Business Analyst, Project Managers, Product Managers - how do they all work together


Published on

Had an opportunity to present at the Business Analyst conference in Bangalore hosted by Business Analyst world and IIBA. Topic was the multifunction team challenges for BA, PMs and Project Managers

Published in: Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Productizing is a systematic way of taking an idea and going through the lifecycle of creating a successful and profitable product predictably
  • The full spectrum understanding of the process is absolutely critical because otherwise people work in silos and not understanding the big picture results in expensive failures and inefficiencies
  • Release milestones – includes Beta, closed loop feedback, limited release etc..Launch Plan includes social media marketing campaigns
  • Product Manager: Manages business plan pricing, packaging, marketing beyond product definitionManage senior internal and external stakeholdersProduct Manager Create a long term product and business strategyProject Manager: Manage Project Parameters (time, quality, budget, external dependencies)Manage resources commissioned for the projectManage execution riskBusiness Analyst: Manage Product Performance (right featureset, segment fit)Map ideas, requests, wishlists into solvable problems.Competitive Analysis, internal competency analysis
  • Business Analyst, Project Managers, Product Managers - how do they all work together

    1. 1. Interlock for Business Analysts (BA), Project Managers & Product Managers <br />Challenges for a Multifunctional Team<br />Pinkesh Shah, CISSP CPM CPMM<br />CEO Adaptive Marketing<br /><br />
    2. 2. 2<br />We consult with companies and train professionals on “productizing”<br />Training<br />Train and certify productprofessionals (BA, Project Mgrs, PMs, Engineering, Prod Marketing for accelerated career growth <br />Consulting<br />Helping companies launch new product lines and scale existing ones throughout the product lifecycle with predictable success.<br />Execution<br />Integrate with client’s management team and help set and execute product strategy<br />
    3. 3. Lets discuss<br />Insights into the process of “productizing”<br />Role of a BA, Product Manager and Project Manager in a product team<br /> Unique challenges for a multifunctional team and how to solve for them<br />Trends in India for BA/Product Managers<br />
    4. 4. “Productizing” Process:: Idea to Enterprise<br />Productizing = Value Management<br />Product Manager orchestrates the process of productizing <br />
    5. 5. Cross Functional Product Team<br />Reliable Ravi<br />Savvy Smita<br />Coordinating Kevin<br />Analyzing Anil<br />Techie Tarun<br />
    6. 6. Phases of “Productizing”<br />Strategic Planning<br />Market Analysis<br />Product Planning<br />Go To Market<br />Enabling<br />Choosing to Build<br />Building Profitably<br />Building it right<br />Marketing it right<br />Selling, Operationalizing<br />Understand the Problem<br />Needs/ Wants<br />Feasibility Competition<br />Business Plan - P&L <br />Strategic Roadmap<br />Market Requirement<br />Product Requirement, Definitions, Prioritizations<br />Change Control<br />Project Execution<br />Requirements Testing<br />User Acceptance <br />Feedback control<br />Compelling Value Proposition<br />Messaging & Comm. Channels<br />Creating Awareness & Demand<br />Transition to Operations<br />Sales & Channel Setup<br />Product Mgr<br />BA<br />Product Mgr<br />BA<br />BA, <br />Project Mgr<br />BA, <br />Project Mgr, PM<br />Prod Mgr, Prod Mktg Mgr<br />BA, Proj Mgr<br />Prod Mgr, PMM<br />
    7. 7. Product Positioning<br />Adaptive Productizing FrameworkTM<br />Product Strategy<br />Personas & Scenarios<br />Value Research & Analytics<br />Resources & Competencies<br />Target Market Sizing<br />Win/Loss Analysis<br />Competitive Analysis<br />Pricing & Packaging<br />Buy/Build/ Partner<br />Requirements<br />Routes to market<br />Collaterals & Sales Tools<br />Product Line Economics<br />Marketing Plan<br />Launch Plan<br />Customer Acquisition<br />Lead Generation& PreSales<br />Channel & Sales Training<br />Evangelism Thought Leadership<br />Performance Analysis<br />Business Model & Plan<br />Product Roadmap<br />Customer Relationship Mgmt<br />Market Analysis<br />Strategic Planning<br />Product Planning<br />Go To Market<br />Sales Enablement<br />Market Acceptance Planning<br />Choosing to Build<br />Building Profitably<br />Building it right<br />Marketing it right<br />Selling effectively<br />
    8. 8. Primary Focus<br />Define and Manage plan execution, monitor and control variations<br />Product Management<br />Project Management<br />Business Analysis<br />
    9. 9. Three Disciplines aka “The Dream Team”<br />
    10. 10. Challenges – Career Path<br />Lack of Established career path ladder<br />Creative titles come in the way<br />Global baselines still being rolled out in companies and captives in India<br />
    11. 11. Career Path for a PM<br />CEO<br />Product BU Owner<br />Portfolio Owner<br />Product Line Owner<br />Product <br />Business<br />Owner (ex.P&L)<br />Product <br />Features<br />Owner <br />Product<br />Module <br />Owner (ex. Requirements Mgmt)<br />11<br />
    12. 12. Challenges – Role Interlock<br />Agreement on Productizing Process<br />Organizational Structure and enablement of the role definitions<br />
    13. 13. Challenges – Market Context<br />Translating pain points into solvable problems<br />Customer Context ≠ Market Context<br />Building because they can not because they should <br />
    14. 14. India’s firstAnnual Product Management Benchmark<br />14<br />Report launched at NASSCOM in Nov 2010<br />Surveyed 500+ Business Analysts, Product Managers, Project Managers and Product Marketing managers in India<br />Goal was to get ground reality insights, challenges in the role of these professionals in India <br />Download the full report at<br />
    15. 15. 15<br />What does a Product Manager look like?<br />97.1% “somewhat” or “very” technical<br /><ul><li>Age: 32
    16. 16. PM Experience: 3.4, Total Exp: 9.5
    17. 17. 68% have Masters degree, 55% MBA
    18. 18. 9 out of 10 are males
    19. 19. Median salary 19Lakhs (2-3 years of experience)
    20. 20. Titles: Business Analyst, Requirements Analyst, Product Mgr, Product Specialist, Strategic Marketing Mgr
    21. 21. 53% work for a product company with revenues > 1B$ (MNC India centers)</li></ul>Business Analyst, Requirements Analyst, Product specialist, Product Owner,<br />Technical Product Manager, Client Engagement Manager….(43 registered!)<br />Roles and Titles mapping is all over the place in India <br />Most PMs in India come from an engineering background<br />15<br />
    22. 22. What are they doing?<br />16<br />Spending only 10% on Market Analysis<br />Most of the time spent in Product Planning (30%):: Requirements Management (71%)<br />Understanding and Prioritizing which market problems to solve is key before you build<br /> MBA/Certification does help accelerate career path<br />Build because you “should” not because you “could”<br />In <5 years experience group, PMs who had certifications/MBA made 14.8% more than those who didnt<br />
    23. 23. Visit for schedule of certification workshops transforming professionals to become Global Product Managers<br /><br />Questions?<br />
    24. 24. 18<br />Scheduled Training Offerings<br />