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ID#: GM-901 Target Audience: PM Essentials Category: Go-to-Market Format: Presentation Title: Powerful Marketing Messages For Powerful Results! Description: We live in perhaps the most heavily marketed to society in history. Today's consumer is bombarded with increasingly ineffective marketing messages. At the same time, stressed-out, frustrated B2B marketing teams are faced with the burden of trying to do their part to help win new customers while being handicapped by dwindling budgets and resources, not to mention dealing with unrelenting pressure from Sales and C-Suite executives to produce a steady stream of qualified leads. Are you tired of not getting the results you want and desperately need from your marketing messages? Do you feel like your campaigns are exercises in futility? Join veteran copywriter John Rugh for this lively, interactive session that just might demolish your marketing paradigm. Pulling no punches, John will reveal tried and true copywriting techniques proven over and over to work while daring to expose how conventional wisdom can lead to yet another failed campaign. Presenters: John Rugh John Rugh is a former IT consultant, technology buyer and B2B sales rep turned software lead generation copywriter. As a passionate student of copywriting, direct response marketing, sales and buyer psychology, John works hard to build his skills, so he can offer his clients the very best value possible.

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ID#: GM-901 Target Audience: PM Essentials Category: Go-to-Market Format: Presentation

Title: Powerful Marketing Messages For Powerful Re sults!

Description: We live in perhaps the most heavily ma rketed to society in history. Today's consumer is bombarded with increasingly ineffective marketing m essages. At the same time, stressed-out, frustrat ed B2B marketing teams are faced with the burden of tr ying to do their part to help win new customers whi le being handicapped by dwindling budgets and resource s, not to mention dealing with unrelenting pressure from Sales and C-Suite executives to produce a stea dy stream of qualified leads. Are you tired of not getting the results you want and desperately need f rom your marketing messages? Do you feel like your campaigns are exercises in futility? Join veteran copywriter John Rugh for this lively, interactive session that just might demolish your marketing paradigm. P ulling no punches, John will reveal tried and true copywriting techniques proven over and over to work while daring to expose how conventional wisdom can lead to yet another failed campaign.

Presenters : John Rugh John Rugh is a former IT consultant, technology buyer and B2B sales rep turned software lead generation copywriter. As a passionate student of copywriting, direct response marketing, sales and buyer psychology, John works hard to build his skills, so he can offer his clients the very best value possible.

ID#: GM-902 Target Audience: PM Advanced Category: Go-to-Market Format: Roundtable Breakout

Title: Pricing Directions

Description: This session will focus on processes y ou can use to determine if your pricing is pointed in the right direction. Using case studies and group disc ussion, we will explore alternate, but equally vali d ways of addressing pricing strategy and direction.

Presenters : Karen Millican Karen Millican is an independent pricing architect with a unique blend of expertise in finance, administration and marketing. She creates and implements practical pricing plans and uses her administration background to ensure that clients also have processes to keep the momentum going. Ms. Millican has more than 20 years expertise in financial analysis, project management and marketing.

ID#: GM-903 Target Audience: PM Advanced Category: Go-to-Market Format: Presentation

Title: SMS: The Forgotten and Often Overlooked Wor khorse of Mobile

Description: In mobile, everyone runs towards the n ext great shiny object. It is a sad reality that ma ny brands and agencies think that simply creating a mo bile app is a vibrant and thorough mobile strategy. Well, stop running and take 45 minutes to learn abo ut a very un-sexy, 160 character, plain text communications tool that can augment ALL of your ex isting marketing and product solutions. Whether you are a marketer focusing on customer acquisition or retention or a product person trying to find a new feature, there is an SMS solution for you. Leveragi ng SMS, you can engage virtually 100% of the popula tion on the the most personal device they carry everywhe re. Matt Silk, with 7 years of mobile messaging experience, will cut through the clutter and help y ou see how you can add this vibrant communications channel to your repertoire.

Presenters : Matt Silk Matt Silk is the co-founder and SVP for Waterfall Mobile, Inc. He is responsible for sales, strategic partnerships, and client services. Prior to joining Waterfall Mobile, Silk was the Director of Retail Product Management at E*TRADE Financial and a business analyst at Xircom (acquired by Intel). He received a B.S. in Economics from the Wharton School at the University of Pennsylvania.

ID#: GM-904 Target Audience: PM for Entrepreneurs Category: Go-to-Market Format: Presentation

Title: Enterprise Mobility Solutions for Small & M edium Sized Businesses: Learnings from an underdog company

Description: This is an underdog story-about an und erdog solution from an underdog company from an underdog town most of you have never heard of. It i s a story about an Enterprise Mobility Solution ado pted by more than 4 dozen small and medium ( and now lar ge) sized enterprises across developing markets. A s our little story unfolds, we will whine (yes) about how we managed to launched our product, our famish ed wallets, the target markets,pricing,channel develop ment among other topics. If you have an ear for inspiring stories and lessons learned from a market far, far away from good old Austin, stop by.

