INTERLOCK FOR BUSINESS ANALYSTS (BA), PROJECT

MANAGERS & PRODUCT MANAGERS

Challenges for a Multifunctional Team

Pinkesh Shah, CISSP CPM CPMMCEO Adaptive Marketing

www.adaptivemarketing.in

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Training

Train and certify product professionals (BA, Project Mgrs, PMs, Engineering, Prod Marketing for accelerated career growth

Consulting

Helping companies launch new product lines and scale existing ones throughout the product lifecycle with predictable success.

Execution

Integrate with client’s management team and help set and execute product strategy

We consult with companies and train professionals on “productizing”

Lets discuss

1. Insights into the process of “productizing”2. Role of a BA, Product Manager and Project

Manager in a product team3. Unique challenges for a multifunctional

team and how to solve for them4. Trends in India for BA/Product Managers

• Customer Value Modeling

Understanding Value

• Define products

Creating Value • Value

based Pricing

Capturing Value

• Positioning Value Prop

Communicating Value • Value

Channels Network

Delivering Value

“Productizing” Process:: Idea to Enterprise

Productizing = Value Management

Product Manager orchestrates the process of productizing

Team

Product Mgr

Project Mgr

Business AnalystTech Mgr

Mktg Sales Mgr

Cross Functional Product Team

Savvy Smita

Techie TarunAnalyzing Anil

Coordinating Kevin

Reliable Ravi

Phases of “Productizing”

Conceive Plan Develop Qualify Launch Deliver

Market AnalysisChoosing to Build

Strategic

PlanningBuilding

Profitably

Product Plannin

gBuilding it right

Go To Market

Marketing it right

Enabling

Selling, Operationalizing

Understand the Problem

Needs/ Wants

Feasibility Competition

Business Plan - P&L

Strategic Roadmap

Market Requirement

Product Requirement, Definitions, Prioritizations

Change ControlProject Execution

Requirements Testing

User Acceptance

Feedback control

Compelling Value PropositionMessaging & Comm. ChannelsCreating Awareness & Demand

Transition to Operations

Sales & Channel Setup

Product MgrBA

Product MgrBA

BA, Project Mgr

BA, Project Mgr, PM

Prod Mgr, Prod Mktg Mgr

BA, Proj MgrProd Mgr, PMM

Adaptive Productizing FrameworkTM

Choosing to Build

Building Profitably

Building it right

Marketing it right

Selling effectively

Value Research & Analytics

Resources & Competencies

Target Market Sizing

Product Strategy

Win/Loss Analysis

Competitive Analysis

Pricing & Packaging

Buy/Build/ Partner

Requirements

Routes to market

Collaterals & Sales Tools

Product Line Economics

Personas & Scenarios

Market Acceptance

Planning

Marketing Plan

Launch Plan

Customer Acquisition

Lead Generation&

PreSales

Channel & Sales

Training

Evangelism Thought

Leadership

Performance Analysis

Business Model & Plan

Product Roadmap

Product Positioning

Customer Relationship

Mgmt

Market Analysis

Strategic Planning

Product Planning

Go To Market

Sales Enablemen

t

Primary Focus

• Ensuring the commercial success of a product or product line

Focus on the Value Journey

• Ensuring planning, execution, and closing success of any project

Focus on the Project

• Bridging the gap between the business needs and the technology

Focus on the Product

Define and Manage plan execution, monitor and control variations

Product Management Project Management Business Analysis

Three Disciplines aka “The Dream Team”

Mar

ket

Product Manager

Reso

urce

sProject Manager

Tech

nolo

gy Business Analyst

Challenges – Career Path

Lack of Established career path ladder

Creative titles come in the way

Global baselines still being rolled out in companies and captives in India

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Career Path for a PM

Sr. Business

Analyst(BA)Tech

PM(TPM)

PM Sr. PM Group PM Director PM VP PM SVP/GM

ProductModule Owner (ex. Requirements Mgmt)

Product FeaturesOwner

Product BusinessOwner (ex.P&L)

Product Line Owner

Portfolio Owner

Product BU Owner

CEO

Challenges – Role Interlock

Agreement on Productizing Process

Organizational Structure and enablement of the role definitions

Challenges – Market Context

Translating pain points into solvable problems

Customer Context ≠ Market Context

Building because they can not because they should

India’s firstAnnual Product Management Benchmark

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Report launched at NASSCOM in Nov 2010

Surveyed 500+ Business Analysts, Product Managers, Project Managers and Product Marketing managers in India

Goal was to get ground reality insights, challenges in the role of these professionals in India

Download the full report at www.adaptivemarketing.in

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What does a Product Manager look like?

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Age: 32 PM Experience: 3.4, Total Exp: 9.5 68% have Masters degree, 55% MBA 9 out of 10 are males Median salary 19Lakhs (2-3 years of experience) Titles: Business Analyst, Requirements Analyst,

Product Mgr, Product Specialist, Strategic Marketing Mgr

53% work for a product company with revenues > 1B$ (MNC India centers)

Roles and Titles mapping is all over the place in India

Business Analyst, Requirements Analyst, Product specialist, Product Owner,Technical Product Manager, Client Engagement Manager….(43 registered!)

Most PMs in India come from an engineering background

97.1% “somewhat” or “very” technical

What are they doing?

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Spending only 10% on Market Analysis

Most of the time spent in Product Planning (30%):: Requirements Management (71%)

MBA/Certification does help accelerate career path

In <5 years experience group, PMs who had certifications/MBA made 14.8% more than those who didnt

Market Analysis10%

Strategic Planning

21%

Product Planning

37%

GoTo Market5%

Sale

s En-

able

men

t9%

Sales 21%

Build because you “should” not because you “could”

Understanding and Prioritizing which market problems to solve is key before you build

Visit www.adaptivemarketing.in for schedule of certification workshops transforming professionals to become Global Product Managers

engage@adaptivemarketing.in

Questions?

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Scheduled Training OfferingsOpenWorkshops

Adaptive Product Management Professional

Adaptive “Productizing” Workshop for Engineers

Adaptive Advanced Workshop for Product Mgr

Adaptive Advanced Workshop for Sales & Marketing

Duration 6 days 2 days 2 days 2 days

Audience 5+ years experience in product company

5+ years experience. Engineers, Project Managers, Architects

4+ years of PM/PMM, experience, MBA desirable

4+ years of customer facing BD, PM/PMM, sales experience

Focus Career Transformation workshop that builds foundational skillsets to become a global PM

Developing a customer & business context around building products. Understand P&L, Business plan, success metrics

Advanced PM skills, managing multiple product lines, new product launches, Business plans, social media

Focus on setting up and running sales and marketing operations. Leveraging online marketing, social media

Certification AIPMM, USA Certification (CPM/CPMM)

Adaptive Product Professional Certification

AIPMM, USA Certification (CPM)

AIPMM, USA Certification (CPMM)