 PM Feb 27th, 2012melissa280_says Agree with @compellingmktr importance of bringing an outside, objective source to conduct PMassessmenthttp://t.co/iaNTShvk #prodmgmttalk -4:48 PM Feb 27th, 2012cindyfsolomon As cos bring in ops, sales, support transition at 15-25 employees when startup acts like real company =full time #prodmgmt #prodmgmttalk -4:49 PM Feb 27th, 2012cindyfsolomon RT @melissa280_says: Agree w/@compellingmktr important bring outside, objective source conductPM assess #prodmgmttalk -4:49 PM Feb 27th, 2012awstn_jglo “As companies, we cannot afford to solve everyones problems. Too expensive.”MT @brainmates via @equintanilla#prodmgmttalk #biz #marketing -4:50 PM Feb 27th, 2012prwpmp This is great...thx! RT @compellingmktr: reposting my framework for #prodmgmt #prodmktg -http://t.co/buG1OEUZcindyfsolomon Welcome @awstn_jglo ! #prodmgmttalk -4:51 PM Feb 27th, 2012#prodmgmttalk -4:51 PM Feb 27th,2012cindyfsolomon Welcome @prwpmp #prodmgmttalk -4:51 PM Feb 27th, 2012brainmates The basic practice of #prodmgmt does not change regardless of the size of the company - start up orlarge#prodmgmttalk -4:52 PM Feb 27th, 2012cindyfsolomon Q6. What role does or should training play in building strength of #prodmgmt and #prodmrktg in yourcompany? #prodmgmttalk -4:53 PM Feb 27th, 2012cindyfsolomon A6 - amazing how many people do #prodmgmt w/out any training or exposure to best practices &specific education #prodmgmttalk -4:54 PM Feb 27th, 2012cindyfsolomon A6 training excellerates the learning curve in all matters - of course #prodmgmt will benefit#prodmgmttalk -4:54 PM Feb 27th, 2012prodmgmttalk Participating in the weekly Global Product Management Talk is like an on-going training in #prodmgmtmatters! http://bit.ly/nbw9Yr -4:54 PM Feb 27th, 2012cindyfsolomon RT @prodmgmttalk Participating in the weekly Global Product Management Talk is like an on-goingtraining in #prodmgmt matters! http://bit.ly/nbw9Yr -4:54 PM Feb 27th, 2012AIPMM RT @prodmgmttalk Participating in the weekly Global Product Management Talk is like an on-going training in#prodmgmt matters! http://bit.ly/nbw9Yr -4:54 PM Feb 27th, 2012cindyfsolomon A6 Training enables common foundation betw evry1 involved w/ #prodmgmt - provides sharedlanguage/perspective/culture #prodmgmttalk -4:55 PM Feb 27th, 2012prwpmp 100% Agree! RT @brainmates: To assess #prodmgmtpractice - need to interact with - Sales, Service,Strategy, Project Mgmt #prodmgmttalk -4:55 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 10
  11. 11. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrsjohnson717 RT @brainmates: The basic practice of #prodmgmtdoes not change regardless of the size of thecompany - start up or large #prodmgmttalk -4:55 PM Feb 27th, 2012cindyfsolomon Welcome @sjohnson717 #prodmgmttalk -4:56 PM Feb 27th, 2012melissa280_says Very true! RT @cindyfsolomon: A6 training accelerates the learning curve in all matters - ofcourse#prodmgmt will benefit #prodmgmttalk -4:57 PM Feb 27th, 2012cindyfsolomon @awstn_jglo @prwpmp @sjohnson717Background resources & questions: http://t.co/ZhAWxEwo#prodmgmttalk -4:58 PM Feb 27th, 2012melissa280_says RT @cindyfsolomon: A6 - SCARY how many people do #prodmgmt w/out training or exposure tobest practices & specific education #prodmgmttalk -4:58 PM Feb 27th, 2012compellingmktr Thanks everyone for joining us on #prodmgmttalk#prodmgmttalk -5:01 PM Feb 27th, 2012equintanilla I really enjoyed it! RT @compellingmktr: Thanks everyone for joining uson #prodmgmttalk #prodmgmttalk -5:02 PM Feb 27th, 2012melissa280_says Thanks to @cindyfsoloman and @compellingmktr for this weeks excellent #prodmgmttalk -5:02 PMFeb 27th, 2012cindyfsolomon Thank you joining us! @equintanilla @johnpeltier @aipmm @prwpmp @melissa280_says@the280group @compellingmktr @sjohnson717 #prodmgmttalk -5:04 PM Feb 27th, 2012johnpeltier Thanks everyone! #prodmgmttalk -5:04 PM Feb 27th, 2012cindyfsolomon Converse with us http://t.co/Cd8qQngf Follow Us on BlogTalkRadio http://t.co/4BvWTZjE#prodmgmttalk -5:04 PM Feb 27th, 2012cindyfsolomon Like Us on Facebook http://t.co/jndhbMx8 Join Us on LinkedIn http://t.co/b3WFJIIS Listen on iTuneshttp://t.co/2944YXcr #prodmgmttalk -5:05 PM Feb 27th, 2012cindyfsolomon Recaps http://t.co/0YoiXgYs Blog http://t.co/kSJQdy3V Android: http://t.co/z8BTHXcl #prodmgmttalk -5:05 PM Feb 27th, 2012cindyfsolomon Join us next week for Expanding the Innovation Pie w/ Hutch Carpenter @bhc3 VP #prodmgmt at@Spigit #prodmgmttalk -5:07 PM Feb 27th, 2012cindyfsolomon The unedited transcript available w/in 1/2 hour here: http://t.co/mASnGHOz #prodmgmttalk -5:07 PMFeb 27th, 2012HastingsCJ RT @brainmates: Acc to @compellingmktr - write a Market Needs document before specifying thesolution#prodmgmttalk -5:08 PM Feb 27th, 2012cindyfsolomon Thank you to our sponsor @AIPMM for making these weekly talks possible! Check out March 2webinar http://t.co/JDRI3B4d #prodmgmttalk -5:08 PM Feb 27th, 2012cindyfsolomon Welcome @HastingsCJ our official talk has ended until next week when we come together again to talklive via twitter! #prodmgmttalk -5:09 PM Feb 27th, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 11
