webinar strategic role of product management

8/6/2019 Webinar Strategic Role of Product Management

1/18

P r ag mati cM ar k etin g

19932009PragmaticMarketing,Inc. Page1

Conference Call: (773) 945-1010Access Code: 494-168-373

Follow the discussion on Twitter at #prodmgmt

Slides and other resources available atwww.pragmaticmarketing.com/request

Prioritizingproductfeatures

Definingmarketmessages

Reactingtosalesdemands

Beingburiedintacticalactivities !?!!?!eav ng

no

me

forstrategicplanning

Delineatingrolesandrelationshipsbetween

ProductManagementandotherdepartments


2/18



PeterDrucker


3/18



product managementg

PeterDrucker

Prod Mgmt

Exec

a esMktgDev


4/18



Prod Mgmt

Exec

ProdMgmt

Mktg

Dev

Exec

Sales &

ProdMgmt

ev Mktg


5/18



Exec

Sales &

ProdMgmt

evMktg

Exec

Sales &

ProdMgmt

ProdMktg

ev Mktg


6/18



Exec

Sales &

ProdMgmt

evMktg

Exec

Sales &

ProdMgmtProd

Owner

ev Mktg

BusAnalyst


7/18



Productmanager,productmarketing

manager,tec nica pro uctmanager,

marketmanager,industrymanager,

industrystrategist,business

development,productstrategist,

productlinemanager,general

manager,director,vicepresident,


8/18



TacticalStrategic

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy

InnovationCompetitive

Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process

BusinessMarket ProgramsPlanningStrategy SupportReadiness

Strategic T

actical


Strategic T

actical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


9/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

DefinitionLess Technical

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

ar etsan us ness

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

ToolsMore TechnicalProductsandTechnology

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


10/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Amarketdriven

modelformanaging

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

technologyproducts

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


11/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

TypicalApproach

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

PreferredApproach

MarketProblems

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


12/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

PreferredApproach

MarketProblems

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

PreferredApproach

MarketProblems

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


13/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Howimportantis

theactivity?

Howwellarewe

Pricing

H,M

Business

Plan

H,M

Market

Problems

H,L

Marketing

Plan

H,L

Customer

Acquisition

H,M

Buying

Process

H,L

Positioning

H,M

Market

Definition

H,M

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

doingit?Buy,Build

orPartner

M,M

Product

Profitability

H,L

Win/Loss

Analysis

H,L

Distinctive

Competence

H,L

Customer

Retention

H,M

Program

Effectiveness

H,M

Buyer

Personas

H,L

User

Personas

H,L

Product

Portfolio

H,M

Distribution

Strategy

M,M

Innovation

H,M

Competitive

Landscape

H,L

Launch

Plan

M,M

Requirements

H,M

Product

Roadmap

H,L

Presentations

&Demos

M,H

Sales

Process

M,M

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools

Technology

Assessment

H,L

Lead

Generation

M,L

ThoughtLeadership

M,M

Referrals&

References

H,M

UseScenarios

M,L

Status

Dashboard

M,L

Event

Support

L,H

SpecialCalls

L,H

Channel

Support

M,H

Channel

Training

M,L

Collateral

M,M

Sales

Tools

M,H


14/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

Outbound

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

ToolsInbound

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition BusinessBuy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

andMarkets

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools

Productsand

Technology


15/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Strategy

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

Marketing

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools

Technical

Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Amarketdriven

modelformanaging

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic T

actical


Strategic T

actical

technologyproducts

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


16/18



Prod Mgmt

Exec

ProdMgmt

Mktg

Dev

BusinessPlanandProductRoadmapExecutives

Requirements

Development

BuyingProcess

Sales

Positioning

Marcom

Product Management


17/18



Pricing

Business

Plan

Market

Problems

Marketing

Plan

Customer

Acquisition

Buying

Process

Positioning

Market

Definition

Buy,Build

orPartner

Product

Profitability

Win/Loss

Analysis

Distinctive

Competence

Customer

Retention

Program

Effectiveness

Buyer

Personas

User

Personas

Product

Portfolio

Distribution

Strategy


Landscape

Launch

PlanRequirements

Product

Roadmap

Presentations

&Demos

Sales

Process


Strategic

Tactical


Strategic

Tactical

Technology

Assessment

Lead

Generation

Thought

Leadership

Referrals&

References

Use

Scenarios

Status

Dashboard

Event

Support

Special

Calls

Channel

Support

Channel

Training

Collateral

Sales

Tools


18/18


Questions?

Steve Johnson

.

Follow the discussion on Twitter at #prodmgmt

Slides and other resources available atwww.pragmaticmarketing.com/request

SteveJohnson

[email protected]

Twitter:@sjohnson717and#prodmgmt

webinar strategic role of product management

Documents