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AIPMM Webinar Series               http://www.aipmm.com© AIPMM 2013
© AIPMM 2013   http://www.aipmm.com
Founded 1998           Largest Product Management professional group           Provides professional development and certi...
Today’s Speakers   Moderator:       Cindy F. Solomon, CPM, CPMM       Founder, Global Product Management Talk   http://www...
Stay on To Win!      •Keep your Chat box open!      •Post your Questions in the Questions box during the session for      ...
3-Day San Francisco Product Innovation Leader Package                   February 5, 6, 7, 2013 8:30 AM - 5:00 PM   Special...
FEATURED PRESENTATION© AIPMM 2013                http://www.aipmm.com
Optimal Product Management and Product MarketingTM       Brian Lawley       280 Group CEO & Founder       The Importance O...
Housekeeping         Questions         Slides: www.280group.com/product-management-importance.pdf         Giveaways at end...
Optimal Product Process Book!  -     Everyone Gets a Copy  -     Please share!  -     http://tinyurl.com/freeoppbook  -   ...
280 Group Website Resources© 2012-2013 280 Group www.280group.com   11
AgendaBackground•   Seven Most Common Problems•   How Product Management Solves These•   Seven Phase LifeCycle•   Optimal ...
Helping companies deliver products that delight their ™                                    customers and produce massive p...
Why The 280 Group?© 2012-2013 280 Group www.280group.com   14
280 Group Clients© 2012-2013 280 Group www.280group.com
Product & Services           Product                                                                    Toolkits          ...
Agenda• BackgroundSeven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycle•   Opti...
Product Failure Statistics                   Succeed                                                • 30% fail because of ...
Why Products Fail                   Wrong Product                                  Ineffective Marketing                  ...
7 Common Problems 280 Group Sees at Companies       Data collection:       - Hundreds of companies       - Fourteen years ...
1. Wrong Products and/or Features       Lack of clarity on market & customer needs       Products that customers don’t wan...
2. Whole Product Not Delivered       -   No one in charge of all elements       -   Each group optimizes for their own goa...
3. Lack of Alignment       Confusion about target customer/market       Executives/Sales/Marketing/Engineering pursue     ...
4. Process: None, Too Much or Confusion    Repeatability                                                                  ...
5. Lack of Product Leadership       Not clear where the buck stops       Suboptimal decisions       Product design by comm...
6. Tactical Reaction vs. Strategic Plans       No one in charge driving strategy       Day to day fire drills consume empl...
7. Lack of Role Clarity       Democracy       Stress       Wasted time       Politics       Products suffer© 2012-2013 280...
Agenda• Background• Seven Most Common ProblemsHow Great Product Management Solves These•   Seven Phase LifeCycle•   Optima...
The Rise of PM Importance       Companies realizing critical       Profession moving forward rapidly       CBS News: #4 mo...
Unique Position       Central point of       communication                                                                ...
Role: Product Management       Market expert                               Feature, schedule, and cost tradeoffs       -  ...
Role of Product Marketing       Marketing expert                  Supports sales       - Competitive analysis            -...
Product Manager vs. Product Marketer       Product Management       - Ensuring delivery of valuable customer-focused produ...
Agenda• Background• Seven Most Common Problems• How Great Product Management Solves TheseSeven Phase LifeCycle•   Optimal ...
Seven Phase LifeCycle™       Phase: Stage in the product lifecycle       Gate: Critical decision point ending a phase, and...
Worldwide Standard Foundation                    Association of International Product                    Management & Mark...
Conceive Phase                  Brainstorm                  Generate ideas                  Prioritize                  Ch...
Plan Phase                  Strategy                  Market Research                  Competitive Analysis               ...
Develop Phase                  Engineering                  Tradeoffs                  Adjustments                  - Sche...
Qualify Phase                  Internal                  Beta                  Early Customer                  Minor Adjus...
Launch Phase                  Announcement                  Availability                  Exposure                  Ramp R...
Market Phase                  Ongoing Programs                  Measure ROI                  Optimize© 2012-2013 280 Group...
Retire Phase                  End of Life                  New Version                  Obsolescence© 2012-2013 280 Group ...
Agenda•   Background•   Seven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycleOp...
280 Group Optimal Product Process™© 2012-2013 280 Group www.280group.com   45
Agenda•   Background•   Seven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycle• ...
