product management session 1

Product ManagementIntroduction

PGPEX2016

What is Product Management?

Product Management is Critical Link in Value Creation

Old School Product Management

• Report to: Marketing• Output: Requirements Documents• Methodology: Waterfall• Product lifecycles: Years• Decision-Making: Opinion-Driven

Modern Product Management

• Report to: CEO• Output: Prototypes• Methodology: Agile• Product lifecycles: Weeks• Decision-Making: Data-Driven

Product Manager: Two Roles

Product Manager

Product Management Skills• Responsibilities:

– Define the new product to be built– Secure the resources to build it– Manage its development, launch and ongoing improvement– Lead the cross-functional product team

• Attributes:– Ability to influence and lead– Resilience and tolerance for ambiguity– Business judgment and market knowledge– Strong process skills and detail orientation– Fluency with technology and implications on product design, business– Design/UX instincts

• Mini CEO – with none of the authority

Product Management Skills (2)

• Think Big• Simplify (Product Manager as Editor)• Prioritize• Forecast and Measure• Execute• Cross-functional leadership

Product Manager Job Description

What Product Managers Do?

Product Manager Responsibilities

Technical Side of the Product Manager

A Product Manager’s Potential Interactions

Sales

Designers Researchers

Premium suppliers Premium screening Store testing Sampling Couponing

Media

Advertis-ing

agency

Packaging

Promotion services

Purchasing

Publicity

Legal

Fiscal

Market research

Manufactur-ing and

distributionResearch

and development

Product manager

SuppliersTrade

Suppliers

TradeResearch suppliers

Suppliers

Agency media department Company media department Media sales reps

Product Marketer Job Description

Product Marketer Responsibilities

A Product Marketing Manager!

Product Strategy Leader!

Product Manager Vs Product Marketer

Success Factors

Product-Focused StructureHead of

company/division

Corporate communicationsFinanceMarketingManufacturing

Manager of product A

Manager of product C

Manager of product B

Marketing Research SupportProduct

management

Adobe Systems Marketing Organization

Product Marketing Marketing Public

RelationsTrade Shows

Channel Merchandising

Product Development & Marketing

Sales Corporate Communications

- Specification- Positioning- Pricing- Spokesperson Internal & External- Promotions- Advertising- Product Strategy- Product Analysis- Anything Cross Functional - Keep communication flow going

- Cross Product Programs- Road Shows- Seminars- Third Party promotions- Events- Creative Services

- Trade Shows- Organize Press Tours- Press Communications- Editorial Opportunities

- Channel Promotions- Channel Advertising- Coop Advertising

GM’s New Organizational StructureRon Zarrella

VP & group executive, North American Operations

John MiddlebrookVP & GM, vehicle brand marketing

Phil GuarascioVP & GM, advertis-ing & corp. mktg.

William Lovejoy VP & GM, service

parts operations

John MiddlebrookSupport staff group

directors

Roy RobertsVP & GM, field

sales service & parts

Regional general manager(s)

Marketing area managers

Area service manager

Regional divisional marketing manager

Service parts organization

Brand services managersBrand teams

Division marketing general managers

(6)

Area parts manager

Area sales manager

Regional service

manager

Regional support manager

Regional parts

manager

Market-Focused Organization

Head of the company/division

Manufacturing Marketing Corporate communicationsFinance

Manager, market B

Manager, market A

Manager, market C

Marketing Organization: Regional Bell Operating Company

Assistant vice president, consumer marketing

Product management

Operations and sales

Customer billing

Revenue and market forecasting

Assistant vice president, business marketing

Marketing planning and product development

Product management

Operations

Directory products

Assistant vice president, interindustry marketing

Carrier marketing

Operator services

Vice president, marketing

Functionally-Focused Organization

Head of the company/division

Manufacturing Marketing Corporate communicationsFinance

AdvertisingProduct

marketingSales

promotionMarketing research

Marketing Organization: Toy ManufacturerVice president,

marketing

Marketing support

Advertising and public relations

Publications

Merchandising

Consumer administration

Restructuring the Adaptive Marketing Organization

Chief Marketing Officer

VP, Customer Management

VP, Experience Design

Director, Marketing

Delivery Systems

Director, Customer Service

Systems

Director, Customer Database

Director, Marketing Asset

Management

VP, Marketing Technology

Director, Cohort 2

Director, Cohort 1

Director, Research

Director, Multimedia Production

Director, Creative

Development

Changes Affecting Product Management

• The Web• Data explosion• Increased emphasis of brands• Changes in the balance of market power• Increased importance of customer retention

programs• Increased global competition