Presenters : Manoj Balraj Manoj Balraj is an underdog who hides behind a fancy title " Head -Global Business & Marketing". He works for Experion Technologies ( www.experionglobal.com), a mobile solutions and applications development company. Manoj Balraj is a normal, boring, mama's boy but who roars to life when it comes to entrepreneurship and inspiring underdog stories.

ID#: GM-905 Target Audience: PM Advanced Category: Go-to-Market Format: Town Hall

Title: How to create effective marketing initiativ es to propel a weak/mediocre product to success?

Description: One doesn’t always get to design a kil ler product or a great service offering. There are several instances where product marketing gets stuck with a mediocre product and is expected to make it successful. What key steps must organizations take to ensure its adoption and success in the market pl ace. How can companies leverage these experiences to des ign the next product/service?

Presenters : David Kenyon David Kenyon is Vice President of Worldwide Business Management and Channel Marketing at AMD. He is responsible for planning, forecasting, and funding global revenue as well as developing integrated demand generation campaigns and channel strategies. CRN recognized David as 2009 IT’s Top 25 Channel Sales Leader & Channel Chief for 2010 and 2011. He has an MBA from Harvard University.

ID#: GM-906 Target Audience: PM Advanced Category: Go-to-Market Format: Town Hall

Title: Double-Duty Marketing: When your product is both Open Source and Software as a Service.

Description: Is your product both open source and S aaS? Are you looking for ideas to help you manage your marketing campaigns to grow both a developer c ommunity and an end-user client community? Join this town hall discussion to hear how open source s oftware product marketing teams are juggling both sides of the open source/SaaS marketing mix. Ther e will be plenty of open discussion and a white boa rd. Bring your own successful case studies and question s for open source/SaaS marketing.

Presenters : Sarah M. Worthy Sarah has over 12 years of experience in product marketing, management, and sales and is the product marketing manager for Tendenci. Sarah is part of the team responsible for transitioning Tendenci from being a 10 year old proprietary software application to an open source product and successfully grow both the open source and SaaS communities for the product.

ID#: GM-907 Target Audience: PM Advanced Category: Go-to-Market Format: Presentation

Title: Provoke Your Prospect: Create a Sense of Ur gency and Close More Deals

Description: Struggling to get the attention of key decision makers? Challenged to differentiate your company in crowded and cacophonous marketplace? Are potential buyers dragging their feet? Then it might be time to provoke your prospect. New researc h on companies engaged in a complex sale suggests sellers must act as provocateurs and provide compel ling insight if they are to get buyers to budge. Find out how companies like ADP, SAP, SalesForce.com and an array of entrepreneurial firms have challenged the status quo thinking of their prospects to turn them into customers. Discover how "visual provocat ions" can vividly and memorably demonstrate the case for change -- clarifying the contrast between a potenti al "breakdown" and a proven "breakthrough." Learn how product leaders, marketers and sales teams are collaborating to create urgency, produce more pipel ine and win more business.

Presenters : Britton Manasco Britton is a principal with Visible Impact, which specializes in strategic positioning, demand generation and sales enablement. He specializes in positioning companies as thought leaders and trusted authorities. Lee Sellers Lee is a principal with Visible Impact. With deep experience with such companies as Dell and Ziff Davis, he is a specialist in sales and marketing execution and leads workshops focused on developing a compelling point of view.

ID#: GM-908 Target Audience: PM for Entrepreneurs Category: Go-to-Market Format: Town Hall

Title: Crowdfunding for Products and Startups

Description: Crowdfunding is the new way to launch a product or business. In this session we will dis cuss the evolution of crowdfunding, what is making it wo rk now and the changes coming next year to make it even better. We will look at the most popular si tes, some that have failed, and others on the horiz on. We will also look at some of the products that have be en successfully launched recently, and we will disc uss what it takes to successfully launch a product and the cost in both money and time. During the Q&A yo u will also be able to talk with an entrepreneur curr ently using KickStarter.com the most prominent crow d funding site.

Presenters : Conley Giles Conley Giles is a serial entrepreneur and inventor. He holds several patents for sporting goods, building materials, packaging systems and business processes. He currently runs The School of Invention Ltd and is a principle in a consumer products crowd funding site being launched later this month. Dave Lowe Founder / Editor at OriginofCool.com Past:Community Manager & Strategist at StikiNotes.com, Head of Community & Publisher Manager at ebuzzing, Deputy Marketing Director at JCI (Ju... Education: University of East London, School of Sound Recording Summary:Based in Austin, Texas. Building the Origin of Cool brand and working on a ping pong project that will change the game. Kickstarter project online now.

ID#: GM-909 Target Audience: PM Advanced Category: Go-to-Market Format: Presentation

Title: How to Create Product Demos That Don't Suck

Description: Most product demos are boring and not really useful to the audience. In this session, w e'll describe the 3 greatest sins of product demos and t hen present 5 important principles that Product Managers/Product Marketers can apply to achieve inf ormative and beneficial product demonstrations.

