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The Most Fun & Rewarding Part of Product Management: Why Isn’t Anyone Doing It ? John Mansour

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!.

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The Most Fun & Rewarding Part of Product Management: Why Isn’t Anyone Doing It ? John Mansour

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  1. The Most Fun & Rewarding Part of Product Management: Why Isn’t Anyone Doing It? John Mansour @proficientzppm

  2. Game Time! FUN! FUN! FUN! NOT FUN! FUN!

  3. FUN! FUN! • Finding new opportunities & problems! FUN! NOT FUN! FUN!

  4. FUN! FUN! • Negotiating scope with engineering/development! FUN! NOT FUN! FUN!

  5. FUN! FUN! • Going on sales calls! FUN! NOT FUN! FUN!

  6. FUN! FUN! • Writing a functional spec document! FUN! NOT FUN! • Reading a functional spec document! FUN!

  7. FUN! FUN! • Attending (customer) industry conferences! FUN! NOT FUN! FUN!

  8. FUN! FUN! • Creating product plans! FUN! NOT FUN! FUN!

  9. FUN! FUN! • Participating in strategy meetings! FUN! NOT FUN! FUN!

  10. FUN! FUN! • Completing readiness/launch tasks! FUN! NOT FUN! FUN!

  11. FUN! FUN! • Creating positioning for something new! FUN! NOT FUN! FUN!

  12. FUN! FUN! • Resolving customer & sales issues! FUN! NOT FUN! FUN!

  13. FUN! FUN! • Creating a new solution! FUN! NOT FUN! FUN!

  14. Pattern of Responses? FUN = Not Product Specific NOT FUN = Product Specific • Why aren’t we having more fun?

  15. Structure Conducive to Fun & Rewarding? FUN! FUN! FUN! FUN!

  16. FUN or NOT FUN? My Organization's Goals Which Product is “Top Dog” Today? Internally Focused? Product 1 Goals • Product 5 • Goals Product 2 Goals • Product 3 • Goals • Product 4 • Goals

  17. Disconnect? “How do I improve my product?” “My company has enormous challenges meeting its goals!” “How do I improve my product?” Target Customers “How do I improve my product?”

  18. Industry Dynamics Drive Strategy Target Customer Organization C-Level Executives Strategic Initiatives Drive Departmental Goals Department 1 • Department 5 Department 2 • Department 3 • Department 4 Departmental Goals Drive Process Changes • Activity 2 • Activity 3 Activity 1

  19. FUN! Uncovering Their Biggest Obstacles Target Customer Organization C-Level Executives Department 1 • Department 5 Department 2 • Department 3 • Department 4 REWARDING! Solutions That Remove Obstacles • Activity 2 • Activity 3 Activity 1

  20. Problem-Finders! Target Customer Organization C-Level Executives PORTFOLIO STRATEGY Department 1 • Department 5 Department 2 • Department 3 • Department 4 Problem-Solvers! • Activity 2 • Activity 3 Activity 1

  21. NOT FUN! NOT EASY! My Organization's Goals 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 Product 1 Goals • Product 5 • Goals Product 2 Goals • Product 3 • Goals • Product 4 • Goals Resources

  22. “Top-Down” Simplifies Everything! Target Customer Organization C-Level Executives Department 1 • Department 5 Department 2 • Department 3 • Department 4 • Activity 2 • Activity 3 Activity 1

  23. The Proficientz Difference?

  24. Review Best Practice RELEVANCE! Review & Debrief Current B2B Examples Course Format B2B specific Framework applied to YOU Current B2B examples Exercise for “My” Markets / Products • Review Proficientz Templates

  25. Target Customer Organization Goals & Strategic Initiatives TOP-DOWN APPROACH! Department 1 Goals & Initiatives • Department 5 Goals & Initiatives Department 2 Goals & Initiatives • Department 3 Goals & Initiatives • Department 4 Goals & Initiatives Higher value solutions Greater influence Company success not tied to the success of each product • Activity 2 • Activity 3 Activity 1 • Step 1 • Step 4 • Step 2 • Step 3

  26. Fast Adoption3-6 Days Workflows for key activities Supporting templates Alignment to roles Communication to stakeholders

  27. Evaluate Target Markets Create the Market & Portfolio Strategy Rollout & Deliver Solutions to Target Markets Develop Products / Services Create Product Plans & Marketing Programs Complete Knowledge Transfer Training Quantify Segment Revenue Potential Prioritize Target Market Segments Define & Prioritize Use Cases Complete Organizational Readiness Activities Determine Segment Trends & Drivers Define & Validate Segment Business Requirements Create Backlog / Release Plans UNCOVER OBSTACLES DELIVER SOLUTIONS Promote Thought Leadership Evaluate Segment Competition Create ProductPortfolio Roadmap Define & Prioritize Organizational Readiness Activities Release to Marketing / Production Map Core Competencies to Market Segments Define Segment Marketing Priorities Create Market Segment Positioning Transfer Knowledge With User Stories & Functional Specifications Align & Prioritize Operational Initiatives Train & Support Sales / Channel Corporate Goals & Objectives Create & Socialize Market Segment Profiles Execute Segment Marketing Programs Approve & Communicate The Strategic Plan Achieve Corporate Goals & Objectives Deliver Sales Tools & Marketing Materials Approve & Communicate Product and Marketing Plans

  28. Learn Top-DownProduct Management in 90 Minutes! Live Online Courses

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