What Lean Brings to Product Marketing Management


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Synerzip Webinar March 25, 2014

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  • The product management framework, the basis of the AIPMM Product Management Body Of Knowledge This concisely outlines the timeframe and timeline of activities and events.
  • What Lean Brings to Product Marketing Management

    1. 1. What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPM, CPMM Global Product Management Talk Startup Product March 25, 2014 © Cindy F. Solomon cfsolomon@gmail.com
    2. 2. Cindy F. Solomon, CPM, CPMM © Cindy F. Solomon cfsolomon@gmail.com •Host, Global Product Management Talk •Founder, Startup Product movement for product excellence •Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate Twitter •20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley. www.linkedin.com/in/cfsolomon/ www.synerzip.com
    3. 3. © Cindy F. Solomon cfsolomon@gmail.com 1. What is Lean Product Marketing? 2. Distinctions between Product Marketing Management And Product Management 3. How is Product Marketing Management currently handled? 4. Move from Strategic View to Tactical implementation 5. Example of Lean Content Marketing Implementation www.synerzip.com
    4. 4. © Cindy F. Solomon cfsolomon@gmail.com        The ability to learn faster than  your competitors may be the  only sustainable competitive  advantage.                                                                                                       Arie de Geus                                              http://amzn.to/1hUX4fd www.synerzip.com The Living Company
    5. 5. © Cindy F. Solomon cfsolomon@gmail.com What is Running Lean? •Speed, learning & focus •Testing a vision by measuring how customers behave •Engaging customers throughout the development process •Product and market validation done in parallel using short iterations http://amzn.to/1fbBbpP www.synerzip.com
    6. 6. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/1fUZTdx www.synerzip.com
    7. 7. © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com Lean Principles http://bit.ly/1ptVrI8
    8. 8. Value at every step © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    9. 9. © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com View of Product UX QA Sales Dev Marketing Support Customer smells something grey
    10. 10. © Cindy F. Solomon cfsolomon@gmail.com The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and end- of-life the most successful product(s) within its niche with successful repeat performances again and again. -Peter Buscemi http://bit.ly/1oWyvml www.synerzip.com Goal of Product Marketing
    11. 11. © Cindy F. Solomon cfsolomon@gmail.com Strategic Product Marketing     Product marketing management plays a  critical role in successfully driving products  into the marketplace by understanding the  current market environment and developing  strategy to drive customer awareness of the  benefits of adopting products and solutions.                                                                                                       - Cindy F. Solomon                                                   Product Marketing Management Manifest 2010   http://bit.ly/1jnqEPK www.synerzip.com
    12. 12. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/1oWyvml www.synerzip.com
    13. 13. © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com Product Marketing Activities • Strategic – Market problems,  win/loss analysis, distinctive competence , market definition,  distribution, product portfolio, business plan, pricing, buy/build/partner, product  profitability • Technical – Competitive landscape, technology assessment, product roadmap, innovation, user  personas, requirements, use scenarios, status dashboard • Marketing – Positioning, buying process, buyer persona, marketing plan, customer acquisition,  customer retention, program effectiveness, launch plan, thought leadership, lead  generation, referrals & references • Sales – Sales enablement, sales tools, sales process, collateral, channel training, presentations &  demos, special calls, event support, channel support
    14. 14. © Cindy F. Solomon cfsolomon@gmail.com Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams. Startup Product www.synerzip.com Cross Functional View
    15. 15. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/1guBJg0 www.synerzip.com Defining Product
    16. 16. © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com Donald Norman mapped lifecycle of products why good products can fail…
    17. 17. © Cindy F. Solomon cfsolomon@gmail.com Lifecycle of Products “In its early days, a technology cannot meet all the needs of its customers. Early adopters need the technology and they are willing to suffer inconvenience to get it. With time, the technology matures, offering better performance and higher reliability. When the technology exceeds the basic needs of most of its customers, there is a major change in customer behavior. Emotional reaction, pride of ownership, and pleasurability all can become major selling points.” Donald Norman The Invisible Computer www.synerzip.com
