Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                   Role of Customer in Product Management and Marketing                   ...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                   Role of Customer in Product Management and Marketing                   ...
Transcript from June 13/14, 2011                   Role of Customer in Product Management and Marketing                   ...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                  Role of Customer in Product Management and Marketing                  Gl...
Transcript from June 13/14, 2011                   Role of Customer in Product Management and Marketing                   ...
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Transcript from June 13, 2011 Global Product Management Talk on twitter: Role of Customer in Product Management and Marketing with Gregory Yankelovich of Amplified Analytics

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  1. 1. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYProdMgmtTalk Never participated in a twitter chat? FAQs - http://bit.ly/i88OuC Join us! How to participate in Global Prod Mgmt Talk http://bit.ly/i3f5Q7ProdMgmtTalk See a list of all the twitter chats: 429 and growing! Twitter Chat Schedule http://bit.ly/dJVfHkProdMgmtTalk Get ready! Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtagprodmgmttalk #prodmgmt #ProdMgmtTalk Discussion questions from each talk http://on.fb.me/fFRi7b Today’s questions: http://on.fb.me/iefCRBProdMgmtTalk 2 minutes to go! Please introduce yourself & where youre from when you come in!GnosisArts Remember, if you forget chat day/time, txt hashtag (e.g., ) to 513.655.2216. Good 4 any chat.ProdMgmtTalk 2 minutes to start! Format: Question will be Q1,2,3 please answer with A1, 2, 3ProdMgmtTalk And its time to start!!! Role of Customer in Product Management and Marketing with GregoryYankelovich of Amplified AnalyticsProdMgmtTalk Welcome everyone! This is @cindyfsolomon one of your co-hosts tweeting under @prodmgmttalkacross bay from San Francisco!ProdMgmtTalk Todays Press: Global Product Management Talk on Role of Customer in Product Management &Marketing PRLog http://bit.ly/k2WdxJProdMgmtTalk Queing up with our speaker, Gregory Yankelovich, of Amplified Analytics, on skype now!ProdMgmtTalk Our speaker Gregory, was a product manager of both software and hardware previous to startinghis own software company -3:57 PM Jun 13th, 2011brainmates Hello Everyone. Welcome to our weekly chat. Its Adrienne from Sydney. -3:57 PM Jun 13th, 2011StacyLeidwinger Hi All: Stacy Leidwinger, Sr. Director #ProdMgmt with @Vivisimo_Inc here! -3:58 PM Jun 13th,2011ErikaLAndersen Erika Andersen checking in from Salt Lake City -3:58 PM Jun 13th, 2011VFigatelix @ProdMgmtTalk hello this is Veronica from everywhere -3:59 PM Jun 13th, 2011ProdMgmtTalk Welcome @ErikaLAnderson @StacyLeidwinger ! Today’s questions: http://on.fb.me/iefCRB -3:59PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 1
  2. 2. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYStacyLeidwinger @ErikaLAndersen Hi Erica! Twice in one day! Actually your tweet reminded me of it -4:00 PM Jun13th, 2011ProdMgmtTalk Please welcome todays speaker, Gregory Yankelovich, @piplzchoice, Founder & CE0www.amplifiedanalytics.com -4:00 PM Jun 13th, 2011charlieoliver @ProdMgmtTalk Signing in from Salt Lake City, Utah! -4:00 PM Jun 13th, 2011brainmates Hello Ladies! @ErikaAndersen @StacyLeidwinger @ VFigatelix. -4:00 PM Jun 13th, 2011ProdMgmtTalk Intro Gregory: For 15 years involved with Customer centric Product Management and Marketing,automating CRM Processes -4:00 PM Jun 13th, 2011StacyLeidwinger Welcome! RT @ProdMgmtTalk: Please welcome todays speaker, GregoryYankelovich, @piplzchoice, -4:00 PM Jun 13th, 2011charlieoliver RT @ProdMgmtTalk: Please welcome todays speaker, Gregory Yankelovich, @piplzchoice, Founder &CE0 www.amplifiedanalytics.com -4:00 PM Jun 13th, 2011ProdMgmtTalk Intro Gregory: His firm Amplified Analytics specializes in opinion mining & natural languageprocessing technologies -4:01 PM Jun 13th, 2011ProdMgmtTalk Intro Gregory: His expertise is analysis of Customer generated content for Product Marketing &Brand Management applications. -4:01 PM Jun 13th, 2011piplzchoice Thank you everyone. I am pleased to "meet" you. -4:01 PM Jun 13th, 2011ProdMgmtTalk Our format: questions posted as Q1, Q2, Q3. Please answer with A1, A2, A3 -4:02 PM Jun 13th,2011Vivisimo_Inc Lurking today. Love to discuss customer exp and related topics! -4:02 PM Jun 13th, 2011ProdMgmtTalk Welcome @Vivisimo -4:03 PM Jun 13th, 2011lmckeogh Signing in from Boulder, hello everyone -4:03 PM Jun 13th, 2011ProdMgmtTalk Here we go! Q1 Do you involve your customers into product planning process? -4:04 PM Jun 13th,2011ErikaLAndersen Awesome. We do tend to hang out a lot, dont we? RT @StacyLeidwinger: @ErikaLAndersen HiErika! Twice in one day! -4:04 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 2