Presenters : Tom Evans Tom Evans is Principal at Lûcrum Marketing and brings over twenty years of successful hi-tech business experience helping start-ups as well as Fortune 500 companies create and launch winning products. He enjoys sharing his product management/product marketing experience and lessons learned through presentations, training and consulting. And he hates to watch bad product demonstrations.

ID#: GM-910 Target Audience: PM for Entrepreneurs Category: Go-to-Market Format: Presentation

Title: Krafty Kardashians - what they got that my biz doesn't .. aka, teach me about marketing!

Description: Burned out of the Kardashians? Most o f us are and just don't get it. How can this one " lady" be worth more than my entire tech startup. How did she get there? What is so "it" and can it be repl icated? Join Austin's Marketing Gunslinger as she walks thr ough the Krafty Kardashian case study and learn how they actually use the Pragmatic Marketing Framework to go from (not quite zero) to teen hero. This wi ll be a fun, interactive, and informative presentation. Pr epare to laugh, sigh, and learn a bit of marketing from the Kardashians. Everyone will learn something that they can take back on Monday morning to be a bette r marketer!

Presenters : Elizabeth Quintanilla Elizabeth is a positive, people-oriented, and performance-driven Marketing Gunslinger, consultant, and speaker who focuses on understanding the customer perspective. She consults on: market research, messaging, channel strategies, understanding the impact of emerging business trends, web technologies and strategies, social, and product marketing. Elizabeth actively serves as a Commissioner on the Austin Community Technology and Telecommunications Commission. On Twitter: @equintanilla

ID#: ME-911 Target Audience: PM for Entrepreneurs Category: Marketing Execution Format: Workshop

Title: Catching the Wild Customer

Description: You think you have a sale. Then, poof, they're gone. If you have elusive, evasive, frustr ating sales experiences you could have the wrong customer , wrong inducements or perhaps you're just not allowing them to go through their "Buying Continuum ". It's similar to your sales process but different . Learn more about the customer's buying process and see ho w to incorporate it in your sales process for bette r results.

Presenters : Jan Triplett, Ph.D. Jan Triplett, CEO, Business Success Center, is the author of Thinking Big, Staying Small and a guest blogger for Business Bank of Texas Resource Center. She has been launching and growing product and service businesses for 20+ years. Her company was named an ABJ Top 20 Management Consulting firm and she hosts Bloggers United and the BSC B2B Meetup.

ID#: ME-912 Target Audience: PM Essentials Category: Marketing Execution Format: Presentation

Title: How to leverage Pinterest for your brand an d not be a jerk

Description: Pinteresting, pintuitive, pinfluence, pintimidated, pintervention... Pinterest marketing is getting kind of pinsane. Punny marketing terms are probably not helping either. As with any new platform, you may be wondering how to best leverage Pinterest for an upcoming social media campaign, for your company or client’s brand, or for your own personal brand. Le t’s take a look at some Pinterest horror stories, t hen look at some success cases to show you how to best execu te a campaign on Pinterest. You’ll also learn to te ll when Pinterest is not right for your brand, and how to say “no” to bad social media marketing on Pinte rest.

Presenters : Cecy Correa Cecy has handled social media strategy for brands like EA and Dell. She currently works as the Director of Community Outreach for open-source web development firm, Four Kitchens.

ID#: ME-913 Target Audience: PM Advanced Category: Marketing Execution Format: Town Hall

Title: Make The Users Conference A Powerful Experi ence and A Marketing Success

Description: Many companies host a "Users Conferenc e" to bring their customers together... but nobody wins if this is just a 2 day commercial about how t he greatness of your company. How can you create a n experience and make it all about the audience (and not about the company)? A successful event can be powerful marketing, but a blah event can have the o pposite results. This session is a follow up from ProductCamp 8. This time it is a town hall meeting . Come share the good, the bad, and the ugly that you have experienced at events you have attended or hos ted.

Presenters : Thom Singer Thom Singer is a professional speaker and corporate trainer. In addition to engaging keynotes and workshops, he is known for his "Conference Catalyst Program" - a unique kick-off for an industry event that transforms how people experience a conference. www.ConferenceCatalyst.com

ID#: ME-914 Target Audience: PM for Entrepreneurs Category: Marketing Execution Format: Town Hall

Title: Tame your blog, get social with your media and put your content to work: An introduction to editorial calendars

Description: Many companies are feeling the pressur e of producing content for websites, emails, newsletters, blogs, tweets, podcasts, videos, white papers, .... The list is endless, and you've got a day job! We’ll talk about a simple tool that will being orde r to the chaos of all these demands to get the stor y of your product out there! Focus your resources, corral you r calendar, and stay true to your message with edit orial calendar best practices. Share your experiences and learn from ours in this conversational session.

Presenters : Julie Wickert A longtime professional writer with a knack for storytelling, Julie Wickert has been communicating complex concepts to humans for more than 18 years. She started True Story Communication in 2008 to help companies and nonprofits get their stories out there. Julie is a hometown Austin girl who enjoys hanging out with the dogs and men of her household. Sandra Kleinsasser Sandra Kleinsasser is passionate about good writing, effective messages and strong organization. As the owner and project manager at WriteAustin.com, she provides writing, blogging, editing and problem-solving services to small companies. An experienced journalist, she upheld high standards for editing and content through periods of rapid change and pounding deadlines as Executive News Editor at the Austin American-Statesman.