    18. 18. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/1kYBida www.synerzip.com Product Growth Cycle
    19. 19. Product Management Lifecycle 1. Conceive 2. Plan 3. Develop 4. Qualify 5. Launch 6. Deliver 7. Retire © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    20. 20. AIPMM Product Management Framework Product Management Product MarketingProduct Management + Product Marketing Product Management + Product Marketing Source: AIPMM © 1998-2014, All Rights Reserved. © Cindy F. Solomon cfsolomon@gmail.com http://amzn.to/1b5tQs5 www.synerzip.com
    21. 21. 1. CONCEIVE • To Answer – What is missing? • Is there a market? Opportunity? Need? • People buy products to get jobs done • Important to understand trends & needs better than competitors • Identify ubiquitous pains & unmet necessities © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    22. 22. © Cindy F. Solomon cfsolomon@gmail.com There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels the “creative process.” Cindy F. Solomon, CPM, CPMM www.synerzip.com
    23. 23. http://bit.ly/1h2dMLA © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    24. 24. 2. Plan To justify: Why Build it? • Market Requirements Doc (MRD) • Product Canvas / Business Model Canvas • One Page Overviews To justify: What to build? • Product Requirements Doc (PRD) © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    25. 25. http://amzn.to/1mr6Ew5 www.synerzip.com
    26. 26. Positioning Statement Template To: is the one that unlike . (One Target/Persona Type) (Product/Company Name) (Category) (Key Customer Benefit) (Differentiator) 26 © Cindy F. Solomon cfsolomon@gmail.com http://amzn.to/1mr6Ew5 www.synerzip.com
    27. 27. Lean Canvas © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    28. 28. © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com http://bit.ly/1lhj89b
    29. 29. © Cindy F. Solomon cfsolomon@gmail.com 3. Product Development “Product development is a process by which an organization transforms data on marketing opportunities and technical possibilities into information assets for commercial production.” - Kim B. Clark and Takahiro Fujimoto Product Development Performance www.synerzip.com
    30. 30. © Cindy F. Solomon cfsolomon@gmail.com MVP Minimal Viable Product “An MVP is about delivering real value to customers for the purposes of maximizing validated learning.” - Shardul Mehta “It requires judgment to figure out, for any given context, what MVP makes sense.” - Eric Ries http://bit.ly/1djE0tP www.synerzip.com
    31. 31. © Cindy F. Solomon cfsolomon@gmail.com 3. Develop Create & Communicate Roadmaps for stakeholders To showcase: What is being Built Aligned with business goals • Feature and schedule tradeoffs • Technical feasibility assessments • Slippage and risks www.synerzip.com
    32. 32. © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    33. 33. © Cindy F. Solomon cfsolomon@gmail.com 4. Qualify • Continuous iteration • Beta testing for real world usage & interest level www.synerzip.com
    34. 34. © Cindy F. Solomon cfsolomon@gmail.com 5. Launch www.synerzip.com
    35. 35. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/1h38PlL www.synerzip.com Product Marketing Drives Product Narrative
    36. 36. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/OSXWs1 www.synerzip.com
    37. 37. © Cindy F. Solomon cfsolomon@gmail.com 6. Deliver = Market Contribute value in every interaction http://bit.ly/1oWnoKh www.synerzip.com
    38. 38. Develop Lean Content • Write less and say more • Curate • Analyze Data • Create fast feedback loops • Provide on-demand messaging across platforms © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    39. 39. http://bit.ly/1jy1RnN © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    40. 40. http://bit.ly/1gvmpzz © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    41. 41. © Cindy F. Solomon cfsolomon@gmail.com 1. Develop strategies based on dynamics of online search, content marketing (brand journalism) and social media 2. Create great content that helps answer your target audience’s questions and solve their problems 3. Publish content on the web and across social media channels 4. Promote content using search engine optimization, permission based e-marketing and social media 5. Manage, maintain, review, update and archive content on an ongoing basis 6. Collect, measure and analyze marketing data to assess engagement, conversion rates, leads and sales Lean Content Marketing www.synerzip.com
    42. 42. © Cindy F. Solomon cfsolomon@gmail.com http://bit.ly/1nV9FXa www.synerzip.com
    43. 43. Exploit Visual Content http://bit.ly/1gT1MYg © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    44. 44. © Cindy F. Solomon cfsolomon@gmail.com Twitter www.synerzip.com • Twitter Is the Leanest Communication Vehicle • Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal.
