Understanding the drivers and motivations of the teams you work most closely with: Development, Marketing, Sales, Manufacturing, Service and Support, Professional Services, Legal.
Each of these teams has their own goals and are measured by distinct metrics. It makes sense to better understand what those are to have an easier time influencing them.
Product marketing excellence (product camp Toronto jul2015)ProductCamp Toronto
Product Marketing is key to the success of a firm’s Products, Services, Sales, and New Product Introduction (Launch) efforts. Question is – do you know what exceptional Product Marketing is, or looks like? For those of us in the field we need to define the key functions, what kind of background is needed - or must we develop, which metrics should be monitored, what elements of Digital Marketing are important, and what are a few key examples of exceptional product marketing. This session will be a GROUP BRAINSTORMING exercise to define excellence – and structure Product Marketing so we can target where to learn and improve. Ultimately, this session's goal will be to create a PRODUCT MARKETING SCORECARD – to help guide those in the Profession.
We have all been there, and have had to create a business case. But, there are so many different types of business cases out there. These range in size and depth, from the Consultant’s five-inch thick business case to the scribblings on the back of a napkin. There are different types of business cases required, depending on the oganziation’s size, stage in market, and attitude to risk.
This session will examine the various components of a business case, and the participants will be asked to share their best practices and war stories. Come prepared to listen, and to share your experiences.
This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.
In India, hashtag#Startup funding in 1H 2018 went down by 47% in value terms and 17% in terms of number of transaction. Though hashtag#B2B Startups doing better. Challenges are customer hashtag#acquisition, market expansion, attracting hashtag#talent and sustained profitable hashtag#growth (Source Inc42, Innovencapital, Nasscom). Robust hashtag#Go-To-Market hashtag#strategy and its hashtag#execution could be the answer.
Smarter And Granular Marketing Planning With Goals And AttributionG3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2xO8oeX
During this session, hear from Feng Hong, Senior Product Marketing Manager at Full Circle Insights, about creating a smarter, more granular marketing plan. Get a step-by-step, metrics-driven walkthrough to learn how to:
Evaluate performance along the 3C’s (Campaign, Channel, Content);
Utilize attribution metrics to optimize next year’s marketing mix; and
Plan campaigns using reverse funnel and deciding between MQL-based or revenue-based planning.
Product marketing excellence (product camp Toronto jul2015)ProductCamp Toronto
Product Marketing is key to the success of a firm’s Products, Services, Sales, and New Product Introduction (Launch) efforts. Question is – do you know what exceptional Product Marketing is, or looks like? For those of us in the field we need to define the key functions, what kind of background is needed - or must we develop, which metrics should be monitored, what elements of Digital Marketing are important, and what are a few key examples of exceptional product marketing. This session will be a GROUP BRAINSTORMING exercise to define excellence – and structure Product Marketing so we can target where to learn and improve. Ultimately, this session's goal will be to create a PRODUCT MARKETING SCORECARD – to help guide those in the Profession.
We have all been there, and have had to create a business case. But, there are so many different types of business cases out there. These range in size and depth, from the Consultant’s five-inch thick business case to the scribblings on the back of a napkin. There are different types of business cases required, depending on the oganziation’s size, stage in market, and attitude to risk.
This session will examine the various components of a business case, and the participants will be asked to share their best practices and war stories. Come prepared to listen, and to share your experiences.
This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.
In India, hashtag#Startup funding in 1H 2018 went down by 47% in value terms and 17% in terms of number of transaction. Though hashtag#B2B Startups doing better. Challenges are customer hashtag#acquisition, market expansion, attracting hashtag#talent and sustained profitable hashtag#growth (Source Inc42, Innovencapital, Nasscom). Robust hashtag#Go-To-Market hashtag#strategy and its hashtag#execution could be the answer.
Smarter And Granular Marketing Planning With Goals And AttributionG3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2xO8oeX
During this session, hear from Feng Hong, Senior Product Marketing Manager at Full Circle Insights, about creating a smarter, more granular marketing plan. Get a step-by-step, metrics-driven walkthrough to learn how to:
Evaluate performance along the 3C’s (Campaign, Channel, Content);
Utilize attribution metrics to optimize next year’s marketing mix; and
Plan campaigns using reverse funnel and deciding between MQL-based or revenue-based planning.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.
Taking Technology to Market (Developing a Go To Market Strategy)Marcus Tarrant
This presentation is part of a suite of presentations that we use in a structured fashion in our consulting activities to assist with the process of commercialising technology.
How high performance sales managers need to drive the change in how we implement sales technology. Learn actionable tips on how to improve sales technology-driven results within a sales team.
Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.