  3. 3. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYProdMgmtTalk Welcome @lmckeogh -4:04 PM Jun 13th, 2011StacyLeidwinger RT @ProdMgmtTalk: Here we go! Q1 Do you involve your customers into product planningprocess? -4:04 PM Jun 13th, 2011StacyLeidwinger A1: Yes, enhancement req from support/serv/sales/sales/eng or prodmgmt r logged in sys &prodmgmt prioritize -4:04 PM Jun 13th, 2011ProdMgmtTalk "Some PMs think customers can only help improve rather contribute to innovation"from @piplzchoice -4:05 PM Jun 13th, 2011ProdMgmtTalk RT @Vivisimo_Inc: Lurking today. Love to discuss customer exp and related topics! -4:05 PM Jun13th, 2011Vivisimo_Inc A1: We offer a beta prog so cust can get early view of release & make suggestions 2 incorporate b4release date -4:06 PM Jun 13th, 2011charlieoliver @ProdMgmtTalk @piplzchoice That answer didnt quite sense make... -4:06 PM Jun 13th, 2011cindyfsolomon I think we need to have something concrete to give customers something to react to -4:06 PM Jun13th, 2011StacyLeidwinger @ProdMgmtTalk @piplzchoice I disagree. Much innovation can come from customers -4:06 PMJun 13th, 2011ProdMgmtTalk @charlieoliver which answer didnt make sense? -4:06 PM Jun 13th, 2011Macmyday A1: Its now become an imperative in our biz to plan, analyse, design, develop, test every product thrucustomer involvement -4:07 PM Jun 13th, 2011ErikaLAndersen A1: Certain extent must involve customer, to gain empathy and discover their needs -4:07 PM Jun13th, 2011charlieoliver @ProdMgmtTalk "Some PMs think customers can only help improve rather contribute to innovation" -4:07 PM Jun 13th, 2011lmckeogh @charlieoliver @ProdMgmtTalk @piplzchoice - think its along the line of the H. Ford quote about fasterhorses instead of cars -4:07 PM Jun 13th, 2011Vivisimo_Inc RT @ErikaLAndersen: A1: Certain extent must involve customer, to gain empathy and discover theirneeds -4:07 PM Jun 13th, 2011brainmates We confirm "customer" needs & problems in product planning process through qual & quant research.-4:07 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 3
  4. 4. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYpiplzchoice @StacyLeidwinger I actually also think that a lot of ideas for innovation can come from customers -4:08 PM Jun 13th, 2011StacyLeidwinger Does it slow down productivity? RT @Macmyday: A1: Its now become an imperative in our biz to-test every product thru cust -4:08 PM Jun 13th, 2011piplzchoice A1The trick is not to focus on the product, but on customers experience. -4:09 PM Jun 13th, 2011lmckeogh I think that the customer has a hard time telling you what they need. They can tell you what theirproblem is though. -4:09 PM Jun 13th, 2011ErikaLAndersen Many great ideas come from observing customer environment w/ your perspective. Shut up &watch/listen -4:09 PM Jun 13th, 2011lmckeogh Customers operate in the problem space. Prodmgmt dwells in the solution space. Trick is to getconvergence -4:09 PM Jun 13th, 2011StacyLeidwinger True RT @lmckeogh: I think that the cust has a hard time telling what they need. They can tellwhat their problem is though. -4:10 PM Jun 13th, 2011brainmates Even if slows productivity at first, will get a better result at the end. @StacyLeidwinger @macmyday -4:10 PM Jun 13th, 2011wapolanco A1: Yes indeed. Esp at beginning. To plan, need scope. For scope, need req. For req, need client. -4:10PM Jun 13th, 2011charlieoliver A1, Asking the customer the _right_ questions is imperative, you need to get to the root of therequest, not just fulfill it. -4:10 PM Jun 13th, 2011piplzchoice @lmckeogh I agree, it is our job to interpret their experience into innovative design, but theirexperience is a key -4:10 PM Jun 13th, 2011ErikaLAndersen RT @lmckeogh: Customers operate in the problem space. Prodmgmt dwells in the solution space.Trick is to get convergence -4:10 PM Jun 13th, 2011brainmates RT @lmckeogh: I think that the customer has a hard time telling you what they need. They can tell youwhat their problem is. -4:10 PM Jun 13th, 2011Macmyday @ProdMgmtTalk @piplzchoice Good example: Polaroid. Child of inventor asked why pics couldnt beviewed instantanously. -4:10 PM Jun 13th, 2011ErikaLAndersen RT @charlieoliver: A1, Asking the customer the _right_ questions is imperative, must the root ofrequest, not just fulfill. -4:10 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 4