Optimal Product Process Templates© 2012-2013 280 Group www.280group.com   47
Product Management LifeCycle Toolkit™       Nine core documents       No duplication       Every critical decision/analysi...
Agenda•   Background•   Seven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycle• ...
Applying Optimal Product Process       Do a FULL assessment       Process       -   Current       -   Gap analysis       -...
How the 280 Group Can Help       Perform full assessment with recommendations       Plan for implementing improvements:   ...
Upcoming Courses       San Jose, CA       Austin, TX       McLean VA       New York, NY       Courses:       -   Optimal P...
Drawing      • Optimal Product Process: http://tinyurl.com/freeoppbook      • One copy of each book      • Product Managem...
Optimal Product Management and Product MarketingTM       Questions & Giveaway© 2012-2013 280 Group www.280group.com
Please Join Us Again!                                                       AIPMM Webinar Series: Friday Feb 1            ...
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Webcast: Importance & Role of Product Management To Company Success

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A recent CBS news story and report showed that Product Management is now the fourth most important job in corporate America, with only CEOs, Executive Management and General Managers higher on the list. Brian Lawley shares insights and tips on making the Product Management function more effective in your organization with actionable takeaways and links to resources.
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3 Day SF Product Innovation Leader: February 5,6,7 includes 2 day intensive, CIL credential, exam, and Summit
Register: http://bit.ly/W0Tyor

Become a Product Leader!
2 Day Intensive: Product Innovation Leadership
February 5 & 6, San Francisco
http://www.aipmm.com/html/certification/strategic-innovation.php

Startup Product Summit
Discover how to work together to develop amazing products.
February 7, 2013, San Francisco
startupproduct.com
Register now!
http://productsummit.eventbrite.com
info@startupproduct.com
Subscribe to updates: http://bit.ly/WtN2oY

AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php

Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
http://bit.ly/nbw9Yr

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  • The Certified Innovation Leader body of knowledge and credential is aligned with The Association of International Product Marketing and Management. AIPMM was founded in 1998. It provides professional development, training, and certification to those involved in product management, such as product managers and developers, marketing managers, brand managers, project managers, and many more. The certified innovation leader credential is one of four certifications provided by AIPMM. The others include: certified product manager, certified product marketing manager, and agile certified product manager.
  • Transcript of "Webcast: Importance & Role of Product Management To Company Success"

    1. 1. AIPMM Webinar Series http://www.aipmm.com© AIPMM 2013
    2. 2. © AIPMM 2013 http://www.aipmm.com
    3. 3. Founded 1998 Largest Product Management professional group Provides professional development and certification • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager • Certified Innovation Leader© AIPMM 2013
    4. 4. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk http://www.BlogTalkRadio.com/ProdMgmtTalk Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon Presenter: Brian Lawley CEO and Founder 280Group© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
    5. 5. Stay on To Win! •Keep your Chat box open! •Post your Questions in the Questions box during the session for Brian to answer during the Q&A at the end! Participants who ask questions will be entered into the drawing to win valuable resources from 280Group AND free ticket to the San Francisco Startup Product Summit! All Winners will be announced at the end of the session!© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
