AIPMM Webinar Series

www.aipmm.com
© AIPMM 2014

www.aipmm.com
© AIPMM 2014

www.aipmm.com
The Hub Of All Things Product Management

Founded 1998, AIPMM has certified product team
professionals in nearly 70 countr...
Tweet!
Use
AIPMM:
ProdBOK®:

#AIPMM
#ProdBOK

Follow
Neil Baron:
Hector Del Castillo:
AIPMM:

@neiljbaron
@hmdelcastillo
@...
Participate and Win!
• Win a copy of the Guide to the Product
Management and Marketing Body of
Knowledge (ProdBOK®)

Avail...
Today’s Speaker
Moderator:

Hector Del Castillo, AIPMM
Presenter:

Neil Baron, Managing Director
Baron Strategic Partners
...
Myths That Kill Products and Careers

Presented By:
Neil Baron
Baron Strategic Partners
nbaron@baronstrategic.com
617.365....
“Value proposition is simply
another term for tag line”

© Baron Strategic Partners 2014
How Organizations Typically Work

Supply
Chain

Operations

Marketing

Human
Resources
R&D

Finance

Product
Sales

© Baro...
Products and Programs are Often Just Thrown
Over the “Wall”
Products

Development

Programs

Marketing
© Baron Strategic P...
4Vs of Value

Value Communication
Value Delivery
Value Proposition
Value Beneficiary
© Baron Strategic Partners 2014
The Four Vs in Action

© Baron Strategic Partners 2014
The Goal of Every Product

Profitably
deliver
superior value
to your
selected
customers

© Baron Strategic Partners 2014
Alignment- All Organizations Focus on
Delivering Customer Value
Operations

Sales

Marketing

Profitably
deliver
superior
...
You are the Quarterback

Your Value Proposition is Your Play
© Baron Strategic Partners 2014
More Than a Tag Line

Your value proposition is a compelling
promise and is the foundation for the
success of your product...
“We Have a Strong Value
Proposition”

© Baron Strategic Partners 2014
80%
© Baron Strategic Partners 2014
8%
© Baron Strategic Partners 2014
The BOPSAT Approach

© Baron Strategic Partners 2014
Cleaning Chemistry
Physical Properties (XeF2)
F

Xe

• White/Colorless Crystalline Powder
• MW=169.29, Density = 4.32kg/l,...
“I ran one of the most technically astute organizations in
the world. Vendors often tried to impress us with their
technic...
WHY?
© Baron Strategic Partners 2014
We Often Fail to Talk About Benefit Experiences
Beware the Curse of Knowledge

© Baron Strategic Partners 2014
© Baron Strategic Partners 2014
© Baron Strategic Partners 2014
Don’t Believe Your Own Hype
The only one who can judge your
VP is your target customer

Deep Understanding of Customer’s N...
Disappointing Revenues is the
Sales Team’s Fault

© Baron Strategic Partners 2014
A weak Value Proposition is
the #1 reason
sales people fail

© Baron Strategic Partners 2014
Complex B2B Sales

80%
Source: National Sales Executives Association

© Baron Strategic Partners 2014

>5
Most Give Up Too Early

82%
Source: National Sales Executives Association

© Baron Strategic Partners 2014

3
The Sales Follow-up Gap

•Unclear value proposition
•Limited proof points
•No stories to tell
•Ineffective sales training
...
93%
Of Senior Executives Don’t Think Sales
People are Prepared for the Call
© Baron Strategic Partners 2014
Do You Know the Magic
Question for Your Product?

© Baron Strategic Partners 2014
Saving Lives of People Who Wander (Autism, Alzheimer’s)

Source: www.LoJack.com/SafetyNet
© Baron Strategic Partners 2014
The Magic Question For Large City Police
“SafetyNet by LoJack provides technology that enables police
departments in citie...
Stop Blaming Sales
Product people need to give sales
people Magic Question, Value
Proposition, tools, talking points and
c...
Revenue Generation Process

Planning

Establish
Foundation

How ready
are we?

Identify
Target
Customer

Who do
we sell to...
Other Common Myths









It doesn’t take a lot of skill to talk to customers
Market testing of new products or id...
To Learn More


Contact Neil Baron






Neil’s FastCompany articles




http://www.fastcompany.com/user/neil-baron...
Q&A
Moderator:

Hector Del Castillo, AIPMM
Presenter:

Neil Baron, Managing Director
Baron Strategic Partners
nbaron@baron...
Upcoming Courses
Course & Location
Dates
ACPM® Certification Prep Course & Exam
San Jose, CA
Jan 24, 2014
McLean, VA
Mar 7...
Please Join Us Again!
The Missing P: Product
How to Be Consistently Cool, Calm and In Control

Jan 24th, 12 pm ET
Jan 31st...
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Myths That Will Harm Your Product and Your Career (and What to Do About Them)

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We all make assumptions about how to perform the role of product marketing or product management. Often, these assumptions are not based on facts or reality. In this presentation, we bust these common myths that can destroy products and product management and marketing careers.

