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Optimizing Product Management                  Phil Burton   Principal Consultant and Trainer, 280 Group                 T...
Agenda•   About•   People•   Process•   Tools•   Making it stick•   Q&A•   Drawing!                      ©2011 280 Group L...
Drawing!                                            Product                                            Management         ...
The Product Marketing & Product Management Experts™Consulting   Contractors   Training        Certification               ...
Optimal Product Management™•   Phase I: Assessment•   Phase II: Training & Education•   Phase III: Coaching, Mentoring & S...
Optimal Product Management                                People      Learning                                            ...
People• Clarify roles• Right people• Baseline skill set                   ©2011 280 Group LLC. All rights reserved.       ...
Roles and responsibilities         ©2011 280 Group LLC. All rights reserved.                           8
Roles and responsibilities                   Director of Product Management                          Portfolio Planning St...
Right Person for the Job•   Skills•   Interest•   Team fit•   Needs                ©2011 280 Group LLC. All rights reserve...
Baseline Skill Set•   Match responsibilities•   Communicate expectations•   Training•   Coach/Mentor•   Reading•   Quarter...
Process•   Can be a dirty word•   Benefits•   Not the end goal•   “Lightweight” as possible•   “Context” dependent•   Buy-...
Process: Context•   Team•   Size and maturity•   Commitment•   Dependencies•   Development method     Startups            ...
Lightweight  ©2011 280 Group LLC. All rights reserved.                   14
More Formal                                              © 2005-2011, Blackblot  ©2011 280 Group LLC. All rights reserved....
What About Agile?•   Still need other phases•   Development phase changes•   Even more critical•   Get CLEAR on rules     ...
Assessing Process•   Identify the process(es) being used•   Get clear on context•   Compare against best practices•   Iden...
Tools•   Map to the process•   Productivity•   Leverage•   Consistency•   Appropriate for “Context”    – Templates    – So...
Product Manager’s Manual        ©2011 280 Group LLC. All rights reserved.                         19
Product Management Portal         ©2011 280 Group LLC. All rights reserved.                          20
Making it stick•   Develop plan     –   Charter     –   Roles     –   Process     –   Tools•   Management support•   Commu...
280 Group Resources•   Free templates•   White papers•   Product Management Manifesto•   280 Group Product Management 2.0 ...
Q&A        brian@280group.com            (408) 834-7518Slides available at www.280group.com/optimize.pdf            ©2011 ...
Drawing!©2011 280 Group LLC. All rights reserved.                 24
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Phil burton optimizing product management

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Phil burton optimizing product management

  1. 1. Optimizing Product Management Phil Burton Principal Consultant and Trainer, 280 Group The Product Marketing & Product Management Experts™ Consulting Contractors Training Certification Templates Books Recruiting www.280group.com Slides available at www.280group.com/optimize.pdf ©2011 280 Group LLC. All rights reserved. 1
  2. 2. Agenda• About• People• Process• Tools• Making it stick• Q&A• Drawing! ©2011 280 Group LLC. All rights reserved. 2
  3. 3. Drawing! Product Management Lifecycle Toolkit©2011 280 Group LLC. All rights reserved. 3
  4. 4. The Product Marketing & Product Management Experts™Consulting Contractors Training Certification Templates Books Recruiting ©2011 280 Group LLC. All rights reserved. 4
  5. 5. Optimal Product Management™• Phase I: Assessment• Phase II: Training & Education• Phase III: Coaching, Mentoring & Seminars• Phase IV: Add’l certifications, portal, handbook Phase Phase Phase Phase I II III IV ©2011 280 Group LLC. All rights reserved. 5
  6. 6. Optimal Product Management People Learning Process Feedback Tools ©2011 280 Group LLC. All rights reserved. 6
  7. 7. People• Clarify roles• Right people• Baseline skill set ©2011 280 Group LLC. All rights reserved. 7
  8. 8. Roles and responsibilities ©2011 280 Group LLC. All rights reserved. 8
  9. 9. Roles and responsibilities Director of Product Management Portfolio Planning Strategic planning resource allocation PLC strategy pricing strategy competitive analysis (company & financial level) Product Management Product Marketing Inbound Outbound• Customer research and insights • Launch and marketing plans• Business case analysis • Features and benefits• Positioning • Messaging by market and role• Product Road mapping • Training• Market req. & prioritization • Sales tools• Whole product definition • Product Launch• Differentiation and desirability • Marketing program• Feature/cost/schedule tradeoffs • Success stories• Develop product req. w/ eng. & UX • Market analysis• Competitive analysis • Competitive analysis (product and market position) (price, promotion, and place)• Beta programs Product Management vs. Product Marketing White Paper: www.280group.com resources section ©2011 280 Group LLC. All rights reserved. 9
  10. 10. Right Person for the Job• Skills• Interest• Team fit• Needs ©2011 280 Group LLC. All rights reserved. 10
  11. 11. Baseline Skill Set• Match responsibilities• Communicate expectations• Training• Coach/Mentor• Reading• Quarterly review ©2011 280 Group LLC. All rights reserved. 11
  12. 12. Process• Can be a dirty word• Benefits• Not the end goal• “Lightweight” as possible• “Context” dependent• Buy-In Lightweight Product Process White Paper: www.280group.com resources section ©2011 280 Group LLC. All rights reserved. 12
  13. 13. Process: Context• Team• Size and maturity• Commitment• Dependencies• Development method Startups Large companies Founder-driven Dependencies Sales/Eng-driven Bureaucratic “Lucky” No process (chaos) Lightweight More formal All process (no work done) ©2011 280 Group LLC. All rights reserved. 13
  14. 14. Lightweight ©2011 280 Group LLC. All rights reserved. 14
  15. 15. More Formal © 2005-2011, Blackblot ©2011 280 Group LLC. All rights reserved. 15
  16. 16. What About Agile?• Still need other phases• Development phase changes• Even more critical• Get CLEAR on rules ©2011 280 Group LLC. All rights reserved. 16
  17. 17. Assessing Process• Identify the process(es) being used• Get clear on context• Compare against best practices• Identify strengths/weaknesses• Eliminate inefficiencies• Bolster weak areas ©2011 280 Group LLC. All rights reserved. 17
  18. 18. Tools• Map to the process• Productivity• Leverage• Consistency• Appropriate for “Context” – Templates – Software – “Just enough” ©2011 280 Group LLC. All rights reserved. 18
  19. 19. Product Manager’s Manual ©2011 280 Group LLC. All rights reserved. 19
  20. 20. Product Management Portal ©2011 280 Group LLC. All rights reserved. 20
  21. 21. Making it stick• Develop plan – Charter – Roles – Process – Tools• Management support• Communicate to peers• Be a broken record• Tie into reviews• Carrots & sticks• Quarterly PM summit• Sharpen the saw Product Management Manifesto: www.280group.com resources section ©2011 280 Group LLC. All rights reserved. 21
  22. 22. 280 Group Resources• Free templates• White papers• Product Management Manifesto• 280 Group Product Management 2.0 Newsletter• 280 LinkedIn Group• PM job hunting/listings• Product Management 2.0 Blog• 280 Group Press books Go to www.280group.com in the “Resources” section. 22 ©2011 280 Group LLC. All rights reserved. 22
  23. 23. Q&A brian@280group.com (408) 834-7518Slides available at www.280group.com/optimize.pdf ©2011 280 Group LLC. All rights reserved. 23
  24. 24. Drawing!©2011 280 Group LLC. All rights reserved. 24

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