ID#: ME-915 Target Audience: PM Advanced Category: Marketing Execution Format: Workshop

Title: UX Toolbox - The Right Tools To Use To Unde rstand The User Experience

Description: When all you have is a hammer, everyth ing looks like a nail. Don't let your product get caught off balance with an over-reliance on a particular t ool that might not be telling you the right informa tion about your product or your customers. This workshop will cover a variety of tools and methods to help you g et closer to your customers, increase sales and reduce product support costs through better user experien ce. You'll learn how to choose the right tool to answer your question and how to use a variety of approach es to ensure your product is meeting the needs of your cu stomers.

Presenters : Annette Priest With work featured in National Geographic Traveler, Info World and PC Magazine, Annette Priest's strategy, research, service and experience designs have been making a measurable difference for customers and patients at AT&T, GE, HP, IBM, M.D. Anderson Cancer Center and more since 1996. Her company, Revel Insight focuses on customer research, UX, usability and design including mobile devices and healthcare.

ID#: OA-916 Target Audience: PM Essentials Category: Opportunity Analysis Format: Other

Title: Which customers are you building the right product for?

Description: This session is the opposite of Go-to- Market and Marketing Execution, which focus on "put ting lipstick on the pig." We'll frame two ends of a pr oduct inception spectrum -- a) design a product tha t you'd want to buy and b) analyze a market to figure out w hat they're likely to buy -- and discuss the practi cal realities between the two.

Presenters : Paul Teich Paul Teich is a product visionary and business strategy consultant who creates compelling visions of future market conditions. He's fairly good at a) forecasting global and local markets and b) defining disruptive products to meet those markets. He's led previous PCA sessions on market sizing and scenario planning.

ID#: OA-917 Target Audience: PM Essentials Category: Opportunity Analysis Format: Workshop

Title: Selling your boss on your wonderful idea

Description: Most people do not take the time to le arn that they have to manage up as well as down. T hey come up with a great idea but don't know how to con vince the boss on how and why the idea is such a gr eat one. It takes skill and know how to convince or pe rsuade an individual to accept the new idea. But, i t can be done. You just have to do a little work and a lot o f thinking to create the right conditions for you t o sell the idea. This session would create ideas, stir people up and help individuals walk out with a new way of thinking. The skills learned can be applied as soon as they walk out. Come have fun and create a new way of looking at an idea.

Presenters : Sylvia A Stern Sylvia A Stern..Communication and Image Strategist..."Moving people from "what is" to "what can be". Sylvia is a popular keynote speaker, coach, trainer and all around fun person. Full of wisdom and wit who believes with great passion that communication is the key to success. Clients include large corporations like Dell and IBM and small startups as well as inidviduals.

ID#: OA-918 Target Audience: PM for Entrepreneurs Category: Opportunity Analysis Format: Workshop

Title: Is Your Startup Product Idea Crazy or What? Lean Canvas Dialog Tool To Help You Find Out

Description: Participate in a facilitated group dis cussion on how to quickly validate a startup produc t idea using a dialoguing tool based on lean concepts. Act ive participation of all subject matter experts (yo u!) is crucial as we illustrate a step-by-step methodology for prioritizing your Vision - the Must, Should, C ould, and Won'ts - to achieve a better, more viable produ ct-to-market fit. The three part Lean Dialog, ba sed on Ash Mauray's Lean Canvas and refined by CabForward, asks the following: **Who is your real audience? **What is the real need you satisfy (may not be wha t you thought it was...) **What are your assumption risks? **What scientific based experiment can test your hypothesis? **How will you prove (or disprove) your product idea? The group will throw out product/ser vices ideas and we'll vote on one to hammer out (on ?) during this session. Put on your lab coat and let's approach your crazy brilliant startup idea like le an scientists!

Presenters : PJ Chrisitie PJ Christie is Director of Customer Development at CabForward, an Austin firm that develops and deploys web, mobile, and social apps using lean methodology. He's an entrepreneur's entrepreneur, with current activities including consulting as Grow Your Base, self-publishing the Base Marketing System (for DIY startup entrepreneurs), and blogging at PJChristie.com on what a bass player can teach you about marketing. Erica Scassa Erica Scassa is the Lead Lean Practitioner on CabForward's Customer Development team. She's also their resident scientist, championing lean principles in software development and deployment. Her specialties include experiment modeling, root cause analysis, and value stream mapping. Before CabForward, she led the lean implementation for the nucleotides department at Pierce BioTechnology. (No kidding - she really is a scientist!). Vicki Flaugher Vicki Flaugher is an author, speaker, and social media/marketing strategy consultant, specializing in digital reputation development. Before Twitter, she spent a decade in manufacturing and was a Lead on the Lean Implementation logistics group at Applied

ID#: PC-919 Target Audience: PM Essentials Category: Prod Mgmt Careers Format: Presentation

Title: Feeling Competitive: How to apply product m anagement practices to build your personal differentiation.