About the Speaker:
Neil Baron, Managing Director, Baron Strategic Partners, is an internationally recognized expert on helping companies accelerate revenues from new technologies. Prior to starting his consulting firm, Neil was head of commercialization for a $150M division of a specialty chemical company. He has also held marketing, operations and sales positions at companies such as IBM, Sybase, Brooks Automation, Art Technology Group.

Neil is an expert contributor on the topic of Marketing Led Innovation for Fastcompany and is the author of the #1 Fastcompany article "What a Dead Squirrel Taught Me About Value Pricing."

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About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in nearly 70 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Call For Speakers: http://bit.ly/1b006vm
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LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
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Myths That Will Harm Your Product and Your Career (and What to Do About Them)

  1. 1. AIPMM Webinar Series www.aipmm.com © AIPMM 2014 www.aipmm.com
  2. 2. © AIPMM 2014 www.aipmm.com
  3. 3. The Hub Of All Things Product Management Founded 1998, AIPMM has certified product team professionals in nearly 70 countries World’s largest professional association for product management, product marketing, and brand management Provides globally recognized certifications: • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager • Certified Innovation Leader • Certified Brand Manager © AIPMM 2014 www.aipmm.com
  4. 4. Tweet! Use AIPMM: ProdBOK®: #AIPMM #ProdBOK Follow Neil Baron: Hector Del Castillo: AIPMM: @neiljbaron @hmdelcastillo @AIPMM © AIPMM 2014 www.aipmm.com
  5. 5. Participate and Win! • Win a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Available at Amazon.com, Keyword: ProdBOK © AIPMM 2014 www.aipmm.com
  6. 6. Today’s Speaker Moderator: Hector Del Castillo, AIPMM Presenter: Neil Baron, Managing Director Baron Strategic Partners nbaron@baronstrategic.com www.baronstrategic.com 617-365-3411 © AIPMM 2014 www.aipmm.com
  7. 7. Myths That Kill Products and Careers Presented By: Neil Baron Baron Strategic Partners nbaron@baronstrategic.com 617.365.3411 © Baron Strategic Partners 2014
  8. 8. “Value proposition is simply another term for tag line” © Baron Strategic Partners 2014
  9. 9. How Organizations Typically Work Supply Chain Operations Marketing Human Resources R&D Finance Product Sales © Baron Strategic Partners 2014
  10. 10. Products and Programs are Often Just Thrown Over the “Wall” Products Development Programs Marketing © Baron Strategic Partners 2014 Sales
  11. 11. 4Vs of Value Value Communication Value Delivery Value Proposition Value Beneficiary © Baron Strategic Partners 2014
  12. 12. The Four Vs in Action © Baron Strategic Partners 2014
  13. 13. The Goal of Every Product Profitably deliver superior value to your selected customers © Baron Strategic Partners 2014
  14. 14. Alignment- All Organizations Focus on Delivering Customer Value Operations Sales Marketing Profitably deliver superior value to your selected customers Product Management Finance R&D © Baron Strategic Partners 2014
  15. 15. You are the Quarterback Your Value Proposition is Your Play © Baron Strategic Partners 2014
  16. 16. More Than a Tag Line Your value proposition is a compelling promise and is the foundation for the success of your product or service Poll © Baron Strategic Partners 2014
  17. 17. “We Have a Strong Value Proposition” © Baron Strategic Partners 2014
  18. 18. 80% © Baron Strategic Partners 2014
  19. 19. 8% © Baron Strategic Partners 2014
  20. 20. The BOPSAT Approach © Baron Strategic Partners 2014
  21. 21. Cleaning Chemistry Physical Properties (XeF2) F Xe • White/Colorless Crystalline Powder • MW=169.29, Density = 4.32kg/l, Melting Point = ~135 °C • Contact with Atmosphere forms HF, just like BF3 • Vapor Pressure 0.5kPa (3.8 torr) @ 21 °C F Advantages • 1000 Vapor Pressure (Torr) Calculated Vapor Pressure of XeF2 100 • 10 1 • 0.1 -10 0 10 20 30 40 50 60 70 Temperature (C) 80 90 100 Stable, solid compound • Ease of handling, packaging, delivery • High density fluorine source, safer than F2 Suitable vapor pressure • Can use a simple, pressure-based, delivery system • Sub-atmospheric for enhanced safety Strong fluorinating agent  volatile fluorides of As, P, B, Si, W etc. 110 © Baron Strategic Partners 2014
