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The Most Fun & Rewarding Part of Product Management: Why Isn’t Anyone Doing It ? John Mansour @proficientzppm. Game Time!. FUN!. FUN!. FUN!. NOT FUN!. FUN!. FUN!. FUN!. Finding new opportunities & problems!. FUN!. NOT FUN!. FUN!. FUN!. FUN!. - PowerPoint PPT Presentation
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Copyright 2013 Proficientz, Inc. All rights reserved.
The Most Fun & Rewarding Part of Product Management:
Why Isn’t Anyone Doing It?
John Mansour@proficientzppm
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Game Time!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Finding new opportunities & problems!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Negotiating scope with engineering/development!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Going on sales calls!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Writing a functional spec document!
Reading a functional spec document!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Attending (customer) industry conferences!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Creating product plans!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Participating in strategy meetings!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Completing readiness/launch tasks!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Creating positioning for something new!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Resolving customer & sales issues!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN!
FUN!
FUN!
FUN!NOTFUN!
Creating a new solution!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Pattern of Responses?FUN = Not Product SpecificNOT FUN = Product Specific
Why aren’t we having more fun?
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Structure Conducive to Fun & Rewarding?
FUN!
FUN!
FUN!
FUN!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
FUN or NOT FUN?
My Organization's Goals
Product 4
Goals
Product 5
Goals
Product 3
Goals
Product 2
Goals
Product 1
Goals
Which Product is “Top Dog” Today?
Internally Focused?
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Disconnect?“How do I improve my product?”
“How do I improve my product?”
“How do I improve my product?”
“My company has enormous challenges meeting its goals!”
Target Customers
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Target Customer Organization
C-Level Executives
Department 4 Department 5Department 3
Activity 3
Department 2
Activity 2
Department 1
Activity 1
Step 1
Step 2
Step 3
Step 4
Strategic Initiatives Drive Departmental Goals
Departmental Goals Drive Process Changes
Industry Dynamics Drive Strategy
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Target Customer Organization
C-Level Executives
Department 4 Department 5Department 3
Activity 3
Department 2
Activity 2
Department 1
Activity 1
Step 1
Step 2
Step 3
Step 4
REWARDING!Solutions That Remove Obstacles
FUN!Uncovering Their Biggest Obstacles
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Target Customer Organization
C-Level Executives
Department 4 Department 5Department 3
Activity 3
Department 2
Activity 2
Department 1
Activity 1
Step 1
Step 2
Step 3
Step 4
Problem-Solvers!
Problem-Finders!
PORTFOLIO STRATEGY
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
NOT FUN! NOT EASY!My Organization's
Goals
Product 4
Goals
Product 5
Goals
Product 3
Goals
Product 2
Goals
Product 1
Goals
Resources
Justify Enhancements to My Products
Justify Enhancements to My Products
Justify Enhancements to My Products
Justify Enhancements to My Products
Justify Enhancements to My Products
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
Target Customer Organization
C-Level Executives
Department 4
Department 5
Department 3
Activity 3
Department 2
Activity 2
Department 1
Activity 1
Step 1
Step 2
Step 3
Step 4
“Top-Down” Simplifies Everything!
Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppm www.proficientz.com
The Proficientz Difference?
Copyright 2013 Proficientz, Inc. All rights reserved.
RELEVANCE!
1. B2B specific
2. Framework applied to YOU
3. Current B2B examples
Course Format
Review Best
Practice
Current B2B
Examples
Review Proficientz Templates
Exercise for “My” Markets / Products
Review & Debrief
Copyright 2013 Proficientz, Inc. All rights reserved.
TOP-DOWN APPROACH!
1. Higher value solutions
2. Greater influence
3. Company success not tied to the success of each product
Target Customer Organization Goals & Strategic Initiatives
Department 4 Goals & Initiatives
Department 5 Goals & Initiatives
Department 3 Goals & Initiatives
Activity 3
Department 2 Goals & Initiatives
Activity 2
Department 1 Goals & Initiatives
Activity 1
Step 1
Step 2
Step 3
Step 4
Copyright 2013 Proficientz, Inc. All rights reserved.
Fast Adoption3-6 Days
1. Workflows for key activities
2. Supporting templates
3. Alignment to roles
4. Communication to stakeholders
Copyright 2013 Proficientz, Inc. All rights reserved.
Create Product Plans & Marketing
Programs
Define & PrioritizeUse Cases
Train & SupportSales / Channel
Execute Segment Marketing Programs
Create Market Segment
Positioning
CreateBacklog / Release
Plans
Define & Prioritize
Organizational Readiness Activities
Approve & CommunicateProduct and Marketing
Plans
DeliverSales Tools &
Marketing Materials
Evaluate Target Markets
QuantifySegment Revenue Potential
Evaluate Segment
Competition
Map CoreCompetencies toMarket Segments
Determine Segment Trends
& Drivers
Create & SocializeMarket
Segment Profiles
Create the Market & Portfolio
Strategy
PrioritizeTarget Market
Segments
Define Segment
Marketing Priorities
Align & Prioritize Operational Initiatives
CreateProduct Portfolio
Roadmap
Define & ValidateSegment Business
Requirements
Approve & CommunicateThe Strategic
Plan
Rollout & Deliver Solutions to Target
Markets
CompleteKnowledge
Transfer Training
CompleteOrganizational
Readiness Activities
Promote Thought
Leadership
AchieveCorporate Goals
& Objectives
Develop Products / Services
Design
Validate
Develop
Test
Release to Marketing / Production
Transfer Knowledge With User Stories &
Functional Specifications
Corporate Goals &
Objectives DELIVER
SOLUTIONSUNCOVER
OBSTACLES
Copyright 2013 Proficientz, Inc. All rights reserved.
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