  5. 5. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYVivisimo_Inc And act on RT @ErikaLAndersen: Many great ideas come from observing cust environ w/ yurperspective. Shut up & watch/listen -4:11 PM Jun 13th, 2011piplzchoice @charlieoliver A1 I am against asking the questions, it is not a good methodology for discovery, but agood one for validation -4:11 PM Jun 13th, 2011brainmates @ErikaLAndersen @lmckeogh: I think Prodmgmt must dwell in the problem space. -4:11 PM Jun 13th,2011StacyLeidwinger RT @lmckeogh: Customers operate in the problem space. Prodmgmt dwells in the solution space.Trick is to get convergence -4:11 PM Jun 13th, 2011lmckeogh Many technology companies tend to create solutions in search of problems. And then they wonder whythey are failing -4:11 PM Jun 13th, 2011cindyfsolomon A1 Asking customer questions from our perspective may be leading them w/in our tunnel vision -4:12 PM Jun 13th, 2011ErikaLAndersen RT @lmckeogh: Many technology companies tend to create solutions in search of problems. Andthen wonder why they are failing -4:12 PM Jun 13th, 2011brainmates AMEN! RT @lmckeogh: Many technology companies tend to create solutions in search of problems.Then wonder why they are failing -4:12 PM Jun 13th, 2011Macmyday @StacyLeidwinger Not really. It drives productivity, because it makes you stay on track. -4:12 PM Jun13th, 2011piplzchoice @lmckeogh This is not limited to technology -4:12 PM Jun 13th, 2011wapolanco RT @piplzchoice: @StacyLeidwinger I actually also think that a lot of ideas for innovation can comefrom customers -4:12 PM Jun 13th, 2011StacyLeidwinger Thats good then RT @Macmyday:@StacyLeidwinger Not really. It drives productivity, because itmakes you stay on track. -4:12 PM Jun 13th, 2011StacyLeidwinger We try to avoid this RT @cindyfsolomon: A1 Asking cust quest from our perspective may beleading them w/in our tunnel vision -4:14 PM Jun 13th, 2011ProdMgmtTalk Q2 If you do involve your customers into product planning process, what methods of involvementdo you practice? -4:14 PM Jun 13th, 2011StacyLeidwinger RT @ProdMgmtTalk: Q2 If you do involve your cust into product planning process, what methodsof involvement do you practice? -4:15 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 5
  6. 6. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYcharlieoliver @StacyLeidwinger @cindyfsolomon Try to avoid asking questions, or try to avoid questions that leadin tunnel vision? -4:15 PM Jun 13th, 2011ErikaLAndersen Ask open-ended questions; follow their lead RT@cindyfsolomon: A1 Asking cust quest fr ourperspective risks our tunnel vision -4:15 PM Jun 13th, 2011StacyLeidwinger A2: We often review req with cust. Also hve online forum & annual cust roundtable 2 capturecontinuous ideas & feedback. -4:16 PM Jun 13th, 2011piplzchoice @charlieoliver @StacyLeidwinger @cindyfsolomon Try to avoid asking closed end questions. Look forstories, not answers. -4:16 PM Jun 13th, 2011wapolanco Asking customer questions may lead to improper req/scope. One engaging, thought-provoking Q thenjust listen for ideas flowing -4:16 PM Jun 13th, 2011ErikaLAndersen RT @piplzchoice: Try to avoid asking closed end questions. Look for stories, not answers. -4:16PM Jun 13th, 2011Vivisimo_Inc A2: We leverage strategic accounts to help push vision -4:17 PM Jun 13th, 2011Vivisimo_Inc Stories - I like RT @ErikaLAndersen: RT @piplzchoice: Try to avoid asking closed end questions. Lookfor stories, not answers. -4:17 PM Jun 13th, 2011charlieoliver @piplzchoice @StacyLeidwinger @cindyfsolomonThanks for the clarifier! Thats more or less what Imeant by _right_ questions. -4:17 PM Jun 13th, 2011gnosisarts Was there a time change for ? -4:17 PM Jun 13th, 2011ErikaLAndersen RT @wapolanco: Asking cust Qs may lead to improper req/scope. One engagng, thought-provokngQ then listen for ideas flowing -4:17 PM Jun 13th, 2011Macmyday A2 Observing customer in day-to-day work, observing their work & workflow. Not poss w/ any productdev obviously -4:17 PM Jun 13th, 2011ErikaLAndersen RT @Macmyday: A2 Observing customer in day-to-day work, observing their work & workflow. Notposs w/ any product dev obviously -4:18 PM Jun 13th, 2011brainmates A2: We create personae, scenarios & validate. We seek to identify customer goals. We dont askproduct related questions -4:18 PM Jun 13th, 2011wapolanco A2: Bounce ideas back/forth in a casual setting. Drinks, Lunch, etc. Casual (offsite) in my exp generatesbetter feedback -4:18 PM Jun 13th, 2011ProdMgmtTalk @gnosisarts weve been starting at 4:00 PM PDT to accomodate our Australian colleagues timechange last month -4:18 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 6
  7. 7. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYpiplzchoice A2. Asking questions leads to discussion about the product. What you want is them telling you abouttheir current experience -4:18 PM Jun 13th, 2011lmckeogh A2: identify the most important customer in the value chain, observe their pain points & create astrawman for their comments -4:18 PM Jun 13th, 2011brainmates @gnosisarts Its always on at this time. -4:18 PM Jun 13th, 2011StacyLeidwinger A2: Reg scheduled product roadmap meetings which incl review of cust req fromservices/sales/support etc -4:19 PM Jun 13th, 2011lmckeogh w/ the strawman RT @wapolanco: A2: Bounce ideas back/forth in a casual setting. Drinks, Lunch, etc. -4:19 PM Jun 13th, 2011ErikaLAndersen @brainmates