Optimizing the function of Product Management will reap huge benefits for a company. By up-leveling the process, people and tools in a holistic manner an organization can boost revenues and profits greatly. In fact, the 280 Group's Product Management Team Challenges survey showed that Product Managers believe that the profitability at their company would increase an average of 34% if Product Management were fully optimized. Yet 66% of respondents had no optimization plan to make this happen. In this webcast you'll learn what the key factors are to optimize, how to measure and benchmark them and how to create a plan for doing so. Included will be a plan outline for Product Management optimization as well as strategies and tips based on the experiences of the 280 Group, who has transformed hundreds of Product Management organizations over the past 18 years. Join Brian Lawley, CEO and Founder of the 280 Group, the world's leading Product Management and Product Marketing consulting and training firm, for this webinar. Brian is a Certified Product Manager, Certified Product Marketing Manager and an Agile Certified Product Manager. He is the author of five bestselling Product Management books, former President of the Silicon Valley Product Management Association and is the recipient of the AIPMM Excellence in Product Management Thought Leadership Award.

1. © 2016 280 Group LLC. 1
AIPMM Webinar Series
Optimizing Product Management
and Making the Changes Stick

2. © 2016 280 Group LLC. 2
Follow: @AIPMM
Use: #AIPMM
#ProdBOK
#the280group
Let’s Tweet!

3. © 2016 280 Group LLC. 3
During the Webinar
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

4. © 2016 280 Group LLC. 4
Product Management Body Of
Knowledge
One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

5. © 2016 280 Group LLC. 5
“Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white
mug
made in the USA!!!

6. © 2016 280 Group LLC. 6
AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

7. © 2016 280 Group LLC. 7
Product Management Office™ Professional
One lucky attendee will receive the PM
Office Pro for FREE
Don’t spend hundreds of hours learning best practices, creating your
own templates and risking the possibility of making mistakes or leaving
critical details out of your work.
The Product Management Office Professional will help you to:
• Be more productive
• Deliver more effective documents in less time
• Leverage a worldwide-standard product process framework
• Create professional-looking documents with impact

8. © 2016 280 Group LLC. 8
Brian Lawley
CEO & Founder, 280 Group, LLC
Our Speaker

9. © 2016 280 Group LLC. 9
About The PM Challenges Survey…
Download the report: go.280group.com/challenges-aipmm
Download your copy at:
go.280group.com/challenges-
aipmm

10. © 2016 280 Group LLC. 10
• About the 280 Group
• Five Strategies for Optimizing Product
Management at Your Company
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

11. © 2016 280 Group LLC. 11
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our Optimal
Product Process™ framework.
Mission
Download the report: go.280group.com/challenges-aipmm

12. © 2016 280 Group LLC. 12
Product Management Maturity Scale
Download the report: go.280group.com/challenges-aipmm

13. © 2016 280 Group LLC. 13
280 Group Optimal Product Process™
Download the report: go.280group.com/challenges-aipmm
Approval to fund
business planning
Approval to fund
development
Product ready
for field testing
Product and
organization ready
On-going
marketing ready
New version or
retire completely
Marketing Plan End of Life PlanLaunch Plan
Beta Plan
Market Strategy Document
Roadmap Document
Product Description Document
Market Needs Document
Business Case Document
PM + Engineering(Agile,Hybrid,Waterfall)
PlanConceive Qualify
Run Beta/Pilot
program
Finish launch
plan
Release product,
gather feedback
Finish marketing
plan
Discover
opportunities
Develop Launch Maximize
Validate product/
market fit
Create roadmap
and strategy
Finish business
plans
Solidify
develop plans
Finish beta plan Support sales
Communicate
EOL
Retire
Plan sunset
or replacement
Perform
post mortem
Deliver final
documents
Plan EOL and
next release
Develop preliminary
documents
Perform post
mortem
Test messaging
and positioning
Final
feature list
Run/monitor
marketing
Phases and
Activities
Exit Criteria
Marketing
Product
Product
Management
EXECUTIONSTRATEGY
The OPPframework is completely customizable and
flexible,making it easily adopted by any company
regardless of size,maturity,or development methodology.
Development –Agile,Hybrid,Waterfall
Documentation – None,Lightweight,Formal
Maturity – Startup,Small/Medium,Enterprise
Optimal Product Process™
(OPP)
Optimal Product Process Methodology © 280 Group,2011-2014
Source:Conceive to Retire fromAIPMM Product Management Body of Knowledge®
(ProdBOK®
)
Optimizing Product Management™

14. © 2016 280 Group LLC. 14
• Assessments & Custom Optimization Plans
• Consulting & Contractors
• Training
• Coaching
• Certifications
• Templates
• Recruiting
Comprehensive Solutions for Organizations
Download the report: go.280group.com/challenges-aipmm

15. © 2016 280 Group LLC. 15
• Training
• Certifications
• Templates
• Books
• Coaching
Individuals: Solutions for Every Career Phase
Download the report: go.280group.com/challenges-aipmm

16. © 2016 280 Group LLC. 16
• About the 280 Group
• Five Strategies for Optimizing Product
Management at Your Company
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

17. © 2016 280 Group LLC. 17
Poll (type into the chat box)
Do you have a specific strategy for optimizing Product
Management at your company? (select one)
• Yes
• No
• Kind Of

18. © 2016 280 Group LLC. 18
If PM were fully optimized at your company…
Profits Would Increase
On Average 34%!

