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So you’re a product manager now?
Hooray for you!
You’ve got a new product management job!

Not many people have formal product management
qualifications. And product managers tend to come
from diverse backgrounds.

It’s likely you may have some questions
Question
how can you get off to a flying start?



             Answer:
         Follow our 10 tips!
Find the right people to talk to


     Sales              Customers
   Marketing          Rejectors (Non-
Customer service         Customers)
   Operations            Partners
      R&D                Suppliers
  Engineering           Distributors
    Finance        Journalists & Bloggers
                     Industry analysts
Ask smart questions
1. What are the biggest problems you’re facing? What
   impact do these problems have?
2. What problems does our product solve for you?
3. What are the reasons that led you to buy our
   product?
4. What do you like most about our product?
5. What do you like least about our product?
6. If you could change one thing about our product
   what would that be?

                Hint: take lots of notes
Then ask more smart questions!



                       You’re new, so you
                       can ask one or two
                       dumb questions too
Analyse
•   Collate and review your data
•   What are the key points?
•   What comments were most significant?
•   What’s working?
•   What’s not working?

• What else do you need to know?
Don’t jump to solution mode!
Sounds dumb, doesn’t it?
• You’d be amazed how many product managers are
  unfamiliar with their product
• Take the time to interact, consume, use or play with
  your new product or service
• Personal experience gives you depth of
  understanding that cannot be obtained from
  customer feedback alone
• If you’re getting confused – imagine how the
  customer feels!
Describe your product
• List out the features
• What are its strengths?
• Isolate shortcomings in your product
• Don’t listen to those who say “We can’t fix that
  because…”
• Think how this contrasts with competitors
• Keep an open mind – and remember it’s all about
  the customer
Measure the right things
• Take a good hard look at the numbers!
• Combine qualitative insight with quantitative grunt
  to create a clear view of the product’s performance
• Check these against your job’s Key Performance
  Indicators – are these measuring the right things?
• Analyse trends and changes – a dip in sales could
  mean many things: a price increase, new competitor,
  seasonal demand drop
Square pegs, round holes
• If your product doesn’t generate revenue, don’t
  assume you don’t need to measure performance
• Once you’ve collated and analysed your product’s
  KPIs determine if the numbers have over or under
  performed.
• If changes to KPIs are needed review with your
  manager and refine accordingly
• Use the KPIs as guidance in all your initiatives to
  ensure you’re working on the right activities
Dig around in the office
• Find existing material – market reports, product
  plans, sales collateral etc
• Try to find up-to-date versions – and old stuff to see
  how products have evolved
• Ideally you’ll want to find market requirements,
  product requirements and product plans
• See what info you have on competitors too
External sources
• Go online and start researching
• What are people saying about your product? Is it
  true? Or are there misconceptions?
• Find reports, white papers, blogs and other content
  to help you shore up your industry and product
  knowledge
Putting ideas into actions
• Now that you understand your market, customers
  and product it’s time to articulate
• Refine product requirements, defining where
  changes and improvements need to be made
• Enhance in-life documentation
• Prepare different documents for different
  audiences
• Keep these files secure and centrally located so that
  they’re easy to find and update
You’re the product ambassador
• You’ve done so much hard work
• You know exactly who the customer is, what they
  want and how your product delivers
• It’s your job to communicate this internally
• Go back to all the people you spoke to early on –
  and share what you’ve found
• Give them resources and support – product
  managers are team players
Pump up the resources
•   Update collateral
•   Refine presentations
•   Train sales and service teams
•   Engage with marketing communications
•   Keep senior management in the loop
•   Tell the customer – and converse with
    them!
Develop a reputation
• As a product manager, it is important for your own
  professional development and for your customers
  that you continually strive to be the best you can be
• You’ll find it easier to work with and influence
  people and outcomes
• You’ll help keep the customer front-and-centre of
  mind of the business
• This helps enhance recognition of the product
  management profession
But what is “Best”?
• Understand your personal objectives – know why
  these matter
• Align personal objectives to business objectives
• Create a plan to meet and exceed these
• Focus – work out what is most important and put
  most of your effort here
• Deliver the best work for your audience
• Ask for help and feedback – be humble, and find
  out what you can improve in your performance
Be better than best
• Plan to update your skills
• Continued learning helps to improve your
  weaknesses and enhance your strengths
  – Attend conferences and industry events
  – Undertake short courses
  – Take part in free webinars
  – Join a professional association
  – Read blogs, listen to podcasts and watch online
    videos related to your field
  – Teach others – often this is the best way to learn
Work should be fun
• Inject a bit of passion and fun into your role
• Encourage creative thinking, fresh ideas and
  engagement throughout your team and
  organisation
• Crazy ideas are sometimes the best so encourage
  openness and experimentation
• Go into each day positive and think how you can
  make a difference
In summary
 Good product management is about delivering products that
 customers love.

