LICENSE TO BECOME A PM Pinkesh Shah, CISSP CEO Adaptive Marketing 1
Role of a PMBeyond requirements analysis¨ CEO for the product¨ Talk about customers and their problems as opposed to company and their products¨ Master Orchestrator of the “Value Journey” that works with cross functional teams Finding compelling, competitive and profitable solutions to market problems
Career Path for a PM - Title SVP/GM VP PM Director PM Group PM CEO Sr. PM Product PM Portfolio BU APM/ TPM Owner Owner Product Line Product Owner Business Product Owner Product Features Module Owner Owner3
Lots to consider Addressable market New Competencies M&AFleeting or lasting? Market Size Core New Routes to Competencies MarketCustomer Pain - Size Sales / Support Investments Can I make money Big Fish in Small Pond? with it? DirectWillingness to Pay Competitors Resource Target Customer Competitors Types Substitutes Target Segments Positioning Switching costs Timing Organizational Appetite Barriers to entry
Progression Accelerators ¨ Business Credentials (MBA/Certifications) ¨ Stakeholder Feedback ¨ Successful product launches ¨ Profitability Targets ¨ Team building ¨ II (Influentiality Index) ¨ Demonstrable knowledge of full spectrum “productizing” process Accelerators have a different effect at every stage6
“Productizing” Process Creating Communicatin Value g Value• Customer • Value • Value Value • Define based • Positioning Channels Modeling products Pricing Value Network Prop Understanding Capturing Delivering Value Value Value Value Management = Product Management Market Strategic Product Go To Sales Analysis Planning Planning Market Enablement Choosing to Building Building it Marketing it Selling Build Profitably right right effectively7
Creating Communicatin • Customer Value • Value g Value • Value Value • Define based • Positioning Channels Modeling products Pricing Value Network Prop Understanding Capturing Delivering Value Value Value Adaptive Productizing FrameworkTM Market Strategic Product Go To Sales Analysis Planning Planning Market Support Building ProfitablyChoosing to Build Selling effectively Marketing it right Value Product Collaterals & Building it right Target Requirements Research & Market Sizing Positioning Sales Tools Analytics Product Line Product Economics Routes to Lead Gen & Resources & Strategy market PreSales Competency Personas & Buy/Build/ Scenarios Marketing Channel & Competitive Partner Plan Sales Analysis Market Training Pricing & Acceptance Launch Win/Loss Packaging Planning Plan Evangelism Analysis Thought Business Product Customer Performance Leadership Model & Plan Roadmap Acquisition Analysis Revenue
5 Compelling Reasons for MBA/Certs 1. Whether you like it or not, it’s a filtering criteria 2. Good training/MBA will actually teach you frameworks for solving most product challenges 3. It allows you to speak the business language, terminology helps with credibility 4. If you are techie this is one of the fastest ways to become a generalist 5. It allows you to learn how to learn!9
Tips ¨ Understand your assets/strengths ¨ Augment yourself with as many “Accelerators” as feasible ¨ Benchmark success in your organization ¨ Improve your “terminology” vocabulary before you develop deeper expertise ¨ For PMs with technology background its important to become a generalist MBA/Certification – in some cases its necessary but in most cases wont be sufficient10
Email firstname.lastname@example.org “Adaptive marketing” Training schedule, resources/updates at www.adaptivemarketing.in11
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