Benoit Terpereau, VP of Product, Deezer In this talk Benoit will share challenges and tips on how to manage a Product Team "At Scale": How to stay agile with a strong internal alignment while implementing a worldwide Product in a really competitive industry.

1. PRODUCT MANAGEMENT
AGILE AT SCALE
@benoitTerpereau

2. BENOIT TERPEREAU
VP PRODUCT @ DEEZER
@benoitTerpereau

3. 14M
MAU
56M
TRACKS
180COUNTRIES

4. AT THE BEGINNING
IT WAS SIMPLE

5. 1 TEAM 1 COUNTRY 1 PRODUCT
👨‍💻👩🏻‍💻 󾓧 📱

6. 2 TEAMS 4 COUNTRIES 5 PRODUCTS
👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑
💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼
🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻
🇧🇪󾓧🇮🇪󾓪
📱📱
🖥🖥💻

7. 6 TEAMS 180 COUNTRIES 100+ PRODUCTS
👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑
💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼
🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼
👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻
🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻
👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑
💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻
👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑
💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑
💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼
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💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼
🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼
👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻
🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻
👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑
💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻
👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑
💻👩‍💼🧑 💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑
💼👨‍💼👨‍💻👩🏻‍💻🧑 💻👩‍💼🧑 💼👨‍💼
🇦🇫🇦🇽🇦🇱🇩🇿🇦🇸🇦🇩🇦🇴🇦🇮🇦🇬🇦🇷🇦🇲🇦🇼🇦🇺
🇦🇹🇦🇿🇧🇸🇧🇭🇧🇩🇧🇧🇧🇾🇧🇪🇧🇿🇧🇯🇧🇲🇧🇹🇧🇴
🇧🇦🇧🇼🇧🇷🇮🇴🇻🇬🇧🇳🇧🇬🇧🇫🇧🇮🇰🇭🇨🇲🇨🇦🇮🇨
🇨🇻🇲🇶🇰🇾🇨🇫🇹🇩🇨🇱󾓭🇨🇽🇨🇨🇨🇴🇰🇲🇨🇬🇨🇩
🇨🇰🇨🇷🇨🇮🇭🇷🇨🇺🇨🇼🇨🇿🇩🇰🇩🇯🇩🇲🇩🇴🇪🇨🇪🇬
🇸🇻🇬🇶🇪🇷🇪🇪🇪🇹🇫🇰🇫🇴🇫🇯🇫🇮󾓧🇬🇫🇵🇫🇲🇶
🇬🇦🇬🇲🇬🇪󾓨🇬🇭🇬🇮🇬🇷🇬🇱🇬🇩🇬🇵🇬🇺🇬🇹🇬🇬
🇬🇳🇬🇼🇬🇾🇭🇹🇭🇳🇭🇰🇭🇺🇮🇸🇮🇳🇮🇩🇮🇷🇮🇶🇮🇪
🇮🇲🇮🇱󾓩🇯🇲󾓥🎌🇯🇪🇯🇴🇰🇿🇰🇪🇰🇮🇽🇰🇰🇼
🇰🇬🇱🇦🇱🇻🇱🇧🇱🇸🇱🇷🇱🇾🇱🇮🇱🇹🇱🇺🇲🇴🇲🇰🇲🇬
🇲🇼🇲🇾🇲🇻🇲🇱🇲🇹🇲🇭🇲🇶🇲🇷🇲🇺🇾🇹🇲🇽🇫🇲🇲🇩
🇲🇨🇲🇳🇲🇪🇲🇸🇲🇦🇲🇿🇲🇲🇳🇦🇳🇷🇳🇵🇳🇱🇳🇨🇳🇿
🇳🇮🇳🇪🇳🇬🇳🇺🇳🇫🇰🇵🇲🇵🇳🇴🇴🇲🇵🇰🇵🇼🇵🇸🇵🇦
🇵🇬🇵🇾🇵🇪🇵🇭🇵🇳🇵🇱🇵🇹🇵🇷🇶🇦🇷🇪🇷🇴󾓬
🇷🇼🇼🇸🇸🇲🇸🇦🇸🇳🇷🇸🇸🇨🇸🇱🇸🇬🇸🇽🇸🇰🇸🇮🇬🇸
🇸🇧🇸🇴🇿🇦󾓮🇸🇸󾓫🇱🇰🇧🇱🇸🇭🇰🇳🇱󾓧🇲🇻
🇨🇸🇩🇸🇷🇸🇿🇸🇪🇨🇭🇸🇾🇹🇼🇹🇯🇹🇿🇹🇭🇹🇱🇹🇬
🇹🇰🇹🇴🇹🇹🇹🇳🇹🇷🇹🇲🇹🇨🇹🇻🇻🇮🇺🇬🇺🇦🇦🇪󾓪
󾓦🇺🇾
📱📱
🖥🖥💻
⌚⌚⌚
📺📺📺
📞📞📞📞📞
🔈🔈🔈🔈🔈🔈🔈🔈🔈
🎧🎧🎧🎧🎧🎧🎧
🚗🚗🚗🚗🚗
💳💳💳💳

