This is my presentation from ProductCamp Austin 12, February 15, 2014. As with many of my presentations, this is very visual and would make much more sense if you had "been there." Posted here to share with those who attended (thank you!)

1. The Road(map) Warrior
Tactics for fighting a PM’s
defining battle
Mike Ditson
ProductCamp Austin 12
Feb. 15, 2014

5. The Goal
A roadmap process that facilitates decisions on
next steps to keep your company on course.

6. AUTONOMY

8. “Over-deliver, make
your boss look good”
-Jack Welch

9. Founded a high tech company in his 20’s
Shared a name with his other founder
Became world-famous still in his 20’s
A demanding Perfectionist to work for
Designed a gorgeous campus for his
employees
His name is now synonymous with Quality
& Innovation

10. WALT DISNEY

13. Bad Signs…

14. 4
0
∞
10
0
1
10
10
0
0
5
10
2
10
10
7
3
10
5
-40
Rank (from "magic"
weighted formula)
Customer Sat
Risk
Technical Debt
Feature
Jet Pack attachment
3
Cold Fusion re-architecture 6
New "alchemy" Workflow
4
Anti-gravity
7
"Offline" Support
10
Revenue
Dev Effort
The “algo”rithm method
5
3
4
2
1

15. The “KING SOLOMON”
Feature
Customer enhancements
Sales Features
"Platform"
Technical Debt
Differentiating
% of
Resources
20
40
10
25
5

16. Fully deployed
Limited roll out
18 Month Product Roadmap:
Feature– User Mgmt
Updated: 2/14/14
• Green bars indicate new
revenue opportunities
NOTE: The near-term two quarters show targeted features by month. Quarters three or more out show features mid quarter, but
without sizing represent in-quarter targets.
2009
Q1
Q2
Money Maker
Feature– Corporate
2010
Q3
Feature
Q4
Q1
Same dumb feature
Q2
Never get to
Feature
Feature
New dollars baby!
Great idea, near impo
Feature
feature
New Product
Other
feature
Alpha
Should
feature
Beta
Feature
Feature
Feature
feature
Pushed
feature
out
feature
At the expense
Feature
Of more impt stuff
Feature
Feature
Never gonna hapn
be
“easy”
“Dark” roll out
Code complete
August (Orange line)
-1st credible Enterprise cut
•Enhanced stuff
• Not ready to ship 1.0
Q4
-Enterprise Additions
• Reporting Depth
•Massive bug fixes from 1.0
Q1
-Long term mucky muck
• Put here to make CEO
happy
•Other stuff

19. Executive
Product Planning.
years
Roadmap
Many Months
Release
Development
Many years
Portfolio
Product Mgmt
Strategy
2-9 Months
Sprint
Weeks
Daily

20. Get behind the scenes…
…a.k.a., “The Stake holder Shuffle.”

21. CIRCLE OF TRUST
“Get’s it” –
One of “us”
Reasonable – Can
be worked with
Hopeless Jackasses

22. Much harder
Release
by release
content
Product Resource mix
Release content
The release cycle
Rate of RM Review (gates)
Easier
The “format” of the roadmap

23. ATM Release Timeline 2007-2009
© 2008 | Confidential and
Proprietary | updated ER 26Jun-08

24. 10.8 ATM Release Details
•
• Timeline
– RFE – 12/15/2008
– FCA – 2/2/2009
• 10.8 Themes
 Advanced analytics
 Talent pool marketing
 Performance:
Advanced goal
management features
 Compensation:
Customer
implementation
support
© 2008 | Confidential and
Proprietary | updated ER 26Jun-08
•
•
•
Common

Process for adding non-standard languages to a customer
deployment (yes/no decision)

Data warehousing feed

Upgrade Spell Check and RTE
Recruiting

On-line Job Application with PDF forms

Job Posting Simplification (Global settings, updated administration,
UI enhancements)

RSS-based referral widget for Facebook and LinkedIn

SOFL Commitment - 508a Compliance for hiring managers only
Performance (Appraisals and Goals)

Customer Driven enhancements

Organizational Goal Setting

Goal Alignment

Goal Tracking Scorecard

HR Mandated Goals

Manager Mandated Goals Wizard

Previous Manager Feedback

Interim Rating Support
Compensation (Salary, Bonus and Stock)

Customer Driven enhancements

Total Comp Worksheet

Advanced Analytics

Manager Proxy

Worksheet Preview

Compensation Tab on Talent Profile

26. Your Best Friend

28. The Trust“Snowball”
• Slow going at the start
• Second guessed at each turn
• Hard fought wins
• Roadmap reviews go
faster
• Become less painful
• Grows your
Autonomy
Each on-time release builds your momentum

29. Product Manager
Thanks…