  22. 22. “I ran one of the most technically astute organizations in the world. Vendors often tried to impress us with their technical wizardry. Often, we had no idea what they were talking about. I would much prefer that a vendor describe how their offering would help me meet my business goals.” Richard E Hanson Former VP Engineering General Dynamics © Baron Strategic Partners 2014
  23. 23. WHY? © Baron Strategic Partners 2014
  24. 24. We Often Fail to Talk About Benefit Experiences Beware the Curse of Knowledge © Baron Strategic Partners 2014
  25. 25. © Baron Strategic Partners 2014
  26. 26. © Baron Strategic Partners 2014
  27. 27. Don’t Believe Your Own Hype The only one who can judge your VP is your target customer Deep Understanding of Customer’s Needs Poll © Baron Strategic Partners 2014
  28. 28. Disappointing Revenues is the Sales Team’s Fault © Baron Strategic Partners 2014
  29. 29. A weak Value Proposition is the #1 reason sales people fail © Baron Strategic Partners 2014
  30. 30. Complex B2B Sales 80% Source: National Sales Executives Association © Baron Strategic Partners 2014 >5
  31. 31. Most Give Up Too Early 82% Source: National Sales Executives Association © Baron Strategic Partners 2014 3
  32. 32. The Sales Follow-up Gap •Unclear value proposition •Limited proof points •No stories to tell •Ineffective sales training Sales Team Customer Attention Where Deals Go To Die © Baron Strategic Partners 2014
  33. 33. 93% Of Senior Executives Don’t Think Sales People are Prepared for the Call © Baron Strategic Partners 2014
  34. 34. Do You Know the Magic Question for Your Product? © Baron Strategic Partners 2014
  35. 35. Saving Lives of People Who Wander (Autism, Alzheimer’s) Source: www.LoJack.com/SafetyNet © Baron Strategic Partners 2014
  36. 36. The Magic Question For Large City Police “SafetyNet by LoJack provides technology that enables police departments in cities such as Philadelphia, Boston and Miami to find missing persons with cognitive disabilities in 30 minutes or less. Would you like to learn more?” © Baron Strategic Partners 2014
  37. 37. Stop Blaming Sales Product people need to give sales people Magic Question, Value Proposition, tools, talking points and context so they can add value to their customers © Baron Strategic Partners 2014
  38. 38. Revenue Generation Process Planning Establish Foundation How ready are we? Identify Target Customer Who do we sell to? Executing Profile Customer Needs Formulate Value Proposition What are their concerns? Why buy from us? © Baron Strategic Partners 2014 Align Delivery Systems How do we deliver promised value? Mobilize to Execute What are the tactics to drive profitable revenue?
  39. 39. Other Common Myths       It doesn’t take a lot of skill to talk to customers Market testing of new products or ideas doesn’t require a lot of planning BOPSAT is the best way to prioritize investments If there are clear benefits, technology will succeed It is better to wait until the roadmap is completed before sharing it with others Our sales people are idiots because they don’t invite me to meet with their customers © Baron Strategic Partners 2014
  40. 40. To Learn More  Contact Neil Baron     Neil’s FastCompany articles   http://www.fastcompany.com/user/neil-baron The Optimal Way to Innovate   nbaron@baronstrategic.com 781-444-1289 www.baronstrategic.com http://www.pragmaticmarketing.com/resources/the-optimal-wayto-innovate Four Step Process to Launch New Products  http://www.bizjournals.com/boston/blog/mass-hightech/2009/05/4-step-marketing-process-to-launch.html © Baron Strategic Partners 2014
  41. 41. Q&A Moderator: Hector Del Castillo, AIPMM Presenter: Neil Baron, Managing Director Baron Strategic Partners nbaron@baronstrategic.com www.baronstrategic.com 617-365-3411 © AIPMM 2014 www.aipmm.com
  42. 42. Upcoming Courses Course & Location Dates ACPM® Certification Prep Course & Exam San Jose, CA Jan 24, 2014 McLean, VA Mar 7, 2014 CPM® Certification Prep Course & Exam San Jose, CA McLean, VA Jan 20-21, 2014 Mar 3-4, 2014 CPMM® Certification Prep Course & Exam San Jose, CA Jan 22-23, 2014 McLean, VA Mar 5-6, 2014 Days Time F F 8:30 am – 5 pm 8:30 am – 5 pm T, W M,T 8:30 am – 5 pm 8:30 am – 5 pm W, Th 8:30 am – 5 pm W, Th 8:30 am – 5 pm Follow the links above for more information, or contact: certification@aipmm.com. © AIPMM 2013
  43. 43. Please Join Us Again! The Missing P: Product How to Be Consistently Cool, Calm and In Control Jan 24th, 12 pm ET Jan 31st, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Announcements: http://www.aipmm.com/subscribe Call For Speakers: http://www.boldpm.com/call_for_speakers LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ © AIPMM 2013

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