Description: During the session we'll discuss a new way of thinking about self-improvement. • We'll w alk through how to apply product innovation principles to yourself. By thinking of yourself as a product t hat delivers value to those how depend on you, you can apply industry proven practices to improve yourself and become more competitive. • We'll discuss the S even Pillars of Product Management. Individuals use the Seven Pillars to identify things they should do to increase their personal competitive advantage a s efficiently as possible. Each Pillar is introduced with a five-letter acronym that will help keep focu s on the discussions. • We'll discuss how each of us are a product of our society and parents, but at some tim e we become a product of our own decisions. When we come to this realization, that we are a product of our decisions and actions, some marvelous things can ha ppen in our lives.

Presenters : Cathy Liggett I've been working in the Product Management field for over 25 years, working with product management communities to promote and teach best practices and tools for innovating new products and services.

ID#: PC-920 Target Audience: PM Advanced Category: Prod Mgmt Careers Format: Presentation

Title: Creating A Professional Brand That People W ill Remember Using LinkedIn

Description: You’ve joined LinkedIn… now what? Whe ther you’ve actively been using LinkedIn for a whil e or you’ve simply put up a profile and have done not hing with it, chances are you can easily do more. You want to recruiters to find you for your next gig? Do you want them to WANT to call you when then find you on LinkedIn? Learn how to use the proper vocabulary to BRAND YOURSELF! Are you using LinkedIn to promote your Professional Brand? What is google re turning when recruiters and hiring managers search on your name? Don’t keep missing some simple strate gies to help you better utilize LinkedIn to create a really professional brand that people will remember . Marc Miller will provide you with 5 actionable t ips to manage your Professional Brand using standard featu res of LinkedIn.

Presenters : Marc Miller Marc Miller’s career journey included 22 years at IBM, several thriving tech startups, a painful stint as a high school math teacher, a gig raising funds for the Jewish Community Association of Austin and a near fatal bicycle accident that changed his perspective forever. Marc has presented this topic at Network In Austin and other venues.

ID#: PC-921 Target Audience: PM Essentials Category: Prod Mgmt Careers Format: Presentation

Title: The Product Manager Pathfinder: How To Pros per As A Product Team Professional

Description: A recent study of experienced product managers from different companies and industries identified common challenges impacting their effect iveness and productivity. This session will help y ou accelerate you career by distinguishing yourself fr om others. It will help you position yourself to fi nd a new opportunity or get promoted. We will identify how y ou can enhance your skills to increase your worth a nd discuss ways to define and sharpen your value propo sition. We will identify ways to distinguish yours elf, accelerate you career and enhance your productivity . Learn how to convince a prospective employer why they should hire or promote you over others. We wi ll identify how to enhance your worth by increasing your transferable skills. We will also discuss ways to i dentify your unique selling propositions to disting uish yourself. This session is for product professionals who want to accelerate their career, obtain a prom otion, or find a job opportunity.

Presenters : Hector Del Castillo Hector is a senior consultant with over 10 years of experience directing the product strategy to lead high-performance product teams. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to organizations that need to create value-added products that delight customers and effectively market them to create demand.

ID#: PC-922 Target Audience: PM Essentials Category: Prod Mgmt Careers Format: Presentation

Title: Product Management and the Holy Grail (as s een through the eyes of Monty Python)

Description: Product Managers face many trials and tribulations as they pursue the Holy Grail. Throu gh the eyes of Monty Python, we'll explore these challenge s as King Arthur and the Knights of the Roundtable search for the Holy Grail and learn Product Managem ent lessons as they fight the Black Knight, try to sneak into a castle with the Trojan Rabbit, attempt to satisfy the request of the Knights Who Say Ni, face the temptations from the Castle Anthrax, underestimate the fierce Rabbit of Caerbannog and finally cross t he Bridge of Death to reach the castle that guards the Holy Grail.

Presenters : Tom Evans Tom Evans is Principal at Lûcrum Marketing and brings over twenty years of successful hi-tech business experience helping start-ups as well as Fortune 500 companies create and launch winning products. He enjoys sharing his product management/product marketing experience and lessons learned through presentations, training and consulting.

ID#: PC-923 Target Audience: PM for Entrepreneurs Category: Prod Mgmt Careers Format: Town Hall

Title: No More Lame Conference Calls - The 6 Princ iples You Need to Lead Great Meetings

Description: Research shows that 98% of product man agers are convinced that EVERYONE ELSE is the cause of lame conference calls! (Yes, this IS true. ) Interested in learning how to train your confere nce call participants to be in the "plays well with others" club? Conference calls cut across all aspects of t he product dev/mgt process. What could you accomplish if you were known as the "go to" person for leading great product meetings? Here's your chance to find out! We'll go over the 6 Principle Model and ident ify practical steps you can take on your next conferenc e call. Join us for a fast paced, highly interacti ve, ask that question that drives you crazy about the insan e antics on your conference calls, practical, fun t ype of presentation. Just the type of presentation that ma kes Saturday’s worth getting up for!