    6. 6. 3-Day San Francisco Product Innovation Leader Package February 5, 6, 7, 2013 8:30 AM - 5:00 PM Special Package Price: $1797.00 Product Innovation Leadership Training February 5 & 6, 2013 / 8:30 AM - 5:00 PM The course includes 2 Day Intensive Training ($1697 value), Certified Innovation Leader (CIL®) certification exam fee ($395 value), and a 1 year premium AIPMM membership ($175 value). This course also offers 16 PDUs for PMI® certified Project Management Professionals (PMP®). http://aipmm.myshopify.com/ Startup Product Summit February 7, 2013 / 8:30 AM - 5:00 PM 1-Day Conference: Discover how to work together to develop amazing products. ($349 value) bringing together everyone who touches product at a company to talk frankly about what product is and our shared role in making them a success with a healthy mix of product managers, engineers, marketers and designers speaking from their experiences about products from every angle, including prototyping, roadmapping and marketing. Additional PDUs available. http://startupproduct.com Startup Product Talks February 7, 2013 6:30 PM – 10 PM San Francisco meetup networking event included as part of Developer Week ($10+ value includes food and drinks)© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
    7. 7. FEATURED PRESENTATION© AIPMM 2013 http://www.aipmm.com
    8. 8. Optimal Product Management and Product MarketingTM Brian Lawley 280 Group CEO & Founder The Importance Of Product Management To The Success Of Your Company© 2012-2013 280 Group www.280group.com
    9. 9. Housekeeping Questions Slides: www.280group.com/product-management-importance.pdf Giveaways at end - Product Management LifeCycle Toolkit™ - One copy of each book© 2012-2013 280 Group www.280group.com 9
    10. 10. Optimal Product Process Book! - Everyone Gets a Copy - Please share! - http://tinyurl.com/freeoppbook - Seven Phase Product LifeCycle - CPM materials© 2012-2013 280 Group www.280group.com 10
    11. 11. 280 Group Website Resources© 2012-2013 280 Group www.280group.com 11
    12. 12. AgendaBackground• Seven Most Common Problems• How Product Management Solves These• Seven Phase LifeCycle• Optimal Product Process• Nine Key Documents• How to Optimize at Your Company• Questions & Giveaway
    13. 13. Helping companies deliver products that delight their ™ customers and produce massive profits Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books© 2012-2013 280 Group www.280group.com
    14. 14. Why The 280 Group?© 2012-2013 280 Group www.280group.com 14
    15. 15. 280 Group Clients© 2012-2013 280 Group www.280group.com
    16. 16. Product & Services Product Toolkits Workshops, Training Consulting Management PM Office Coaching & Certification Contractors Assessments Portal Mentoring PM Assessments Courses: We Provide: Templates: Available for: • Process/People/Tools - Public • Product Managers - Product Lifecycle •Teams • Gap Analysis - Private Onsite • Product Marketers - Launches •Projects • Recommendations - Self-Study • Projects - Roadmaps •Individuals • Executive Presentation • Interim Contractors - Competitive Certifications: - Beta Programs Topics: - Certified Product Manager - Product Reviews • PM Process - Agile Certified Product - Developer • Market Research Manager • Competitive Research PM Office: • Voice of the Customer • Vision Course Offerings: - Standard • Conceive - Optimal PM & PMM - Pro • Business Case - Phenomenal PM • Market Strategy - Agile PM Excellence Books: • Requirements - CPM Intensive - Agile • Prioritizing - Social Media Marketing - Phenomenal • Road mapping - Excellent • Pricing - 42 Rules • Forecasting - Optimal Product • • Metrics Beta 1 Process • PM Portal • • Marketing End of Life Agile 6© 2012-2013 280 Group www.280group.com
    17. 17. Agenda• BackgroundSeven Most Common Problems• How Great Product Management Solves These• Seven Phase LifeCycle• Optimal Product Process• Nine Key Documents• How to Optimize at Your Company• Questions & Giveaway
    18. 18. Product Failure Statistics Succeed • 30% fail because of a poor value proposition • 70% fail because of poor customer requirements Fail© 2012-2013 280 Group www.280group.com 18
    19. 19. Why Products Fail Wrong Product Ineffective Marketing •Didn’t meet market needs •Poor marketing & PR •Not clear who the customer was •No clear value proposition •Wasn’t viable •Incorrect pricing •Not competitive •Wrong channel(s) •Costs too high •Product incongruent with brand •Need not urgent •Customer not willing to pay •Not enough customers Poor Execution Company Management •Technology used •Technology driven •Funding •Sales driven •Operations •Lack of effective teamwork or PM process •Sales •Downplaying competitor’s strengths •Underestimating time, budget, effort, etc. •Dysfunctional corporate culture •Solution didn’t solve the problem (Quality, •Rush to failure Technology, Usability)© 2012-2013 280 Group www.280group.com 19
