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Leading The Product 2017 - Magnus Billgren - Speaker Slides

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Title: Product Soundtrack - succeeding with Product Management in B2B environments.
Presented at Leading The Product 2017, Sydney, Australia.

Published in: Education
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Leading The Product 2017 - Magnus Billgren - Speaker Slides

  1. 1. Leading The Product 2017 Speaker Slides Sydney, Australia Magnus Billgren Tolpagorni For more information go to www.leadingtheproduct.com
  2. 2. Product SoundTrack® October 2017 succeeding with Product Management in B2B environments by Tolpagorni Product Management www.tolpagorni.com 2
  3. 3. Magnus Billgren Mob: +46 760 161 494 Mail: magnus.billgren@tolpagorni.com Linkedin: se.linkedin.com/in/magnusbillgren Twitter: @magnusbillgren Skype magnusbillgren Web: news.productmanagement.se www.tolpagorni.com elearning: www.agile-pm-lab.com Always a product guy. At multinationals, CEO and marketing/product leadership at five start-ups, and consulting roles with more than 50 tech companies. Co-founder ISPMA, research in Value Engineering and developer of multiple Product Management tools, Created products generating billions in turnover
  4. 4. Tolpagorni Product Management
  5. 5. 5www.tolpagorni.com
  6. 6. 6www.tolpagorni.com IRB 2600-12/1.65 IRB 2600-20/1.65 IRB 2600-12/1.85 IRB 2600ID-15/1.85 IRB 2600ID-8/2.00
  7. 7. 7www.tolpagorni.com
  8. 8. How can B2B companies continuously develop successful products? The secret sauce for Industrial Product Management www.tolpagorni.com 8
  9. 9. Product management overview DEVELOPMENT MARKET PRODUCT PLANNING www.tolpagorni.com
  10. 10. Product management overview DEVELOPMENT MARKET PRODUCT PLANNING PRODUCT MARKETING www.tolpagorni.com
  11. 11. Product management www.tolpagorni.com DEVELOPMENT MARKET PRODUCT PLANNING PRODUCT MARKETING
  12. 12. Product management www.tolpagorni.com DEVELOPMENT CUSTOMER PRODUCT PLANNING PRODUCT MARKETING • Use the product daily • Very skilled users • Multiple users • Value perspective: Business growth, Cost reduction, strengthen brand, minimize risk • Procurement is a structured process • 21 can say NO, noone says yes • They expect products not MVPs
  13. 13. B2B Customer Values www.tolpagorni.com DEVELOPMENT CUSTOMER PRODUCT PLANNING PRODUCT MARKETING Revenue Increase Brand Strength Cost Reduction Risk Minimization TELSTRA VALUES James Andersson, Kellog School of Management Professor at Northwestern University
  14. 14. Product management www.tolpagorni.com DEVELOPMENT MARKET PRODUCT PLANNING PRODUCT MARKETING • Project driven with large orders • Every project has requirements • Sales organization have impact • The customers can spend time in supporting us to define the future • Too many customer requirements • Roadmap is being hijacked by customers and sales
  15. 15. Product management www.tolpagorni.com DEVELOPMENT MARKET PRODUCT PLANNING PRODUCT MARKETING • Easy to book meetings • Long sales cycles • Sales is a project • Five insecurities: • Company • Product • Delivery • Usage • Need
  16. 16. CUSTOMIZATION Continuous upgrades Product management www.tolpagorni.com DEVELOPMENT
  17. 17. Product management www.tolpagorni.com DEVELOPMENT MARKET PRODUCT PLANNING PRODUCT MARKETING FRUSTRATION• Frustrated customer – delays • Frustrated sales – we do not support all projects • Frustated R&D – new requirements • Frustrated marketing – What is the short message • Frustrated Top Management We need products structures supporting multiple business logics at different speeds
  18. 18. What can we do to avoid it? Go home and play some music www.tolpagorni.com 18
  19. 19. The SOUND Midnight Oil ABBA AC/DC U2 Avici Prince 19www.tolpagorni.com
  20. 20. What can we do to avoid it? Go home and play some music www.tolpagorni.com 20 Professor Dr Tony Gorschek Rock star Jonatan Stenson
  21. 21. 21www.tolpagorni.com Product SoundTrack®
  22. 22. 22www.tolpagorni.com The CORE is your defining technology JAM makes it come together The EDGE makes your customer buy the product The VECTOR is the result of the driving forces in the market Product SoundTrack® DEVELOP, IDENTIFY & CONNECT:
  23. 23. The HOOK Midnight Oil – Beds are Burning How do we sleep when our beds are burning ABBA – Dancing Queen You are the dancing queen young and sweet only seventeen Prince – Purple Rain Purple Rain, Purple Rain 23www.tolpagorni.com
  24. 24. The EDGE Inspires the customer to fight for your product
  25. 25. The EDGE The part of your Value Proposition where your differentiate • How does it clearly differentiate? • What function can your customer relate to and fight for? • How can we clearly demonstrate it? 25www.tolpagorni.com
  26. 26. The CORE Seldoms fit in a SCRUM sprint
  27. 27. The CORE Is the part of your product that • Is very difficult to copy • Delivers sustainable vector of differentiation • The life-cycle of the product line (Platform) is dependent on the CORE’s continuing strength • Continuous Competitive advantage is derived from the CORE • It is difficult to understand the CORE • Defining the CORE enables you to focus on what’s most important
  28. 28. AUTOCOM – Car diagnostic
  29. 29. CORE COMMUNICATION ONLINE ARCHITECTURE INTEGRATION STATISTICS & LOG BUSINESS SYSTEMS SECURITY EDGE - CUSTOMIZATION ONLINE UI HW UX IDENTITY FEATURESSW UX (GUI) Marketing support ONLINE UX CONTENT DATA FUNCTIONAL LOGIC COMMERCIAL CARS One Product – three speeds Edge – Monthly Core – Quarterly Data – Weekly
  30. 30. • Three layers of Speed • Has defined process with different speeds • Rules for development • Rules for decision making • Strategy direction is created in the allocation of resources CORE EDGE DATA AUTOCOM – Car diagnostic
  31. 31. Product SoundTrack® www.tolpagorni.com The Pattern of Profitability for Technology intensive B2B products
  32. 32. 32www.tolpagorni.com The CORE is your defining technology JAM makes it come together The EDGE makes your customer buy the product The VECTOR is the result of the driving forces in the market Product SoundTrack® DEVELOP, IDENTIFY & CONNECT:
  33. 33. www.tolpagorni.com EU T1: Using Strategies High Performing Product Management

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