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When the Dog Wags the Tail
- 1. WHEN THE TAIL WAGS THE DOG! WHEN THE TAIL WAGS THE DOG! John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 2. WHEN THE TAIL WAGS THE DOG! How Does It Happen? Development Customer Problems Urgency RFP’s & PM Partner Demos Responsibilities Opportunity Sales Marketing Issues Fire Drills Product Manager Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 3. WHEN THE TAIL WAGS THE DOG! Taking Control 1. Balance your team 2. Spread the knowledge 3. Have a complete strategy 4. Fence the sales force 5. Validate early and often 6. Communicate in plain simple English Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 4. WHEN THE TAIL WAGS THE DOG! 1. BALANCE YOUR TEAM ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 5. BALANCE YOUR TEAM A Balanced Product Team Plan Design & Build Market & Sell Customer Care Build/Mfg., Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Product Business Product Product Sales Consulting Technical Mgmt. Process Development Marketing Support Services Support Analysis Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 6. BALANCE YOUR TEAM Headcount Vs. Roles 1 Person – 4 Roles GOOD LUCK! Build/Mfg., Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 7. BALANCE YOUR TEAM Headcount Vs. Roles 2 People – 4 Roles option 1 Build/Mfg., Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 8. BALANCE YOUR TEAM Headcount Vs. Roles 2 People – 4 Roles option 2 Build/Mfg., Functional Demonstrate Customer Technical Q/A, Design Solution Implementation Support Package Strategy & Rollout & Planning Readiness Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 9. BALANCE YOUR TEAM Headcount Vs. Roles 3 People – 4 Roles Build/Mfg., Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 10. BALANCE YOUR TEAM Headcount Vs. Roles 4 People – 4 Roles Early Stage Product/Company Build/Mfg., Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 11. BALANCE YOUR TEAM Headcount Vs. Roles 4 People – 4 Roles Mature Product/Company Build/Mfg., Strategy & Functional Rollout & Demonstrate Customer Technical Q/A, Planning Design Readiness Solution Implementation Support Package Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 12. WHEN THE TAIL WAGS THE DOG! 2. SPREAD THE KNOWLEDGE ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 13. SPREAD THE KNOWLEDGE Internal Training Sales & MARCOM Seminar Demo Pre-Sales & Product Marketing Seminar Demo Customer Training Services & Support Seminar Demo Product Certification Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 14. WHEN THE TAIL WAGS THE DOG! 3. HAVE A COMPLETE STRATEGY ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 15. HAVE A COMPLETE STRATEGY Strategy & Vacation Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 16. HAVE A COMPLETE STRATEGY Typical Strategy Release 2 Release 3 Release 4 Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 17. HAVE A COMPLETE STRATEGY Comprehensive Strategy Approval & Communication V A L I D A T I O N Organizational ROI Keys to Success D E C I S I O N S Go-to-market Pricing & Bundling Strategy Strategic Alliances Product Roadmap Packaging A S S E S S M E N T Technology Competition S.W.O.T. Corporate Objectives - Vision Market Analysis & Profiles 18 – 24 Months Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 18. WHEN THE TAIL WAGS THE DOG! 4. FENCE THE SALES FORCE ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 19. FENCE THE SALES FORCE Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 20. FENCE THE SALES FORCE One Direction For All Target Markets Product Value Lead Generation Roadmap Proposition Programs Product Sales & Marketing Pipeline Development Tools Creation Target Customer Acquisition Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 21. WHEN THE TAIL WAGS THE DOG! 5. VALIDATE EARLY & OFTEN ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 22. VALIDATE EARLY & OFTEN Validation Points Problems Functional Construction/ To Solve Test & Q/A Packaging/Production Design Manufacturing (Business Requirements) Validate Validate Validate Validate Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 23. VALIDATE EARLY & OFTEN BMW iDrive Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 24. VALIDATE EARLY & OFTEN sedan-lux 2002 passenge 7-series bmw 2 310 BMW 745i iDrive? No, you drive, while I fiddle with the controller By Andrew Bornhop • Photos by Ron Perry June 2002 Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 25. VALIDATE EARLY & OFTEN Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 26. VALIDATE EARLY & OFTEN $1 Now = $200 Later Cost of design changes 50x – 200x $200 $150 Early $100 Late $50 Later $0 Early Cost Harvard Business School: Secrets of Software Success Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 27. WHEN THE TAIL WAGS THE DOG! 6. COMMUNICATE IN PLAIN SIMPLE ENGLISH ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 28. COMMUNICATE IN PLAIN SIMPLE ENGLISH Good Message Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 29. COMMUNICATE IN PLAIN SIMPLE ENGLISH No Message Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 30. COMMUNICATE IN PLAIN SIMPLE ENGLISH Before Any Feature…PAIN Your Solution 4. What happens if I don’t solve it? 3. What’s the problem & why? 2. What am I doing? 1. Who am I (user role) ? Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 31. WHEN THE TAIL WAGS THE DOG! WHEN THE TAIL WAGS THE DOG! John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 32. PRODUCT MANAGEMENT UNIVERSITY ZIGZAG Methodology Marketing Programs Product Launch Cross Organizational Planning Field Readiness & Rollout Define Value Anchors Handoff To Development Release Planning Product Strategy Quantitative Market Analysis Building A Balanced Team Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 33. PRODUCT MANAGEMENT UNIVERSITY Upcoming Workshops How To Lead With Product Management San Jose, CA January 25-26 $995 per person How To Create Powerful Product Demos San Jose, CA January 27th $695 per person www.zigzagmarketing.com/registration.asp Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 34. PRODUCT MANAGEMENT UNIVERSITY Onsite Workshops Priced for any size group Topics of choice Focus on creating deliverables Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.
- 35. PRODUCT MANAGEMENT UNIVERSITY The ZIGZAG Difference Faster time-to-benefit Hands-on practice repetitions Concepts applied to your products in the classroom Copyright 2001-2004. ZIGZAG Marketing, Inc. All rights reserved.