19. © 2016 280 Group LLC. 19
Five Strategies for PM Optimization

20. © 2016 280 Group LLC. 20
What makes an optimized PM function?
People
ProcessTools

21. © 2016 280 Group LLC. 21
Strategy One: Assess and Set Goals
• Gather data and analyze
• Must cover all three areas
– People
– Process
– Tools
• Baseline against industry standards
• Set goals

22. © 2016 280 Group LLC. 22
Goals are Critical to Succeed
• Harvard study
• 3% of graduates earn 10X as much as other 97%
• Those 3% had clear, written goals

23. © 2016 280 Group LLC. 23
What Are Your PM Organization’s Goals?
• Do you have a plan?
• What do you want to accomplish?
• What are your metrics?
• How will you track success?

24. © 2016 280 Group LLC. 24
Strategy Two: Create a Multi-Phase Plan
• Not a one-time event
• CANI (Constant and Never-Ending Improvement)
• Takes time to achieve world-class PM function

25. © 2016 280 Group LLC. 25
Example of a PM-Optimization Plan
• PhaseOne
– Assess function and implement process improvements
– Clarify roles & responsibilities
– Create Product Management career paths
– Foundational training
– Standardized tools/templates
– Implement coaching program
• PhaseTwo
– Measure progress and adjust
– Foundational courses for new PMs who have joined
– Advanced courses – soft skills, leadership, Agile
– Certifications
– Continued coaching/mentoring
– Build Product Management community
– Continued education – monthly webinars/seminars

26. © 2016 280 Group LLC. 26
Strategy Three: Optimize People
• Foundational training
• Advanced training
• Coaching

27. © 2016 280 Group LLC. 27
• Foundational:
– Entire Product Lifecycle
• Business cases
• Market/customer needs
• Early customer programs
• Launches
• Marketing
• End of life
– People/Soft Skills
– Agile
Optimizing people: Skills to Develop
• Advanced
– Leadership
– Certifications
– Custom Topics

28. © 2016 280 Group LLC. 28© 2016 280 Group LLC.
What percent of Product
Managers have received
training?

29. © 2016 280 Group LLC. 29© 2016 280 Group LLC.
Almost None
<2%!
Source:PublishedTrainingNumbers

30. © 2016 280 Group LLC. 30
Training Your Team
• Annual commitment
• Foundational course to start – full lifecycle
• Soft skills
• Agile if appropriate
• Advanced courses
– Leadership
– Certifications

31. © 2016 280 Group LLC. 31© 2016 280 Group LLC.
Source:AccentureTrainingROI study
Training Delivers Measurable Results
• 17% more productive
• 20% higher performance levels relative to peers
• ROI is 353%
© 2016 280 Group LLC.

32. © 2016 280 Group LLC. 32
Career Development #1 Retention Factor
“Career development is the
number one factor in
employee retention,
according to a survey of 6,400
employees.”
Source: Sharon Jordan-Evans and Beverly Kaye

33. © 2016 280 Group LLC. 33
Without Training Employees WILL leave
“Among employees with poor
training opportunities,
41 percent planned to leave within a
year, whereas of those who
considered their company's training
opportunities to be excellent, only
12 percent planned to leave.”
Source: Lou Harris & Associates

34. © 2016 280 Group LLC. 34
How to Choose Training

35. © 2016 280 Group LLC. 35
Must Be Custom-Tailored to Your Situation
• One size does not fit all
• Based on assessment results
• Areas of most improvement
• Match process and terms
• Fits culture and company

36. © 2016 280 Group LLC. 36© 2016 280 Group LLC.
Class Size Makes all the Difference
Source:Journalof EducationalPsychology
Small class sizes were associated with
significantly higher performance
© 2016 280 Group LLC.

37. © 2016 280 Group LLC. 37
Trainers Must Be Actively Doing PM
• Not professors
• Not people who only do training
• At least 10 years experience

38. © 2016 280 Group LLC. 38
“How To” Skills & Tools
• “How” not just what
• Lots of hands-on exercises
• Templates & skills you can immediately apply

39. © 2016 280 Group LLC. 39
Training Must Cover Entire Product LifeCycle
• Flexible framework for your situation
• Must learn both PM and PMM to be effective
• Foundation courses should teach everything
• Learn to manage any product at any stage

40. © 2016 280 Group LLC. 40
Get Your Team Coaches
• Fastest way to excellence
• Leverage experience and successes/failures
• You are spread too thin

41. © 2016 280 Group LLC. 41
Who Needs A Coach?
Everyone!

42. © 2016 280 Group LLC. 42© 2016 280 Group LLC.
Coaching Market Growing Massively
Source:MarketDataReport
“The $2.4 billion business coaching
market is growing at about 18% per
year”
© 2016 280 Group LLC.