Taking Technology to Market (Developing a Go To Market Strategy)Marcus Tarrant
This presentation is part of a suite of presentations that we use in a structured fashion in our consulting activities to assist with the process of commercialising technology.
How high performance sales managers need to drive the change in how we implement sales technology. Learn actionable tips on how to improve sales technology-driven results within a sales team.
Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
A Dynamic Duo: Hacking the Product-Product Marketing Relationship Product School
In the last decade, Product Marketing has become a ubiquitous function in tech companies. Yet, there remains a lot of ambiguity and variance in defining this role and how Product Managers and Product Marketers can best collaborate. This talk explores how to build trust, align on shared goals, and create rituals that unlock the strengths of both functions and build better products.
Building Enterprise Products in 2021 by Google Product LeaderProduct School
Key Takeaways:
-Customer Problems and User Problems are different
-Your stakeholder management skills matter more than ever
-Develop your industry knowledge and specialization
Digital transfomation-it's not all about Digital TechnologiesPradeep Patel, PMP®
Digital Transformation is not just about digital Technologies.It's a gamut of technologies, processes, vision and mindset, which empowers enterprises to understand and serve customer needs in the ever growing Industry 4.0
Digital transformation-It's not all about Digital Technologiespradeeppatelpmp
Digital Transformation is not just about digital Technologies.It's a gamut of technologies, processes, vision and mindset, which empowers enterprises to understand and serve customer needs in the ever growing Industry 4.0
Projects are developed according to a set of requirements. Often there are many explicit requirements. And usually those represent only a tip of the iceberg. There are also hidden requirements: implicit and/or unknown requirements. And some of hidden requirements are important. Not recognizing important requirements in time leads to not good consequences. This talk is about common categories of hidden requirements that are often missed only to be discovered a bit too late.
One of many Ps on every product manager's agenda, pricing is a complex and divisive subject.
Join me in discussing best practices in how to come up with a pricing strategy for a new product or service, adjust prices for existing and communicate changes while avoiding common pitfalls.
Once you chose the partner option in your build/buy/partner trilemma, work out a draft term sheet all parties agree upon before codifying these terms via a legal agreement.
Join me in this session to discuss a wide variety of terms and approaches you should be well versed in when partnering with a third party.
Persona creation is a critical part of understanding your product buyers and target audience. It helps you hold to a consistent brand voice throughout your launch, awareness campaign, social media efforts, or product marketing campaigns. Most importantly personas serve as quick reminders about the audience to whom you are communicating, including how to speak with them in their language.
This session will discuss the key elements of building personas, sources of information for your research, and a review of several FREE online tools available to help create your key personas. Meant as an interactive session, drawing in some of the key learnings, experiences, and best practices experienced by the Product Management / Marketing audience.
Job Networking for Product Marketing & Product ManagementProductCamp Toronto
We have all heard that 80% of jobs are gained through networking. Question is: as a Product Manager or Marketer – how do I actually do this? You don’t think about it until you are facing uncertain times in your company, or are unemployed looking for a job. After reading over half a dozen books by ‘experts’ on networking – the core element of job networking How-To’s are still completely missed.
An interactive session to review several observations on Job Networking based on the results of over 215 network meetings. We will discuss the core of what to say during the networking meeting itself – for success (what the books DON’T discuss), and what to do for each of the different meetings: Open, Targeted, and Opportunistic.
This discussion is based on one journey, analytics and the discussions of the audience – NOT a networking ‘expert’. Like most of us at the event, the presenter is a Product Marketer / Manager… not a recruiter or in the talent industry.
YOUR Roadmap: Developing a career plan (Product Management)ProductCamp Toronto
YOUR Roadmap: Developing a career plan – Steve Gaylor, Pragmatic Marketing Plan your career, don’t let your career path be an accident. New to Product Management and Marketing? Want to break in? Learn the role, the trends and the approach of creating a career plan. Here is the fact: Product Management and marketing continues to evolve and represents a growing population of professionals who want to better understand their roles and career paths. This session will look at responsibilities, roles, trends and career opportunities for Product Managers.
Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-AllenProductCamp Toronto
While other channels have suffered during the recession, e-commerce continues to show impressive growth, averaging a 13%+ growth rate year-over-year (source: eMarketer, July 2012). With such opportunity your brand needs to remain competitive by offering shoppers an exceptional experience.
Learn valuable tips and strategies to optimize your e-commerce site for increased sales; best practices for improved channel performance, and key consumer, technology and market trends.
