This document discusses Product Focus, a company that provides product management training. It introduces Ian Lunn, a co-founder of Product Focus, and describes the various training and consulting services offered, including public courses, private on-site training, reviews and assessments. It also promotes an upcoming webinar and product management journal. The presentation focuses on putting product management in the driving seat using a new Product Management Dashboard tool to help companies understand and improve their product management. It outlines seven key things to achieve this, such as making product management a leadership role and ensuring decisions are based on market insights and facts.

1. 1f X |www.productfocus.com© Product Focus
Putting product management in
the driving seat
Ian Lunn, 19th Nov 2015
Cambridge Product Management Network

2. © Product Focus www.productfocus.com 2f X |
Ian Lunn
 Senior marketing, product management and consultancy
roles at Cable & Wireless, Lucent, Vodafone and Orange
 Head of marketing in ‘dot-com’ company
 Wide experience across business and consumer markets in
both small companies and large multi-nationals
 Co-founded Product Focus 9 years ago – Europe’s leading
product management and product marketing training
company focused on Telecoms, IT and Software
 Over 20 years product management and
marketing experience in Telecoms, IT
and software
 Following Computing degree started life
working in IT consultancy

3. © Product Focus www.productfocus.com 3f X |
Product Focus – who are we?
Europe’s leading product management & product marketing training
business with a focus on Telecoms, IT and software

4. © Product Focus www.productfocus.com 4f X |
Our public course runs every month
Product Management and Product Marketing
for Telecoms, IT and Software
 Gives a thorough grounding in all aspects of the roles
 3 day course in Covent Garden, London
 Learn industry best practice
 Tools, templates and checklists to take away
 Certification
 Network with peers

5. © Product Focus www.productfocus.com 5f X |
We also offer…
Private on-site training
 Tailored to your specific needs
 Built from our library of materials and exercises
 Delivered to your team at your offices
Reviews and assessments
 To make recommendations on how to improve product management in
your company
Product Management Leadership Forum
 An exclusive workshop focused on leading and improving product
management
 Runs 21st April 2016

6. © Product Focus www.productfocus.com 6f X |
Upcoming webinars
Details at https://www.productfocus.com/resources/webinars/

7. © Product Focus www.productfocus.com 7f X |
Product Management Journals
Sign up for free at www.productfocus.com

8. © Product Focus www.productfocus.com 8f X |

9. © Product Focus www.productfocus.com 9f X |
No silver bullet…
 Over the past 10 years we’ve
 Worked with 100’s of companies and thousands of product managers
 Researched and published 13 Journals and run 9 industry surveys
 Reviewed the product management in scores of companies across Europe
 Everyone does it slightly different. There is no one ‘silver bullet’.
 There are some unique problems but surprisingly lots of
companies have very similar problems.
 So we’ve developed a brand new tool to help you understand
what’s going on in your business … the Product Management
Dashboard.
 My aim is to show you how it can help you put product
management in the driving seat in your business.

10. © Product Focus www.productfocus.com 10f X |
Product management dashboard

11. © Product Focus www.productfocus.com 11f X |
The Purpose of Product Management

12. © Product Focus www.productfocus.com 12f X |
Bespoke vs product
 In our industries there are a spectrum of approaches along the
solution - product continuum
 However the aim in product management is always build once
and sell many times

13. © Product Focus www.productfocus.com 13f X |
Providing balance
 The point at which the technical, commercial, user experience
and operational aspects of a product all come together
 And you have to make or recommend decisions with a balanced
and objective view

14. © Product Focus www.productfocus.com 14f X |
The Focus of Product Management

15. © Product Focus www.productfocus.com 15f X |
Time horizons
 Make sure you spend enough time on
strategy rather than just tactical
activities – both the “architect and the
builder”
 A focus on the mid-term – one foot in
the present and one foot in the future

16. © Product Focus www.productfocus.com 16f X |
Expert on the product and the market
 Spending time to get the insights you need to drive the roadmap
 Becoming the ‘voice of the market’

17. © Product Focus www.productfocus.com 17f X |
What approach for the product?
Validate WithdrawOptimiseMaximise

18. © Product Focus www.productfocus.com 18f X |
Way of working

19. © Product Focus www.productfocus.com 19f X |
How is product management organised?

20. © Product Focus www.productfocus.com 20f X |
How is product management set-up
 Sorting out who does which activity
 Understanding where decision-making
sits

21. © Product Focus www.productfocus.com 21f X |
Is there a bias?
Development
Sales
Marketing
Finance

22. © Product Focus www.productfocus.com 22f X |
Product management dashboard

23. © Product Focus www.productfocus.com 23f X |
7 key things to put product management
in the driving seat
1. Making product management a leadership role as well as about
getting things done
2. As much focus on understanding the market as being expert on
the product
3. Being clear what product management stands for
4. Sorting out who owns the different product activities
5. A focus on getting insights and facts on which to base decisions
6. Productising product management
7. Having a plan to improve things including investing in training

24. © Product Focus www.productfocus.com 24f X |
Thank you
 If you haven’t already, please sign up to our
Journal (back issues online) and check out our
blog – Product Focus Soapbox
 Our next 3-day course runs 16th to 18th Dec in
London
 If you’d like to link on LinkedIn, please let me
have you email address
 Thanks for listening