Presenters : Byron Van Arsdale Byron Van Arsdale has a deep passion for what people love to hate: the conference call. Yet, don’t hold that against him! Conference calls are the primary way to communicate with geographically dispersed teams. Byron trains people to lead great meetings and is the co-author of No More Lame Conference Calls – The 6 Principles You Need to Lead Great Meetings.

ID#: PD-924 Target Audience: PM Advanced Category: Product Development

Format: Presentation

Title: Distributed Agile: Avoiding the Pitfalls

Description: Rick Holmberg of KM Ware Solutions wil l present a practical, hands-on, workshop on how a software development organization can enjoy the foc us, speed, and effectiveness of the Agile Developme nt model in the context of a distributed, highly cost- effective, offshore resource environment. This hig hly interactive session will feature an in-depth discus sion of the proper key personnel roles and responsi bilities needed, the best management and development tools, as well as defining the critical processes essentia l to making it all work. With many years of first-hand e xperience running numerous offshore Agile Scrum tea ms, Rick will share vital tactical tips and strategic i nsights that truly make the difference between proj ect success and failure. There’s a right way and wrong way to execute Agile successfully. There’s a righ t way and a wrong way to work effectively with offshore d evelopment teams. There’s only one way to make bot h of them work simultaneously.

Presenters : Rick Holmberg VP Engineering, KM Ware, Rick Holmberg has over fifteen years of software development and PM experience. With over 6 years working with Agile in a distributed environment, Rick provides organizations with the practices and tools needed to succeed at agile development. He specializes in aiding organizations transitioning to Agile or just starting out with Agile as their development process.

ID#: PS-925 Target Audience: PM Essentials Category: Product Strategy Format: Town Hall

Title: Hardware Product Marketing

Description: So much is happening in the software a rea, people probably have forgotten that there is hardware product marketing also.

Presenters : Vernon Weiss An experienced technology marketing executive with an outstanding record of achievement in sales, marketing and product marketing. Extensive knowledge and experience managing products through their full product life cycles, including ROI responsibility. Successful combination of corporate and consumer sales and marketing experience along with P & L responsibilities. Consistently expanding scope of responsibility while managing and working with cross-functional teams.

ID#: PS-926 Target Audience: PM Advanced Category: Product Strategy Format: Town Hall

Title: What the heck is an end-to-end service or p roduct and how can I start one?

Description: "End-to-end," "ecosystem," "coopetitio n," "frenemy," "disintermediate," ...the jargon sou p is pretty thick. If your market cap is not over $10bn (i.e. you're not Apple, Google, Facebook, etc.), h ow can you convince a whole lot of other companies to help you build a direct tap into your customers' wallet s?

Presenters : Paul Teich Paul Teich is a product visionary and business strategy consultant who creates compelling visions of future market conditions. He wrote AMD's business plan for the PC industry's first dual-core processor and crafted a server strategy that resulted in their $334m acquisition of SeaMicro; a generally disruptive influence. He's led previous PCA sessions on market sizing and scenario planning.

ID#: PS-927 Target Audience: PM Advanced Category: Product Strategy Format: Presentation

Title: The Creepy Brain: Determining Your Unique V alue Proposition and Beating the Competition

Description: How do you currently determine the uni que value proposition for your products? How do yo u currently learn the competitive landscape and strat egize to win in the marketplace? In this session y ou'll learn: 1. How to use "the creepy brain" to positi on your product relative to competitors. 2. How yo ur unique value proposition drives all product decisio ns. 3. How to create a competitive mindshare map t hat will wow executives and your product team. 4. How a competitive mindshare map feeds into the "lean startup" business model for your product.

Presenters : Roger L. Cauvin Roger is a product strategist who helps companies make smart product decisions.

ID#: PS-928 Target Audience: PM Essentials Category: Product Strategy Format: Workshop

Title: The Good, The Bad and the Ugly: How to prev ent Good business ideas from going bad; Turning Bad product ideas into good and staying far away from the Ugly ones.

Description: We have all been in situations where w hat seemed like a good business idea quickly spiral downwards or a bad product idea being accepted and executed only to fail. This hands-on session discusses a toolkit to generate ideas, assess their merit, mitigate the risk of failure and leverage t hese ideas for both personal and professional success. We dis cuss this methodology through a couple of business-cases and learn from the possible outcomes.

Presenters : C.K. Kumar C. K. Kumar is a Marketing and Strategy professional who has spent the past 16 years in several technology and marketing roles in start-ups and large companies. When he is not working in the WW Business Management Group at AMD, he helps multiple start-ups on their marketing and business strategies.

ID#: PS-929 Target Audience: PM Advanced Category: Product Strategy Format: Workshop

Title: How to Create Roadmaps That Energize Execut ives

Description: Create strategic roadmaps that get the attention of executives, energize sales, inspire marketing and focus R&D using 3 simple techniques t hat result in high-value, high-impact solutions tha t are strategic to your company. In this interactive wor kshop, learn how to replace "shiny new object syndr ome" with market-focused solutions!