8. BUT
ALSO

9. AGILITY / VELOCITY
Various Languages
Cultural Gaps
Technical Dept
Support Requests
Commercial Requests
Communities Requests
Lost of Knowledge
Lack of Documentation
Management Pressure
Competition Pressure

10. PRODUCT IS ONE OF THE
MOST OVERWHELMING
JOB IN TECH

11. THE 4 KEYWORDS FOR A SUCCESSFUL PRODUCT GROUP:
ORGANIZATION, COLLABORATION,
PRIORITIZATION & COMMUNICATION.
“

12. #1
ORGANIZATION

13. Agile organization

14. ORGANIZE YOUR TEAMS TO GIVE EACH ONE
A CLEAR MISSION AND CLEAR OBJECTIVES.
“

15. Growth
ACQUIRE/CONVERT
NEW USERS
Engagement
DRIVE STICKINESS
& AVOID CHURN
Platform
GIVE THE RIGHT INFRA
& THE RIGHT TOOLS
Content
INTEGRATE
THE RIGHT CONTENT
LET’S TAKE THE EXAMPLE OF 4 TEAMS ...

16. … WE’LL FACE ISSUES DOWN THE ROAD
Growth
ACQUIRE/CONVERT
NEW USERS
Engagement
DRIVE STICKINESS
& AVOID CHURN⚡
Some Growth initiatives may hurt some Engagement KPIs.

17. OKRs ARE THE BEST WAY TO ALIGN TEAMS
AROUND CLEAR & ENGAGING OBJECTIVES.
“

18. OKRs HELP TO SYNC TEAMS
Growth
ACQUIRE/CONVERT
NEW USERS
Engagement
DRIVE STICKINESS
& AVOID CHURN🤝
Boost New Users Acquisition
🎯 Reach 10K New Users / Week
🎯 Keep the Stickiness Above 60%

19. PRODUCT STRATEGIST AND PRODUCT OPS
ARE THE TWO TRENDING JOBS IN PRODUCT TO
ALIGN TEAMS AND BOOST COLLABORATION IN A
MATRIX ENVIRONMENT.
“

20. #2
COLLABORATION

21. Various Languages
Cultural Gaps
Technical Dept
Support Requests
Commercial Requests
Communities Requests
Lost of Knowledge
Lack of Documentation
Management Pressure
Competition Pressure

22. BEFORE COLLABORATE WITH OTHERS
COLLABORATE AMONG YOURSELVES.
“

23. 🗓 Weeklys 🎯 Kick-Offs 🥁 Product Meetups

24. YOU NEED TO CREATE MULTIPLE CHANNELS
TO COLLECT ALL FEEDBACK IN A SINGLE
AND CONSISTENT WAY.
“

25. R.A.P.
COLLECT
MARKET FEEDBACK
PM@SUPPORT
EXPERIENCE
SUPPORT
UX SESSIONS
PLANNED
USER SESSIONS
DATA INSIGHTS
UNDERSTAND
WHAT’S GOING ON
⬇⬇⬇
PRODUCT INITIATIVES
COLLABORATION PROCESSES AT DEEZER

26. A PRODUCT INITIATIVE IS A PROBLEM STATEMENT
THAT WILL EVOLVE AND FOLLOW 3 PHASES:
PROBLEM, SOLUTION AND DEVELOPMENT.
“

27. INTERCOM INTERMISSION AS A START

28. #3
PRIORITIZATION

29. LET’S TRY A PRIORITIZATION MATRIX

30. GOOD FOR CEOs GUIDELINE AND PMs OWNERSHIP
50% ● 10% ● 10% ● 10% ● 10%
10% ● 10% ● 10% ● 10% ● 50%

31. #4
COMMUNICATION

32. COMMUNICATE COMMUNICATE COMMUNICATE:
OVER-COMMUNICATE YOUR ROADMAP AND
UPDATES TO YOUR TEAMS AND STAKEHOLDERS.
“

33. USE A 2.0 ROADMAP

34. SHARE UPDATES TO ALL STAKEHOLDERS
🍬 Work With Product Marketing Managers
🥐 Weekly Breakfasts
🛣 Product Roadmap Roadshow or Events
🛑 Plan With Tech During Kermess and Quarter
Planning
📧 Do a Product Newsletter

36. KEY TAKEAWAYS
🥅 Setup Mission and Objectives to Your Teams
🎯 Use OKRs to Align Teams and Break Silos
🎙 Organize Collaboration Within Product Teams
🤝 Set-Up Your Feedback Channels
🛑 Use a Prioritization Matrix
📣 Over-Communicate your Results

37. HOMEWORKS
Intercom Intermission:
https://bit.ly/2TBdJz7
Priority Matrix Template
https://bit.ly/2uOSph8
Teach Your Team to Learn:
https://bit.ly/32NihXm

38. THANK
YOU