product management mastering marketing and development at the same time (productcamp boston 2016)
TRANSCRIPT
Product Management:
Mastering Marketing and Development
at the same time
Michelle Carneiro
Product Manager @ Experian Data Quality Brazil
INT
RO
Michelle Carneiro
29
Brazilian
…
Graduated in Law
Executive MBA @ EADA,
Barcelona
Product Manager @ Experian
7+ years of experience managing
B2B marketing products
…
Occasional runner
Frequent traveler
Tarantino lover
Housekeeping
Connect to the "Cambridge" wireless network
Open an Internet browser
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When prompted, use the code: pc0409
Follow us @PCampBoston
Official Hashtag – include in tweets:
#PCampBoston
Session Evaluationswww.lanyrd.com/2016/productcamp-boston-
sessions/schedule/
OR download Lanyrd App
AG
EN
DA
5 tips on how to succeed doing Product
Marketing and Development at the same time
Use case: Brazil Expansion Project
1) P
artn
er w
ith S
ales
• If they’re not happy, YOU are not
happy
• They are your image to the market
• They have the best possible feeling
in terms of competition, market
share, pricing feedback
• Schedule lunch together
• Visit clients with them
• Sit with sales once in a week or
every 15 days
WHY? HOW?
2) B
e yo
ur ta
rget
mar
ket’s
exp
ert
• Offers and solutions should be built
outside-in and not the other way
around
• NIHITO: Get out of the office!
• Follow your target market’s trends
attending to events, subscribing to
newsletters etc.
WHY? HOW?
3) S
et p
riorit
ies
• You can’t do all the things you
would like to do
• Choose 3 things you’re going to win at, instead of
doing a million things
• Divide your daily activities into urgent and important
• Occasionally work from home
• Product Management Thursday
• Learn to say NO – in a polite way
• Remember: money is important, but if you do every
single thing driven by revenue, you will never think
long-term
• Set weekly priorities that give you the feeling of
mission accomplished. If you’re task oriented, this will give you daily relief
WHY? HOW?
4) M
ake
the
mos
t of p
eopl
e ar
ound
you
• Be a team player, no company wins
with individual results
• You are a product marketing,
manager and developer at the
same time!
• Interact with people. Engage them
to do their best by offering them
yours. Teach them something
• Share results
• Share knowledge
WHY? HOW?
5) B
e cu
rious
• Adapt to new trends • Subscribe to newsletters
• Join LinkedIn groups
• Attend events
WHY? HOW?
US
E C
AS
E: B
razi
l Exp
ansi
on P
lan
120% budget
achievement155% ebit
achievement
12,5% growth
YOY
dedicated
resources
Lunch!Lunch: 11:50 am to 1:05 pm
Floors 1 and 10 (enter thru Floor 11)
Options:
12:20 birds-of-a-feather discussions (all floors)
12:20 career fair (Commons stairs)
Schmooze with your friends in commons A, B and C on floor 10
Vegan and gluten-free food available on
both floors
Birds-of a-Feather Discussions
12:20 to 1:05 pm
Grab lunch and meet with colleagues in your job function or industry – see Lanyrd for rooms
New product managers
Directors & VPs
Product marketers
Startups
Government, education, non-profit
Healthcare & pharma
Banking, insurance and financial services
B2B & B2C retail, e-commerce, products and services
Career Fair
Hiring? Looking for a Job?
Grab lunch and meet on the Commons stairs between floors 10 & 11
12:20 to 1:05 pm
Part 1: Employers introduce opportunities
Part 2: Employers meet applicants on floor 11
