October 3, 2012               AIPMM Webinar Series                   www.aipmm.com© AIPMM 2012
© AIPMM 2012   http://www.aipmm.com
Today’s Speakers   Moderator:     Cindy F. Solomon, CPM, CPMM       Host, Global Product Management Talk       Monthly Sta...
FEATURED PRESENTATION© AIPMM 2012                http://www.aipmm.com
Optimal Product Management and Product MarketingTM        Brian Lawley        280 Group CEO & Founder        How Product M...
Housekeeping  • Questions  • Slides: www.280group.com/product-management-importance.pdf  • Giveaways at end      – Product...
Optimal Product Process Book!-   Everyone Gets a Copy-   Please share!-   http://tinyurl.com/freeoppbook-   Seven Phase Pr...
280 Group Website Resources© AIPMM 2012                     •                8
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 profits ...
Why The 280 Group?© AIPMM 2012                                    11
280 Group Clients© AIPMM 2012
Product & Services        Product                                                                      Toolkits           ...
Agenda• BackgroundSeven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycle•   Opti...
Product Failure Statistics               Succee                 d                               • 30% fail because of a po...
Why Products FailWrong Product                                  Ineffective Marketing• Didn’t meet market needs           ...
7 Common Problems 280 Group Sees at Companies• Data collection:     – Hundreds of companies     – Fourteen years     – All...
1. Wrong Products and/or Features• Lack of clarity on market & customer needs• Products that customers don’t want/won’t pa...
2. Whole Product Not Delivered     – No one in charge of all elements     – Each group optimizes for their own goals     –...
3. Lack of Alignment• Confusion about target customer/market• Executives/Sales/Marketing/Engineering pursue  different age...
4. Process: None, Too Much or                               Confusion     Repeatability                                   ...
5. Lack of Product Leadership•   Not clear where the buck stops•   Suboptimal decisions•   Product design by committee•   ...
6. Tactical Reaction vs. Strategic Plans•   No one in charge driving strategy•   Day to day fire drills consume employee’s...
7. Lack of Role Clarity•   Democracy•   Stress•   Wasted time•   Politics•   Products suffer© AIPMM 2012                  ...
Agenda• Background• Seven Most Common ProblemsHow Great Product Management Solves These•   Seven Phase LifeCycle•   Optima...
Unique Position• Central point of  communication                                                   Sales• Drive the vision...
Role: Product Management• Market expert                       • Feature, schedule, and cost     – Customer and market rese...
Role of Product Marketing• Marketing expert              • Supports sales     – Competitive analysis       – Demand genera...
Product Manager vs. Product Marketer• Product Management     – Ensuring delivery of valuable customer-focused       produc...
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    st...
Worldwide Standard Foundation         • Association of International Product           Management & Marketing (AIPMM)     ...
Conceive Phase        •   Brainstorm        •   Generate ideas        •   Prioritize        •   Choose© AIPMM 2012        ...
Plan Phase        •   Strategy        •   Market Research        •   Competitive Analysis        •   Business Case        ...
Develop Phase        • Engineering        • Tradeoffs        • Adjustments               – Schedule               – Featur...
Qualify Phase        •   Internal        •   Beta        •   Early Customer        •   Minor Adjustments© AIPMM 2012      ...
Launch Phase        •   Announcement        •   Availability        •   Exposure        •   Ramp Revenues© AIPMM 2012     ...
Market Phase        • Ongoing Programs        • Measure ROI        • Optimize© AIPMM 2012                         38
Retire Phase        • End of Life        • New Version        • Obsolescence© AIPMM 2012                            39
Agenda•   Background•   Seven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycleOp...
280 Group Optimal Product Process™© AIPMM 2012                                        41
Agenda•   Background•   Seven Most Common Problems•   How Great Product Management Solves These•   Seven Phase LifeCycle• ...
Optimal Product Process Templates© AIPMM 2012                                      43
Product Management LifeCycle Toolkit™•   Nine core documents•   No duplication•   Every critical decision/analysis point c...
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     –   Strengths    ...
How the 280 Group Can Help• Perform full assessment with recommendations• Plan for implementing improvements:     – Proces...
