Dancing for RevenueA Product Management Conceptualization

www.spatiallyrelevant.org

You Just Got the PM Gig!

It looks easy, it’s just requirements. You know the

product. These people trust you, you dress well……

Your Technology Rocks!

You’ve prepared for the dance

You surfed the web – Wikipedia, PDMA.org, Pragmatic

Marketing. You read blogs and you read 3 Seth Godin

books really fast. You even took contract law as an

undergrad!

Knowing the steps, while helpful

doesn’t mean you have the lead. Everyone ELSE has the

big ideas too and change in tempo freaks people out.

Gross Margin?

EBITDA, Customer Sat, Win rates and reports?

So you think you can dance?

Ultimately you need to develop a choreography which aligns the

organization to deliver revenue and profit for your product. The dance

is about synching the tempo of the organization, mapping to the beat

of the market and ensuring you hit your position.

Know Organizational Tempo

Capacity constraints, skill gaps and

likes vary from group to group.

the market beat

Competitors, personas, wins, losses and customers

colliding and dodging.

Some markets like to polka

some markets like primus

positional awareness

• Product • Performance Metrics

• Research

• Competitive news

• Communicate• Decisions

• Drivers

• Needs

• Collaborate• Strategy

• Priorities

not every move is perfect

The Product Dance

• The tempo consistently changes• Organizational inertia

• Market changes

• Documented, communicate and synch the choreography• Explain the linkages of tactics to strategy

• Communicate the facts

• Identify and communicate the hard steps

• You don’t always have to have the lead

• Have a little fun

http://flickr.com/photos/sharynmorrow/55964704/sizes/sq/in/set-78331/

credits…

…thanks

http://flickr.com/photos/smb_flickr/2284434844/sizes/sq/

http://flickr.com/photos/johncohen/152850884/sizes/sq/

http://flickr.com/photos/staciesphotos/3229601924/

http://flickr.com/photos/jonathanm71/1744741680/sizes/sq/

http://flickr.com/photos/somesay/424344524/sizes/sq/

http://flickr.com/photos/whatbettertime/27776303/

http://flickr.com/photos/ktelqueen/359044905/

http://flickr.com/photos/sharynmorrow/48280894/sizes/sq/

http://flickr.com/photos/8147452@N05/2362890966/sizes/sq/

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Dancing for RevenueA Product Management Conceptualization

www.spatiallyrelevant.org