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Product Management in B2B

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This presentation covers key tenets of B2B product management for both on-prem & SaaS products. It covers the different functions and deliverables a product manager has to take care of during the product life cycle.

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Product Management in B2B

  1. 1. Product Management in B2B Ashish Gupta Product Manager & Software Engineer
  2. 2. Some Background 6+ years of B2B product management
  3. 3. Two Different B2B Paradigms Old (On-prem) New (SaaS)
  4. 4. What do product managers do? Strategy Planning Execution Marketing Inbound Outbound
  5. 5. Strategy 1. Target user 2. Value proposition 3. Differentiation 4. Customer acquisition 5. Monetization 6. KPIs Strategy is iterative in nature.
  6. 6. Strategy TARGET USER Server/Backup Admin Ease of use Features Cost savings IT Director Risk mitigation Cost savings Visibility CIO Cloud transformation M&A integration ROI Security & Compliance 1
  7. 7. Strategy VALUE PROPOSITION What we solve? How we solve? Problem you are solving Product Features 2 Vs.
  8. 8. Strategy DIFFERENTIATION Product 10X better than other alternatives 3
  9. 9. Strategy CUSTOMER ACQUISITION 4 Direct Sales Channel PartnerVs. Distributor Reseller
  10. 10. Strategy MONETIZATION 5 Perpetual Pay as you GoVs. Per GB/month Per User/month Per Instance/month
  11. 11. Strategy KPIs D E A L E R Demand Efficiency Acquisition Leverage Expansion Retention # Leads # Meetings # Opportunities Impressions Website Traffic Pipeline Cost Per Lead Conversion Ratios Opportunities Age Unit Economics Quota Attainment 6 ARPU Channel International % Cross sell % Upsell Churn NPS CSAT Marketing Sales Support
  12. 12. Planning Requirement Definition Wireframes Mockups Prototypes
  13. 13. Requirement Definition MRD  PRD Feature brief/ PRFAQ On-prem SaaS *MRD – Marketing Requirements Document, PRD – Product Requirements Document, PRFAQ – Press Release/ Frequently Asked Questions
  14. 14. User Experience Afterthought Integral part On-prem SaaS
  15. 15. Execution On-prem SaaS 3-6 months 1-2 weeks
  16. 16. Marketing TRADE SHOWS/ EVENTS WEB MARKETING SALES SUPPORT TOOLS PUBLIC RELATIONS/ ANALYST/ PRESS CHANNEL/ PARTNER MARKETING e.g. TCO/ ROI Calculator DIRECT MARKETING
  17. 17. Collaterals Customer presentation Sales Presentation TekTalk Solutions Brief Datasheet Green Zone Door Opener TCO/ROI Calculator Whitepaper Whiteboard selling Sales Guide Pre-Sales Presentation Design Guide Customer References Competitive Battlecard Launch Webinar Sales Webinar Training Road show Lunch-n-Learn Hands-on Lab Channel Value Proposition On-prem SaaS Customer presentation Competitive Battlecard TCO/ROI Calculator Sales Guide Documentation Heavy Documentation Light Customer References
  18. 18. Last Bit of Advice Keep reinventing yourself every 5 years (for the better). - Alok Kejriwal (Rodinhood)
  19. 19. References • The Art of Product Management – Sachin Rekhi • Rodinhood life lessons – Alok Kejriwal
  20. 20. Questions?

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