So use customer input to discover needs/stories; then your expertise to devproducts -4:19 PM Jun 13th, 2011wapolanco Well put RT @piplzchoice: Asking Qs leads to disc about the product. What you want is them tellingabout their current exp -4:19 PM Jun 13th, 2011StacyLeidwinger Yes must know target cust RT @lmckeogh: A2 identify the most important customer in the valuechain, observe their pain points -4:20 PM Jun 13th, 2011brainmates Yes! RT @ErikaLAndersen: @brainmates So use customer input to discover needs/stories; then yourexpertise to dev products -4:20 PM Jun 13th, 2011ErikaLAndersen RT @wapolanco: A2: Bounce ideas back/forth in a casual setting. Drinks, Lunch, etc. Casual (offsite)generates better feedback -4:20 PM Jun 13th, 2011Vivisimo_Inc RT @StacyLeidwinger: Yes must know target cust RT@lmckeogh: A2 identify the most importantcustomer in the value chain, -4:20 PM Jun 13th, 2011Macmyday A2 Workflow (or any other observations) should be persona based. Look for problems you can solve,e.g. inefficiencies. -4:21 PM Jun 13th, 2011cindyfsolomon @piplzchoice is making a distinction between asking customer questions to get their words vs.understanding their experience -4:21 PM Jun 13th, 2011StacyLeidwinger RT @Macmyday: A2 Observing customer in day-to-day work, observing their work & workflow.Not poss w/ any product dev obviously -4:22 PM Jun 13th, 2011gnosisarts @ProdMgmtTalk Ok. Please dont forget to update it on the wiki. Thanks. http://t.co/K4zlrFk -4:22 PMJun 13th, 2011ErikaLAndersen RT @Macmyday: A2 Workflow (or other observations) should be persona based. Look problemsyou can solve, e.g. inefficiencies. -4:22 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 7
  8. 8. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYProdMgmtTalk Q3 If you dont involve your customers into the product planning process, whats rationale you useagainst the involvement? -4:22 PM Jun 13th, 2011wapolanco Also, dont underestimate the power of the survey. A well thought out survey that motivates clientoften yields great results. -4:23 PM Jun 13th, 2011StacyLeidwinger Q3: Even if u involve,1 thing must watch as PM is not 2 get side tracked with day to day & makingthings “better”. -4:24 PM Jun 13th, 2011lmckeogh A3: the only rationale against their involvement would be if you are looking to fail, IMO -4:24 PM Jun13th, 2011ErikaLAndersen Q3 Ive heard Apple doesnt involve customers, but they design for themselves & secrecyparamount -4:24 PM Jun 13th, 2011brainmates A2: Also we a create hypothesis at the start of the product dev process. And then verify throughresearch. -4:25 PM Jun 13th, 2011cindyfsolomon So its not just specific customers - all potential customers of product that we need to be able tounderstand their experience -4:25 PM Jun 13th, 2011Macmyday <ShamelessSelfPromotion>Customer interactionhttp://t.co/OM2pkC4 </ShamelessSelfPromotion> -4:25 PM Jun 13th, 2011StacyLeidwinger A3: Cust can often get u sucked into weeds of detail, need to continually keep an eye on what isactual prob -4:25 PM Jun 13th, 2011piplzchoice A2 The best practice inIMO is not to focus on your product or your current market. this will limit yourideas for innovation. -4:25 PM Jun 13th, 2011ErikaLAndersen Concerned though that ppl think, If Apple doesnt involve customers, we shouldnt" -4:25 PM Jun13th, 2011brainmates @ErikaLAndersen: Apple spends a lot of time observing customer, trends and the market -4:26 PMJun 13th, 2011Macmyday RT @piplzchoice is making a distinction between asking customer questions to get their wordsvs.understanding their experience -4:26 PM Jun 13th, 2011StacyLeidwinger Thy KNOW their cust. RT @brainmates:@ErikaLAndersen: Apple spends a lot of time observingcustomer, trends and the market -4:26 PM Jun 13th, 2011ErikaLAndersen Yes! RT @piplzchoice: A2 The best practice not to focus on your product/current market. will limitideas for innovation. -4:26 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 8
  9. 9. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYwapolanco Very true RT @ErikaLAndersen: Q3 Ive heard Apple doesnt involve customers, but they design forthemselves & secrecy paramount -4:27 PM Jun 13th, 2011piplzchoice @ErikaLAndersen It is a myth based on the fact that Apple doesnt but Market Research. They do a lotof market intelligence -4:27 PM Jun 13th, 2011ProdMgmtTalk Indeed! RT @ErikaLAndersen: Concerned though that ppl think, If Apple doesnt involve customers,we shouldnt" -4:27 PM Jun 13th, 2011Vivisimo_Inc Cust intimacy = Beginning of excellence RT@StacyLeidwinger: They KNOW their cust.RT @brainmates:@ErikaLAndersen: -4:27 PM Jun 13th, 2011wapolanco Apple indeed doesnt ask questions from customers but they do listen to what market is saying andbuild visions from there. -4:27 PM Jun 13th, 2011StacyLeidwinger Agreed! RT @piplzchoice: A2 The best practice not to focus on your product/current market. willlimit ideas for innovation. -4:28 