Presenters : Eileen Licitra Eileen Licitra is a Principal with Proficientz, a product management training organization. She has over 15 years of product management and product marketing leadership experience.

ID#: PS-930 Target Audience: PM Advanced Category: Product Strategy Format: Town Hall

Title: Take Back That Strategic Product Management Job You Thought You Had

Description: The terms strategy and strategic are a ll over your job description - but day-to-day you'r e mired in a spiral of tactics. How did it turn out this w ay? In this Town Hall setting, learn why this happe ns and how product management teams can work together to put t he strategy factor back in their roles -- and eleva te their value within their organizations.

Presenters : Eileen Licitra Eileen Licitra is a Principal with Proficientz, a product management training organization. She has over 15 years of product management and product marketing leadership experience.

ID#: PS-931 Target Audience: PM Advanced Category: Product Strategy Format: Presentation

Title: Why Leading Innovation Is Essential For Pro duct Managers

Description: Innovation is a central element of bus iness growth strategy within companies that aim to generate added value for their customers, the compa ny itself, and stakeholders. While many company executives and experts agree that in order for thei r companies to survive today’s increasingly global marketplace, they must face the unpleasant truth th at there may have to implement fundamental changes in who they are, what they do, and how they do it. Fe w executives feel their companies are good at the specific processes and tactics frequently tied to s uccessful innovation, such as generating breakthrou gh ideas, selecting the right ideas, prototyping, and developing business cases. We will provide insight s to define and implement a process to drive innovation that is aligned with your company's strategy, core capabilities and business model. This discussion is for product team professionals who want to lead innovation efforts to grow their company.

Presenters : Hector Del Castillo Hector is a senior consultant with over 10 years of experience directing the product strategy to lead high-performance product teams. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to organizations that want to create profitable products that delight customers and effectively market them to create demand.

ID#: PS-932 Target Audience: PM Advanced Category: Product Strategy Format: Town Hall

Title: Innovation: The Intersection of Invention a nd Value

Description: One of the biggest problems that a pro duct manager encounters when starting an innovation program or project is to reach consensus on the def inition of innovation. This is more than a semantic s issue. Without agreement on exactly what the goal i s - the team is unlikely to achieve it. In this in troduction to the “Beyond Stage-Gate” series we will discuss - A new definition of innovation that applies not ju st to products but to services, business models or busine ss processes - How to relate innovation and value - Why being new is not enough for something to be cal led innovative - What is necessary to define the innovation as incremental, radical or disruptive - How different types of innovations must be managed differently within the development process.

Presenters : Jose A. Briones, Ph.D. Dr. Jose Briones is the Director of Operations of SpyroTek Performance Solutions, a supplier of innovation management services, and has 20 years of experience in the areas of marketing, innovation, sales, engineering and R&D with manufacturing companies and software startups. Dr. Briones has been the leader in the commercialization of over 35 new products and is inventor of 6 patents.

ID#: PS-933 Target Audience: PM Advanced Category: Product Strategy Format: Workshop

Title: How can I 'BE STRATEGIC' when all these nut ty "Agile Teams" are asking me for tactical answers all the time!?

Description: I'm an Agile Product Manager, Agile Co ach, and a "sold out" Agilist, so I do not say thes e things to be disparaging. The reality is that Agil e teams sometimes implement Agile only in convenien t bits and it causes more friction with PM than it should. Examples: Development is unwilling to commit to what will be delivered and when, because "Hey, we're Agi le! We will tell you what we're done with when we'r e done with it!" Development does not want to look t oo far into the future because "Hey, we're Agile! We have to focus on the immediate priorities!" Develo pment is demanding you to create the backlog. Then development complains at the crappy stories you wro te. The connection between what is strategically required in the product vs what development is actu ally doing each day is just not clear... for anyone ! We will learn some tools and games to help regain your "strategic-ness"!

Presenters : Jeff Brantley Jeff Brantley is a product guy: a no-nonsense, git ‘er done, product guy. But building great products and services is a team sport everyone should be contributing to the innovation pipeline (engineering, sales, marketing, customers). Your Agile product leadership toolkit should include: Agile Roadmapping; Agile Market Research using Innovation Games; and Prioritization for Profit(r) techniques. Come learn with me!

ID#: PS-934 Target Audience: PM Essentials Category: Product Strategy Format: Roundtable Breakout

Title: Overcoming the Spreadsheet Effect

Description: There are some decisions that are just two important to leave to a spreadsheet. Have you ever had someone present you with a spreadsheet that was supposed to help you make a decision? Before you bought into it, they first had to explain it to you . The more important the decision, the more complex the spreadsheet, and the longer it takes for people to adopt. In this session, we'll discuss the spreadsh eet effect as it applies to product management teams an d their ability to influence strategic product deci sions. I'll present a few case studies of companies where the product management team experienced the Spreadsheet Effect, their failure to address it, wh ich in turn lead to fatal consequences. We'll d iscuss ideas of how they could have overcome (hindsight is 20x20) the Spreadsheet effect, and hopefully ident ify some common principles that we can all use within o r own organizations.

