Your SlideShare is downloading. ×
0
WHEN THE TAIL WAGS THE DOG!WHEN THE TAIL WAGS THE DOG!                  John Mansour                     ZIGZAG Marketing ...
WHEN THE TAIL WAGS THE DOG!How Does It Happen?      Development                                               Customer    ...
WHEN THE TAIL WAGS THE DOG!               Taking Control1.   Balance your team2.   Spread the knowledge3.   Have a complet...
WHEN THE TAIL WAGS THE DOG!1. BALANCE YOUR TEAM                 ZIGZAG Marketing                        TM               H...
BALANCE YOUR TEAM             A Balanced Product Team   Plan               Design & Build                                M...
BALANCE YOUR TEAM                 Headcount Vs. Roles                                   1 Person – 4 Roles                ...
BALANCE YOUR TEAM                 Headcount Vs. Roles                                   2 People – 4 Roles                ...
BALANCE YOUR TEAM                 Headcount Vs. Roles                                   2 People – 4 Roles                ...
BALANCE YOUR TEAM                 Headcount Vs. Roles                                   3 People – 4 Roles                ...
BALANCE YOUR TEAM                 Headcount Vs. Roles                                   4 People – 4 Roles                ...
BALANCE YOUR TEAM                 Headcount Vs. Roles                                   4 People – 4 Roles                ...
WHEN THE TAIL WAGS THE DOG!2. SPREAD THE KNOWLEDGE                   ZIGZAG Marketing                        TM           ...
SPREAD THE KNOWLEDGE       Internal TrainingSales & MARCOMSeminar DemoPre-Sales & Product MarketingSeminar Demo           ...
WHEN THE TAIL WAGS THE DOG!3. HAVE A COMPLETE STRATEGY                    ZIGZAG Marketing                        TM      ...
HAVE A COMPLETE STRATEGYStrategy & Vacation   Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
HAVE A COMPLETE STRATEGY     Typical StrategyRelease 2                        Release 3                                   ...
HAVE A COMPLETE STRATEGY  Comprehensive Strategy                                                    Approval &            ...
WHEN THE TAIL WAGS THE DOG!4. FENCE THE SALES FORCE                   ZIGZAG Marketing                        TM          ...
FENCE THE SALES FORCECopyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
FENCE THE SALES FORCE              One Direction For All                                          Target                  ...
WHEN THE TAIL WAGS THE DOG!5. VALIDATE EARLY & OFTEN                   ZIGZAG Marketing                        TM         ...
VALIDATE EARLY & OFTEN                             Validation Points     Problems               Functional               C...
VALIDATE EARLY & OFTEN                                                         BMW iDriveCopyright 2001-2004. ZIGZAG Marke...
VALIDATE EARLY & OFTENsedan-lux2002passenge7-seriesbmw2310BMW 745iiDrive? No, youdrive, while Ifiddle with thecontrollerBy...
VALIDATE EARLY & OFTENCopyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
VALIDATE EARLY & OFTEN                                 $1 Now = $200 Later              Cost of design changes            ...
WHEN THE TAIL WAGS THE DOG!6. COMMUNICATE IN PLAIN     SIMPLE ENGLISH                  ZIGZAG Marketing                   ...
COMMUNICATE IN PLAIN SIMPLE ENGLISH Good Message    Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
COMMUNICATE IN PLAIN SIMPLE ENGLISH    No Message    Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
COMMUNICATE IN PLAIN SIMPLE ENGLISH     Before Any Feature…PAIN                                                           ...
WHEN THE TAIL WAGS THE DOG!WHEN THE TAIL WAGS THE DOG!                  John Mansour                     ZIGZAG Marketing ...
PRODUCT MANAGEMENT UNIVERSITY         ZIGZAG Methodology             Marketing Programs                                   ...
PRODUCT MANAGEMENT UNIVERSITY     Upcoming WorkshopsHow To Lead With Product Management  San Jose, CA January 25-26  $995 ...
PRODUCT MANAGEMENT UNIVERSITY     Onsite WorkshopsPriced for any size groupTopics of choiceFocus on creating deliverables ...
PRODUCT MANAGEMENT UNIVERSITY   The ZIGZAG DifferenceFaster time-to-benefit Hands-on practice repetitions Concepts applied...
Upcoming SlideShare
Loading in...5
×

When the Dog Wags the Tail

209

Published on

When the Dog Wags the Tail by
John Mansour at SVPMA Monthly Event November 2004

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

  • Be the first to like this

No Downloads
Views
Total Views
209
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "When the Dog Wags the Tail"

