phil burton optimizing product management
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©2011 280 Group LLC. All rights reserved.1
Optimizing Product ManagementPhil Burton
Principal Consultant and Trainer, 280 Group
The Product Marketing & Product Management Experts™
Consulting ● Contractors ● Training ● Certification ● Templates ● Books ● Recruiting
www.280group.com
Slides available at www.280group.com/optimize.pdf
©2011 280 Group LLC. All rights reserved.2
Agenda
• About • People• Process• Tools• Making it stick• Q&A• Drawing!
©2011 280 Group LLC. All rights reserved.3
Drawing!
Product Management LifecycleToolkit
©2011 280 Group LLC. All rights reserved.4
The Product Marketing & Product Management Experts
Consulting ● Contractors ● Training ● Certification ● Templates ● Books ● Recruiting
™
©2011 280 Group LLC. All rights reserved.5
Optimal Product Management™
• Phase I: Assessment• Phase II: Training & Education• Phase III: Coaching, Mentoring & Seminars• Phase IV: Add’l certifications, portal, handbook
Phase I
Phase II
Phase III
Phase IV
©2011 280 Group LLC. All rights reserved.6
Optimal Product Management
People
Process
ToolsFeedback
Learning
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People
• Clarify roles• Right people• Baseline skill set
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Roles and responsibilities
Product ManagementInbound
• Customer research and insights• Business case analysis• Positioning • Product Road mapping• Market req. & prioritization• Whole product definition• Differentiation and desirability• Feature/cost/schedule tradeoffs• Develop product req. w/ eng. & UX • Competitive analysis
(product and market position)• Beta programs
Product MarketingOutbound
• Launch and marketing plans• Features and benefits• Messaging by market and role• Training• Sales tools• Product Launch• Marketing program• Success stories• Market analysis• Competitive analysis
(price, promotion, and place)
Director of Product ManagementPortfolio Planning
Strategic planning ● resource allocation ● PLC strategy ● pricing strategy ● competitive analysis (company & financial level)
Product Management vs. Product Marketing White Paper: www.280group.com resources section
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Right Person for the Job
• Skills• Interest• Team fit• Needs
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Baseline Skill Set
• Match responsibilities• Communicate expectations• Training• Coach/Mentor• Reading• Quarterly review
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Process
• Can be a dirty word• Benefits• Not the end goal• “Lightweight” as possible• “Context” dependent• Buy-In
Lightweight Product Process White Paper: www.280group.com resources section
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Process: Context
• Team• Size and maturity• Commitment• Dependencies• Development method
No process (chaos) All process (no work done)
StartupsFounder-drivenSales/Eng-driven“Lucky”
Large companiesDependenciesBureaucratic
Lightweight More formal
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More Formal
© 2005-2011, Blackblot
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What About Agile?
• Still need other phases• Development phase changes• Even more critical• Get CLEAR on rules
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Assessing Process
• Identify the process(es) being used• Get clear on context• Compare against best practices• Identify strengths/weaknesses• Eliminate inefficiencies• Bolster weak areas
©2011 280 Group LLC. All rights reserved.18
Tools
• Map to the process• Productivity• Leverage• Consistency• Appropriate for “Context”
– Templates– Software– “Just enough”
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Making it stick
• Develop plan– Charter– Roles– Process– Tools
• Management support• Communicate to peers• Be a broken record• Tie into reviews• Carrots & sticks• Quarterly PM summit• Sharpen the saw
Product Management Manifesto: www.280group.com resources section
©2011 280 Group LLC. All rights reserved.22
280 Group Resources
• Free templates• White papers • Product Management Manifesto• 280 Group Product Management 2.0 Newsletter• 280 LinkedIn Group • PM job hunting/listings• Product Management 2.0 Blog • 280 Group Press books
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Go to www.280group.com in the “Resources” section.
©2011 280 Group LLC. All rights reserved.23
(408) 834-7518
Slides available at www.280group.com/optimize.pdf
