WIXLIB

Strategic Role ofProduct ManagementSteve JohnsonPragmatic ticMarketing.com – about our seminarswww.ProductMarketing.com – resource sitewww.ProductMarketing.com/eb – today’s downloads04101

!hey software inc.@hand corporation01 Communique Laboratory, Inc.12 Entrepreneuring, Inc.2Vox360Commerce, Inc.3Com Corp.3eTI, Inc.3M Health Information Systems724 Solutions Inc.Aatrix Software, Inc.Abbasoft TechnologiesABC TechnologiesABT CorporationAbvent, Inc.Acadio Corp.Accelerated Technology, Inc.Access 360AccountMate Software Corp.ACCPAC International ManagerAccruent, Inc.AccuWeather, Inc.Ace* CommAcer Internet Services, Inc.Achieve Healthcare Information SystemsACIACOM Solutions, Inc.Acres Gaming IncorporatedAcroprint Time Recorder CompanyACS Software, Inc.ActionPoint, Inc.ActionWareActivCard, Inc.Activerse Inc.ActiveState Corp.AcucobolAcuity CorporationAcumation, Inc.Acxiom CorporationAd OPT Technologies, Inc.adam.comAdaptec, Inc.Adaptive MediaAdaptive Micro Systems, Inc.Adaptivity, Inc.Adexa, Inc.Adobe Systems, Inc.ADPADP - CSGADP CanadaADP Claims Solutions GroupADP Dealer ServicesADP Parts ServicesADP Securities Industry SoftwareADP-HollanderADP/StockvalADS Associates, Inc.Advanced Data SystemsAdvanced Solutions International, Inc.Advanced Visual Systems, Inc.AdvanceMedAdvantage kbs, Inc.Advent Software, Inc.AdventNet, Inc.Advisor Technology ServicesAegis Industrial SoftwareAEgis Technologies Group, Inc.Aether Systems, Inc.Affinnova, Inc.AFSagentGOAgile Software CorporationAgilent TechnologiesAgilera, Inc.Agilisys, Inc.Agillion Inc.AgilQuestAgilTech, Inc.AGRIS Corp.AIFPAkamai TechnologiesAladdin Systems, Inc.Alamode, Inc.Alcatel Network SystemsAlerts.com, Inc.Alfa Laval Inc.Alias WavefrontAlis TechnologiesAllaire Corp.ALLDATA LLCAllegis CorporationAllen Systems GroupAllenbrook, Inc.Alliance Data SystemsALLTEL Information Services, Inc.Alogent Corp.Alpha Software CorporationAlphaBlox Corporation, Inc.Alta VistaAltamar NetworksAltaworks CorporationAltris Software, Inc.Alventive, Inc.AMCIAmdahl Corp.Amdocs LimitedAmerican AriumAmerican Fundware, Inc.American International Facsimile Prods.American Internet Corp.American Software, Inc.Ameritech Library ServicesAmeritradeAmicus, Inc.Amplitude Software Corp.AMR ResearchAmtec Engineering, Inc.Amteva TechnologiesAnalytical Graphics, Inc.Ancestry.comAndale, Inc.AndersenAndersen ConsultingAndromedia, Inc.Annuncio SoftwareAnritsu CompanyAnswerSoft, Inc.AOL MobileAPAC Customer Services, Inc.Aperture Technologies, Inc.Apollo Group, Inc.Appfluent TechnologyApple Computer, Inc.Applied Automation Techniques, Inc.Applied BiosystemsApplied Digital Access, Inc.Applied Systems Intelligence, Inc.Applied Visions, Inc.Applied Voice Technology, Inc.Apply TechnologyAPPRO Systems, Inc.apps4biz, Inc.AppWorxApricorn, Inc.Aprisma Management TechnologiesAPTEXAqueduct Software, Inc.ARAMARK CorporationArborText, Inc.ARC InternationalArcada Softwarearcplan, Inc.ArcSight, Inc.ARI Network ServicesAriba Technologies, Inc.ARINC, Inc.Aristocrat Technologies, Inc.ARM Ltd.ArmatureArrowsight, Inc.Arsenal Digital SolutionsArtemis Management Systems, Inc.Artesia Technologies, Inc.Arthur AndersenARTISTdirect, Inc.Ascend Communications, Inc.Ascension Technology CorporationAscential SoftwareAsera Inc.ASIAspect Development, Inc.Aspen Technology, Inc.Assentive SolutionsAssessment.comAsset IntertechAstea, Inc.Astrum Software CorporationAtex Media Solutions, Inc.Athene Software, Inc.ATIO Corp.Atlas DMTAtomica CorporationAtraxis North America, Inc.Atreus Systems CorporationAttachmate CorporationAtWork Technologies, Inc.Augeo SoftwareAumtechAurigin Systems, Inc.Aurum Software, Inc.Authentica, Inc.Authoria, Inc.Auto-Soft Corp.Autodesk, Inc.Automation Technology, Inc.AutoSimulationsAutoSiteAutoTester, Inc.AvailantAvantGo, Inc.Avaya, Inc.Aventail CorporationAvenue A, Inc.Aveo, Inc.Avery DennisonAvesta Technologies, Inc.AvolentAVT Corp.Award Software International, Inc.Axent Technologies, Inc.Axiohm Transaction SolutionsAxis CommunicationsAXIS Computer Systems, Inc.Axon Instruments, Inc.Azron, Inc.B&L Associates, Inc.B2eMarkets, Inc.Baan CompanyBackWeb Technologies, Inc.Baker Hill CorporationBaltimore TechnologiesBancTec, Inc.Banta Integrated MediaBaranof Software, Inc.Barco Medical Imaging SystemsBarco View, Inc.BardBard Electrophysiology - C.R. Bard, Inc.Barr Systems, Inc.Barra, Inc.Basis