10	  Things	        10	  Ways	  You	  can	  Work	  More	  Successfully	  	           with	  your	  Product	  Management	  ...
10	  Things	                                                              Starts	  By	  Being	  Insanely	  Great	  •    In...
10	  Things	                                                                Agenda	  1.  Be	  Insanely	  Great!	  2.  Cust...
10	  Things	                                                          What	  do	  Product	  Mangers	  and	  	             ...
10	  Things	                                                               Product	  Mangers	  	                          ...
10	  Things	                                                               Managers	  of	  Product	  Mangers	  	          ...
10	  Things	                        What	  do	  Product	  Marke9ng	  Managers	  Do?	                                      ...
10	  Things	                                                                What	  do	  Product	  Mangers	  and	  	       ...
10	  Things	                                                                 The	  Customer	  Journey	                    ...
10	  Things	  Copyrighted	  ©	  All	  rights	  reserved   	     Spice	  2013	  www.spicecatalyst.com	     Please	  ask	  b...
10	  Things	                                                            Market	  Segmenta9on	  •  Personas	  •  Not	  Top	...
10	  Things	                                                            Target	  Markets	  •  Depends	  on	  Your	  LifeCy...
10	  Things	                                                             Key	  Selling	  Points	  •  Its	  about	  them,	 ...
10	  Things	                                                            Marke9ng	  Strategy	  •  Con9nuous	  Learning	  an...
10	  Things	                                                             Sales	  Process	  •  Its	  part	  of	  the	  Cust...
10	  Things	                                                            Sales	  Support	  Materials	  •  Must	  support	  ...
10	  Things	                                                                                              Deep	  Dive	  As...
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10 Ways to Work More Successfully with Product Management/Marketing Team - David Fradin

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David Fradin share 10 great ways that you can implement to work more successfully with you product management and product marketing teams.

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10 Ways to Work More Successfully with Product Management/Marketing Team - David Fradin

  1. 1. 10  Things   10  Ways  You  can  Work  More  Successfully     with  your  Product  Management  and     Product  MarkeAng  Team     David  Fradin   dave@spicecatalyst.com   h@p://www.spicecatalyst.com  Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  2. 2. 10  Things   Starts  By  Being  Insanely  Great  •  Informing,  Exci9ng,  UpliLing,  DelighMul  Rewarding  •  Wonder  •  New  Insight,  New  Perspec9ve,  New  Understanding  •  Empowers  /Delights  •  Personal  •  Trust  /  Bonding  •  Proud  And  Excited  To  Share    •  Excited   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  3. 3. 10  Things   Agenda  1.  Be  Insanely  Great!  2.  Customer  Journey  3.  What  do  Product  Mangers  and  Product  Marke9ng  Managers  Do?  4.  Market  Segmenta9on  5.  Target  Markets  6.  Personas  7.  Key  Selling  Points  8.  Market  Strategy  9.  Sales  Process  10.  Sales  Support  Material     Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  4. 4. 10  Things   What  do  Product  Mangers  and     Product  Marke9ng  Managers  Do?    Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  5. 5. 10  Things   Product  Mangers       Individual  Contributor   including  the  product  roadmap    •  Business  Case  Development  and  perhaps   •  Manages  the  product  lifecycle  (Tasks  listed   realiza9on   below)   –  Market  Expert  and  Voice  of  the  Customer   •  Bridges  engineering  and  the  market  place   –  Feature,  schedule  and  cost  tradeoffs   •  Manages  business  ecosystem  members   –  Return  on  Investment/Profit  and  Loss   •  Manages  the  product  porMolio   Analysis   •  Pricing  •  Insures  the  product  is  valuable  and   differen9ated   •  Scope:  Geographic/Market  •  Owns  the  “whole  product”  (core,  benefits,   augmented)  defini9on  •  Works  strategically  as  the  product  visionary   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  6. 6. 10  Things   Managers  of  Product  Mangers     Manager   and  financial  level  •  Market  Plan  Strategy   •  Coordinates  Market  Research  and   –  Target  Market   Compe99ve  Research  needed  by  the   –  Value  Proposi9on   product  managers   –  Posi9oning   •  Process  Development  and  Op9miza9on  •  PorMolio  Planning  •  Resource  alloca9on  •  Product  Life  Cycle  strategy  •  Pricing  Strategy  •  Compe99ve  analysis  at  the  company   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  7. 7. 10  Things   What  do  Product  Marke9ng  Managers  Do?    •  MarkeAng   •  Launch   –  Marke9ng  Plans  over9me   –  Launch  plan   –  Marke9ng  Objec9ves   –  Product  announcement   –  Target  Markets   –  Related  events  and  ac9vi9es   –  Branding   •  End  of  Life   –  Messaging:  Internal,  channel  and  customer   –  End  of  life  plan   –  Collateral  and  Sales  tools  development   –  Announcement   –  Off-­‐line/on-­‐line  and  Social  Media,  as  needed,  and   –  Related  events  and  ac9vi9es   mix  for  on-­‐going  marke9ng   –  Conferences,  trade  shows  and  events   –  Budget   –  Pricing   –  Forecas9ng   –  Press  and  analyst  rela9ons   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  8. 8. 10  Things   What  do  Product  Mangers  and     Product  Marke9ng  Managers  Do?     QualificaAons:  •  Years  of  experience  in  industry  •  Domain  Exper9se    •  Years  of  experience  as  a  Product  Manager  or  Product  Marke9ng  Manager  •  Leadership,  team  work,  nego9a9ng,  media9on,  rela9onship  skills  and  communica9on  skills    •  Cer9fied    •  Technology  Exper9se  as  needed  •  Kevlar  underwear   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  9. 9. 10  Things   The  Customer  Journey   Status   Quo   Trigger   Refer   Point   Expand   Explore   OpAons   Validate   Value   Deploy   Evaluate   SoluAon   SoluAons   Purchase     Business   Internal   Case   Buy  In  Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  10. 10. 10  Things  Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  11. 11. 10  Things   Market  Segmenta9on  •  Personas  •  Not  Top  Down  Anymore  •  See  the  World  Differently   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  12. 12. 10  Things   Target  Markets  •  Depends  on  Your  LifeCycle  •  Maybe  Coming  To  You  •  Be  Agile   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  13. 13. 10  Things   Key  Selling  Points  •  Its  about  them,  Stupid  •  Real,  verified  PAIN!  •  Depends  on  Persona  and  where  are  they  in  the   Customer  Journey   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  14. 14. 10  Things   Marke9ng  Strategy  •  Con9nuous  Learning  and  Innova9on  •  Agile   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  15. 15. 10  Things   Sales  Process  •  Its  part  of  the  Customer  Journey   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  16. 16. 10  Things   Sales  Support  Materials  •  Must  support  the  Customer  Journey   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  
  17. 17. 10  Things   Deep  Dive  Assessment  Customer   Status   Quo   Trigger   Point   Explore   Evaluate   Business   Internal   Purchase   Deploy   Validate   Expand   Refer   OpAons   SoluAons   Case   Buy  In   SoluAon   Value   Use  buying  stages  Customer  Insight  Content  /  Experience  AnalyAcs  &  VOC    Process  AutomaAon  Progress  /  Risk  Tracking  &  Mgt.   Copyrighted  ©  All  rights  reserved   Spice  2013  www.spicecatalyst.com   Please  ask  before  repurposing  or  distribu9ng  

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