Product Management is one of the most exciting - and most misunderstood - functions in technical organizations. Is it strategic or tactical? Is it a planning role or a support role? Many product professionals are unclear about what is (and isn't) product management. After all, product management spans many activities from business planning to market readiness. In this session, we’ll examine many product activities and artifacts for product strategy, planning, and growth, and introduce a simple tool that you can use in your organization to clarify the roles of product management and others. Steve Johnson explores the many roles of Product Management in this fun talk focused on why product managers should obsess on problems instead of solutions.

1. What Is (and Isn’t) Product Management?
Steve Johnson Hannah Flynn
With: Moderated by:
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Empowering Product Teams
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2. Revulytics gives any software producers deep and actionable insight into
who is using their software products and how they are being used, and the
out-of-box analytics that enable them to grow incremental revenue, convert
and retain customers, and make decisions about licensing and cloud
transformation strategies.

3. Empowering Product Teams
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Click on the Questions panel to
interact with the presenters
www.productmanagementtoday.com/webinar-series/empowering-product-teams

4. About Steve Johnson
Steve is a product management process coach, author, speaker, and advisor. His approach is based on the belief
that minimal process and simple templates result in a nimble product marketing and management team.
Steve has been working within the high-technology arena since 1979 with experience in technical, sales, and
marketing management positions at companies specializing in enterprise and desktop hardware and software. His
market and technical savvy allowed him to rise rapidly through the ranks from Product Manager to Chief Marketing
Officer. In his various technical marketing roles, he has launched dozens of product offerings. Steve draws heavily
on his marketing and sales experience while his quick wit adds an element of fun to his workshops and webinars.
Steve is VP of Products at Pragmatic Institute. Previously he provided implementation assistance to product teams
with Under 10 Consulting after 15 years as a Pragmatic Marketing instructor.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production for Product
Management Today and B2B Marketing Zone.
Empowering Product Teams
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5. Empowering Product Teams
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POLL

6. What would you say you do here?

8. 47% of time
spent in
unplanned
activity

9. © Pragmatic Marketing
Do you want to put out
fires or put out products?

10. © Pragmatic Marketing
The aim of marketing is to
know and understand
customers so well that the
product or service fits them
and sells itself.
Peter Drucker

11. © Pragmatic Marketing
Here’s the trick: Focus on
problems, not features.

12. © Pragmatic Marketing
Who in your organization is
expert on markets and
problems?

13. © Pragmatic Marketing
In a well-run organization,
each role has a single
orientation; they either
support customers or
support the market.
Peter Drucker

14. © Pragmatic Marketing
MARKET CUSTOMER

15. © Pragmatic Marketing
MARKET CUSTOMER

16. © Pragmatic Marketing
MARKET CUSTOMER

17. © Pragmatic Marketing
Place your list of activities in
these categories
EXERCISE
MARKET CUSTOMER
Write
requiremen
ts
Rate
severity of
bugs

18. © Pragmatic Marketing
MARKET CUSTOMER
Write
requirements
Create
ebook
content

19. © Pragmatic Marketing
MARKET CUSTOMER
Write
requirements
Create ebook
content

20. © Pragmatic Marketing
MARKET CUSTOMER

21. © Pragmatic Marketing
MARKET CUSTOMER

22. © Pragmatic Marketing
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

23. © Pragmatic Marketing
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

24. © Pragmatic Marketing
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY
Write
requirement
s

25. © Pragmatic Marketing
Sales
Services
Support
MARKET CUSTOMER
PROBLEMS DELIVERY
Product
Development
Marketing
SOLUTIONS

26. © Pragmatic Marketing
Development
Marketing
Sales
Services
Support
Product
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

27. © Pragmatic Marketing
STRATEGY
EXECUTION
MARKET FOCUS BUSINESS PLANNING PROGRAMS ENABLEMENT SUPPORT
Win/Loss
Analysis
Market
Problems
Distinctive
Competencies
Distribution
Strategy
Market
Definition
Product
Portfolio
Buy,Build
orPartner
Pricing
Product
Profitability
Business
Plan
Buyer
Personas
Buyer
Experience
User
Personas
Positioning
Revenue
Retention
Revenue
Growth
Launch
Marketing
Plan
Advocacy
Nurturing
Measurement
Awareness
Sales
Tools
Content
Channel
Training
Sales
Alignment
Events
Operations
Channels
Programs
Stakeholder
Communications
Use
Scenarios
RequirementsInnovation
Product
Roadmap
Asset
Assessment
Competitive
Landscape
2
PragmaticFramework™
Theproven blueprintfor creating and
marketing productspeoplewantto buy

28. © Pragmatic Marketing
Development
Marketing
Sales
Services
Support
Product
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

29. © Pragmatic Marketing
When we spend time
supporting others, we fail
at what we were hired to
do.

30. © Pragmatic Marketing
So… maybe we should be
problem managers
instead.

32. © Pragmatic Marketing

33. © Pragmatic Marketing
product manager, product owner, technical product manager, product marketing manager,
marketing manager, partnership manager, product specialist, product leader, product line
manager, associate product manager, senior product owner, portfolio manager, product
manager, product owner, technical product manager, product marketing manager, marketing
manager, partnership manager, product specialist, product leader, product line manager,
associate product manager, senior product owner, portfolio manager, product manager, product
owner, technical product manager, product marketing manager, marketing manager, partnership
manager, product specialist, product leader, product line manager, associate product manager,
senior product owner, portfolio manager, product manager, product owner, technical product
manager, product marketing manager, marketing manager, partnership manager, product
specialist, product leader, product line manager, associate product manager, senior product
owner, portfolio manager, product manager, product owner, technical product manager, product
marketing manager, marketing manager, partnership manager, product specialist, product
leader, product line manager, associate product manager, senior product owner, portfolio
manager, product manager, product owner, technical product manager, product marketing
manager, marketing manager, partnership manager, product specialist, product leader, product
line manager, associate product manager, senior product owner, portfolio manager, product
manager, product owner, technical product manager, product marketing manager, marketing
manager, partnership manager, product specialist, product leader, product line, associate
Titles are a mess!

34. © Pragmatic Marketing
Product
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

35. © Pragmatic Marketing
Product
Management
Product
Marketing
Offering
Management
Solutions
Marketing
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

36. © Pragmatic Marketing
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY
MARKET
FUTURENOW

37. © Pragmatic Marketing
CUSTOMER
PROBLEMS SOLUTIONS
MARKET
DELIVERY
Product
Management
Product
Marketing
FUTURENOW

38. © Pragmatic Marketing
MARKET CUSTOMER
PROBLEMS SOLUTIONS
FUTURENOWNEXT
DELIVERY

39. © Pragmatic Marketing
Product Strategy
Product Planning
Product Growth
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY
FUTURENOWNEXT

40. © Pragmatic Marketing
FUTURENOWNEXT
MARKET CUSTOMER
PROBLEMS SOLUTIONS DELIVERY

41. © Pragmatic Marketing
Focus on problems and
empower the teams that
solve them.

42. Empowering Product Teams
Webinar Series
Q&A
Hannah Flynn
With: Moderated by:
VP Products, Pragmatic Institute
Linkedin page: /in/sjohnson717/
Twitter ID: @sjohnson717
Website: pragmaticmarketing.com
Steve Johnson
Site editor, Product Management Today
Linkedin page: /in/hannahmflynn
Twitter ID: @prodmgmttoday
Email: hannah@aggregage.com
Website: productmanagementtoday.com
www.productmanagementtoday.com/webinar-series/empowering-product-teams