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Product Management for the Enterprise

Product Management for the Enterprise

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During this presentation, Blair discussed why and how the function of product management is different in important ways in enterprise software as compared to the consumer web, and why it’s not the drag that everyone thinks.

Main points:
- Your job is your business model
- “Move fast and break things” is a recipe for disaster
- Business problems are complex ones, not MVPs
- Know who your customer is

During this presentation, Blair discussed why and how the function of product management is different in important ways in enterprise software as compared to the consumer web, and why it’s not the drag that everyone thinks.

Main points:
- Your job is your business model
- “Move fast and break things” is a recipe for disaster
- Business problems are complex ones, not MVPs
- Know who your customer is

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Product Management for the Enterprise

  1. 1. Product Management for the Enterprise /Productschool @ProductSchool /ProductmanagementNY
  2. 2. Product Management for the Enterprise Blair Reeves @BlairReeves
  3. 3. Obligatory
  4. 4. Hi! @BlairReeves Principal Product Manager
  5. 5. o business model What is a Product Manager? • I like to think of the PM as a sheepdog (just don’t tell Development) @BlairReeves o size of the company o maturity of the product • Definitions and responsibilities of PM vary dramatically by:
  6. 6. Enterprise vs. Consumer @BlairReeves Enterprise software Consumer web • Direct sales/subscription • Large, sales-negotiated deal sizes • SLAs • Legal & regulatory compliance • Policy whitepapers, documentation • Product & solution level marketing • Customers want very specific stuff • Ad-supported or subscription • If sales, small amounts - LTV • “We’ll do the best we can” • No one reads User T&Cs • You have a blog • Brand marketing • Users want MOAR
  7. 7. Common user/customer distinctions in enterprise software: ● My user is not my customer ● Build product for one, sell to another ● Enterprise PM is all about learning these two groups, and how they influence one another ● Don’t listen to customers too closely Customer-aligned PMs have two questions: - what does your customer value? - what will they pay for? Non-customer-aligned PMs are quite different Customer alignment @BlairReeves (Product Manager Collie)
  8. 8. ● Basic market research: trade press, analyst reports, conferences, blogs ● Primary research: third party forums, customer support forums (google them!), social ○ Are you on twitter? If not… what are you doing You need to be an expert. Research and Intel @BlairReeves So become an expert! ● Talk to users and customers at every opportunity - including (/especially!) not your own ● Listen to competitors - both the party line and unofficial channels ● Platform analytics are great, but...
  9. 9. ● Be careful about “design” ● The “consumerization of enterprise software” is real, but ● Enterprise users care about the back end (many of them use it!) ● In general, functionality and bleeding-edge features trump design (but do both) The role of design @BlairReeves
  10. 10. ● The best example of how PM is cross- functional Protips: ● Insight from sales ops can be a secret weapon ● Pricing is complicated The “business” of PM @BlairReeves ● The best PMs understand: ○ average deal sizes ○ cost profiles ○ chargeable parts ○ how deals get done
  11. 11. Product Management is not the thing itself The thing is knowing your market, your users, and what creates value Some final thoughts @BlairReeves Things get complicated when you sell a lot of stuff. PMs should seek to produce simplicity. JIRA, PMATs, PRDs, Agile/Scrum/Waterfall, Mythical Man-Month, etc etc - you’ll figure it out Have fun and don’t stress out. If it isn’t for you, take up surfing or something!
  12. 12. Thanks! @BlairReeves
  13. 13. Upcoming Courses Apply at www.productschool.com Product Management Weeknights: April 6 - May 25, Tues./Thurs., Sold Out Weekends: April 8 - June 3, Saturday, Sold Out Coding for Managers Weeknights: April 10 - June 5, - Mondays & Wednesdays
  14. 14. www.productschool.com Upcoming Workshops RSVP On Eventbrite Mar 15 : Building the Right Product Features w/ Dir. of Product at Audible Mar 16 : Get an Intro into Coding w/ Software Engineer from LearnVest

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