PM Jun 13th, 2011brainmates RT @piplzchoice: It is a myth based on the fact that Apple doesnt buy Market Research. They do a lotof market intelligence -4:28 PM Jun 13th, 2011jan190 RT @brainmates: A2: We create personae, scenarios & validate. We seek to identify customer goals. Wedont ask product related questions -4:28 PM Jun 13th, 2011piplzchoice @ErikaLAndersen It is a myth based on the fact that Apple doesnt buy Market Research. They do a lotof market intelligence -4:28 PM Jun 13th, 2011ProdMgmtTalk Silicon Valley mythology that Steve Jobs doesnt care about customer experience - Apple pays foracademic researchers internal -4:28 PM Jun 13th, 2011ErikaLAndersen Apple gets the information, but using diff. methods that fit strategy -4:28 PM Jun 13th, 2011Vivisimo_Inc RT @ErikaLAndersen: Apple gets the information, but using diff. methods that fit strategy -4:28 PMJun 13th, 2011ProdMgmtTalk Welcome @jan190 ! -4:29 PM Jun 13th, 2011piplzchoice @ErikaLAndersen They are very big on Ethnographic research -4:29 PM Jun 13th, 2011ProdMgmtTalk Moving on! Q4 What metrics are you using to measure Product Management performance? -4:29PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 9
  10. 10. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYMacmyday A3 If implementing enhancements from an already existing functionality to another area. Ie. cust exp.already tested -4:29 PM Jun 13th, 2011ErikaLAndersen I think Steve Jobs passionate about customer exp., but letting ppl know diminishes mythos -4:29PM Jun 13th, 2011ErikaLAndersen RT @jan190: RT @brainmates: A2: We create personae, scenarios & validate. seek cust goals.Wedont ask prod-relatd Qs -4:30 PM Jun 13th, 2011StacyLeidwinger A4: Currently soft metricssoft metrics. # new cust, level of cust sat, press on a new release, analystinterest, etc. -4:31 PM Jun 13th, 2011charlieoliver RT @piplzchoice: Its a myth based on the fact that Apple doesnt buy Market Research. They do a lotof market intelligence. -4:32 PM Jun 13th, 2011StacyLeidwinger A3: Incrementals necessary but if u lose sight of big innov will be hard to capture net new & keepexisting -4:32 PM Jun 13th, 2011brainmates A4: Revenue, Sales, Gross Margin. Go back to the business case & see if youvedelivered #prodmgmt #metrics -4:32 PM Jun 13th, 2011wapolanco A3: Visits/conversions/sales and the ever important Customer Feedback. Complaints? -4:32 PM Jun13th, 2011ErikaLAndersen Ques abt Q4: Product Management performance generally, or specific aspect? -4:32 PM Jun 13th,2011Macmyday Something interesting to read about Applehttp://t.co/shuTkpB -4:33 PM Jun 13th, 2011StacyLeidwinger RT @wapolanco: A3: Visits/conversions/sales and the ever important Customer Feedback.Complaints? -4:33 PM Jun 13th, 2011wapolanco A4: Visits/conversions/sales and the ever important Customer Feedback. Complaints? -4:33 PM Jun13th, 2011ProdMgmtTalk (Thanks for specifying which quest you’re answering) Q4 What metrics are you using to measureProduct Management performance? -4:33 PM Jun 13th, 2011cindyfsolomon Revenue could be poor despite great product if other orgs in enterprise failing to perform -4:34PM Jun 13th, 2011lmckeogh A4: quality of personaes, requirements, & analysis. Credibility inside/outside the company -4:34 PM Jun13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 10
  11. 11. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYVivisimo_Inc RT @StacyLeidwinger: A4: soft metrics. # new cust, level of cust sat, press on a new release, analystinterest, etc. -4:35 PM Jun 13th, 2011piplzchoice A4 You need metrics to isolate the contribution of PM from other organization performance. Productadoption/traction. -4:35 PM Jun 13th, 2011Macmyday A4 NPS (Net Promoter Score) http://t.co/guGqmDa -4:35 PM Jun 13th, 2011StacyLeidwinger @Macmyday Thanks saved for later -4:35 PM Jun 13th, 2011lmckeogh I looked that up the other day and wasnt too impressed /w it. Can you add? RT @Macmyday: A4 NPS(Net Promoter Score) -4:36 PM Jun 13th, 2011ProdMgmtTalk RT @Macmyday: A4 NPS (Net Promoter Score)http://t.co/guGqmDa tool used to gauge loyalty offirms cust relationships. -4:36 PM Jun 13th, 2011ErikaLAndersen How to convert to metrics to compare across PMs, quarters? RT @wapolanco: A4:Visits/conversions/sales/cust fdbk/complaints -4:36 PM Jun 13th, 2011Macmyday @StacyLeidwinger For me the crucial bit in this article is paragraph no. 6 ;) Tells you exactly why Applesucceeds -4:37 PM Jun 13th, 2011cindyfsolomon Which metrics to measure product management great debate & topic -4:37 PM Jun 13th, 2011brainmates I think #prodmgmt should be responsible for hard metrics. If #prodmgmt doesnt care for the P&L - whoshould? -4:38 PM Jun 13th, 2011Macmyday @lmckeogh Advantage is that its quick (2 Qs only) and therefore can be done continuously throughoutyear. -4:38 PM Jun 13th, 2011lmckeogh Interview w/ CEO asked me about metrics. I indicated P&L #s. Response was only she saw those. Okay,Ill try again... -4:38 PM Jun 13th, 2011ProdMgmtTalk @piplzchoice "some metrics tell you whether youre succeeding or failing - but not why this is thecase" -4:38 PM Jun 13th, 2011ErikaLAndersen Apple gets the girl RT @Macmyday: For me the crucial bit in this article is par no. 6 ;) Tells youexactly why Apple succeeds -4:38 PM Jun 13th, 2011ErikaLAndersen RT @brainmates: I think #prodmgmt should be responsible for hard metrics. If #prodmgmt doesntcare for the P&L - who should? -4:39 PM Jun 13th, 2011piplzchoice A4 It is important to know whether you are succeeding or failing. It is even more important to knowWHY -4:39 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 11