Presenters : Val Workman Val Workman: I've been in Product Management for a long time, seen companies come and go. I've been an executive coach and successfully mentored people. As a consultant, I’ve had to facilitate controversial discussions. I've watched firsthand the success and failures of Product Management teams as they've struggled to sell Product Management concepts to upper management.

ID#: PS-935 Target Audience: PM Advanced Category: Product Strategy Format: Workshop

Title: Stop the Madness! Putting Product Manageme nt in the Driver’s Seat of Product Strategy.

Description: Do you practice “peanut butter” produc t strategy – where you try to do everything, giving too little resourcing to too many ideas, doing none of them well? Does your team suffer from “product-of -the-day” mentality? Are you constantly shifting focus ? If the answer to any of those questions is yes, you’ve found the right session! Unless you have unlimited resources, choices must be made about what we are (and are NOT) going to do. If you want to be the “ President of the Product,” you must drive the strat egy conversation to be successful. Unfortunately, many people don’t have the tools or confidence to engag e their business at this level of planning. In this session, join ProductCamp Austin founder Paul Young for a workshop where you will learn a pragmatic technique for retaking control of the strategy discussion, a nd stop the madness of trying do too much.

Presenters : Paul Young Paul Young has over a decade of experience in product management. Today, Paul is an Instructor with Pragmatic Marketing, the world’s most popular product management training. His experiences range from large companies to start-ups, across a range of technologies and business models. Paul is also the founder of ProductCamp Austin, serving as President until 2010.

ID#: PS-936 Target Audience: PM for Entrepreneurs Category: Product Strategy Format: Presentation

Title: Succeeding in the InfoMagination Age Using Minitrends

Description: Achieving and sustaining success in th e current environment of unprecedented marketplace innovation means being constantly alert to new and exciting MiniTrends that provide business and technological opportunities. In this session, John introduces the MiniTrends concept, designed to inc rease creativity, innovation, and success through the use of MiniTrends--emerging trends that will soon beco me important, but are not yet widely recognized. Com bining advice, instructions, and audience participa tion, John provides product managers and product marketer s with a mindset and process for initial idea generation and techniques to analyze and exploit th e resulting opportunities. The audience will be encouraged to take advantage of their innovative na ture, experience, and common sense for success in t he Age of InfoMagination. The presentation is based o n John’s 30 years of experience in identifying and applying technical, social, and business trends as summarized in his book "MINITRENDS: How Innovators & Entrepreneurs Discover & Profit From Business & Tec hnology Trends."

Presenters : Dr. John H. Vanston Dr. John Vanston, Chairman, Technology Futures, Inc., founded TFI in 1978, building the Austin-based company into a leading authority in forecasting in telecom and high-technology industries. He is author of the award-winning book "MINITRENDS: How Entrepreneurs & Innovators Discover & Profit From Business & Technology Trends” and chair of “MiniTrends 2012: A Conference on Translating Emerging Trends into Business Opportunities.”

ID#: RD-937 Target Audience: PM Essentials Category: Requirements Definitions

Format: Presentation

Title: Where do Features come from?

Description: Whether you call them features or requ irements, what are the distinctive and compelling characteristics of your offering that are intended to impress/delight the consumer? Where do they come from? This session will discuss the many sources of features such as, problem solving methodologies, Maslow needs analysis, innovation events, user expe rience analysis, competitive analysis, research and development methods...It's time to Cowboy up and ma ke a stand, do all features come from solving marke t problems or are there other sources? Bring your opi nions, evidence, and theories and be prepared to participate in a lively debate.

Presenters : Derick Workman Derick Workman has over 10 years experience in process consulting and implementation of product management best-practices and technology. At pmNERDS he is responsible for implementing the 7 Pillars of Product Management, conducting process gap analyses, product management coaching and mentoring, product management process engineering, addressing adoption thru deployment of Communities of Practice (CoP) and developing custom solutions. I'm a pmNERD.

ID#: RD-938 Target Audience: PM Essentials Category: Requirements Definitions

Format: Town Hall

Title: Surveys For Strategic UX and Product Manage ment

Description: Surveys are a quick and cost effective method of getting closer to your customers and understanding their experience with your product. Are you getting everything you should be from your survey efforts? This town hall session will help y ou avoid common pitfalls of survey design, increase your response rates and get more actionable insight. Have a question or metric you feel needs help? Bri ng your survey and metrics stumbling blocks to discuss and leave with an improved approach that will help you take your product to the next level.

Presenters : Annette Priest Annette Priest helps product teams understand customers and focus on the right things to design better interfaces and experiences. Her surveys have made a difference for American Express, GE, HP, IBM, Lands' End, Texas Department of State Health Services and more. Revel Insight offers user research, strategy and design and has been featured in Info World and National Geographic Traveler.