The Resurgence of Product Management Note – this intent of this presentation is to provide a high level glance at a critical area related to product and marketing management.

Topics Business and market trends Reasons for product failure Organizational issues The importance of product management The Product Management Life Cycle Model Skills needed to avoid failure Things to think about

Business and market trends

Reasons for product failure

Organizational issues

The importance of product management

The Product Management Life Cycle Model

Skills needed to avoid failure

Things to think about

Business and market trends Mergers Downsizings Restructuring Global business complexity Product failures

Mergers

Downsizings

Restructuring

Global business complexity

Product failures

Reasons why products fail Not strategically important to the firm Industry and competitive factors not understood Customer needs not understood Benefits sought by customers not understood Poorly conceived Business Cases and financial models Improperly positioned ‘me-too’ products Poorly promoted, distribution issues, and improperly priced Poor execution, unclear roles & responsibilities

Not strategically important to the firm

Industry and competitive factors not understood

Customer needs not understood

Benefits sought by customers not understood

Poorly conceived Business Cases and financial models

Improperly positioned ‘me-too’ products

Poorly promoted, distribution issues, and improperly priced

Poor execution, unclear roles & responsibilities

Organizational issues Loss of critical business and market sensing expertise Lack of mentoring and coaching for new people Too much churn in middle/upper-middle management

Loss of critical business and market sensing expertise

Lack of mentoring and coaching for new people

Too much churn in middle/upper-middle management

Product management is critical Products are the life blood of the company A common, holistic methodology is needed to view product life cycles from beginning-to- end Product management is part of a company’s business model Product management is not just about the job of a product manager

Products are the life blood of the company

A common, holistic methodology is needed to view product life cycles from beginning-to- end

Product management is part of a company’s business model

Product management is not just about the job of a product manager

Product Management Life Cycle Model Provides a complete picture A clear framework is needed to guide product planning, development, launching, and post-launch management This holistic view helps stakeholders understand what has to be done and when It sets up a method to clarify roles and responsibilities across the entire life cycle New Product Planning New Product Introduction Post-Launch Product Management Concept - Idea Definition - Describe Development - Create Launch - Introduce Strategic Management - Grow – Mature – Decline – Exit Feasibility - Assess DCP DCP DCP MDP MDP

A clear framework is needed to guide product planning, development, launching, and post-launch management

This holistic view helps stakeholders understand what has to be done and when

It sets up a method to clarify roles and responsibilities across the entire life cycle

Critical skills needed to avoid failure These are the best practices Strategic planning Market research Segmentation Value modeling Justifying investments Positioning Marketing mix management Leadership

Strategic planning

Market research

Segmentation

Value modeling

Justifying investments

Positioning

Marketing mix management

Leadership

Things to think about Examining the importance of product management in your company Clearly understanding the skills and experiences needed to create an organization focused on strategically important and financially viable products

Examining the importance of product management in your company

Clearly understanding the skills and experiences needed to create an organization focused on strategically important and financially viable products

Sequent Learning Networks Training and advisory services focusing on: Product management Product development Product marketing Marketing management Scheduled and on-site instructor led programs Robust curriculum platform for rapid curriculum development, customization, or pre-existing courses Action-based, facilitated and/or guided instruction Web-based tutorials Templates and tools Marketing Plan, Launch Plan, Business Case, Product Strategy, etc. www.sequentlearning.com/templates.php International clientele Contact: www.sequentlearning.com +1 212.647.9100 [email_address]

Training and advisory services focusing on:

Product management

Product development

Product marketing

Marketing management

Scheduled and on-site instructor led programs

Robust curriculum platform for rapid curriculum development, customization, or pre-existing courses

Action-based, facilitated and/or guided instruction

Web-based tutorials

Templates and tools

Marketing Plan, Launch Plan, Business Case, Product Strategy, etc.

www.sequentlearning.com/templates.php

International clientele

Contact:

www.sequentlearning.com

+1 212.647.9100

[email_address]