The Road(map) Warrior
Tactics for fighting a PM’s
defining battle

Mike Ditson
ProductCamp Austin 12
Feb. 15, 2014
The Goal

A roadmap process that facilitates decisions on
next steps to keep your company on course.
AUTONOMY
“Over-deliver, make
your boss look good”
-Jack Welch
Founded a high tech company in his 20’s
Shared a name with his other founder
Became world-famous still in his 20’s
A deman...
WALT DISNEY
Bad Signs…
4
0
∞
10
0

1
10
10
0
0

5
10
2
10
10

7
3
10
5
-40

Rank (from "magic"
weighted formula)

Customer Sat

Risk

Technical D...
The “KING SOLOMON”

Feature
Customer enhancements
Sales Features
"Platform"
Technical Debt
Differentiating

% of
Resources...
Fully deployed
Limited roll out

18 Month Product Roadmap:

Feature– User Mgmt

Updated: 2/14/14

• Green bars indicate ne...
Executive

Product Planning.

years

Roadmap

Many Months

Release
Development

Many years

Portfolio

Product Mgmt

Strat...
Get behind the scenes…

…a.k.a., “The Stake holder Shuffle.”
CIRCLE OF TRUST

“Get’s it” –
One of “us”
Reasonable – Can
be worked with

Hopeless Jackasses
Much harder

Release
by release
content
Product Resource mix
Release content
The release cycle
Rate of RM Review (gates)

...
ATM Release Timeline 2007-2009

© 2008 | Confidential and
Proprietary | updated ER 26Jun-08
10.8 ATM Release Details
•

• Timeline
– RFE – 12/15/2008
– FCA – 2/2/2009

• 10.8 Themes
 Advanced analytics
 Talent po...
Your Best Friend
The Trust“Snowball”
• Slow going at the start
• Second guessed at each turn
• Hard fought wins

• Roadmap reviews go
faste...
Product Manager

Thanks…
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
The Road(map) Warrior - Delivered at PCA12
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The Road(map) Warrior - Delivered at PCA12

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This is my presentation from ProductCamp Austin 12, February 15, 2014. As with many of my presentations, this is very visual and would make much more sense if you had "been there." Posted here to share with those who attended (thank you!)

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The Road(map) Warrior - Delivered at PCA12

  1. 1. The Road(map) Warrior Tactics for fighting a PM’s defining battle Mike Ditson ProductCamp Austin 12 Feb. 15, 2014
  2. 2. The Goal A roadmap process that facilitates decisions on next steps to keep your company on course.
  3. 3. AUTONOMY
  4. 4. “Over-deliver, make your boss look good” -Jack Welch
  5. 5. Founded a high tech company in his 20’s Shared a name with his other founder Became world-famous still in his 20’s A demanding Perfectionist to work for Designed a gorgeous campus for his employees His name is now synonymous with Quality & Innovation
  6. 6. WALT DISNEY
  7. 7. Bad Signs…
  8. 8. 4 0 ∞ 10 0 1 10 10 0 0 5 10 2 10 10 7 3 10 5 -40 Rank (from "magic" weighted formula) Customer Sat Risk Technical Debt Feature Jet Pack attachment 3 Cold Fusion re-architecture 6 New "alchemy" Workflow 4 Anti-gravity 7 "Offline" Support 10 Revenue Dev Effort The “algo”rithm method 5 3 4 2 1
  9. 9. The “KING SOLOMON” Feature Customer enhancements Sales Features "Platform" Technical Debt Differentiating % of Resources 20 40 10 25 5
  10. 10. Fully deployed Limited roll out 18 Month Product Roadmap: Feature– User Mgmt Updated: 2/14/14 • Green bars indicate new revenue opportunities NOTE: The near-term two quarters show targeted features by month. Quarters three or more out show features mid quarter, but without sizing represent in-quarter targets. 2009 Q1 Q2 Money Maker Feature– Corporate 2010 Q3 Feature Q4 Q1 Same dumb feature Q2 Never get to Feature Feature New dollars baby! Great idea, near impo Feature feature New Product Other feature Alpha Should feature Beta Feature Feature Feature feature Pushed feature out feature At the expense Feature Of more impt stuff Feature Feature Never gonna hapn be “easy” “Dark” roll out Code complete August (Orange line) -1st credible Enterprise cut •Enhanced stuff • Not ready to ship 1.0 Q4 -Enterprise Additions • Reporting Depth •Massive bug fixes from 1.0 Q1 -Long term mucky muck • Put here to make CEO happy •Other stuff
  11. 11. Executive Product Planning. years Roadmap Many Months Release Development Many years Portfolio Product Mgmt Strategy 2-9 Months Sprint Weeks Daily
  12. 12. Get behind the scenes… …a.k.a., “The Stake holder Shuffle.”
  13. 13. CIRCLE OF TRUST “Get’s it” – One of “us” Reasonable – Can be worked with Hopeless Jackasses
  14. 14. Much harder Release by release content Product Resource mix Release content The release cycle Rate of RM Review (gates) Easier The “format” of the roadmap
  15. 15. ATM Release Timeline 2007-2009 © 2008 | Confidential and Proprietary | updated ER 26Jun-08
  16. 16. 10.8 ATM Release Details • • Timeline – RFE – 12/15/2008 – FCA – 2/2/2009 • 10.8 Themes  Advanced analytics  Talent pool marketing  Performance: Advanced goal management features  Compensation: Customer implementation support © 2008 | Confidential and Proprietary | updated ER 26Jun-08 • • • Common  Process for adding non-standard languages to a customer deployment (yes/no decision)  Data warehousing feed  Upgrade Spell Check and RTE Recruiting  On-line Job Application with PDF forms  Job Posting Simplification (Global settings, updated administration, UI enhancements)  RSS-based referral widget for Facebook and LinkedIn  SOFL Commitment - 508a Compliance for hiring managers only Performance (Appraisals and Goals)  Customer Driven enhancements  Organizational Goal Setting  Goal Alignment  Goal Tracking Scorecard  HR Mandated Goals  Manager Mandated Goals Wizard  Previous Manager Feedback  Interim Rating Support Compensation (Salary, Bonus and Stock)  Customer Driven enhancements  Total Comp Worksheet  Advanced Analytics  Manager Proxy  Worksheet Preview  Compensation Tab on Talent Profile
  17. 17. Your Best Friend
  18. 18. The Trust“Snowball” • Slow going at the start • Second guessed at each turn • Hard fought wins • Roadmap reviews go faster • Become less painful • Grows your Autonomy Each on-time release builds your momentum
  19. 19. Product Manager Thanks…

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