    20. 20. 7 Common Problems 280 Group Sees at Companies Data collection: - Hundreds of companies - Fourteen years - All industries Patterns across all products/markets/industry Result: - Products suffer - Profitability lower than it could be - Low morale & stress - Company suffers© 2012-2013 280 Group www.280group.com 20
    21. 21. 1. Wrong Products and/or Features Lack of clarity on market & customer needs Products that customers don’t want/won’t pay for Expensive resources wasted Opportunity cost for viable products Complete product failures© 2012-2013 280 Group www.280group.com 21
    22. 22. 2. Whole Product Not Delivered - No one in charge of all elements - Each group optimizes for their own goals - Customer has a bad experience - Product & brand suffer - Loss of repeat business - Reputation© 2012-2013 280 Group www.280group.com 22
    23. 23. 3. Lack of Alignment Confusion about target customer/market Executives/Sales/Marketing/Engineering pursue different agendas and tactics Efforts not coordinated Results minimized or complete failure© 2012-2013 280 Group www.280group.com 23
    24. 24. 4. Process: None, Too Much or Confusion Repeatability Optimizing •Causal analysis and resolution Measured •Identify and deploy •Performance goals process improvements measured for process Defined and projects •Organizational process defined Managed •Product integration •Project process •Integrated project defined management Ad hoc •Requirements •Validation/Verification •Unpredictable Management •Reactive •Quality assurance •Heroics •Still tends to be reactive EfficiencySource: Carnegie Mellon SEI CMMI© 2012-2013 280 Group www.280group.com 24
    25. 25. 5. Lack of Product Leadership Not clear where the buck stops Suboptimal decisions Product design by committee Lack of Vision Leader(s) may not have full range of skills: - Business - Technical - People - Strategy Result: Mediocre products© 2012-2013 280 Group www.280group.com 25
    26. 26. 6. Tactical Reaction vs. Strategic Plans No one in charge driving strategy Day to day fire drills consume employee’s time Gives competitor opportunities Leaves money on the table© 2012-2013 280 Group www.280group.com 26
    27. 27. 7. Lack of Role Clarity Democracy Stress Wasted time Politics Products suffer© 2012-2013 280 Group www.280group.com 27
    28. 28. Agenda• Background• Seven Most Common ProblemsHow Great Product Management Solves These• Seven Phase LifeCycle• Optimal Product Process• Nine Key Documents• How to Optimize at Your Company• Questions & Giveaway
    29. 29. The Rise of PM Importance Companies realizing critical Profession moving forward rapidly CBS News: #4 most important job in corporations Money magazine ranks PM in top 50 jobs© 2012-2013 280 Group www.280group.com 29
    30. 30. Unique Position Central point of communication Sales Press/Analysts Customers Drive the vision & strategy PM Marketing Support Whole product Engineering Channel Roadmap/requirements Lead all groups Partners Executives Operations© 2012-2013 280 Group www.280group.com 30
    31. 31. Role: Product Management Market expert Feature, schedule, and cost tradeoffs - Customer and market research - Minimum Viable Product - Identifies customer needs Brings products to market - Voice of the customer - Valuable and differentiated Strategic - Whole product definition - Owns vision and roadmap - Beta programs - Portfolio management - Market plan realization - Manages product lifecycle Manage relationships with business - Bridges engineering and marketing ecosystem members Business Case development and realization - Coordinating internal value chain - Suppliers, partners, and 3rd party vendors Presents “needs” - Not the problem solver - Does not design features© 2012-2013 280 Group www.280group.com 31
    32. 32. Role of Product Marketing Marketing expert Supports sales - Competitive analysis - Demand generation - Ensures consistency of - Sales tools and training messages across media - Compelling reason to buy - Product pricing Guides marketing programs - Works with MarCom - Balance revenues with program costs Strategic - Positioning, value proposition, - Success in the market messaging, feature/benefits, - Launches new products and unique selling proposition on-going marketing© 2012-2013 280 Group www.280group.com 32
    33. 33. Product Manager vs. Product Marketer Product Management - Ensuring delivery of valuable customer-focused product Product Marketing Manager - Ensuring demand for the product in the marketplace Roles can vary by company - Smaller companies may combine roles - Larger companies usually have separate roles These are guidelines not absolutes© 2012-2013 280 Group www.280group.com 33