43. © 2016 280 Group LLC. 43© 2016 280 Group LLC.
87% HR Managers: Coaching Value High
Source:MarketingSherpa CoachingStudy
87%
11%
2%
Very High
Somewhat high
Low
© 2016 280 Group LLC.

44. © 2016 280 Group LLC. 44© 2016 280 Group LLC.
Source:InnergizedSolutions
Coaching Has Huge Benefits
•67% Increase in Teamwork
•71% Increase in Relationships with
Supervisors
•61% Increase in Job Satisfaction
•52% Reduction in Conflict
© 2016 280 Group LLC.

45. © 2016 280 Group LLC. 45
Training Delivers 18% Productivity Gain
What if you combine training
with coaching?

46. © 2016 280 Group LLC. 46© 2016 280 Group LLC.
Coaching with Training: 88% Gain
Source:Summers,2004
400%
More Effective!
© 2016 280 Group LLC.

47. © 2016 280 Group LLC. 47© 2016 280 Group LLC.
Coaching Has a HUGE ROI
Source:2009InternationalCoachFederationClientStudy
Median coaching ROI is 700%!
© 2016 280 Group LLC.

48. © 2016 280 Group LLC. 48
Strategy Four: Definition, Process Tools
• Get clarity & agreement on roles/responsibilities
• Streamline and upgrade product process
• Arm Product Managers with good tools

49. © 2016 280 Group LLC. 49© 2016 280 Group LLC.
Almost Half Of Companies Poorly-Defined PM
Source:TeamPerformanceSurvey, Actuation
Well-defined Not well-defined or no PM
48%
!
© 2016 280 Group LLC.

50. © 2016 280 Group LLC. 50© 2016 280 Group LLC.
75% of Companies Don’t Understand PM
Source:280 Group 2013survey
© 2016 280 Group LLC.

51. © 2016 280 Group LLC. 51
DACI & RACI Charts
DACI
Executive
Management
Product
Management
Product
Marketing
Manager
Product
Architect
User
Experience
Sales
Business Case A D C C I
Market Needs A D C I C
Product Description A I I D C I
Roadmap A D C C I I
Market Strategy A C D I I
Beta Plan A D C C I
Launch Plan A C D I I
Marketing Plan A C D I I
End of Life Plan A C D I I
• D = Driver
• A = Approver
• C = Contributor
• I = Informed
Legend

52. © 2016 280 Group LLC. 52
Poor or Non-Existent Product Process
• Source:QuantumWhisper2009PM survey
“30% of companies
surveyed didn’t even
know what product
process was being
used.”

53. © 2016 280 Group LLC. 53© 2016 280 Group LLC.
Time Saved Using Templates
Source:HSC 2011
Templates reduce time to
completion of more effective
documents by 40%
© 2016 280 Group LLC.

54. © 2016 280 Group LLC. 54
Strategy Five: Holistic Change Management
• Communication and buy-in of plan
• Clarity on roles and responsibilities
• Executive support
• Likely to fail without it
• Essential for long-term change
Goal: Make REAL change that sticks and has a
huge impact on your organization and your
career

55. © 2016 280 Group LLC. 55
McKinsey Study: Change Management
• Three year study
• 311,000 respondents
• 6,800 CEOs
• 900 Academic Journal Articles

56. © 2016 280 Group LLC. 56
What percentage of transformations
fail?
Poll: Type into your Chat panel
with your guess

57. © 2016 280 Group LLC. 57
Percentage of Failed Transformation
Source: McKinsey
70%!

58. © 2016 280 Group LLC. 58
Failure Due to Non-Holistic Approach
Source: McKinsey
“Only 10% of
transformations succeeded
where companies did not
have a holistic
transformation approach.”

59. © 2016 280 Group LLC. 59
Kotter’s Change Management Framework

60. © 2016 280 Group LLC. 60
Five Strategies for PM Excellence
• Assess
• Multi-year plan
• Optimize People
• Optimize Process & Templates
• Holistic Change Management

61. © 2016 280 Group LLC. 61
• About the 280 Group
• Five Strategies for Optimizing Product
Management at Your Company
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

62. © 2016 280 Group LLC. 62
Q & A Session
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members
Download the PM Challenges Survey Results: go.280group.com/challenges-aipmm

63. © 2016 280 Group LLC. 63
Product Management Body Of
Knowledge
One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

64. © 2016 280 Group LLC. 64
“Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white
mug
made in the USA!!!

65. © 2016 280 Group LLC. 65
AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

66. © 2016 280 Group LLC. 66
Product Management Office™ Professional
One lucky attendee will receive the PM
Office Pro for FREE
Don’t spend hundreds of hours learning best practices, creating your
own templates and risking the possibility of making mistakes or leaving
critical details out of your work.
The Product Management Office Professional will help you to:
• Be more productive
• Deliver more effective documents in less time
• Leverage a worldwide-standard product process framework
• Create professional-looking documents with impact

67. © 2016 280 Group LLC. 67
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