Upcoming Courses•   San Jose, CA•   Austin, TX•   McLean VA•   New York, NY•   Toronto, Canada•   Europe•   Courses:      ...
Drawing  • Optimal Product Process: http://tinyurl.com/freeoppbook  • One copy of each book  • Product Management LifeCycl...
Optimal Product Management and Product MarketingTM        Questions & Giveaway© 2012 280 Group www.280group.com
Please Join Us Again!   AIPMM Webinars   Oct 12   From Idea to Reality with Glen Lipka,VP UX, Marketo   Oct 19   Developin...
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AIPMM Webcast: Importance & Role Of Product Management To Your Company's Success

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Speaker: Brian Lawley, 280group
What key factors must be present to build insanely great products
Why Products Fail 70% to 90% of the time and what to do about it
The role of Product Management and Product Marketing
What are the foundations (process, people and information) a company must provide, to build insanely great products and services

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
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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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Transcript of "AIPMM Webcast: Importance & Role Of Product Management To Your Company's Success"

  1. 1. October 3, 2012 AIPMM Webinar Series www.aipmm.com© AIPMM 2012
  2. 2. © AIPMM 2012 http://www.aipmm.com
  3. 3. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Host, Global Product Management Talk Monthly Startup Product Talks Annual Startup Product Summit Twitter: @cindyfsolomon @prodmgmttalk @startupproduct Presenter: Brian Lawley, CEO and Founder of the 280 Group© AIPMM 2012 @AIPMM #prodmgmt http://www.aipmm.com
  4. 4. FEATURED PRESENTATION© AIPMM 2012 http://www.aipmm.com
  5. 5. Optimal Product Management and Product MarketingTM Brian Lawley 280 Group CEO & Founder How Product Management Can Make or Break Your Company© 2012 280 Group www.280group.com
  6. 6. Housekeeping • Questions • Slides: www.280group.com/product-management-importance.pdf • Giveaways at end – Product Management LifeCycle Toolkit™ – One copy of each book© AIPMM 2012 6
  7. 7. Optimal Product Process Book!- Everyone Gets a Copy- Please share!- http://tinyurl.com/freeoppbook- Seven Phase Product LifeCycle- CPM materials© AIPMM 2012 7
  8. 8. 280 Group Website Resources© AIPMM 2012 • 8
  9. 9. 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
  10. 10. Helping companies deliver products that delight their ™ customers and produce massive profits Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books© AIPMM 2012
  11. 11. Why The 280 Group?© AIPMM 2012 11
  12. 12. 280 Group Clients© AIPMM 2012
  13. 13. 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 Manager - Developer • Market Research • Competitive Research Course Offerings: PM Office: • Voice of the Customer • Vision - Optimal PM & PMM - Standard • Conceive - Phenomenal PM - Pro • Business Case - Agile PM Excellence • Market Strategy - CPM Intensive Books: • Requirements - Social Media Marketing - Agile • Prioritizing - Phenomenal • Road mapping - Excellent • Pricing - 42 Rules • Forecasting - Optimal Product • Metrics • Beta Process • Marketing • End of Life PM Portal • Agile 1 3© AIPMM 2012
  14. 14. 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
  15. 15. Product Failure Statistics Succee d • 30% fail because of a poor value proposition • 70% fail because of poor customer requirements Fail© AIPMM 2012 15
  16. 16. Why Products FailWrong 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 customersPoor 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 • Rush to failure (Quality, Technology, Usability)© AIPMM 2012 16
  17. 17. 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© AIPMM 2012 17
  18. 18. 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© AIPMM 2012 18
  19. 19. 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© AIPMM 2012 19
  20. 20. 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© AIPMM 2012 20
  21. 21. 4. Process: None, Too Much or Confusion Repeatability Optimizing •Causal analysis and Measured resolution •Identify and deploy •Performance goals process improvements Defined measured for process and projects •Organizational process Managed defined •Product integration •Project process •Integrated project Ad hoc defined management •Requirements •Validation/Verification •Unpredictable Management •Reactive •Quality assurance •Heroics •Still tends to be reactive Efficiency © AIPMM 2012Source: Carnegie Mellon SEI CMMI 21