  12. 12. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYlmckeogh RT @piplzchoice: A4 It is important to know whether you are succeeding or failing. It is even moreimportant to know WHY -4:39 PM Jun 13th, 2011StacyLeidwinger True RT @piplzchoice: A4 It is important to know whether you are succeeding or failing. It is evenmore important to know WHY -4:39 PM Jun 13th, 2011charlieoliver @lmckeogh Yeah, thatd make it a bit hard to use the P&Ls for metrics, heh. -4:39 PM Jun 13th, 2011rcauvin A4: Measuring product success can be very different from measuring #prodmgmt. -4:40 PM Jun 13th,2011Macmyday @ErikaLAndersen Yep thats my favourite quote!!! Well spotted =) -4:40 PM Jun 13th, 2011brainmates @lmckeogh Ohhh no!!! -4:40 PM Jun 13th, 2011ErikaLAndersen A4 Some metrics common to all (P&L), but others specific to strategy -4:40 PM Jun 13th, 2011brainmates RT @piplzchoice: It is important to know whether you are succeeding or failing. It is even moreimportant to know WHY -4:40 PM Jun 13th, 2011brainmates True! RT @rcauvin: A4: Measuring product success can be very different from measuring #prodmgmt.-4:40 PM Jun 13th, 2011wapolanco @rcauvin but successful management of a product will ultimately lead to product success. No? -4:41PM Jun 13th, 2011charlieoliver RT @ErikaLAndersen: A4 Some metrics common to all (P&L), but others specific to strategy -4:41 PMJun 13th, 2011rcauvin A4: Many metrics are dependent on other departments: marcom, dev, sales, support. #prodmgmt -4:41PM Jun 13th, 2011nickcoster A4) Dont measure Product Mangers with project manager metrics. Thanks JimAnderson... http://bit.ly/ktEVTc -4:41 PM Jun 13th, 2011ErikaLAndersen Agree RT @rcauvin: A4: Measuring product success can be very different frommeasuring #prodmgmt. -4:41 PM Jun 13th, 2011Macmyday Second that! RT @rcauvin A4: Measuring product success can be very different frommeasuring #prodmgmt. -4:41 PM Jun 13th, 2011StacyLeidwinger This is true RT @rcauvin: A4: Many metrics are dependent on other departments: marcom, dev,sales, support.#prodmgmt -4:42 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 12
  13. 13. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYrcauvin @wapolanco Unfortunately, no! #prodmgmt can perform flawlessly but product may fail if other deptsdont execute. -4:42 PM Jun 13th, 2011piplzchoice A4 You need metrics point to areas of improvements & measure your progress. Measure how yourproduct meets customer needs. -4:42 PM Jun 13th, 2011charlieoliver @nickcoster Saved for later, thanks for sharing! -4:42 PM Jun 13th, 2011brainmates RT @nickcoster: Dont measure Product Mangers with project manager metrics. Thanks JimAnderson...http://bit.ly/ktEVTc -4:42 PM Jun 13th, 2011ErikaLAndersen Customer satisfaction diff too RT @rcauvin: A4: Measuring product success can be very differentfrom measuring#prodmgmt. -4:42 PM Jun 13th, 2011lmckeogh Read some soft answers, but was there anything hard for Q4? How do you explain to others what we doall day? or did I miss it -4:44 PM Jun 13th, 2011cindyfsolomon Is gross product margin a product management issue? (behind the scenes debate on skype) -4:44PM Jun 13th, 2011ErikaLAndersen RT @piplzchoice: A4 metrics point to areas of improvement & measure progress. Measure howproduct meets customer needs. -4:44 PM Jun 13th, 2011Natasha_D_G Some1 once said no bad products its all in the mktg RT @rcauvin: @wapolanco prod may fail if otherdepts dont execute. -4:44 PM Jun 13th, 2011ProdMgmtTalk Welcome @Natasha_D_G @rcauvin -4:44 PM Jun 13th, 2011charlieoliver RT @rcauvin A4: Measuring product success can be very different from measuring #prodmgmt -4:44PM Jun 13th, 2011stempm A4: Number of customer interviews conducted/month; completed #prodmgmt deliverables; cross-orgfeedback -4:45 PM Jun 13th, 2011Vivisimo_Inc Indeed RT @ErikaLAndersen: Cust satisfaction diff too RT @rcauvin: A4: Measuring product successdiff from measr#prodmgmt. -4:45 PM Jun 13th, 2011ProdMgmtTalk Welcome @stempm -4:45 PM Jun 13th, 2011brainmates At #pcampsyd, our keynote spoke about #prodmgmtowning the P&L & how impt it is for productsuccesshttp://bit.ly/kPkIRO -4:45 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 13