  1. 1. WHEN THE TAIL WAGS THE DOG!WHEN THE TAIL WAGS THE DOG! John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  2. 2. WHEN THE TAIL WAGS THE DOG!How Does It Happen? Development Customer Problems Urgency RFP’s & PM Partner Demos Responsibilities Opportunity Sales Marketing Issues Fire Drills Product Manager Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  3. 3. WHEN THE TAIL WAGS THE DOG! Taking Control1. Balance your team2. Spread the knowledge3. Have a complete strategy4. Fence the sales force5. Validate early and often6. Communicate in plain simple English Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  4. 4. WHEN THE TAIL WAGS THE DOG!1. BALANCE YOUR TEAM ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  5. 5. BALANCE YOUR TEAM A Balanced Product Team Plan Design & Build Market & Sell Customer Care Build/Mfg.,Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support PackageProduct Business Product Product Sales Consulting Technical Mgmt. Process Development Marketing Support Services Support Analysis Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  6. 6. BALANCE YOUR TEAM Headcount Vs. Roles 1 Person – 4 Roles GOOD LUCK! Build/Mfg.,Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  7. 7. BALANCE YOUR TEAM Headcount Vs. Roles 2 People – 4 Roles option 1 Build/Mfg.,Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  8. 8. BALANCE YOUR TEAM Headcount Vs. Roles 2 People – 4 Roles option 2 Build/Mfg., Functional Demonstrate Customer Technical Q/A, Design Solution Implementation Support PackageStrategy & Rollout & Planning Readiness Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  9. 9. BALANCE YOUR TEAM Headcount Vs. Roles 3 People – 4 Roles Build/Mfg.,Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  10. 10. BALANCE YOUR TEAM Headcount Vs. Roles 4 People – 4 Roles Early Stage Product/Company Build/Mfg.,Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  11. 11. BALANCE YOUR TEAM Headcount Vs. Roles 4 People – 4 Roles Mature Product/Company Build/Mfg.,Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  12. 12. WHEN THE TAIL WAGS THE DOG!2. SPREAD THE KNOWLEDGE ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  13. 13. SPREAD THE KNOWLEDGE Internal TrainingSales & MARCOMSeminar DemoPre-Sales & Product MarketingSeminar Demo Customer TrainingServices & SupportSeminar Demo Product Certification Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  14. 14. WHEN THE TAIL WAGS THE DOG!3. HAVE A COMPLETE STRATEGY ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  15. 15. HAVE A COMPLETE STRATEGYStrategy & Vacation Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  16. 16. HAVE A COMPLETE STRATEGY Typical StrategyRelease 2 Release 3 Release 4 Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  17. 17. HAVE A COMPLETE STRATEGY Comprehensive Strategy Approval & Communication V A L I D A T I O N Organizational ROI Keys to Success D E C I S I O N S Go-to-market Pricing & Bundling Strategy Strategic Alliances Product Roadmap Packaging A S S E S S M E N T Technology Competition S.W.O.T.Corporate Objectives - Vision Market Analysis & Profiles 18 – 24 Months Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  18. 18. WHEN THE TAIL WAGS THE DOG!4. FENCE THE SALES FORCE ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  19. 19. FENCE THE SALES FORCECopyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  20. 20. FENCE THE SALES FORCE One Direction For All Target Markets Product Value Lead Generation Roadmap Proposition Programs Product Sales & Marketing PipelineDevelopment Tools Creation Target Customer Acquisition Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  21. 21. WHEN THE TAIL WAGS THE DOG!5. VALIDATE EARLY & OFTEN ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  22. 22. VALIDATE EARLY & OFTEN Validation Points Problems Functional Construction/ To Solve Test & Q/A Packaging/Production Design Manufacturing(Business Requirements)Validate Validate Validate Validate Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  23. 23. VALIDATE EARLY & OFTEN BMW iDriveCopyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  24. 24. VALIDATE EARLY & OFTENsedan-lux2002passenge7-seriesbmw2310BMW 745iiDrive? No, youdrive, while Ifiddle with thecontrollerBy AndrewBornhop • Photos by RonPerry June 2002 Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  25. 25. VALIDATE EARLY & OFTENCopyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  26. 26. VALIDATE EARLY & OFTEN $1 Now = $200 Later Cost of design changes 50x – 200x $200 $150 Early $100 Late $50 Later $0 Early CostHarvard Business School: Secrets of Software Success Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  27. 27. WHEN THE TAIL WAGS THE DOG!6. COMMUNICATE IN PLAIN SIMPLE ENGLISH ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  28. 28. COMMUNICATE IN PLAIN SIMPLE ENGLISH Good Message Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  29. 29. COMMUNICATE IN PLAIN SIMPLE ENGLISH No Message Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  30. 30. COMMUNICATE IN PLAIN SIMPLE ENGLISH Before Any Feature…PAIN Your Solution 4. What happens if I don’t solve it? 3. What’s the problem & why? 2. What am I doing?1. Who am I (user role) ? Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  31. 31. WHEN THE TAIL WAGS THE DOG!WHEN THE TAIL WAGS THE DOG! John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  32. 32. PRODUCT MANAGEMENT UNIVERSITY ZIGZAG Methodology Marketing Programs Product Launch Cross Organizational Planning Field Readiness & Rollout Define Value AnchorsHandoff To Development Release Planning Product Strategy Quantitative Market Analysis Building ABalanced Team Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  33. 33. PRODUCT MANAGEMENT UNIVERSITY Upcoming WorkshopsHow To Lead With Product Management San Jose, CA January 25-26 $995 per personHow To Create Powerful Product Demos San Jose, CA January 27th $695 per person www.zigzagmarketing.com/registration.asp Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  34. 34. PRODUCT MANAGEMENT UNIVERSITY Onsite WorkshopsPriced for any size groupTopics of choiceFocus on creating deliverables Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  35. 35. PRODUCT MANAGEMENT UNIVERSITY The ZIGZAG DifferenceFaster time-to-benefit Hands-on practice repetitions Concepts applied to your products in the classroom Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×