  22. 22. 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© AIPMM 2012 22
  23. 23. 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© AIPMM 2012 23
  24. 24. 7. Lack of Role Clarity• Democracy• Stress• Wasted time• Politics• Products suffer© AIPMM 2012 24
  25. 25. 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
  26. 26. Unique Position• Central point of communication Sales• Drive the vision & Press/Analysts Customers strategy Marketing Support• Whole product• Roadmap/requiremen Engineering PM Channel ts Partners Operations• Lead all groups Executives© AIPMM 2012 26
  27. 27. Role: Product Management• Market expert • Feature, schedule, and cost – Customer and market research tradeoffs – Identifies customer needs – Minimum Viable Product – Voice of the customer • Brings products to market• Strategic – Valuable and differentiated – Owns vision and roadmap – Whole product definition – Portfolio management – Beta programs – Manages product lifecycle – Market plan realization – Bridges engineering and • Manage relationships with marketing business ecosystem members• Business Case development and – Coordinating internal value realization chain• Presents “needs” – Suppliers, partners, and 3rd party vendors – Not the problem solver – Does not design features© AIPMM 2012 27
  28. 28. Role of Product Marketing• Marketing expert • Supports sales – Competitive analysis – Demand generation – Sales tools and training – Ensures consistency of – Compelling reason to messages across media buy – Product pricing • Guides marketing – Works with MarCom programs – Balance revenues with• Strategic program costs – Success in the market – Positioning, value – Launches new products proposition, messaging, feature/benefits, unique and on-going marketing selling proposition© AIPMM 2012 28
  29. 29. 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© AIPMM 2012 29
  30. 30. 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
  31. 31. 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 © AIPMM 31
  32. 32. Worldwide Standard Foundation • Association of International Product Management & Marketing (AIPMM) • Strategic partnership • Further profession© AIPMM 2012
  33. 33. Conceive Phase • Brainstorm • Generate ideas • Prioritize • Choose© AIPMM 2012 33
  34. 34. Plan Phase • Strategy • Market Research • Competitive Analysis • Business Case • Market Needs • Product Description • Roadmap© AIPMM 2012 34
  35. 35. Develop Phase • Engineering • Tradeoffs • Adjustments – Schedule – Feature – Plans© AIPMM 2012 35
  36. 36. Qualify Phase • Internal • Beta • Early Customer • Minor Adjustments© AIPMM 2012 36
  37. 37. Launch Phase • Announcement • Availability • Exposure • Ramp Revenues© AIPMM 2012 37
  38. 38. Market Phase • Ongoing Programs • Measure ROI • Optimize© AIPMM 2012 38
  39. 39. Retire Phase • End of Life • New Version • Obsolescence© AIPMM 2012 39
  40. 40. 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
  41. 41. 280 Group Optimal Product Process™© AIPMM 2012 41
  42. 42. 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
  43. 43. Optimal Product Process Templates© AIPMM 2012 43
  44. 44. Product Management LifeCycle Toolkit™• Nine core documents• No duplication• Every critical decision/analysis point covered• High productivity• Course foundation• Continuous improvement© AIPMM 2012
  45. 45. 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
  46. 46. 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© AIPMM 2012 46
  47. 47. 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© AIPMM 2012 47
  48. 48. Upcoming Courses• San Jose, CA• Austin, TX• McLean VA• New York, NY• Toronto, Canada• Europe• Courses: – Optimal Product Management & Product Marketing – Certified Product Manager Intensive Prep & Exam – Agile Product Management Excellence© AIPMM 2012 48
  49. 49. Drawing • Optimal Product Process: http://tinyurl.com/freeoppbook • One copy of each book • Product Management LifeCycle Toolkit™ contact@280group.com (408) 834-7518© AIPMM 2012 49
  50. 50. Optimal Product Management and Product MarketingTM Questions & Giveaway© 2012 280 Group www.280group.com
  51. 51. Please Join Us Again! AIPMM Webinars Oct 12 From Idea to Reality with Glen Lipka,VP UX, Marketo Oct 19 Developing A Compelling Business Case Product Talk Podcast & Twitter Chat #ProdMgmtTalk Mondays Oct 15 Teresa Torres on Writing User Stories Listen http://www.blogtalkradio.com/prodmgmttalk More http://www.prodmgmttalk.com 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 2012 @AIPMM http://www.aipmm.com

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