  14. 14. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYcindyfsolomon No worries @gander2112 @VFigatelix Ill post unedited transcript after event today -4:47 PM Jun13th, 2011piplzchoice @lmckeogh We measure a difference between customer expectation and customer experience withspecific attributes of experience -4:45 PM Jun 13th, 2011VFigatelix @ProdMgmtTalk sorry ive been absent the whole hour, Ive had technical difficulties see U nextmonday -4:46 PM Jun 13th, 2011gander2112 Rats, missing the session. -4:46 PM Jun 13th, 2011wapolanco @rcauvin @wapolanco True for larger orgs. At smaller ones the product success will typically lie mostlyon #prodmgmtshoulders -4:46 PM Jun 13th, 2011StacyLeidwinger RT @piplzchoice: A4 Metrics point to areas of improvements & measure your progress. Measurehow your prod meets customer needs -4:46 PM Jun 13th, 2011stempm Amen @piplzchoice You need metrics to isolate the contribution of PM from other org performance.Product adoption/traction. -4:46 PM Jun 13th, 2011piplzchoice @piplzchoice @lmckeogh We developed software tools to do it by analyzing customers stories. -4:47PM Jun 13th, 2011lmckeogh @piplzchoice - but if you set the expectation can you control the experience and thus game the system?-4:47 PM Jun 13th, 2011rcauvin A4: #prodmgmt is usually not "CEO of the product". Prod team are only accountable to bosses in theirdepts. -4:48 PM Jun 13th, 2011brainmates RT @stempm: Amen @piplzchoice You need metrics to isolate the contribution of PM from other orgperformance. -4:48 PM Jun 13th, 2011rcauvin A4: #prodmgmt is usually not "CEO of the product". Prod team members are only accountable to bosses intheir depts. -4:48 PM Jun 13th, 2011Vivisimo_Inc Expectations change RT @lmckeogh: @piplzchoice - set the expectation can you control theexperience and thus game the system? -4:48 PM Jun 13th, 2011brainmates Having P&L accountability does not mean #prodmgmtis "CEO of the product". -4:48 PM Jun 13th,2011piplzchoice @lmckeogh @piplzchoice If you can gain the market - you deserve the recognition. There arecompetitors to keep you honest:) -4:49 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 14
  15. 15. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYProdMgmtTalk Phew - changing direction with next question: Q5 Do you use Social Media to monitor your productacceptance by customers? -4:50 PM Jun 13th, 2011nickcoster @rcauvin However the PM should treat their product as if they are the CEO. Otherwise it is easy tosidestep accountability. -4:50 PM Jun 13th, 2011rcauvin A4: Typical corporate structure doesnt encourage product teamwork. #prodmgmt -4:50 PM Jun 13th,2011baltomel Agreed! RT @rcauvin A4: Measuring product success can be very different from measuring #prodmgmt -4:50 PM Jun 13th, 2011StacyLeidwinger Q5: Nothing formal – but track mentions/what people say. -4:51 PM Jun 13th, 2011Macmyday @piplzchoice What are those software tools? /cc@lmckeogh -4:51 PM Jun 13th, 2011StacyLeidwinger A5: Have proactively reached out from support when someone tweeted - having problems andwere frustrated & we assisted -4:52 PM Jun 13th, 2011rcauvin @nickcoster Sounds good, but CEOs can hire & fire any member of the team. #prodmgmt cannot. -4:52PM Jun 13th, 2011ProdMgmtTalk Welcome @baltomel -4:52 PM Jun 13th, 2011VFigatelix RT @brainmates: At #pcampsyd, our keynote spoke about #prodmgmt owning the P&L & how impt it isfor product success http://bit.ly/kPkIRO -4:52 PM Jun 13th, 2011lmckeogh @rcauvin - re: corporate structure, yes. The diff btwn good PM & not is ability to rise above & createteamwork#leadership -4:52 PM Jun 13th, 2011StacyLeidwinger RT @nickcoster: @rcauvin PM should treat their product as if they are the CEO Otherwise it iseasy to sidestep accountability. -4:53 PM Jun 13th, 2011rcauvin @nickcoster #prodmmgt faces great institutional obstacles to leading a product team. -4:53 PM Jun 13th,2011wapolanco A5: Absolutely. Refer back to most answers on Qs 1&2.#socmed provides a great channel for listeningto your customers. -4:53 PM Jun 13th, 2011ErikaLAndersen @StacyLeidwinger Happened on a TweetChat once. Company mentioned responded w/in minutes.Cant remember company -4:53 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 15
  16. 16. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYcindyfsolomon As queen of social media - I follow customer sentiment & also measure companys response toissues in forums, twitter, fb -4:53 PM Jun 13th, 2011piplzchoice @Macmyday @lmckeogh Customer Intelligence analysis reporting and Market Intelligence analysis.We are in semi/public beta -4:54 PM Jun 13th, 2011lmckeogh A5: use social media to monitor and converse w/customers. Want to create a dialogue -4:54 PM Jun13th, 2011nickcoster @rcauvin Agreed, CEO business thinking without authority to force change. #prodmgmt has to leadchange instead. -4:54 PM Jun 13th, 2011rcauvin @nickcoster Its a romantic notion that leaders overcome all obstacles unilaterally, but leaders needenablement.