pmg-phpapp01
TRANSCRIPT
-
7/30/2019 PMG-phpapp01
1/13
University of Wisconsin-MadisonExecutive Education
Product Management:
Improving Organizational Effectiveness
Linda GorchelsDirector, Executive Marketing Programs
Fluno Center for Executive EducationSchool of Business, UW-Madison(608) 441-7336
-
7/30/2019 PMG-phpapp01
2/13
University of Wisconsin-MadisonExecutive Education
Questions well explore
How do product manager roles
relate to organization structure?
What factors affect the structural
fit of product management?
How can cross-functionalexpectations be better aligned?
-
7/30/2019 PMG-phpapp01
3/13
University of Wisconsin-MadisonExecutive Education
Lets start with the basics
-
7/30/2019 PMG-phpapp01
4/13
University of Wisconsin-MadisonExecutive Education
Strategic product line planning
New product development
Product life cycle management
Annual marketing planning
Advertising & promotions
Sales support
Product support
Upstream planning
(strategic)
Downstream planning
(tactical)
Product planner
Tactical products manager
Product marketing manager
Product manager
Product Manager Continuum
-
7/30/2019 PMG-phpapp01
5/13
University of Wisconsin-MadisonExecutive Education
How do product managers work?
Product managers must work through otherpeople in a matrix structure (over a traditionalstructure).
The various functions become resources.
The product manager becomes
the central knowledge repository.
-
7/30/2019 PMG-phpapp01
6/13
University of Wisconsin-MadisonExecutive Education
What are traditional structures?
Functional Divisional
CEO
Div. A
MFG Mktg
Div. B
MFG
Div. C
Mktg
CEO
HR Mktg Mfg
-
7/30/2019 PMG-phpapp01
7/13
University of Wisconsin-MadisonExecutive Education
Matrix structures
Transparent
Heavyweight
Autonomous
-
7/30/2019 PMG-phpapp01
8/13
University of Wisconsin-MadisonExecutive Education
ExternalEnvironment
Culture
Structural Goodness-of-Fit
-
7/30/2019 PMG-phpapp01
9/13
University of Wisconsin-MadisonExecutive Education
Where PM fits varied views
The Cranky Product Manager - Why it doesnt matter where ProductManagement lives in the organization
Marty Cagan, Silicon Valley Product Management Group Where ShouldProduct Management Live?
Rich Mirnov, Enthiosys Where Should PM Report?
Steve Johnson, Pragmatic Marketing The Strategic Role of ProductManagement
http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.pragmaticmarketing.com/strategic-role-of-product-managementhttp://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.enthiosys.com/insights-tools/where-should-pm-report/http://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://www.svpg.com/blog/files/where_should_pm_live.htmlhttp://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/http://crankypm.com/2008/12/where-product-manager-resides-organization/ -
7/30/2019 PMG-phpapp01
10/13
University of Wisconsin-MadisonExecutive Education
Potential influence roadblocksChannels
General
public
Top
management
Sales
Purchasing
Legal
Customers Marketing
Research
Engineering
Customer
Service
Mfg
Finance
VOC
-
7/30/2019 PMG-phpapp01
11/13
University of Wisconsin-MadisonExecutive Education
Need to break through the walls
Salespeople feel they
own the customerrelationship
Techies feel
they are the
guardians of
innovationMarketers feel they
have objective
information
Production
wants to
minimizechange-
orders
Projectleaders want
to meet
critical
deadlines
-
7/30/2019 PMG-phpapp01
12/13
University of Wisconsin-MadisonExecutive Education
Product Management
Functional PositionsCustomer
Channel Positions
What are the mutual
expectations?
12
-
7/30/2019 PMG-phpapp01
13/13
University of Wisconsin-MadisonExecutive Education
Key points
To increase the success quotient for productmanagement:
Clarify the balance of upstream and downstream
responsibilities expected of the position.
Assess the dimensions that affect the structural
goodness-of-fit.
Gather and share mutual cross-functional expectations.