Aligning Your Organization with Strategic Product Management

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Aligning Your Organization with Strategic Product Management
by Barbara Nelson at SVPMA Monthly Event January 2006

Published in: Business, Technology
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Aligning Your Organization with Strategic Product Management

  1. 1. Align the Organization with Strategic Product Management January 4, 2006 Barbara Nelson, Pragmatic Marketing bnelson@PragmaticMarketing.com 1 2© 1993-2006 Pragmatic Marketing, Inc. 1
  2. 2. Portfolio strategy matrix Existing New New New Products Options Technology Products Existing Customers Competitors Customers New Customers New Markets 3 Plot key initiatives Existing New New New Products Options Technology Products Existing Customers today ? ? ? Competitors Customers ? ? ? ? New Customers ? ? ? ? New Markets ? ? ? ? 4© 1993-2006 Pragmatic Marketing, Inc. 2
  3. 3. Is everyone aligned? Existing New New New Products Options Technology Products Existing Dev Dev Customers Sales Execs PM PM Competitors Customers Sales Marketing Sales New Customers PM Marketing PM New Marketing Markets Sales Sales Dev Execs 5 Vital few versus compelling many Existing New New New Products Options Technology Products Existing Customers Competitors Customers New Customers New Markets What’s missing? 6© 1993-2006 Pragmatic Marketing, Inc. 3
  4. 4. Portfolio strategy matrix Existing New New New Products Options Technology Products Existing Customers Competitors Customers New Customers New Markets 7 Common Challenges 8© 1993-2006 Pragmatic Marketing, Inc. 4
  5. 5. Existing markets Distracted by new markets before penetrating existing markets Challenging a market leader to a drag race without enough resources Market opportunity not big enough Assuming existing markets are ready for innovations 9 New technology Existing customers Takes too long to make products backward compatible Customers don’t move on your time schedule Technology doesn’t provide incremental revenue New customers Don’t always need everything existing customers need Some “requirements” are buying criteria, not using criteria Over engineered compared to value delivered 10© 1993-2006 Pragmatic Marketing, Inc. 5
  6. 6. New markets Sometimes deal-driven Existing products don’t always fit new markets Existing sales channel can’t always sell into new markets New product in a new market is riskiest 11 Alignment Requires Choices 12© 1993-2006 Pragmatic Marketing, Inc. 6
  7. 7. Market focus drives product strategy Problems Goals Personas Market Segments Distinctive Competence 13 For each initiative What problem does it solve for the market? Urgent Pervasive Willing to pay What is the scope to build it? How will you market it? How will you sell it? 14© 1993-2006 Pragmatic Marketing, Inc. 7
  8. 8. Product strategy driven by the market Existing New New New Products Options Technology Products Existing Customers Competitors Customers New Customers New Markets 15 What it takes from you to drive strategy Leadership Market facts Facilitation skills Excellent communication skills Ability to execute Confidence Courage 16© 1993-2006 Pragmatic Marketing, Inc. 8
  9. 9. Live the grid Business Marketing Positioning Case Plan Distinctive Market Sales Customer Pricing Competence Sizing Process Acquisition Market Product Buy, Build Market Customer Research Performance or Partner Requirements Retention Market Operational Product Product Launch Problems Metrics Portfolio Roadmap Plan Strategic Tactical Market Quantitative Product Product Program Sales Channel Analysis Analysis Strategy Planning Strategy Readiness Support Technology Win/Loss User Buyer Channel Presentations Innovation Assessment Analysis Personas Personas Training & Demos Competitive Success Collateral & “Special” Use Scenarios Analysis Stories Sales Tools Calls Release Thought White Event Milestones Leaders Papers Support Lead Competitive Answer Generation Write-Up Desk 17 About Pragmatic Marketing, Inc. Experts in technology product management and product marketing Specialize in training and consulting Since 1993, we have trained over 30,000 people at thousands of companies Visit us www.PragmaticMarketing.com www.ProductMarketing.com 18© 1993-2006 Pragmatic Marketing, Inc. 9

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