    45. 45. © Cindy F. Solomon cfsolomon@gmail.com Why Twitter www.synerzip.com “The qualities that make Twitter seem inane and half- baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author
    46. 46. © Cindy F. Solomon cfsolomon@gmail.com Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!” Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on BlogTalkRadio 3 years >100 podcasts >35k listeners/episode Community: >2000 SF members, >16 locations Conference: Startup Product Summit (2X SF) Unconference: Startup Product Open Trainings: Startup Product Academy www.synerzip.com
    47. 47. © Cindy F. Solomon cfsolomon@gmail.com Power of Twitter Chats www.synerzip.com • Enables a parallel threaded discussion where many people can talk at once • Every voice is heard and documented • Watch the conversation • Identify & reach out to target market/customers/interests • Respond to a tweet/conversation on demand
    48. 48. © Cindy F. Solomon cfsolomon@gmail.com Benefits of Twitter Chats www.synerzip.com • network • share knowledge • increase influence • showcase thought leadership • contribute value
    49. 49. © Cindy F. Solomon cfsolomon@gmail.com Recommended Tweet Format “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”. www.synerzip.com
    50. 50. © Cindy F. Solomon cfsolomon@gmail.com Anatomy of a Tweet www.synerzip.com
    51. 51. © Cindy F. Solomon cfsolomon@gmail.com Twitter Chat Best Practices 1.Strategize 2.Plan 3.Promote 4.Produce 5.Lean Content Marketing www.synerzip.com http://bit.ly/11ZuMfZ
    52. 52. © Cindy F. Solomon cfsolomon@gmail.com Twitter Chat Format Socratic Method • background content available prior to event • pre-posted questions provided by speaker for participants to answer • participants may answer on their social platform of choice • time boxed for live discussion • twitter conversation occurs before, during and after • enables capturing of educational material with conversation for on-demand viewing and consumption post event www.synerzip.com
    53. 53. © Cindy F. Solomon cfsolomon@gmail.com Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on storify http://storify.com/prodmgmttalk/ 2. Post transcript to slideshare 3. Post and repackage content across mediums beyond Twitter scoop.it 4. Blog 5. Reach out to local participants & meetup! www.synerzip.com
    54. 54. © Cindy F. Solomon cfsolomon@gmail.com Daily Content Promotion Tools 1. storify http://storify.com/prodmgmttalk/ 2. slideshare http://www.slideshare.net/CFSolomon/ 3. scoop.it http://www.scoop.it/u/startup-product 4. Bufferapp 5. Blog Medium, Tumblr, Wordpress, blogspot 6. Prlog http://startupproduct.com/broadcast-news/ www.synerzip.com
    55. 55. © Cindy F. Solomon cfsolomon@gmail.com Special Discount for participants! $75 off code leanpmm http://bit.ly/1dATYuo www.synerzip.com
    56. 56. Key Takeaway #1 Contribute Value in every interaction © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    57. 57. Key Takeaway #2 ASK QUESTIONS © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    58. 58. Key Takeaway #3 LISTEN to what IS & what is NOT being communicated © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    59. 59. Key Takeaway #4 STRATEGIZE © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    60. 60. © Cindy F. Solomon cfsolomon@gmail.com Content Starts With Who? Why? What? How? © Cindy F. Solomon cfsolomon@gmail.com www.synerzip.com
    61. 61. © Cindy F. Solomon cfsolomon@gmail.com Thank you for sharing your precious time! Please connect! www.linkedin.com/in/cfsolomon/ @cindyfsolomon Startup Product, movement for product excellence http://startupproduct.com @startupproduct Global Product Management Talk, weekly broadcast @prodmgmttalk Webcast Digest, daily curated online events @WebcastDigest www.synerzip.com
    62. 62. www.synerzip.com Hemant Elhence hemant@synerzip.com 469.322.0349 Questions? www.synerzip.com
    63. 63. Synerzip in a Nut-shell 1. Software product development partner for small/mid-sized technology companies Exclusive focus on small/mid-sized technology companies, typically venture-backed companies in growth phase By definition, all Synerzip work is the IP of its respective clients Deep experience in full SDLC – design, dev, QA/testing, deployment 2. Dedicated team of high caliber software professionals for each client Seamlessly extends client’s local team, offering full transparency Stable teams with very low turn-over NOT just “staff augmentation”, but provide full mgmt support 3. Actually reduces risk of development/delivery Experienced team - uses appropriate level of engineering discipline Practices Agile development – responsive, yet disciplined 4. Reduces cost – dual-shore team, 50% cost advantage 5. Offers long term flexibility – allows (facilitates) taking offshore team captive – aka “BOT” option www.synerzip.com
    64. 64. Our Clients www.synerzip.com
    65. 65. Call Us for a Free Consultation! www.synerzip.com Hemant Elhence hemant@synerzip.com 469.322.0349 Thanks! www.synerzip.com