Pricing is not one-shape-fits-all. Cost+, legacy-, or competitor-based pricing may lead you to leave money on the table. You need to consider both the value that you add to buyers as well as your corporate objectives. This becomes even more complicated when you’ve got an entirely new, innovative product or service. The talk will highlight these topics and show you how to think about them when setting your prices. Bring your questions and learn about how leading product managers use pricing to support innovative strategies.
This would be an interactive session with the presenter leading discussions by providing an overview of key pricing approaches.
Alain Meloche, Managing Partner of Pricing Cloud in Canada, has lead workshops across the world including Canada, the U.S., Singapore, Shanghai, Paris, and Johannesburg.
The demand for visually impressive, simple, intuitive software is at an all-time high. What modern design techniques are companies using, and how does it fit with the product management process?
How to keep your Product Management sanity and perspective: John Milburn (Pra...ProductCamp Toronto
Is Product Management still the President of the product as development moves to Agile or Scrum? Why are we so confused? What’s changed, and what has remained the same?
ProductCamp Toronto 2012 Re-Engineering Your Sales ProcessProductCamp Toronto
This session at ProductCamp Toronto 2012 was a "kitchen table conversation" on understanding the key elements of your sales process and how you can optimize for success.
Because of past failures or mistakes, we have developed dysfunctional behaviors that impact teaming – e.g. development won’t be innovative because they were blamed for a product not meeting its delivery date; Product Management was blamed because a product didn’t meet the quality goals, so they start becoming QA; Revenue goals aren’t met and PM’s are blamed – PM’s go on the road to sell.
John Milburn (Pragmatic Marketing) shares a few representative examples of a problem that he calls “The Legacy of Blame”, how to be aware of them, and some coping techniques to deal with it.
Discussions on ways to create and grow product management teams. There are few standards on how to structure teams of product managers and product marketers. The aim is to get attendees to discuss what they’ve seen in their experience that worked and didn’t work and why.
Creating effective Product Requirements documents takes a lot of effort, often undermining whether they actually get done. Much of what is written is rarely implemented and the details are not always static as they change when the team learns what it really wants. This session would sort through what is really needed in a Requirements document focusing on what actually gets done.
PCT2010 - Lean Communications - Aligning diverse teams and accelerating reven...ProductCamp Toronto
A major part of product innovation and success rests on efficient and effective communication across teams in a company. In startups, this happens almost naturally. In medium and large companies, process needs to be put in place. Lean Communication is a model based on Lean principles that can be used to align teams and accelerate time to revenue for high tech products. As key members of the overall communication network, Product Managers and Product Marketers will benefit significantly by adopting this model.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Assuring Contact Center Experiences for Your Customers With ThousandEyes
Who Am I Working With? Alexandra Bialek
1. JULY 25TH
TED ROGERS SCHOOL OF MANAGEMENT,
RYERSON UNIVERSITY
ProductCamp
2015
www.productcamptoronto.wordpress.com
2. WHO AM I WORKING WITH?
T H E C H A L L E N G E O F I N F L U E N C I N G T E A M S W I T H
D I V E R G I N G G O A L S
ALEXANDRA G BIALEK
A G B I A L E K @ G M A I L . C O M
JULY 25TH
T E D R O G E R S S C H O O L O F M A N A G E M E N T , R Y E R S O N
U N I V E R S I T Y
ProductCamp
2015
www.productcamptoronto.wordpress.com
4. PLM
Make the product successful by
Defining product goals, strategy, and tactics
together with Development, Marketing, Sales, and all
other affected teams
Doing competitive analysis of the market,
often together with Marketing
Enabling Sales, Technical Sales, Service and Support,
Professional Services, and Manufacturing according to
their needs
Owning announcements and launches
Following up on market results/sales and revenue
numbers, together with Sales and Marketing
5. Development
Develop product by
Incorporating new technologies into product
Filing patents
Correcting major issues
Documenting new features and capabilities
Documenting technical changes in product
6. Marketing
Market product by
Creating interest
Defining target market
Creating collateral according to audience
Creating Go-To-Market strategy
Leading buyer’s journey for product
Positioning, sales strategy/enablement,
market research
7. Sales
Sell product to
Existing customers
Former/lost customers
New customers
By
Showing business value
Demonstrating technical merit
8. Manufacturing
Manufacture product while
Keeping cost low
Adhering to quality requirements
Support customers using the product by
Explaining correct use
Documenting and resolving product issues
Escalating to development and/or manufacturing as
needed
Service and Support
9. Professional Services
Enhance the customer experience by
Customizing the product
Offering enhanced services
Make sure all legally binding documents leaving the
company are favoring the company
Legal
Editor's Notes
We will look at two sets of teams a product manager works with: the main contacts
development
marketing
sales
and what I call the extended contacts
manufacturing – if there is a physical product
service and support
professional services – if there is a chance to sell customized product related services
legal
If you have further suggestions for the extended contacts I am more than happy to discuss those with you.