#prodmgmt -4:55 PM Jun 13th, 2011baltomel Q5 Currently - not officially but with a new product rollout Social Media monitoring will defnitely be partof the plan. -4:55 PM Jun 13th, 2011Natasha_D_G Comcast mentioned in #CXO chat responded in minutesRT @ErikaLAndersen: @StacyLeidwinger Happened on a TweetChat once. -4:55 PM Jun 13th, 2011wapolanco RT @lmckeogh: A5: use social media to monitor and converse w/ customers. Want to create a dialogue-4:55 PM Jun 13th, 2011rcauvin @nickcoster I have a blog entry on this #prodmgmtleadership issue in the works. -4:55 PM Jun 13th, 2011ProdMgmtTalk @piplzchoice is humbly not mentioning that his company, Amplified Analytics, was created for prodmgmt -4:56 PM Jun 13th, 2011Vivisimo_Inc A5: We monitor all SoMe convo mainly for branding/cust serv than prod. acceptance though thatultimately plays a part -4:57 PM Jun 13th, 2011piplzchoice A5 It is amazing how specific people are describing their experiences with products and service. -4:57PM Jun 13th, 2011wapolanco @gander2112 Withdrawal symptoms? LOL. Were missing your insights! -4:57 PM Jun 13th, 2011Macmyday A5 Our custs are not the sharing kind really, but soc media is great for cust feedback. Its good forresponse and reputation -4:57 PM Jun 13th, 2011piplzchoice a5 It is a shame that companies do not use this information to improve their profit margines. -4:57 PMJun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 16
  17. 17. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYVivisimo_Inc Agreed RT @MacMyDay: A5 but soc media is great for cust feedback. Its good for response andreputation -4:57 PM Jun 13th, 2011ErikaLAndersen Thats right RT @Natasha_D_G: Comcast mentioned in #CXO chat responded in minutes -4:58 PMJun 13th, 2011cindyfsolomon Join us next week: Design Thinking for Software Product Management with Tom Leung, SVP ofProduct at Marchex@alwaysbshipping -4:58 PM Jun 13th, 2011ProdMgmtTalk Please like us on FB to stay updated with newshttp://on.fb.me/kQF1dY -4:58 PM Jun 13th, 2011ErikaLAndersen RT @Vivisimo_Inc: Agreed RT @MacMyDay: A5 but soc media is great for cust feedback. Its goodfor response and reputation -4:58 PM Jun 13th, 2011Macmyday @cindyfsolomon Have heard that telcos here often respond quicker via Twitter than via call. Its aboutthe image -4:58 PM Jun 13th, 2011ProdMgmtTalk Please blog about todays talk to be repostedhttp://www.prodmgmttalk.com -4:58 PM Jun 13th,2011brainmates RT @cindyfsolomon: Join us next week: Product Development: Iterating by color with Robert Swanwick@swanwick -4:58 PM Jun 13th, 2011ProdMgmtTalk Please Join LinkedIn group http://linkd.in/jRmwRxFollow company: http://linkd.in/e3JmDn -4:59PM Jun 13th, 2011lmckeogh Thanks for the great info, gotta run. -4:59 PM Jun 13th, 2011wapolanco Ive even had some excellent ideas come to me from something said/shared on soc media. -4:59 PMJun 13th, 2011ProdMgmtTalk Thank you @piplzchoice Gregory Yankelovich of Amplified Analytics for todays heateddiscussion!http://bit.ly/lGP4qy -4:59 PM Jun 13th, 2011piplzchoice RT @wapolanco: Ive even had some excellent ideas come to me from something said/shared on socmedia. -4:59 PM Jun 13th, 2011brainmates Its the end of our weekly chat. As usual - its gone by so quickly. See everyone next weekwith @alwaysbshipping -4:59 PM Jun 13th, 2011ErikaLAndersen That hour flew by -5:00 PM Jun 13th, 2011Macmyday !! RT @rcauvin Its a romantic notion that leaders overcome all obstacles unilaterally, but leaders needenablement.#prodmgmt -5:00 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 17
  18. 18. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dYProdMgmtTalk 3 simple ideas for engaging your customers to sell your products | Amplified AnalyticsBlog http://bit.ly/mRUz6D -5:01 PM Jun 13th, 2011piplzchoice Thanks to everyone for lovely conversation. -5:01 PM Jun 13th, 2011wapolanco Thx for the great chat all. As always, tons learned. Lets put this all in a book and publishas #prodmgmt success manual :D -5:02 PM Jun 13th, 2011Macmyday @rcauvin Pls let us know once done. Do you plan to include any advice on how to survive leadingchange? /cc@nickcoster -5:03 PM Jun 13th, 2011Macmyday @cindyfsolomon No time for Q6 and Q7, I suppose... -5:04 PM Jun 13th, 2011ProdMgmtTalk @Macmyday Indeed - we stopped prior to Q6 and Q7 -5:18 PM Jun 13th, 2011ProdMgmtTalk Please like us on FB to stay updated with news http://on.fb.me/kQF1dYProdMgmtTalk please blog about todays talk to be reposted http://www.prodmgmttalk.comProdMgmtTalk Please Join LinkedIn group http://linkd.in/jRmwRx Follow company: http://linkd.in/e3JmDnProdMgmtTalk Subscribe to newsletter for ebook launch: http://bit.ly/gHIWcOProdMgmtTalk Want to address the Global Product Management Talk? Its easy and fun to speak! Fill out the infoform to be scheduled! http://bit.ly/f4xAIW Sponsor Opportunities! http://bit.ly/gF0Tt3 18

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