Mark Strassman, Vice President Platform Technology Division March 24, 2006
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Transcript of Mark Strassman, Vice President Platform Technology Division March 24, 2006
Platform Technology Division 1
MasteringProductManagement
Haas School of Business
Mark Strassman, Vice PresidentPlatform Technology DivisionMarch 24, 2006
© 2005 Autodesk Platform Technology Division 2
Agenda
Autodesk MarketingCustomer Solutions Delivery ModelProduct Management Process
© 2005 Autodesk Platform Technology Division 3
It All Starts With The Customer
Do we know “who” they are? Internal and external
Do we understand the buying process? User/buyer/influencer
What motivates them?Demographics/psychographicsWhat are their business problems?What kind of language do they use?What do they read, watch, engage in?What do they want from a partner?
© 2005 Autodesk Platform Technology Division 4
George S. Day “The Market Driven Organization”
Market-driven organizations are 31% more profitable than those driven by other factors.
Adrian Slywotsky “The Art of Profitability”
The pathway to profitability? It lies in fully understanding the customer.
© 2005 Autodesk Platform Technology Division 5
“Marketing” at Autodesk
Market Divisions Building Manufacturing Infrastructure Platform Discreet
Corporate (WW) MarketingGeo marketing Americas APAC EMEA
© 2005 Autodesk Platform Technology Division 6
Go To Market at Autodesk
Bringing a product/solution to market at Autodesk is like. . .
© 2005 Autodesk Platform Technology Division 7
Agenda
Autodesk MarketingCustomer Solutions Delivery ModelProduct Management Process
© 2005 Autodesk Platform Technology Division 8
CSDM – What is it?
Customer Solutions Delivery ModelSimple, scalable process to bring solutions to market: Clarity of roles and responsibilities Organizational consistency Training
Promote a planning process aligned to budget process and business priorities
© 2005 Autodesk Platform Technology Division 9
What Problems Are We Solving?
Document complexity and volumeUnclear roles and responsibilitiesNo single planAccountability (metrics)Signal strength in the GeosAnnual budgeting process/planningWe moved from products to solutions
© 2005 Autodesk Platform Technology Division 10
CSDM Model
O = Opportunity
S = Solution
P = Product
M = Marketing
Sa = Sales
C = Customer
Division Strategy
© 2005 Autodesk Platform Technology Division 11
CSDM Model
Phase I: The OpportunityGoal: Define the end game
Market Share Revenue or Investment Create, enter, grow, protect, expand
Key Decision: Go/No Go
The Document: The Opportunity Proposal
go / no-go
go / no-go
Proposal
Proposal
Division Strategy
© 2005 Autodesk Platform Technology Division 12
CSDM Model
go / no-go
Proposal
SRD/MRD
SRD/MRD
Division StrategyPhase II: Solution DefinitionGoal: Define an aggregate set of products, services and partners to meet the business opportunity
Key Decisions: Does this solve a customer need? Will it drive revenue profitably?
The Document: SRD/MRD
© 2005 Autodesk Platform Technology Division 13
CSDM Model
go / no-go
Proposal
Budget
Budget
Plannin
g
Plannin
g
Business Case
Business Case
Solution Solution
RoadmapRoadmap
SRD/MRD
SRD/MRD
Division Strategy
Phase III: Product PlanningGoal: Detailed plan fordevelopment of required product/sthat fit the solutions roadmapKey Decisions:
Go/No Go on Business Case Profitable? ROI?
The Documents: Business Case Solutions Roadmap Revenue Planning
© 2005 Autodesk Platform Technology Division 14
CSDM Model
Phase IV: Marketing Plans/ProgramsGoal: Engage, plan, integrate and execute to the Division objectives across the Marketing teams: Division/WWM/Geo Marketing
Key Decisions: Do we have the right prioritization of goals,
audience, programs, worldwide? Are budgets mapped to priorities? Is Marketing aligned? Are expectations clear? Can Geo/Sales execute as planned? Do we have a competitive advantage?
