Where do you start?
Mainframe to                Mobile                                UK &   SME                            International    &...
   Where does Product Management Fit?   What does a Product Manager Do and Not Do?   Product Management & Product Marke...
“In a Market Led Organisation”
R&DExec           Services       PM                           PartnersMktg           Support    /Channels       Sales
What does Product Management & Marketing Do?Evolved by DP and GA                    Marcomms                              ...
Monitor &      Launch &Assess           Define                               Prepare         Drive         Product Managem...
Manage & Prioritise Through         Evidence Validate, Validate, ValidateOperate and Think at High and       Detailed Leve...
Work Outside The Definition of the RoleThe Role Agreed & Continuously Reinforced          by the Executive Team
Product Knowledge                                BUT  Market Knowledge         BUT             High and Detailed Level    ...
• Sales Sales            • Pre Sales                • R&D     Tech                • Support/Services            • Customer...
Experiences        Skills•Product Use    •Communication•Market         •Analysis Immersion      •Multi Tasking•Business / ...
Where do you start?                       dpinches@scottlogic.co.uk                                       LinkedinLeading ...
David Pinches - Product Management - where do you start?
David Pinches - Product Management - where do you start?
David Pinches - Product Management - where do you start?
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David Pinches - Product Management - where do you start?

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Presentation made by David Pinches on 25th October 2012 to the Cambridge Product Management Network, UK

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David Pinches - Product Management - where do you start?

  1. 1. Where do you start?
  2. 2. Mainframe to Mobile UK & SME International &Enterprise Tech To Commercial
  3. 3.  Where does Product Management Fit? What does a Product Manager Do and Not Do? Product Management & Product Marketing What Skills, Experience & Attributes The Classic Routes to Product Management How to position you experience as positives.
  4. 4. “In a Market Led Organisation”
  5. 5. R&DExec Services PM PartnersMktg Support /Channels Sales
  6. 6. What does Product Management & Marketing Do?Evolved by DP and GA Marcomms DELIVER AND DRIVE WINNING / Tools & Training Product positioning REQUIRED PRODUCT Training the Sales team Develop marcomms collateral Objection handling hints Analysts brief Product demo Marketing plan Finalised pricing LAUNCH Product training Product launch plan Early availability Build product delivery team Select Beta sites Define Product Launch checklist Develop beta test plans Assign responsibility Track progress Track Product deliverables Requirements SpecificationPrioritisation User Scenarios and profilesAssess tech feasibility External Interfaces DEFINEPrioritise requirements Detailed requirementsBuy vs build assessment Monitor development Competitor analysis Manage requirements change Competitor SWOT Product Analysis ASSESS Track actual vs planned date Battlecard developmentBusiness case building Review regularly Market researchCustomer business case Primary researchCorporate business case Secondary researchP&L Impact Business impact Lock in potential Ease of entry Environmental scan Opportunity sizing Lifetime costs Market segmentation NEW / IMPROVED / RE-POSITIONED PRODUCT Impact of not Top-down sizing developing Bottom-up sizing Window of opportunity Market Growth
  7. 7. Monitor & Launch &Assess Define Prepare Drive Product Management Product Marketing
  8. 8. Manage & Prioritise Through Evidence Validate, Validate, ValidateOperate and Think at High and Detailed Levels Listen, Question, Structure Argument & Sell But Overall ................................
  9. 9. Work Outside The Definition of the RoleThe Role Agreed & Continuously Reinforced by the Executive Team
  10. 10. Product Knowledge BUT Market Knowledge BUT High and Detailed Level Operator Analytic Skills ListeningCommunication Persuasion Commercial Acumen Confidence through Evidence
  11. 11. • Sales Sales • Pre Sales • R&D Tech • Support/Services • CustomerExternal • Channel
  12. 12. Experiences Skills•Product Use •Communication•Market •Analysis Immersion •Multi Tasking•Business / Commercial
  13. 13. Where do you start? dpinches@scottlogic.co.uk LinkedinLeading Product Management – MasterClass – Novemberinfo@tarigo.co.uk

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