International, Ltd.Bass, Inc.BatteryPro Systems, Inc.BAV Software, Inc.Bottomline Technologies, Inc.Bowne Internet SolutionsBradmark TechnologiesBrainbench, Inc.Brainium.comBrickstream CorporationBridgePoint Inc.Bridgeway Corp.Bridgeway Software Inc.Brightmail, Inc.Brightspark Ventures, L.P.Brightware, Inc.Brio TechnologyBristol Technology, Inc.Broadband Services, Inc.BroadJump, Inc.Broadway & Seymour, Inc.Brock International, Inc.Brodart AutomationBrooks Automation, Inc.Brooks-PRI AutomationBrooktrout Technology, Inc.BTIBusiness Engine SoftwareBusiness Objects, Inc.Business Resource SoftwareBusiness Software, Inc.Buystream Inc.Buzzeo, Inc.C-MoldCable & WirelessCabletron Systems, Inc.Cadence Design Systems, Inc.CADKEY CorporationCaere Corp.CalcompCaldera Systems, Inc.Calico Commerce Inc.Calico Technology, Inc.CallWare Technologies, Inc.Camelot-IS2CAMM, Inc.Campbell Services, Inc.Campus Management Corp.Canadian Technology NetworkCandle CorporationCanon Computer Systems, Inc.Canon Information SystemsCanto Software, Inc.Capital Access InternationalCapital Stream, Inc.CAPS Logistics, Inc.Capsoft Development Corp.Capstan Systems Inc.Captaris, Inc.Captiva Software CorporationCardiff SoftwareCardinal Health, Inc.Care InsiteCareer Builder, Inc.CareScience, Inc.CareTools, Inc.Carlson Wagonlit TravelCartesia SoftwareCasco DevelopmentCASI-RUSCOCass Logistics, Inc.Castek Inc.CastelCatalpa SystemsCatalyst International, Inc.Catalyst USA, Inc.Cayenta Inc.CB Technologies, Inc.CBF Systems, Inc.CBT SystemsCCC Information Services, Inc.CCH IncorporatedCCI/TriadCD Group, Inc.CDA/InvestnetCDC SolutionsCDNOW, INC.Cedara Software Corp.Centerline Software, Inc.Centra Software, Inc.Central Design Systems, Inc.Centrata.comCentraxCentric Software, Inc.Century AssociatesCerent CorporationCeridianCeridian Benefit ServicesCeridian Canada Ltd.Ceridian CorporationCeridian Performance PartnersCeridian TesserAct HRMS Solutions, Inc.Cerner Corp.Certicom Corp.Cerulean TechnologyCES InternationalCEYONIQ, Inc.CFD Research Corp.CFI ProServices, Inc.CHAMPS Software, Inc.Chancery Software, Ltd.Chang ConsultingChangepoint Corp.ChannelPoint, Inc.ChannelWaveCheck Point SoftwareCheckFree CorporationCheckFree Investment ServicesCheckpoint SoftwareChela Financial, Inc.Chemical Abstracts ServiceCheyenne SoftwareChilliware, Inc.Chingari, Inc.Chrome SystemsChrystal Software, Inc.CigitalCIMLINC, Inc.Cincinnati Bell Information Systems, Inc.Cincom Systems, Inc.Cipher Systems, Ltd.Cirris Systems Corp.Cisco SystemsCitadon Inc.CITATION Computer Systems, Inc.Citrix Systems, Inc.CJDSCLAM AssociatesClarify, Inc.About Pragmatic Marketing, Inc. Claritas, Inc.Clarus CorporationClass Software Solutions, Ltd.Classroom ConnectClear Communications Corp.Clear Technology, Inc.ClearOrbit, Inc.Clearway TechnologiesClientSoft, Inc.Clinical Reference Systems, Ltd.Clustra Systems, Inc.CMI-Competitive Solutions, Inc.CMS Information Services, Inc.CMS/Data Corp.CNTCODA, Inc.Cofiniti, Inc.Cogit Corp.Cohera CorporationCoherent Communications Systems Corp.Cole-Somers, Inc.Colorado Memory SystemsCoManage CorporationComdisco Professional ServicesCommerce OneCommerce.TVCommercialWare, Inc.Commerx, Inc.CommVault SystemsCompaq Computer Corp.Competitive Automation, Inc.CompInfo, Inc.Comprehensive Software Systems, Inc.CompucareCompulink Management Center, Inc.Computer AssociatesComputer Dimensions, Inc.Computer I/O Corp.Computer Information ServicesComputer Mail Services, Inc.Computer Network Technology Corp.Computer Sciences Corp.Computerm Corp.ComputerprepComputing Information ServicesCompuTrac, Inc.Computron Software, Inc.Compuware CorporationCOMSAT Mobile CommunicationsComsearchComshare, Inc.Comstock Systems CorporationComuniq Inc.Comverse Network SystemsConcentrexConcept Five TechnologiesConceptual SystemsConceptware AGConcerto Software, Inc.Concord CommunicationsConcur Technologies, Inc.ConexantConnect, Inc.Connected CorporationConnectSouth Communications, Inc.ConneXt, Inc.Consilient, Inc.Consilium, Inc.Consist International, Inc.Constellar Corp.Consul National de Recherches CanadaConsul Risk Management B.V.Consul Risk Management, Inc.Content Technologies, Inc.We are recognized experts in technologyproduct management and product marketingWe specialize in training and consultingSince 1993, we have trained over 25,000 peopleat thousands of companiesPragmatic Marketing certification programavailable2