 Product managers use logic, insight and a degree of creativity in
 defining, developing, deploying and maintaining these
 products.

 Product managers must guide and collaborate with other parts
 of the business and external stakeholders.

 Product managers have a duty to deliver financial benefits to
 their organisation.
Keep discovering
• There’s always new opportunities for your
  products
• Keep the focus on your customer and
  understand how they’re evolving needs can
  continue to be met by your product
• Discover new opportunities and guide the
  business to capitalise on these
• The product management discipline translates
  well across industries so never fear taking a leap
  of faith into a new role further down the track!
In summary
 Good product management is about delivering
 products that customers love.

 Product managers use logic, insight and a degree of
 creativity in defining, developing, deploying and
 maintaining these products.

 Product managers must guide and collaborate with
 other parts of the business and external stakeholders.

 Product managers have a duty to deliver financial
 benefits to their organisation.
brainmates helps clients to define, develop and
deploy products and services.

Our insight and expertise ensures these are
compelling, competitive and profitable.

Contact us to learn how we can help you.

www.brainmates.com.au          info@brainmates.com.au

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10 Tips on how to be an Awesome Product Manager

  • 1. So you’re a product manager now?
  • 2. Hooray for you! You’ve got a new product management job! Not many people have formal product management qualifications. And product managers tend to come from diverse backgrounds. It’s likely you may have some questions
  • 3. Question how can you get off to a flying start? Answer: Follow our 10 tips!
  • 4.
  • 5. Find the right people to talk to Sales Customers Marketing Rejectors (Non- Customer service Customers) Operations Partners R&D Suppliers Engineering Distributors Finance Journalists & Bloggers Industry analysts
  • 6. Ask smart questions 1. What are the biggest problems you’re facing? What impact do these problems have? 2. What problems does our product solve for you? 3. What are the reasons that led you to buy our product? 4. What do you like most about our product? 5. What do you like least about our product? 6. If you could change one thing about our product what would that be? Hint: take lots of notes
  • 7. Then ask more smart questions! You’re new, so you can ask one or two dumb questions too
  • 8. Analyse • Collate and review your data • What are the key points? • What comments were most significant? • What’s working? • What’s not working? • What else do you need to know?
  • 9. Don’t jump to solution mode!
  • 10.
  • 11. Sounds dumb, doesn’t it? • You’d be amazed how many product managers are unfamiliar with their product • Take the time to interact, consume, use or play with your new product or service • Personal experience gives you depth of understanding that cannot be obtained from customer feedback alone • If you’re getting confused – imagine how the customer feels!
  • 12. Describe your product • List out the features • What are its strengths? • Isolate shortcomings in your product • Don’t listen to those who say “We can’t fix that because…” • Think how this contrasts with competitors • Keep an open mind – and remember it’s all about the customer
  • 13.
  • 14. Measure the right things • Take a good hard look at the numbers! • Combine qualitative insight with quantitative grunt to create a clear view of the product’s performance • Check these against your job’s Key Performance Indicators – are these measuring the right things? • Analyse trends and changes – a dip in sales could mean many things: a price increase, new competitor, seasonal demand drop
  • 15. Square pegs, round holes • If your product doesn’t generate revenue, don’t assume you don’t need to measure performance • Once you’ve collated and analysed your product’s KPIs determine if the numbers have over or under performed. • If changes to KPIs are needed review with your manager and refine accordingly • Use the KPIs as guidance in all your initiatives to ensure you’re working on the right activities
  • 16.
