Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control. While many Product Managers/Marketers complain about these limitations, Great Product Managers & Marketers become Strategic and take ownership of the success of their products. In this session, we’ll discuss 10 specific strategic actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.

1. The 10 Most Important Levers of
Control That All Product Managers and
Product Marketers Must Use to Drive
Product Success!
Tom Evans
CompellingPM
@compellingpm
Copyright 2015. The Lûcrum Group, Inc. 1

2. 2
Sponsors
Diamond
In Kind
Gold
Platinum

3. The Big Question
• Should Product Management/Marketing Take
Responsibility for Product Success or Failure?
– Yes: The Product Manager is CEO of the product
and the buck stops there!
– No: We don’t have direct control of those
(engineering, sales, marketing, etc.) who
ultimately impact the success!
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4. Identifying Levers of Control
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Financial Metrics
Strategic Metrics
Product Success

5. Identifying Levers of Control
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Financial Metrics
Strategic Metrics
Sell More
Higher Price
Lower Cost
Product Success

6. Identifying Levers of Control
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Financial Metrics
Strategic Metrics
Sell More
Higher Price
Lower Cost
Product
Price
Place
(Channel)
Promotion
Product SuccessKey Levers/Tools

7. Strategic Levers of Control
7
Product
Price
Place
(Channel)
Promotion
Creating Leverage
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8. Strategic Levers of Control
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8
Product
Price
Place
(Channel)
Promotion
Creating Leverage
Go-to-Market
Strategy
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Defining Leverage

9. What is a Go-to-Market Strategy
• A Go-To-Market strategy is how a company
delivers their unique value proposition to their
target market and creates a competitive
advantage.
– How do you create value?
– How do you deliver the value?
– How do you capture the value?
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10. Strategic Levers of Control
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Product
Price
Place
(Channel)
Promotion
Creating Leverage
Go-to-Market
Strategy
Market Analysis
(Context)
Discovering Leverage
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Defining Leverage

11. Go-to-Market Strategy
Market Analysis
PM2 Levers of Control™
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Executional Levers
Product
•Whole Product
•Effective
Requirements
Price
•Value-Based Pricing
Place (Channel)
•Sales Tools
•Sales Enablement
•Channel Programs
Promotions
•Product Marketing
Tools & Content
•Product Marketing
Program Plans
Target Markets Positioning
Competitive
Strategies
Messaging
Platform
Alignment to
Business Drivers
VOC Competitive Analysis Ecosystem Analysis
Product Strategy Pricing Strategy Channel Strategy Promotional Strategy

12. What Are You Going to Be?
What Will You Do Different?
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13. Free 30 Minutes PM/PMM Consult
• First 10 to submit information on form
• http://compellingpm.com/freeonehour/
• Please include background on topic or issue
• Must include company info (no Gmail)
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14. 14
Sponsors
Diamond
In Kind
Gold
Platinum

15. Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2015. The Lûcrum Group, Inc. 15