BusinessCasePositioningMarketingPlanA market-drivenmodel for managingand marketingtechnology manceBuy, Buildor ollateral &Sales resentations& icPragmatic Marketing Framework3

What we hear from executives We are missing our targetsXXX Development can’t ship on scheduleSales can’t sell profitablyMarketing can’t communicate our valueThere is too much fighting among the groupsWhat value does Product Management deliver?4

What we hear from product managers Give me access to customersTell us the strategy so that we can focus on whatis importantA clear understanding of the role of ProductManagement is sorely needed5

Responsibilities What are the lines between ProductManagement and XXXDevelopment & ServicesMarketing CommunicationsSales ChannelMarcomProductMgmtDevSales6

The new P’sProduct Managementfinds and quantifies the problemProblemDevelopment & Servicessolve the problemProductPromotionMarketing Communicationscommunicates the solutionPlacementSales Channelsells it profitably7

If product managersdon’t do their jobs, theother departments will fillthe void.8

9

An outside-inapproach increasesthe likelihood ofproduct success.10

StrategicTactical11

12

erPersonasBuyerPersonasCollateral &Sales resentations& nalysis13

rchProductPerformanceBuy, Buildor ollateral &Sales resentations& icBusinessCase14

rchProductPerformanceBuy, Buildor ollateral &Sales resentations& icBusinessCase15

rmancePerformanceBuy,Buy, BuildBuildoror uyerBuyerPersonasPersonasCollateral &Sales MarketMessagesMessagesPresentations& calStrategicBusinessBusinessCase16

Kristen Lippincott, Curator,National Maritime Museum, Greenwich, EnglandThere's a difference between being busy andbeing productive.17

rchProductPerformanceBuy, Buildor ollateral &Sales resentations& icBusinessCase18

nMarketResearchProductPerformanceBuy, Buildor ollateral &Sales resentations& icPreferredApproach19

rchProductPerformanceBuy, Buildor ollateral &Sales resentations& icBusinessCasePractical Product ManagementRequirements That WorkEffective Marketing Programs20

rchProductPerformanceBuy, Buildor ollateral &Sales resentations& ite-UpAnswerDeskCompetitiveAnalysisProduct and TechnologyTacticalStrategicMarkets and BusinessBusinessCase21

ketResearchProductPerformanceBuy, Buildor asBuyerPersonasCollateral &Sales resentations& anagementTacticalStrategicBusinessCase22

tResearchProductPerformanceBuy, Buildor ollateral &Sales resentations& ite-UpAnswerDeskCompetitiveAnalysisProduct ManagementTacticalStrategicProduct StrategyBusinessCase23

Product management ssPlanMarketResearchProductPerformanceBuy, Buildor ollateral &Sales resentations& ite-UpAnswerDeskCompetitiveAnalysisTechnical Product ManagerProduct MarketingTacticalStrategicDirector,Product Strategy24

BusinessCase8,5Positioning10,4MarketingPlan7, 2How important isthe activity to search9,2ProductPerformance8,3Buy, Buildor vation8,3UserPersonas9,1BuyerPersonas6,1Collateral &Sales Messages6,3Presentations& tiveAnalysis8,2How well are wedoing it?TacticalStrategicGap analysis example25

BusinessCasePositioningMarketingPlanA market-drivenmodel for managingand marketingtechnology manceBuy, Buildor PartnerMarketRequirementsCustomerAcquisiti

ADP ADP - CSG ADP Canada ADP Claims Solutions Group ADP Dealer Services ADP Parts Services ADP Securities Industry Software ADP-Hollander ADP/Stockval ADS Associates, Inc. Advanced Data Systems Advanced Solutions International, Inc. Advanced Visual Systems, Inc. AdvanceMed Advantage kbs, Inc. Advent