PMG Oct 2012 Cross Functional Team Leadership

743 views
609 views

Published on

This PMG session will review cross-functional team dynamics, leadership styles and the functional leadership required to lead Sales, Development, Quality, Service and Executive stake holders in propelling your product to a greater level of success.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
743
On SlideShare
0
From Embeds
0
Number of Embeds
50
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

PMG Oct 2012 Cross Functional Team Leadership

  1. 1. Cross-Functional Teams:A Leadership Role for Product Management This PMG session will review cross-functional team dynamics, leadership styles and the functional leadership required to lead Sales, Development, Quality, Service and Executive stake holders inpropelling your product to a greater level of success. October 2012 - BCTIA - Product Management Group - Presenter / FacilitatorDerek Pettingale – Product Marketing Manager, Schneider Electric Solar Business
  2. 2. Next Event Pragmatic Marketing John Milburn will be our guest speaker 5-7pm, Tuesday November 13, 2012Event will be at ACL Services, 1550 Alberni St October 2012 - BCTIA - Product Management Group - Presenter / FacilitatorDerek Pettingale – Product Marketing Manager, Schneider Electric Solar Business
  3. 3. The goal of the Product Management Group is to promote and enhance theprofession of Product Management in BC’s technology industry. The BCTIAwith Members of the Product Management Group work collaboratively to:• Promote Product Management as a recognized discipline• Encourage the sharing of best practices in a non-competitive environment• Provide networking and peer building opportunities for product managersProduct Management Group events are open to product managers, productmarketing managers or those responsible for product management in theirorganization. Attendees must work for a BCTIA member company in anytechnology sector, whose core business is the development and/ordistribution of technology-based products or services.
  4. 4. General Leadership CharacteristicsModel the Way – It’s the leader’s behavior that wins him respectInspire a Shared Vision – Visions and dreams…leaders speak their constituents language, understand their needs and have their interests at heart.Challenge the Process – Leaders venture out, learn, innovate, recognize and support.Enable Others to Act – Leaders foster collaboration, make people strong and build trust.Encourage the Heart – Leaders encourage with dramatic actions and simple acts. The Leadership Challenge - 3rd Ed. Kouzes Posner
  5. 5. Typical Product Manager’s Leadership Challenge• Taking responsibility without authority• Making unpopular decisions while preserving relationships• Tactical task overload vs. the need for proactive (strategic) work• Generating enthusiasm while taking criticism
  6. 6. Additionally a PM’s Positional Authority is Typically LowBut the responsibility for your product line is neither shared nor conditionalTherefore taking responsibility for your product line requires the ability to garner authority beyond your position’s direct authority through…Great Product Knowledge – Not really, having the right answer and a good argument is not enoughUnderstanding Market Problems – Yes, and defining them in ways that can be solved profitablyInfluencing Others – Yes, By managing relationships, with good people and conflict resolution skills, and by inspiring, delegating, enabling, establishing trust…
  7. 7. Establishing Authority and the Right to LeadershipBy Understanding Market Problems… – Market Information: Win Loss Reviews, Competitive Analysis, Technology Analysis – Strategy: Defining the Market and its Channels, Defining a Winning Product portfolio… Product Managers Will Be Able to Establish with Expert Authority – Product Road Map, Business Plan, Positioning, Market Requirements – Launch Plans, Sales Training, Collateral Tools, Demos, Presentations… And Lead By Understanding the Product Marketing Process… Market → Strategy → Business → Planning → Programs → Pre Launch → Post Launch Understand Your Market and Know Your Craft.
  8. 8. You are the Messenger for the Market – So Stop SellingDiscover, Ask Questions, Listen, Clarify and Listen Some More… – Customers / Lost Opportunities – Why? – Why are the Potentials not even looking? – What are the Prospects looking at now? Why? – What are the competitors offering? Why?Look Outside the Building – Trade Shows /Conferences – Ask Questions and Visit with Competitors – On site interviews / Win / Loss – You must write it down – Focus Groups / Advisory Groups – Results must be recorded – Secondary Research – You must actually read it!Validate and Establish Facts – Facts Outmuscle Opinion and Will Trump Organizational Hierarchy – Surveys and Conjoint Analysis – Gather Data and Rank Options – Offer Experiments – Tests Market Interest
  9. 9. What Product Management Owns and Where it Must Provide Leadership Market Place 1-Win Loss Analysis 5-External Product Roadmap 6-Requirements 7-Positioning 8-Buying Process Development Marcom Sales 2-Business Proposal 3-Business Plan 4-Product Roadmap Executives
  10. 10. Typical Product Management Leadership During Product Development and Launch StagesUsually… By Trying to Support Established “Functional Teams” – Attend Functional department meetings promoting support for… – Development, Marketing, Sales, Support – Narrow mandate based on function – Functional team is the domain of the Functional Manager – Functional leaders may not buy into carrying some of the responsibility – Product Manager is only one with complete pictureImprove… By Establishing and Leading a “Cross-functional Team”
  11. 11. Where Could Product Management Improve Leadership? Product Lifecycle ManagementHow… By Establishing and Leading a “Cross-functional Team” – Standing Team Supporting the Lifecycle Management of the Whole Solution – Technology, marketing, sales, support, professional services, production, localization… – Broader Mandate than Development or Launch Team – Product Manager will continue to communicate across the organization – Cross-functional team members will carry some of the responsibility – Assembling a cross-functional team and leading with market facts is the domain of the Product Manager
  12. 12. Resourceswww.pragmaticmarketing.comSearch: Cross Functional Teamhttp://www.pragmaticmarketing.com/resources/categories/leadershipReview: Resource Category on LeadershipView: Pragmatic Marketing FrameworkBook: The Leadership Challenge - 3rd Ed. Kouzes Posner
  13. 13. Questions Discussion Comments October 2012 - BCTIA - Product Management Group - Presenter / FacilitatorDerek Pettingale – Product Marketing Manager, Schneider Electric Solar Business
  14. 14. Next Event Pragmatic Marketing John Milburn will be our guest speaker 5-7pm, Tuesday November 13, 2012Event will be at ACL Services, 1550 Alberni St October 2012 - BCTIA - Product Management Group - Presenter / FacilitatorDerek Pettingale – Product Marketing Manager, Schneider Electric Solar Business

×