Product goals:
Market share
Revenue target
Positioning
Technology leadership
Product strategy:
Long term
Define ways to reach product goals, like
Feature sets
Quality requirements
Target markets
Ideal price point
Product tactics:
Short to mid term
Define ways to reach product goals
See at strategies
Timing of product release
Partial release
Open vs closed early access
Can counteract long term strategies if not chosen carefully
Competitive Analysis – where is my competition and what do they do?
Should include market analysis (customer sets, business cases) and technical analysis (technologies, feature sets)
Enablement is making sure everyone has the information and understanding needed to do their job;sales enablement might be done together with Marketing.
New product announcements are to be coordinated between Development, Marketing, and Legal to make sure content and phrasing adhere to the defined goals, strategy, and tactics.
End of life announcements are to be coordinated between Service and Support, Marketing, and Legal to make sure content and phrasing adhere to the defined goals, strategy, and tactics.
Follow up on market results is checking if goals were reached and how the market is developing.
Sales and revenue numbers are important to make future investment decisions.
Development typically creates at least one fully functional prototype of the product and defines and documents all components used, potential suppliers, and how to assemble the final product.
In case of software development creates the actual product and there might be no manufacturing or only for documentation.
The main interest for Development is to work on latest technologies and find new ways to do things => which leads to patents for the company
Correcting major issues and documentation are normally not preferred activities in development, but accepted as necessary evil.
Interest = buzz = make others talk about your product
Should be done by using different channels: classic announcement, press conference, press release, ads in all media, product related conferences, industry conferences, trade shows, fairs, internet pages, social media, etc.
Target market should be defined in cooperation with PLM and Sales, Development might be included as well. This is part of the definition of the product goals for which Product management is responsible in the end.
Collateral includes any written document that has a connection to your product and is intended for the general public with exception of announcements.
The audience can be seen by function:
Decision maker,
Influencer,
User/operations/technical
And/or by industry. Depending on the audience different business cases with different level of technical detail might be presented in the collateral. Collateral might as well discuss specific features or capabilities of the product in depth. Collateral can be a book, an article in a print publication, an article in an online-publication, a video, a blog entry, a combination of tweets, and whole lot more.
There is sometimes discussion if product documentation is part of collateral and therefore in the responsibility of Marketing or part of the product and therefore in the responsibility of Development. Be aware of this pitfall.
The GTM strategy includes all efforts that lead up to and include the product launch. They should include everything mentioned above @ interest=buzz.
It should include an early access or beta program to test the product with select customers and/or partners.
Leading buyer’s journey is all about how to get a potential customer from cursory interest to real interest to request of quote to order and sign the contract.
Positioning, sales strategy and enablement are shared responsibilities with PLM.
Market research is the specialty of Marketing, but so deeply technological aspect might be done by development and PLM
Sales happen on at least two levels: political and technical.
As consequence you often find at least two distinct sales roles in an organization:
Sales executives who concentrate on the political aspect with the decision makers
Technical sales who concentrate on the technical and technological aspect with the operations/technical team/users
Influencers exist on both levels.
At the customer the technical level can shoot down proposals as not meeting technical requirements.
The political level can push through proposals as necessary for the business.
The technical level very often can get informal information about decision making, real requirements vs official requirements vs wish list requirements.
Technical people tend to gossip as much as everybody else, therefore it is possible with a good relationship to get informally a heads up about future projects before the political level makes a decision regarding those projects.
Sales knows often why a deal did or did not go through. It is good practice to regularly check up on this cache of information regarding product needs.
Manufacturing
To keep costs low work with manufacturing and procurement
Make sure you get resources at best price in a timely manner
Make sure manufacturing process produces least amount of scrapage
To adhere to quality requirements make sure that development hands over all needed information, especially test scenarios to test for quality.
Service and Support
1st defense after customer has actual exposure to product
To support customer with all product related issues – make sure there is a distinction between service and support and prof. services
Customer issues can be but are not limited to:
Misunderstood user interface
Technical product issue
Usage issue
Technical maintenance of product
Replacement of faulty parts
Depending on gravity of issue escalation to development and/or manufacturing might be needed.
Service and Support see typically only the unhappy customers, but have deep insight into the cause of their unhappiness. They are invaluable to properly asses customer satisfaction with the product.
Professional services
Come in when product allows extensive customization which requires deep product knowledge
Are often coupled with consulting services regarding the product
Can be regular maintenance of mechanical parts of the product
Legal
Often seen as the major pain in the behind is there to cover the same for you and the company.