1. The 60 Second Business CaseJason Brett@jbrettwww.linkedin.com/in/iJasonBrett

2. #prodmgmt stuff Ive done15 years in Product ManagementFounder and Chief Architect, SiteTamerProduct Manager, AT&T/BellSouthSenior Product Manager,Silverpop, an IBM CompanyFounder, ProductCamp Atlanta 3. Obligatory transition slide while I relay a somewhat3relevant anecdote 4. Your List 5. Your List 6. Your List 7. Your List 8. Your List 9. Your List 10. Your List 11. Your List 12. 12 13. 13 14. *this slide intentionally left blank14 15. 15 16. 60SecondBusinessCaseFullBusinessCase?RoadmapFeaturePlanningReleaseCandidateRelease16! 17. 17 18. 18 19. 19Weight 20. 20Weight 21. 21 22. 22 23. 23Strategic Alignment 24. 24Strategic Alignment 25. Strategic Alignment High - Meets all three of the following: Company Mission Moves Toward Product Vision Correlates to at least one of the specific Strategic Objectives (orquarterly/annual Goals) as defined by the leadership team Medium - Meets two of the above criteria Low - Meets one of the above criteria 0 - Meets none of the above criteria.25 26. Silverpop MissionTo bring Behavioral Marketingto every marketing departmentin the world 27. Silverpop VisionSilverpop is the unifiedDigital Marketing Platform that deliverssuperior overall return on relationshippowered by the deepest insight into theway each customer behaves. 28. Silverpop VisionSilverpop is the unifiedDigital Marketing Platform that deliverssuperior overall return on relationshippowered by the deepest insight into theway each customer behaves. 29. Strategic Objectives or Goals29Reduce Time toMarketEnter VintageToy MarketSunset LegacySystems 30. Strategic Alignment High - Meets all three of the following: Company Mission Moves Toward Product Vision Correlates to at least one of the specific Strategic Objectives (orquarterly/annual Goals) as defined by the leadership team Medium - Meets two of the above criteria Low - Meets one of the above criteria 0 - Meets none of the above criteria.30 31. Technical or Operational Necessity Keeping the Lights On No distinction between various levels Yes Must Have Something we must do to remain in operation Mostly driven by architecture or operations No Is not a Technical or Operational Necessity Most PM requirements will fall in this category31 32. Revenue Value High $1MM per year (or more) of attributable revenue impact Medium $250K - $1MM per year of attributable revenue impact Low Revenue impact expected, but cannot or need not be quantified 0 No expected revenue impact32 33. Customer Experience / CSAT Improvement High Positive experience or satisfaction impact to at least 80% of ourcustomer base Medium Positive experience or satisfaction impact to at least 30% of ourcustomer base Low Positive experience or satisfaction impact to a fairly small percentageof our customer base (less than 30%) 0 No expected impact to experience or satisfaction33 34. Innovation Value High - Meets all three of the following: Early (or First) to market with a feature or capability Has high visibility (PR, Marketing or Buzz) Value in the marketplace Has a new and positive business impact for our customer Medium -Meets two of the above criteria Low - Meets one of the above criteria 0 - Meets none of the above criteria.34 35. Cost Savings High $250K per year (or more) of attributable cost savings Development/maintenance cost, support, operations, licenses, etc. Medium $50K - $250K per year of attributable cost savings Low Cost savings expected, but cannot be easily quantified 0 No expected cost savings35 36. 36 37. 37The Science of PM 38. 38 39. AKA Fudge Factor39 40. The Art of PM40 41. The Art of PM41The Science of PM 42. 42 43. 43 44. 44 45. 45 46. 46A Happy Hippo Photo by Leszek Leszcynski (Flickr) http://www.flickr.com/photos/leszekleszczynski/4849608064 47. HIPPO Photo by Anita Ritenour (Flickr) http://www.flickr.com/photos/puliarfanita/6002022840/ 48. Businessman in a Conference Room Photo by Victor1558 (Flickrhttp://www.flickr.com/photos/76029035@N02/6829298111/ 49. HiPPO 50. Hippo Piss Photo by Anthony Easton (Flickr) http://www.flickr.com/photos/pinkmoose/1492220990/ 51. #60secbizcase #pcampatl 52. fin