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The New Definition of Product Management
Marty Cagan, Silicon Valley Product Group
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About Us
Our Mission:The Silicon Valley Product Group was created to share senior level experience and best practices with technology companies
Our Team:• Product Management
– Marty Cagan• User Experience Design
– Kyrie Robinson• Technology
– Marty Abbott– Chuck Geiger
• Marketing – Martina Lauchengco
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The Problem
• Most product releases fail to meet their objectives
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The Cause
• The core reason for most failed releases is the product manager
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The Old Definitions of Product Management
Silicon Valley Secrets
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Three Common Models
• Marketing-driven Product• Two People, One Role• One Person, Two Roles
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Marketing-driven Product
• Product Marketing “Gathers”Requirements and Documents for Engineering
DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc.
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Two People, One Role
• Product Marketing– High Level Business Requirements
• Product Manager– Detailed Product Requirements
DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc.
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Two People, One Role (Agile)
• “Product Manager”– High Level Market Requirements
• Product Owner – Detailed Product Definition Decisions
DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc.
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One Person, Two Roles
• Product Manager tries to cover both:– Product Management– Product Marketing
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The New Definition of Product Management
Silicon Valley Secrets
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The Product Manager
• The product manager, more than any other role, is ultimately responsible for the product’s success or failure.
– It doesn’t matter how great the rest of the team is if they aren’t given something worthwhile to build
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The Product Manager
• The job of the product manager is to discover a product that is useful, usableand feasible
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The Product Manager
• The product manager must have:– knowledge of the user– knowledge of the domain and market– knowledge of the technology
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The Product Manager
• Traits
- Product Passion- Smarts- Customer empathy- Hard-working- Confidence- Leadership- Great communication skills- Integrity- Unstoppable
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Product Marketing
Roles and Responsibilities
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Product Marketing
• Responsibilities include:
- Messaging and positioning- Pricing and promotions- Online marketing and customer acquisition- Influencer marketing- Sales tools and educating the channel
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Project Management
• Responsibilities include:
- Coordinating the resources on the team- Planning and scheduling- Project tracking and reporting
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Summary
• Remember:– It doesn’t matter how great you’re the rest
of your organization is if you don’t give the engineers something useful, usable and feasible to build
Your job is to discover that product
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