Kick butt product management
-
Upload
johnpmilburn -
Category
Presentations & Public Speaking
-
view
73 -
download
1
Transcript of Kick butt product management
Kick-Butt Product Management- or -
Tips to avoid getting…frustrated,confused,overwhelmed,abused, andignored.8/10/2016ProductCamp Austin 17 1
Your Session Leaders• Alex McCarthy
• 25 years in product management, marketing, sales, and engineering• Trilogy, National Instruments, American Innovations, Polycom• Navigate Next – helping senior leaders navigate their careers
• John Milburn• 20 year Austin tech veteran (Tivoli, Lane15, Dell, Vtel, IBM)• 10 year Instructor at Pragmatic Marketing, CSPO• Now, helping technology firms better align their people, products and plans to drive greater revenue and market success
8/10/2016ProductCamp Austin 17 3
First, What’s a Product Manager?
ProductCamp Austin 17 4
SiriusDecisionsPragmatic Marketing Proficientz 280 Group
8/10/2016
Outline• “To thine own self be true”• Develop business sense• Hone your influencing skills• Models, process, models, process (repeat after me)
8/10/2016ProductCamp Austin 17 5
Introvert (I) Extrovert (E)“Study the data for hours”Thorough and detailed, listenersTrouble linking impact to others
“Schmoozing in the Hall”Good at convincing, sellingStruggle with how to improveSensing (S) Intuition (N)
Think in the AbstractBig Picture over DetailsRecognize PatternsBasic InformationRespond to what is observed
Logic and ConsistencyThinking (T) Feeling (F)
People and CircumstancesJudging (J) Perceiving (P)
Get things decidedCritical for ExecutionRemain open and flexibleCritical for Adaptability
MBTI for Product Management
8/10/2016ProductCamp Austin 17 8
99
Pragmatic Marketing Framework™
Inbound Business Strategy
Inbound Technical Strategy
Outbound Execution
8/10/2016ProductCamp Austin 17
Business Sense• Inherent ability to know if “it” will be successful AND profitable
• Part art (gut), part science (learnable)• Ultimately, a sense of the PROBABILITY of success
• Key aspects• Is it a win for the right people, companies and markets?• Headwinds and tailwinds in market, technology, politics,…• Are there enough resources – money, people, systems, time
• Impact on PMs• Strong predictor on PM career success• Usually improves with experience (not necessarily just time)
ProductCamp Austin 17 118/10/2016
The Opportunity - Outside and Inside Data• Is it worth it?• “Why we win?”• “Can we win?”• Does everyone make money (but the competition)?• Is value chain aligned?• How will the competition respond?• What happens if we do nothing? Wait 12 months?
8/10/2016ProductCamp Austin 17 12
Why are decision makers so stupid and slow?• You can’t make the decision. It sucks. We know. Move on.• No, they’re not stupid. And if they really are stupid, educate them.• No, it doesn’t take forever. They either aren’t convinced, committed or concerned.
ProductCamp Austin 17 15
Guess what? IT MAY BE YOU!!
8/10/2016
I’d like to invest 20% of our staff and 10% of our earnings in “Next Gen”, here’s why:• Most of our sales people say they can sell it• Our competitor already has it• Two large customers want to know if we have it• Development is “on board” and thinks they can do it faster than buying it• The current solution is expensive to maintain
8/10/2016ProductCamp Austin 17 16
I’d like to invest 20% of our staff and 10% of our earnings in “Next Gen”, here’s why:• It is a deciding factor in 4 out of the last 5 Win/Loss reports• Two of our top 5 customers are willing to be beta sites and fund development• ACME announced it at their User Conference last year
• 7 new testimonials on their web site• Hosting 4 regional events dedicated to it
• Sales and marketing will dedicate two people to launch it ($200k) Forecast $750k in first year and ~$2M in second year• Development estimates it needs 4 new people ($500k), new equip ($120k) and 11-14 months• Three year ROI is 7.4 which is above our target threshold
8/10/2016ProductCamp Austin 17 17
The Art of Influencing• Simple and immediate actions
• Think it through• Reframe – WIIFM? SCORE?
• Longer term• Formal training (UT Exec Ed Advocacy, Influence and Power)• Books (The Art of Persuasion)• Blogs• Coaching• …
8/10/2016ProductCamp Austin 17 18
Source
Be a Data Hound• Decide what’s most important data first! Not sure? Ask.• Factual AND anecdotal
• Customers• Internal: finance!, sales, marketing, development, operations• Competitors – especially at industry events• Industry analysts, blogs, magazines• Vendors, suppliers, new technology
• Don’t forget intangibles: emotional, risk level, “politics”, consensus…• Get a little more than “just enough” data
8/10/2016ProductCamp Austin 17 19
The Human Element of Data Driven Decision Making
Think the Situation Through• Start with “How much is it worth?”. Invest accordingly.• Next focus on “Who” (roles)• Define “it” clearly! What’s the “ask” and “return”?• What data do you need to make your point?• It’s not what you say, it’s how you say it!
ProductCamp Austin 17 20
Source
Source
8/10/2016
Regardless of Development Method or Role……..• Problem
• User & Buyer• Business Case / Plan
• Revenue vs. Costs vs. Time• Vision / Roadmap
• Capabilities mapped to time/releases• Competition
• Why you will win• Fit / Alignment
8/10/2016ProductCamp Austin 17 23
The Lean or Business Model CanvasSomething New?
Something Existing?8/10/2016ProductCamp Austin 17 25
2017 Existing Products
NewOptions
New Products
New Technology
Existing Customers
Competitors' Customers
New Customers
New Segments
Pragmatic Marketing Strategy Matrix©2H16 Existing
ProductsNew
OptionsNew
ProductsNew
TechnologyExisting
Customers
Competitors' Customers
New Customers
New Segments
8/10/2016ProductCamp Austin 17 27
Who Owns What? How is it documented?How much is “Enough” (or Too Much) ?
Product Roadmap
BusinessCase
User Stories &Epics Overall
ProjectPlan
ValueProposition
Build /Test
Go / No Go Done
SprintPlans
Marketing /LaunchPlans
Expectations
Release
ArchitectureDesign
UX
InternalAlignment
“Agile Planning Process”
8/10/2016ProductCamp Austin 17 30
SO, what did we miss????• “To thine own self be true”• Develop business sense• Hone your influencing skills• Models & process
8/10/2016ProductCamp Austin 17 31
Thanks!Alex McCarthy: [email protected] Milburn: [email protected]
ProductCamp Austin 17 338/10/2016