Business Analyst, Project Managers, Product Managers - how do they all work together

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Had an opportunity to present at the Business Analyst conference in Bangalore hosted by Business Analyst world and IIBA. Topic was the multifunction team challenges for BA, PMs and Project Managers

Had an opportunity to present at the Business Analyst conference in Bangalore hosted by Business Analyst world and IIBA. Topic was the multifunction team challenges for BA, PMs and Project Managers

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  • Productizing is a systematic way of taking an idea and going through the lifecycle of creating a successful and profitable product predictably
  • The full spectrum understanding of the process is absolutely critical because otherwise people work in silos and not understanding the big picture results in expensive failures and inefficiencies
  • Release milestones – includes Beta, closed loop feedback, limited release etc..Launch Plan includes social media marketing campaigns
  • Product Manager: Manages business plan pricing, packaging, marketing beyond product definitionManage senior internal and external stakeholdersProduct Manager Create a long term product and business strategyProject Manager: Manage Project Parameters (time, quality, budget, external dependencies)Manage resources commissioned for the projectManage execution riskBusiness Analyst: Manage Product Performance (right featureset, segment fit)Map ideas, requests, wishlists into solvable problems.Competitive Analysis, internal competency analysis


  • 1. Interlock for Business Analysts (BA), Project Managers & Product Managers
    Challenges for a Multifunctional Team
    Pinkesh Shah, CISSP CPM CPMM
    CEO Adaptive Marketing
  • 2. 2
    We consult with companies and train professionals on “productizing”
    Train and certify productprofessionals (BA, Project Mgrs, PMs, Engineering, Prod Marketing for accelerated career growth
    Helping companies launch new product lines and scale existing ones throughout the product lifecycle with predictable success.
    Integrate with client’s management team and help set and execute product strategy
  • 3. Lets discuss
    Insights into the process of “productizing”
    Role of a BA, Product Manager and Project Manager in a product team
    Unique challenges for a multifunctional team and how to solve for them
    Trends in India for BA/Product Managers
  • 4. “Productizing” Process:: Idea to Enterprise
    Productizing = Value Management
    Product Manager orchestrates the process of productizing
  • 5. Cross Functional Product Team
    Reliable Ravi
    Savvy Smita
    Coordinating Kevin
    Analyzing Anil
    Techie Tarun
  • 6. Phases of “Productizing”
    Strategic Planning
    Market Analysis
    Product Planning
    Go To Market
    Choosing to Build
    Building Profitably
    Building it right
    Marketing it right
    Selling, Operationalizing
    Understand the Problem
    Needs/ Wants
    Feasibility Competition
    Business Plan - P&L
    Strategic Roadmap
    Market Requirement
    Product Requirement, Definitions, Prioritizations
    Change Control
    Project Execution
    Requirements Testing
    User Acceptance
    Feedback control
    Compelling Value Proposition
    Messaging & Comm. Channels
    Creating Awareness & Demand
    Transition to Operations
    Sales & Channel Setup
    Product Mgr
    Product Mgr
    Project Mgr
    Project Mgr, PM
    Prod Mgr, Prod Mktg Mgr
    BA, Proj Mgr
    Prod Mgr, PMM
  • 7. Product Positioning
    Adaptive Productizing FrameworkTM
    Product Strategy
    Personas & Scenarios
    Value Research & Analytics
    Resources & Competencies
    Target Market Sizing
    Win/Loss Analysis
    Competitive Analysis
    Pricing & Packaging
    Buy/Build/ Partner
    Routes to market
    Collaterals & Sales Tools
    Product Line Economics
    Marketing Plan
    Launch Plan
    Customer Acquisition
    Lead Generation& PreSales
    Channel & Sales Training
    Evangelism Thought Leadership
    Performance Analysis
    Business Model & Plan
    Product Roadmap
    Customer Relationship Mgmt
    Market Analysis
    Strategic Planning
    Product Planning
    Go To Market
    Sales Enablement
    Market Acceptance Planning
    Choosing to Build
    Building Profitably
    Building it right
    Marketing it right
    Selling effectively
  • 8. Primary Focus
    Define and Manage plan execution, monitor and control variations
    Product Management
    Project Management
    Business Analysis
  • 9. Three Disciplines aka “The Dream Team”
  • 10. Challenges – Career Path
    Lack of Established career path ladder
    Creative titles come in the way
    Global baselines still being rolled out in companies and captives in India
  • 11. Career Path for a PM
    Product BU Owner
    Portfolio Owner
    Product Line Owner
    Owner (ex.P&L)
    Owner (ex. Requirements Mgmt)
  • 12. Challenges – Role Interlock
    Agreement on Productizing Process
    Organizational Structure and enablement of the role definitions
  • 13. Challenges – Market Context
    Translating pain points into solvable problems
    Customer Context ≠ Market Context
    Building because they can not because they should
  • 14. India’s firstAnnual Product Management Benchmark
    Report launched at NASSCOM in Nov 2010
    Surveyed 500+ Business Analysts, Product Managers, Project Managers and Product Marketing managers in India
    Goal was to get ground reality insights, challenges in the role of these professionals in India
    Download the full report at
  • 15. 15
    What does a Product Manager look like?
    97.1% “somewhat” or “very” technical
    • Age: 32
    • 16. PM Experience: 3.4, Total Exp: 9.5
    • 17. 68% have Masters degree, 55% MBA
    • 18. 9 out of 10 are males
    • 19. Median salary 19Lakhs (2-3 years of experience)
    • 20. Titles: Business Analyst, Requirements Analyst, Product Mgr, Product Specialist, Strategic Marketing Mgr
    • 21. 53% work for a product company with revenues > 1B$ (MNC India centers)
    Business Analyst, Requirements Analyst, Product specialist, Product Owner,
    Technical Product Manager, Client Engagement Manager….(43 registered!)
    Roles and Titles mapping is all over the place in India
    Most PMs in India come from an engineering background
  • 22. What are they doing?
    Spending only 10% on Market Analysis
    Most of the time spent in Product Planning (30%):: Requirements Management (71%)
    Understanding and Prioritizing which market problems to solve is key before you build
    MBA/Certification does help accelerate career path
    Build because you “should” not because you “could”
    In <5 years experience group, PMs who had certifications/MBA made 14.8% more than those who didnt
  • 23. Visit for schedule of certification workshops transforming professionals to become Global Product Managers
  • 24. 18
    Scheduled Training Offerings