  12. 12. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon Thank you for joining us @kellyburroughs @vfigatelix @awstn_jglo @HastingsCJ @Artifacture !#prodmgmttalk -5:11 PM Feb 27th, 2012cindyfsolomon RT @HastingsCJ: RT @brainmates: Acc to@compellingmktr - write a Market Needs document beforespecifying the solution #prodmgmttalk -5:20 PM Feb 27th, 2012cindyfsolomon Missed @johnnewbury_ and @taylormedic today! #prodmgmttalk -5:22 PM Feb 27th, 2012cindyfsolomon Hope you can join us next week@Samantha_Sh #prodmgmttalk -5:23 PM Feb 27th, 2012cindyfsolomon Check out recaps from past events complete with podcast, twitter transcript &summarieshttp://t.co/0YoiXgYs #prodmgmttalk -5:27 PM Feb 27th, 2012 cindyfsolomon Appreciate everyone who tweeted, retweeted, helped promote, attended, lurked, commented & willview content today! #prodmgmt #prodmgmttalk -5:29 PM Feb 27th, 2012cindyfsolomon Updated stats: 178 tweets generated 309,326 impressions, reaching an audience of 26,084followers#prodmgmttalk -5:33 PM Feb 27th, 2012PCAustin Wow, great info RT @cindyfsolomon: Updated stats: 178 tweets generated 309,326 impressions, reachingan audience of 26,084 followers #prodmgmttalk -6:13 PM Feb 27th, 2012cindyfsolomon Please retweet: Twitter Transcript 2/27 Unsucking #prodmgmt w/@compellingmktrhttp://t.co/B25odOsU by @cindyfsolomon #prodmgmttalk -6:35 PM Feb 27th, 2012cindyfsolomon @PCAustin Thanks for your support of excellent #prodmgmt education & forwardingcommunity!#prodmgmttalk -6:37 PM Feb 27th, 2012PCAustin You are welcome RT @cindyfsolomon: @PCAustin Thanks for your support ofexcellent #prodmgmt education & forwarding community! #prodmgmttalkSopheon Unfortunately, I missed it last night, but I have followed & enjoyed the chat in the past. Keep up the goodwork! @TinaCasslerProdMgmtTalk Please retweet: Twitter Transcript 2/27 Unsucking#prodmgmt w/ @compellingmktr http://t.co/zw0gEF4Jby@cindyfsolomon #prodmgmttalk -6:40 PM Feb 27th, 2012taylormedic @cindyfsolomon I wish that i could have made it! i had a course to teach tonight. thanks for the mention!ValWorkman #prodmgmttalk I missed Mondays session. Will try out a continued chat. A1: Most ware their HappyEars, and just believe all is well.Johnpeltier RT @cindyfsolomon: Join us next week for Expanding the Innovation Pie w/ HutchCarpenter @bhc3 VP #prodmgmt at@Spigit #prodmgmttalk_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 12
  13. 13. Transcript from Feb 27, 2012: Global Product Management Talk Tom Evans, Principal at Lûcrum Marketing, @compellingmktr Unsucking Product Management & Product Marketing MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon @ValWorkman @pmNERDS we put up a Q&A page with this weeks questions: http://t.co/kM1D6FTh#prodmgmttalk-10:42 AM Feb 28th, 2012Please visit our sponsor @AIPMM http://www.aipmm.com to find out about the ProdBOK !Thank you Tom Evans @compellingmktr for SPEAKING today! Thank you Adrienne Tan @brainmates forco-hosting!Todays stats: 178 tweets generated 309,326 impressions reaching an audience of 26,084 followersJoin us next week Monday, March 5 for Expanding the Innovation Pie w/Hutch Carpenter @bhc3 VP#prodmgmt @Spigit Follow for Reminders! http://bit.ly/nbw9Yr Global Product Management TalkTM is a weekly mini-product camp Socratic discussion ofpre-posted questions with live audio of thought leader and co-hosts commenting. Converse with us #prodmgmttalk http://bit.ly/i4EihK Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx Speaker Schedule http://t.co/R3OL7BDj Listen on iTunes http://bit.ly/silH98 Android App http://bit.ly/tEeWFx Newsletter http://t.co/IVVFirUe Recaps http://bit.ly/slnpP2 Blog http://bit.ly/eOFmB6For Product Managers that don’t get a chance to leave their desk and participate in Product Talks in person,we’ve brought Product Talks to you via podcast and twitter #prodmgmttalk_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 13

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