mark strassman, vice president platform technology division march 24, 2006

Platform Technology Division 1

MasteringProductManagement

Haas School of Business

Mark Strassman, Vice PresidentPlatform Technology DivisionMarch 24, 2006

© 2005 Autodesk Platform Technology Division 2

Agenda

Autodesk MarketingCustomer Solutions Delivery ModelProduct Management Process


It All Starts With The Customer

Do we know “who” they are? Internal and external

Do we understand the buying process? User/buyer/influencer

What motivates them?Demographics/psychographicsWhat are their business problems?What kind of language do they use?What do they read, watch, engage in?What do they want from a partner?


George S. Day “The Market Driven Organization”

Market-driven organizations are 31% more profitable than those driven by other factors.

Adrian Slywotsky “The Art of Profitability”

The pathway to profitability? It lies in fully understanding the customer.


“Marketing” at Autodesk

Market Divisions Building Manufacturing Infrastructure Platform Discreet

Corporate (WW) MarketingGeo marketing Americas APAC EMEA


Go To Market at Autodesk

Bringing a product/solution to market at Autodesk is like. . .


Agenda



CSDM – What is it?

Customer Solutions Delivery ModelSimple, scalable process to bring solutions to market: Clarity of roles and responsibilities Organizational consistency Training

Promote a planning process aligned to budget process and business priorities


What Problems Are We Solving?

Document complexity and volumeUnclear roles and responsibilitiesNo single planAccountability (metrics)Signal strength in the GeosAnnual budgeting process/planningWe moved from products to solutions


CSDM Model

O = Opportunity

S = Solution

P = Product

M = Marketing

Sa = Sales

C = Customer

Division Strategy


CSDM Model

Phase I: The OpportunityGoal: Define the end game

Market Share Revenue or Investment Create, enter, grow, protect, expand

Key Decision: Go/No Go

The Document: The Opportunity Proposal

go / no-go

go / no-go

Proposal

Proposal

Division Strategy


CSDM Model

go / no-go

Proposal

SRD/MRD

SRD/MRD

Division StrategyPhase II: Solution DefinitionGoal: Define an aggregate set of products, services and partners to meet the business opportunity

Key Decisions: Does this solve a customer need? Will it drive revenue profitably?

The Document: SRD/MRD


CSDM Model

go / no-go

Proposal

Budget

Budget

Plannin

g

Plannin

g

Business Case

Business Case

Solution Solution

RoadmapRoadmap

SRD/MRD

SRD/MRD

Division Strategy

Phase III: Product PlanningGoal: Detailed plan fordevelopment of required product/sthat fit the solutions roadmapKey Decisions:

Go/No Go on Business Case Profitable? ROI?

The Documents: Business Case Solutions Roadmap Revenue Planning


CSDM Model

Phase IV: Marketing Plans/ProgramsGoal: Engage, plan, integrate and execute to the Division objectives across the Marketing teams: Division/WWM/Geo Marketing

Key Decisions: Do we have the right prioritization of goals,

audience, programs, worldwide? Are budgets mapped to priorities? Is Marketing aligned? Are expectations clear? Can Geo/Sales execute as planned? Do we have a competitive advantage?

The Documents MSB Sales Plan Division Marketing Plan

GEO Plan Brand Plan Programs Plan

go / no-go

Proposal

Business Case

Business Case

Solution Solution

RoadmapRoadmap

BU

GeoWWM

MSBMSB

Marketing Plan (Qtrly Review)Marketing Plan (Qtrly Review)Sales PlanSales Plan

SRD/MRD

SRD/MRD

Division Strategy

Budget

Budget

Plannin

g

Plannin

g


CSDM Model

go / no-go

Proposal

Business Case

Business Case

Solution Solution

RoadmapRoadmapMSBMSB


SRD/MRD

SRD/MRD

Annual Annual PlanPlan

Review / Review / Post MortemPost Mortem

Division Strategy

Reven

ue

Reven

ue

Plannin

g

Plannin

g

Phase V: SalesGoal: Targeted Account Selling (make the number!)

Key Decisions: Priorities/Sales plans approved Training delivery Approved Geo Plans Annual Review set


Agenda



CSDM Model

go / no-go

Proposal

Business Case

Business Case

Solution Solution

RoadmapRoadmapMSBMSB


SRD/MRD

SRD/MRD

Budget

Budget

Plannin

g

Plannin

g

Division Strategy

Annual Annual PlanPlan

Review / Review / Post MortemPost Mortem

Product ManagementProposalMRD / SRDBusiness caseRoadmap


Product managers must …

Be messengers of the marketCommunicate with market factsManage the product like a businessDemonstrate results

Always look for opportunities to gather strategic data from tactical activities


Your opinion, although interesting, is irrelevant.*

* From “Practical Product Management”


Adrian Slywotsky, “The Art of Profitability”

You’ll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts’ reports.

Yogi Berra, American Philosopher

You can observe a lot just by watching.


Customer-Centric Marketing

One on one• Global Customer Council• Customer visits • AUGI user groups• Online discussion groups• Adopt-a-customer

Broad based research • Communication Center • Customer surveys• AutoCAD Error Report

Field testing• Usability testing• Beta programs• Alpha Gold program


Potential60% Evaluating

15%

Competitor35%

Competitor25%

Competitor15%

Ours10%

Total Addressable Market

Product managers must know who is not shopping and why

Customers


Pricing

Buy, Build or Partner

Operational Metrics

BusinessCase

SalesProcess

Thought Leaders

Market Requirements

MarketSizing

MarketingPlan

Product Roadmap

Awareness Plan

Market Research

Market Problems

Distinctive Competence

Product Performance

Customer Acquisition

Positioning

Customer Retention

LaunchPlan

Product Contract

Innovation

Market Messages

Channel Training

Win/Loss Analysis

Competitive Write-Up

EventSupport

Collateral & Sales Tools

Presentations & Demos

WhitePapers

User Personas

“Special”Calls

Release Milestones

AnswerDesk

Technology Assessment

Competitive Analysis

Lead Generation

Buyer Personas

Market Analysis

Product Strategy

Program Strategy

Product Planning

Quantitative Analysis

Channel Support

SalesReadiness

Str

ate

gic T

ac

tica

l

From “Practical Product Management”


Product Development Process

Proposal Idea or hypothesis about product direction

Market Requirements Document Requirements – Not features!

Design1. Design Brief2. Conceptual Design3. Specification Done by Design,

not marketing / product management!


Closing

CustomerCustomerCustomer

Understand the customers’ problemsDesign solutions to solve customers’ problemsCommunicate how you have solved customers’ problems