AIPMM Webcast: Optimizing The Product Management Function At Your Company
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Product Management is becoming more and more of a recognized critical function and area of core competence in companies. A recent CBS news story and report showed that Product Management is now the fourth most important job in corporate America, with only CEOs, Executive Management and General Managers higher on the list. With poor product management companies risk building products and services that customers don't want, that don't have the right strategy or that are taken to market ineffectively. The result is that they fail, and the profits and brand reputation of the company suffers. Great Product Management can change all of this, ensuring that companies create products that delight their customers, have winning strategies and maximize profits. Brian Lawley is the CEO and Founder of the 280 Group. He is the author five best-selling books, The Phenomenal Product Manager, Expert Product Management, 42 Rules of Product Management, 42 Rules of Product Marketing and Optimal Product Process and is the former President of the Silicon Valley Product Management Association. He was awarded the Association of International Product Marketing Management award for Thought Leadership in Product Management, and has been featured on World Business Review, the Silicon Valley Business Report. --------------------------------------- AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php Moderated by Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk @ProdMgmtTalk Global Product Management Talk: http://www.prodmgmttalk.com http://bit.ly/nbw9Yr http://startupproduct.com
Transcript of AIPMM Webcast: Optimizing The Product Management Function At Your Company
© AIPMM 2013
AIPMM Webinar Series
http://www.aipmm.com
© AIPMM 2013 http://www.aipmm.com
© AIPMM 2013
Founded 1998
Largest Product Management professional group
Provides professional development and certification• Certified Product Manager• Certified Product Marketing Manager• Agile Certified Product Manager• Certified Innovation Leader
http://www.aipmm.com
© AIPMM 2013
Today’s SpeakersModerator:
Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk & Startup Product Summithttp://www.BlogTalkRadio.com/ProdMgmtTalk and http://startupproduct.com
Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon
Presenter:
Brian LawleyBrian Lawley
CEO and Founder 280GroupCEO and Founder 280Group
http://www.aipmm.com@AIPMM #prodmgmt
© AIPMM 2013
Stay on To Win!
•Keep your Chat box open! Keep your Chat box open! •Post your Questions in the Questions box during the Post your Questions in the Questions box during the session for Brian to answer during the Q&A at the end!session for Brian to answer during the Q&A at the end!
Participants who ask questions will be entered into the Participants who ask questions will be entered into the drawing to win valuable resources from 280Group!drawing to win valuable resources from 280Group!
All Winners will be announced at the end of the session!All Winners will be announced at the end of the session!
http://www.aipmm.com@AIPMM #prodmgmt
© AIPMM 2013
FEATURED PRESENTATION
http://www.aipmm.com
©2011 280 Group LLC. All rights reserved.7
Optimizing Product ManagementBrian Lawley
Founder & CEO, 280 Group
Optimal Product Management & Product Marketing™
Assessments ● Consulting ● Contractors ● Training ● Certification ● Templates ● Books
www.280group.com
©2011-2013 280 Group LLC. All rights reserved.8
Agenda
• About • People• Process• Tools
• Making it stick
• Q&A
©2011-2013 280 Group LLC. All rights reserved.9
First, a gift for all of you!http://tinyurl.com/freeoppbook
©2011-2013 280 Group LLC. All rights reserved.10
Giveaway!
©2011-2013 280 Group LLC. All rights reserved.11
Optimal Product Management & Product Marketing
Assessments ● Consulting ● Contractors ● Training ● Certification ● Templates ● Books
™
©2011-2013 280 Group LLC. All rights reserved.12
Optimal Product Management™
• Phase I: Assessment• Phase II: Training & Education• Phase III: Coaching, Mentoring & Seminars• Phase IV: Add’l certifications, portal, handbook
©2011-2013 280 Group LLC. All rights reserved.13
Optimal Product Management
©2011-2013 280 Group LLC. All rights reserved.14
People
• Clarify roles• Right people• Baseline skill set
©2011-2013 280 Group LLC. All rights reserved.15
Roles and responsibilities
©2011-2013 280 Group LLC. All rights reserved.16
Roles and responsibilities
Product ManagementInbound
• Customer research and insights• Business case analysis• Positioning • Product Road mapping• Market req. & prioritization• Whole product definition• Differentiation and desirability• Feature/cost/schedule tradeoffs• Develop product req. w/ eng. & UX • Competitive analysis (product and market position)• Beta programs
Product MarketingOutbound
• Launch and marketing plans• Features and benefits• Messaging by market and role• Training• Sales tools• Product Launch• Marketing program• Success stories• Market analysis• Competitive analysis (price, promotion, and place)
Director of Product ManagementPortfolio Planning
Strategic planning ● resource allocation ● PLC strategy ● pricing strategy ● competitive analysis (company & financial level)
Product Management vs. Product Marketing White Paper: www.280group.com resources section
©2011-2013 280 Group LLC. All rights reserved.17
Right Person for the Job
• Skills• Interest• Team fit• Needs
©2011-2013 280 Group LLC. All rights reserved.18
Baseline Skill Set
• Match responsibilities• Communicate expectations• Training• Coach/Mentor• Reading• Quarterly review
©2011-2013 280 Group LLC. All rights reserved.19
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
©2011-2013 280 Group LLC. All rights reserved.20
Process: Context
• Team• Size and maturity• Commitment• Dependencies• Development method
No process (chaos) All process (no work done)
StartupsFounder-drivenSales/Eng-driven“Lucky”
Large companiesDependenciesBureaucratic
Lightweight More formal
©2011-2013 280 Group LLC. All rights reserved.22
What About Agile?
• Still need other phases• Development phase changes• Even more critical• Get CLEAR on rules
©2011-2013 280 Group LLC. All rights reserved.23
Assessing Process
• Identify the process(es) being used• Get clear on context• Compare against best practices• Identify strengths/weaknesses
• Eliminate inefficiencies
• Bolster weak areas
©2011-2013 280 Group LLC. All rights reserved.24
Tools
• Map to the process• Productivity• Leverage• Consistency
• Appropriate for “Context”– Templates– Software– “Just enough”
©2011-2013 280 Group LLC. All rights reserved.27
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
©2011-2013 280 Group LLC. All rights reserved.28
280 Group Can Help!
• PM Assessments• Upcoming Public Training• Get Certified!• Custom Private Training• Consulting Projects• Contractors• Templates• Books
©2011-2013 280 Group LLC. All rights reserved.29
280 Group Resources
• Free templates• White papers • Product Management Manifesto• Optimal Product Management Newsletter• 280 LinkedIn Group • PM job hunting/listings• Optimal Product Management Blog • 280 Group Press books
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Go to www.280group.com/signup and in the “Resources” section.
©2011-2013 280 Group LLC. All rights reserved.30
Giveaway!
©2011 280 Group LLC. All rights reserved.31
(408) 834-7518
© AIPMM 2013
Please Join Us Again!AIPMM Webinar Series: Friday April 12
How To Create A Culture For Product Excellencehttp://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday April 8 Human Centered Design with Chris Pacione CEO, LUMA Insititute
http://www.blogtalkradio.com/prodmgmttalk
Stay Informed!Newsletter: http://www.aipmm.com/subscribeLinkedIn: http://www.linkedin.com/company/aipmmMembership: http://www.aipmm.com/join.phpCertification: http://aipmm.com/html/certification/
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