for Business

Barry CastleInterviewing for Senior PMM PositionJuly 2010

Headings1. Develop the commercial elements of the Product Plan with

guidance and approval from Product Managers and Business Unit General Managers including: – Value proposition definition and product positioning– Feature prioritization for product roadmaps– Market and opportunity sizing– Pricing (elasticity)

2. Own the Go-to-Market Strategies and Product Marketing Plan for their product(s) including: – Product Marketing Plan budget, messaging, customer targets, and metrics– Product and BU specific marketing campaigns– Partner marketing throughout the lifecycle – Implementation across corporate marketing, 3rd party agencies, and

marketing partners

3. Own new and existing customer relationship and Customer Relationship Management (CRM) campaigns including:– Campaign briefs and budgets– Collateral and targets– Post-campaign analysis– Implementation through centralized CRM

4. Maintain customer and business intelligence5. Undertake and support “white space” market research to

identify new product opportunities at the Business Unit General Manager/Director level

6. Manage and develop Associate Product Marketing Managers

Yes: 3Com, ShoreTel, SamsungSintel, Vordis

Yes: 3Com, ShoreTel, Samsung

Yes: ShoreTel (Siebel), Samsung (in-house tribute to Salesforece.com)

Yes – ShoreTel, Samsung

Yes – ETSI, ShoreTel, Samsung

Yes – ShoreTel, Samsung

• For large (external only) products, 6+ years experience technical / internet product marketing experience or management consulting with a focus on developing business cases and product plans including a minimum of 2 years in a post-MBA position

• For small to medium (external only) products, 4+ years experience technical / internet product marketing experience or management consulting with a focus on developing business cases and product plans

• Appropriate experience in B2C or B2B context depending on product(s)/BU’s to support

• Appropriate content specific knowledge of Mobile marketing• Ability to build and execute marketing plans (e.g. channels,

reach, lifetime value, cost per acquisition, etc.)• Where appropriate, experience managing and developing

teams of direct reports• Solid knowledge of both quantitative and qualitative research

methodologies through scholastic course work or hands on research experience

• A proven ability to design cross-channel, multi-media integrated campaigns

• Experience in viral growth environment a significant plus• Knowledge of pricing and promotional research a significant

plus• Product launch experience a plus

Yes: ShoreTel – raised $19mill

Yes: 3Com, ShoreTel , Samsung

Yes: B2B-BD, PMM, Mkting

Yes: Samsung, Sintel

Yes: ETSI, ShoreTel, Samsung

Yes: 3Com, Samsung

Yes: ShoreTel, Samsung

Yes: ShoreTel, Samsung

Yes: ShoreTel, Samsung,

Yes: All

Yes: MS-OCS, 3CX

Behaviours• Highly data-driven, having worked with

products with 1M+ users/customers showing ability to generate and clearly articulate insight from raw data

• Excellent analytic / quantitative reasoning and strategic skills

• Proven ability to build fact-driven business cases and secure buy-in from management

• Microsoft Excel guru

• Experience with Microsoft Access, SQL and/or statistical modeling tools ideal

Yes: 3Com, Samsung

Yes: ShoreTel, Samsung

Yes: ShoreTel $19mill and GTM Strategy

Will get a refresh

Yes: OECD - modellingPHP/MySQL programmerSamsung internal and SAP

Communication• Ability to translate insight and complex

technical capabilities into customer benefits. Frequently developed from marketing new / start-up products where customers have limited understanding of benefits (e.g. Twitter)

• Creativity in media and form of communication (e.g. viral video experience)

• Experience communicating internationally from working with a global product or internationally

• Ability to effectively interface and collaborate with Senior Management, Product Management, Marketing Operations such as having delivered multiple presentations to Senior Management

Yes: ETSI, 3Com, ShoreTel, Samsung

Yes: Studied photography at ParsonsThink graphicallyBrochures, Datasheets, Posters,Presentations

Yes: All

Yes: AllETSI General AssemblyVC investment roundMonthly board meetings

Organization and Inter-Personal skills• A progressive, creative thinker, with analytical and

problem solving skills, and the ability to integrate best practices

• Strong organisational abilities to manage multiple research efforts simultaneously

• Excellent people and management skills to interact with staff, colleagues and cross-functional teams, and third parties

• Team player with the ability to collaborate with and influence others

• A strong initiative and capability to take ownership and drive projects to completion

• Attention to detail and an eye for quality

Yes: Put ETSI on the NetCo-Founded TIPHONCisco Competitive CampaignTransitioned ShoreTel ChannelSamsung Personal Development prgrmSintel Comp Plan

Yes: ETSI Context SwitchingShoreTel RoadmapSamsung Roadmap

Yes : ETSI, 3Com, ShoreTel, Samsung, Sintel

Yes : ETSI, 3Com, ShoreTel, Samsung, Sintel

Yes: Put ETSI on the NetCisco Competitive CampaignSamsung 7000 launch

Yes : eg Cisco competitveSamsung OfficeServ 7000

Qualifications

• Bachelor’s in business / marketing or equivalent experience

• MBA preferredYes: I hold:1. BA in Business2. MSc in Computer Science

(software engineering)

In 2009:I taught a Masters degree course at Thales University (France in VoIP and Network Security)

Values• User Focused & Humble

• Disruptive & Fun

• Respectful & Honest

• Collaborative & Creative

1. Have spent hours on support lines, I know what it’s like2. We are all human – learn by mistakes and yes I’ve made my fair shareNote: I’m lighting things green because I want the job and I’m selling myself

I worked for a large multi-national PBX vendor with two sites in the UK and we had quality issues on our weekly Product meetings. I had the team install Skype within a week of arriving – because a. It sounded greatb. It never dropped a callc. I told them they needed to understand where our

industry was headedd. We would run both links in parallel and run bets on

dropped calls (ours)

The communications industry is populated by exceptional people at all levels and ages. I have a strong morale code.

Yes: I’ve spent the last few years building collaborative business with colleagues, vendors and customers.I’ve run International collaborative projects.At Samsung my Messaging was used in US Ad campaign. Cisco competitive at ShoreTel

Search Universe• Technology growth products either at

late stage start-up (e.g. LinkedIn, Yelp, Salesforce, etc.) or a new product within an established technology player such as Apple, MSFT, Cisco, Google, Yahoo!, Facebook, Twitter, or major Telco / mobile operator

• A similarly innovative, convergent digital environment where communications and internet technology connect

• Management Consulting firms with a vertical focus in technology

Yes: 3Com, ShoreTel, Samsung

Did the candidate demonstrate:Analytic/technical/direct response marketing: B2B

– (3com iPBX, Shoretel UC, Samsung iPBX/MSBG, Sintel/AudioCodes/Ingate…)

Role Specific: – 13 Years Int’l PM and relevant experience

Business trend analysis EG: • Samsung price analysis (Data from MZA) in response to AVAYA/Siemens price reduction• ShoreTel phone versus ports price analysis, • Sintel Mediant 1000 pricing

Communications: • During the call, Web, Presentation• eBook The UC Guide, Press coverage, Conferences and Panels

Leadership– Senior levels: Board level and VC experience– Senior References included

Travel and Location– Yes, Flexible