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PragmaticMarketingBuilding Effective Product RoadmapsRich Nutinsky, rnutinsky@pragmaticmarketing.comConference call: (605) 772-3434Access code: 536-587-120Slides and other resources available at www.pragmaticmarketing.com/request0710 BusinessCasePositioningMarketingPlanA market-drivenmodel for managingand marketingtechnology PerformanceBuy, Buildor sBuyerPersonasChannelTrainingPresentations& DemosUseScenariosSuccessStoriesCollateral &Sales veWrite-UpAnswerDeskCompetitiveAnalysis 1993-2007 Pragmatic Marketing, ragmatic Marketing FrameworkPage 1
isitionMarketResearchProductPerformanceBuy, Buildor sBuyerPersonasChannelTrainingPresentations& DemosUseScenariosSuccessStoriesCollateral &Sales ngWhy build a roadmap?Product and portfolio planningAlignmentXXGain internal alignmentReduce short-term mistakesCommunicationXGive internal and external audiences a product vision for thefuturey A possible destinationXX 1993-2007 Pragmatic Marketing, Inc.Help customers and partners integrate your product plans intotheir long-term strategiesShow progressPage 2
isitionMarketResearchProductPerformanceBuy, Buildor sBuyerPersonasChannelTrainingPresentations& DemosUseScenariosSuccessStoriesCollateral &Sales ngRoadmapping considerationsYour detailed projectplan is not a roadmapAre we on the rightroad?When will we getthere?If you deliver part ofthe solution, can youstill make money whileyou finish the rest? 1993-2007 Pragmatic Marketing, Inc.Page 3
PragmaticMarketingRoadmapping:a strategic process ofprioritization and alignmentthat results in a series ofartifacts tailored for differentaudiences.What we’re asked to doExternalRoadmapPossibilities 1993-2007 Pragmatic Marketing, Inc.Page 4
ounceFocusPrioritizeOrganizeCommitAnnounce 1993-2007 Pragmatic Marketing, Inc.Page 5
PragmaticMarketingPragmatic oadmap RoadmapAgreementExternalRoadmapNewNewProducts wCustomersNewSegmentsStrategyMatrixA roadmap is the result of astrategic process; it’s not thereason for the process. 1993-2007 Pragmatic Marketing, Inc.Page 6
PragmaticMarketingRoadmap detail varies by audienceLess9 Analysts9 Investors9 Customers9 Evaluators9 Indirect Sales9 Direct Sales9 Mktg. Communications9 Sales Engineers9 Dev Partners9 Executives9 Operations9 Project ManagementMore9 DevelopmentAudience requirementsIdentify audiencesDefine requirements by audienceXXXXXX 1993-2007 Pragmatic Marketing, Inc.Communication purposeInternal or externalCommunication riskTechnical versus businessDetails to communicateFrequency to communicatePage 7
PragmaticMarketingRoadmap content depends on purposeINTERNALEXTERNALProject FundingCompleteness of VisionFuture RequirementsAbility to ExecuteOther Services or ProductsIncrease InterestCompetitive ThreatsClose a DealInternal Plan AlignmentPartner Plan AlignmentInternal roadmap dProjectThemeMarketGoalClientServerPlatform 1993-2007 Pragmatic Marketing, Inc.Page 8
PragmaticMarketingExample: Sales Force AutomationProjectContracts1q072q073q07ABC CoXYZ rmUS, Can1h082h08beyondSteakLarge scalecollaborationAlignmentSmall SW4q07US, Can Large SWUse SalesBeToolsInformed PipelineOrg rtWebAlertDoc MgmtservicesEngineSecurityPalm OS.netWindowsWindowsShareXP sp3CEpointWAPGlobalizationEuropeAsiaLatin AmLocalizeLocalizeforLocalizeMonique, for Yin Leefor JoseRolf, and & onghorn)Tablet PCExample: External bservices.net Tablet PCSharePointMobilesupport 1993-2007 Pragmatic Marketing, Inc.Page 9
PragmaticMarketingBGN37Example: Portfolio strategyIncreased ValueTBDProduct3 V1Product3 V2Product2 V1Product2 V2Product1 V1Product1 V2V2Architecture V1TBDV3TimeExample: CredibilityQ1 2007AnnouncedQ4 2006Reduced powerconsumptionQ3 2006Q3 2005New development platformMobile broadbandQ1 2005Camera processorSupport for Sprint, Cingular 1993-2007 Pragmatic Marketing, Inc.DeliveredPage 10
Slide 19BGN37different colorsarchitecture V1 goes with product V1architecture V2 goes with product V2V3Barbara Nelson, 9/13/2007
PragmaticMarketingWe are experts in technology productmanagement and product marketingSince 1993, we have trained over 40,000people at thousands of companiesTrainingConsultingCommunity BusinessCasePositioningMarketingPlanA market-drivenmodel for managingand marketingtechnology PerformanceBuy, Buildor sBuyerPersonasChannelTrainingPresentations& DemosUseScenariosSuccessStoriesCollateral &Sales veWrite-UpAnswerDeskCompetitiveAnalysis 1993-2007 Pragmatic Marketing, ragmatic Marketing FrameworkPage 11
PragmaticMarketingBGN2How Pragmatic Marketing can helpCheck out our seminarsCall for onsite assistanceReview our online resourcesRead our publicationsQuestions?Rich Nutinskyrnutinsky@pragmaticmarketing.comSlides and other resources available atwww.pragmaticmarketing.com/request 1993-2007 Pragmatic Marketing, Inc.Page 12
Slide 23BGN2new slide replaces multiple slides at endBarbara Nelson, 8/24/2007
Sep 13, 2007 · Pragmatic Marketing Framework Pricing Buy, Build or Partner Operational Metrics Business Case Sales Process Product Portfolio Market Requirements Market Sizing Marketing Plan Product Roadmap Customer Acquisition Market Research Market Problems Distinctive Competence Product Perfo