  • 17. Dig around in the office • Find existing material – market reports, product plans, sales collateral etc • Try to find up-to-date versions – and old stuff to see how products have evolved • Ideally you’ll want to find market requirements, product requirements and product plans • See what info you have on competitors too
  • 18. External sources • Go online and start researching • What are people saying about your product? Is it true? Or are there misconceptions? • Find reports, white papers, blogs and other content to help you shore up your industry and product knowledge
  • 19.
  • 20.
  • 21. Putting ideas into actions • Now that you understand your market, customers and product it’s time to articulate • Refine product requirements, defining where changes and improvements need to be made • Enhance in-life documentation • Prepare different documents for different audiences • Keep these files secure and centrally located so that they’re easy to find and update
  • 22.
  • 23. You’re the product ambassador • You’ve done so much hard work • You know exactly who the customer is, what they want and how your product delivers • It’s your job to communicate this internally • Go back to all the people you spoke to early on – and share what you’ve found • Give them resources and support – product managers are team players
  • 24. Pump up the resources • Update collateral • Refine presentations • Train sales and service teams • Engage with marketing communications • Keep senior management in the loop • Tell the customer – and converse with them!
  • 25.
  • 26. Develop a reputation • As a product manager, it is important for your own professional development and for your customers that you continually strive to be the best you can be • You’ll find it easier to work with and influence people and outcomes • You’ll help keep the customer front-and-centre of mind of the business • This helps enhance recognition of the product management profession
  • 27. But what is “Best”? • Understand your personal objectives – know why these matter • Align personal objectives to business objectives • Create a plan to meet and exceed these • Focus – work out what is most important and put most of your effort here • Deliver the best work for your audience • Ask for help and feedback – be humble, and find out what you can improve in your performance
  • 28.
  • 29. Be better than best • Plan to update your skills • Continued learning helps to improve your weaknesses and enhance your strengths – Attend conferences and industry events – Undertake short courses – Take part in free webinars – Join a professional association – Read blogs, listen to podcasts and watch online videos related to your field – Teach others – often this is the best way to learn
  • 30.
  • 31. Work should be fun • Inject a bit of passion and fun into your role • Encourage creative thinking, fresh ideas and engagement throughout your team and organisation • Crazy ideas are sometimes the best so encourage openness and experimentation • Go into each day positive and think how you can make a difference
  • 32. In summary Good product management is about delivering products that customers love. Product managers use logic, insight and a degree of creativity in defining, developing, deploying and maintaining these products. Product managers must guide and collaborate with other parts of the business and external stakeholders. Product managers have a duty to deliver financial benefits to their organisation.
  • 33. Keep discovering • There’s always new opportunities for your products • Keep the focus on your customer and understand how they’re evolving needs can continue to be met by your product • Discover new opportunities and guide the business to capitalise on these • The product management discipline translates well across industries so never fear taking a leap of faith into a new role further down the track!
  • 34. In summary Good product management is about delivering products that customers love. Product managers use logic, insight and a degree of creativity in defining, developing, deploying and maintaining these products. Product managers must guide and collaborate with other parts of the business and external stakeholders. Product managers have a duty to deliver financial benefits to their organisation.
  • 35.
  • 36. brainmates helps clients to define, develop and deploy products and services. Our insight and expertise ensures these are compelling, competitive and profitable. Contact us to learn how we can help you. www.brainmates.com.au info@brainmates.com.au