    34. 34. Agenda• Background• Seven Most Common Problems• How Great Product Management Solves TheseSeven Phase LifeCycle• Optimal Product Process• Nine Key Documents• How to Optimize at Your Company• Questions & Giveaway
    35. 35. Seven Phase LifeCycle™ Phase: Stage in the product lifecycle Gate: Critical decision point ending a phase, and starting the next Product LifeCycle: phases from conceive to retire One Phase Gate Conceive Plan Develop Qualify Launch Market RetireSource: AIPMM© 2012-2013 280 Group www.280group.com 35
    36. 36. Worldwide Standard Foundation Association of International Product Management & Marketing (AIPMM) Strategic partnership Further profession© 2012-2013 280 Group www.280group.com
    37. 37. Conceive Phase Brainstorm Generate ideas Prioritize Choose© 2012-2013 280 Group www.280group.com 37
    38. 38. Plan Phase Strategy Market Research Competitive Analysis Business Case Market Needs Product Description Roadmap© 2012-2013 280 Group www.280group.com 38
    39. 39. Develop Phase Engineering Tradeoffs Adjustments - Schedule - Feature - Plans© 2012-2013 280 Group www.280group.com 39
    40. 40. Qualify Phase Internal Beta Early Customer Minor Adjustments© 2012-2013 280 Group www.280group.com 40
    41. 41. Launch Phase Announcement Availability Exposure Ramp Revenues© 2012-2013 280 Group www.280group.com 41
    42. 42. Market Phase Ongoing Programs Measure ROI Optimize© 2012-2013 280 Group www.280group.com 42
    43. 43. Retire Phase End of Life New Version Obsolescence© 2012-2013 280 Group www.280group.com 43
    44. 44. Agenda• Background• Seven Most Common Problems• How Great Product Management Solves These• Seven Phase LifeCycleOptimal Product Process• Nine Key Documents• How to Optimize at Your Company• Questions & Giveaway
    45. 45. 280 Group Optimal Product Process™© 2012-2013 280 Group www.280group.com 45
    46. 46. Agenda• Background• Seven Most Common Problems• How Great Product Management Solves These• Seven Phase LifeCycle• Optimal Product ProcessNine Key Documents• How to Optimize at Your Company• Questions & Giveaway
    47. 47. Optimal Product Process Templates© 2012-2013 280 Group www.280group.com 47
    48. 48. Product Management LifeCycle Toolkit™ Nine core documents No duplication Every critical decision/analysis point covered High productivity Course foundation Continuous improvement© 2012-2013 280 Group www.280group.com
    49. 49. Agenda• Background• Seven Most Common Problems• How Great Product Management Solves These• Seven Phase LifeCycle• Optimal Product Process• Nine Key DocumentsHow to Optimize at Your Company• Questions & Giveaway
    50. 50. Applying Optimal Product Process Do a FULL assessment Process - Current - Gap analysis - Strengths - Weaknesses People - Skill set - Role clarity - Organization - Training - Certification(s) Tools - Standardized - Productivity - Continuous improvement© 2012-2013 280 Group www.280group.com 50
    51. 51. How the 280 Group Can Help Perform full assessment with recommendations Plan for implementing improvements: - Process - People - Tools Training & certifications Corresponding templates & tools Coaching/mentoring company/team/individuals© 2012-2013 280 Group www.280group.com 51
    52. 52. Upcoming Courses San Jose, CA Austin, TX McLean VA New York, NY Courses: - Optimal Product Management & Product Marketing - How to be a Phenomenal Product Manager - Agile Product Management Excellence & Certification Exam - Certified Product Manager Intensive Prep & Exam - Certified Product Marketing Manager Intensive Prep & Exam© 2012-2013 280 Group www.280group.com 52
    53. 53. Drawing • Optimal Product Process: http://tinyurl.com/freeoppbook • One copy of each book • Product Management LifeCycle Toolkit™ contact@280group.com (408) 834-7518© 2012-2013 280 Group www.280group.com 53
    54. 54. Optimal Product Management and Product MarketingTM Questions & Giveaway© 2012-2013 280 Group www.280group.com
    55. 55. Please Join Us Again! AIPMM Webinar Series: Friday Feb 1 INFORMING PRODUCT DECISIONS – HOW TO MOVE FASTER WITH LESS PROCESS http://aipmm.com/aipmm_webinars/ Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 3 days of Startup Innovation Training, Certification Credential & Conference San Francisco, CA PRODUCT INNOVATION LEADER STARTUP PRODUCT SUMMIT http://aipmm.myshopify.com/ startupproduct.com February 5 & 6, 2013 February 7, 2013 +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/© AIPMM 2013 @AIPMM http://www.aipmm.com

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