The Documents MSB Sales Plan Division Marketing Plan
GEO Plan Brand Plan Programs Plan
go / no-go
Proposal
Business Case
Business Case
Solution Solution
RoadmapRoadmap
BU
GeoWWM
MSBMSB
Marketing Plan (Qtrly Review)Marketing Plan (Qtrly Review)Sales PlanSales Plan
SRD/MRD
SRD/MRD
Division Strategy
Budget
Budget
Plannin
g
Plannin
g
© 2005 Autodesk Platform Technology Division 15
CSDM Model
go / no-go
Proposal
Business Case
Business Case
Solution Solution
RoadmapRoadmapMSBMSB
Marketing Plan (Qtrly Review)Marketing Plan (Qtrly Review)Sales PlanSales Plan
SRD/MRD
SRD/MRD
Annual Annual PlanPlan
Review / Review / Post MortemPost Mortem
Division Strategy
Reven
ue
Reven
ue
Plannin
g
Plannin
g
Phase V: SalesGoal: Targeted Account Selling (make the number!)
Key Decisions: Priorities/Sales plans approved Training delivery Approved Geo Plans Annual Review set
© 2005 Autodesk Platform Technology Division 16
Agenda
Autodesk MarketingCustomer Solutions Delivery ModelProduct Management Process
© 2005 Autodesk Platform Technology Division 17
CSDM Model
go / no-go
Proposal
Business Case
Business Case
Solution Solution
RoadmapRoadmapMSBMSB
Marketing Plan (Qtrly Review)Marketing Plan (Qtrly Review)Sales PlanSales Plan
SRD/MRD
SRD/MRD
Budget
Budget
Plannin
g
Plannin
g
Division Strategy
Annual Annual PlanPlan
Review / Review / Post MortemPost Mortem
Product ManagementProposalMRD / SRDBusiness caseRoadmap
© 2005 Autodesk Platform Technology Division 18
Product managers must …
Be messengers of the marketCommunicate with market factsManage the product like a businessDemonstrate results
Always look for opportunities to gather strategic data from tactical activities
© 2005 Autodesk Platform Technology Division 19
Your opinion, although interesting, is irrelevant.*
* From “Practical Product Management”
© 2005 Autodesk Platform Technology Division 20
Adrian Slywotsky, “The Art of Profitability”
You’ll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts’ reports.
Yogi Berra, American Philosopher
You can observe a lot just by watching.
© 2005 Autodesk Platform Technology Division 21
Customer-Centric Marketing
One on one• Global Customer Council• Customer visits • AUGI user groups• Online discussion groups• Adopt-a-customer
Broad based research • Communication Center • Customer surveys• AutoCAD Error Report
Field testing• Usability testing• Beta programs• Alpha Gold program
© 2005 Autodesk Platform Technology Division 22
Potential60% Evaluating
15%
Competitor35%
Competitor25%
Competitor15%
Ours10%
Total Addressable Market
Product managers must know who is not shopping and why
Customers
© 2005 Autodesk Platform Technology Division 23
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Thought Leaders
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Awareness Plan
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Acquisition
Positioning
Customer Retention
LaunchPlan
Product Contract
Innovation
Market Messages
Channel Training
Win/Loss Analysis
Competitive Write-Up
EventSupport
Collateral & Sales Tools
Presentations & Demos
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Str
ate
gic T
ac
tica
l
From “Practical Product Management”
© 2005 Autodesk Platform Technology Division 24
Product Development Process
Proposal Idea or hypothesis about product direction
Market Requirements Document Requirements – Not features!
Design1. Design Brief2. Conceptual Design3. Specification Done by Design,
not marketing / product management!
© 2005 Autodesk Platform Technology Division 25
Closing
CustomerCustomerCustomer
Understand the customers’ problemsDesign solutions to solve customers’ problemsCommunicate how you have solved customers’ problems
© 2005 Autodesk Platform Technology Division 26