product management champion 140301
TRANSCRIPT
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World-class product management
provided by Under10 Consultinghttp://www.under10consulting.com
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We’re losing clients and we don’t
know why.
We’re winning deals and we don’t
know why.
How should we measure
success?
What is product
management anyway?
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48% of time spent in
unplanned activity
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Companies can be agile too!
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But with agile methods, we can now build the wrong product faster
than ever.
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“ ”“ ”Development is about building the product right. Product
management is about building the right product.
Steve Johnson
Under10 Consulting
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Working with other teams
Product management
Exec
How large should a product
management team be?
Sales
Mktg
Dev
product marketing manager
sales engineerbusiness analyst
or product owner
Who is hiding their
headcount in the
product management
budget?
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Bill Campbell
Chairman, Intuit
“A guiding thing for me would be [to hire]
the best Product Marketing guy, somebody that
understands how to apply technology in
the market.”
AlwaysOn Summit at Stanford University, July 2009
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Just enough process
RefineDesign & deliverDefine
Product
Promotion
Sales
Operations
Business
Market
Business
Market
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Before: focus on product
RefineDesign & deliverDefine
Product
Promotion
Sales
Operations
Business
Market
Business
Market
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RefineDesign & deliverDefine
Now: extend your view
Product
Promotion
Sales
Operations
Business
Market
Business
Market
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Deciding what not to do is as important as deciding
what to do. That's true for companies, and it's true
for products.
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5 fundamental principles
Do it right (once), so you don’t do it over
Look at everything from the buyer’s view
Create a few living documents
Re-use methods whenever possible
Do more of what’s working, and stop the rest
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People must know why they’re changing1 People must have
the skills, tools, and coaching to change2 People they respect
must support the change3
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Create a world-class product organization Define effective
organizational structures
Assign roles and responsibilities
Audit existing process and artifacts
Most organizations need a small number of living documents—fewer than 10 Define your idea-to-
product and go-to-market processes
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