Mastering Product Management Haas School of Business Mark Strassman, Vice President Platform Technology Division March 24, 2006 Platform Technology Division 1
Agenda Autodesk Marketing Customer Solutions Delivery Model Product Management Process 2 © 2005 Autodesk
It All Starts With The Customer Do we know “who” they are? § Internal and external Do we understand the buying process? § User/buyer/influencer What motivates them? Demographics/psychographics What are their business problems? What kind of language do they use? What do they read, watch, engage in? What do they want from a partner? Platform Technology Division 3 © 2005 Autodesk
George S. Day “The Market Driven Organization” Market-driven organizations are 31% more profitable than those driven by other factors. Adrian Slywotsky “The Art of Profitability” The pathway to profitability? It lies in fully understanding the customer. Platform Technology Division 4 © 2005 Autodesk
“Marketing” at Autodesk Market Divisions § § § Building Manufacturing Infrastructure Platform Discreet Corporate (WW) Marketing Geo marketing § § § Americas APAC EMEA Platform Technology Division 5 © 2005 Autodesk
Go To Market at Autodesk Bringing a product/solution to market at Autodesk is like. . . Platform Technology Division 6 © 2005 Autodesk
Agenda Autodesk Marketing Customer Solutions Delivery Model Product Management Process 7 © 2005 Autodesk
CSDM – What is it? Customer Solutions Delivery Model Simple, scalable process to bring solutions to market: § Clarity of roles and responsibilities § Organizational consistency § Training Promote a planning process aligned to budget process and business priorities Platform Technology Division 8 © 2005 Autodesk
What Problems Are We Solving? Document complexity and volume Unclear roles and responsibilities No single plan Accountability (metrics) Signal strength in the Geos Annual budgeting process/planning We moved from products to solutions Platform Technology Division 9 © 2005 Autodesk
CSDM Model Division Strategy C = Customer O = Opportunity S = Solution P = Product M = Marketing Sa = Sales Platform Technology Division 10 © 2005 Autodesk
CSDM Model Division Strategy Phase I: The Opportunity Goal: Define the end game al os op Pr go -go no / Market Share § Revenue or Investment § Create, enter, grow, protect, expand § Key Decision: § Go/No Go The Document: § Platform Technology Division 11 The Opportunity Proposal © 2005 Autodesk
CSDM Model Division Strategy o o-g n o/ g l osa Key Decisions: p Pro Phase II: Solution Definition Goal: Define an aggregate set of products, services and partners to meet the business opportunity § § Does this solve a customer need? Will it drive revenue profitably? The Document: § SRD/MRD SR D/ M RD Platform Technology Division 12 © 2005 Autodesk
CSDM Model Division Strategy o o-g n o/ po Pro sal g Phase III: Product Planning Goal: Detailed plan for development of required product/s that fit the solutions roadmap Key Decisions: Go/No Go on Business Case § Profitable? § ROI? § The Documents: Business Case § Solutions Roadmap § Revenue Planning § Solution Roadmap et dg ing Bu nn a Pl Platform Technology Division e as SR D/ s. C M es RD sin u B 13 © 2005 Autodesk
CSDM Model Division Strategy Phase IV: Marketing Plans/Programs Goal: Engage, plan, integrate and execute to the Division objectives across the Marketing teams: Division/WWM/Geo Marketing o l go / osa p Pro -g no Key Decisions: § Do we have the right prioritization of goals, audience, programs, worldwide? § Are budgets mapped to priorities? § Is Marketing aligned? § Are expectations clear? § Can Geo/Sales execute as planned? § Do we have a competitive advantage? The Documents § § § Marketing Plan (Qtrly Review) Sales Plan MSB Sales Plan Division Marketing Plan § § § MSB BU WWM Geo Platform Technology Division Solution Roadmap et dg ing Bu nn a Pl GEO Plan Brand Plan Programs Plan se S Ca RD ss /M ine RD us B 14 © 2005 Autodesk
CSDM Model Division Strategy Annual Plan Review / Post Mortem -go po Pro sal go o /n Phase V: Sales Goal: Targeted Account Selling (make the number!) Key Decisions: Priorities/Sales plans approved § Training delivery § Approved Geo Plans § Annual Review set § Marketing Plan (Qtrly Review) Sales Plan MSB Solution Roadmap e nu g ve nin Re lan P Platform Technology Division se S Ca RD ss /M ine RD us B 15 © 2005 Autodesk
Agenda Autodesk Marketing Customer Solutions Delivery Model Product Management Process 16 © 2005 Autodesk
CSDM Model Division Strategy Annual Plan Review / Post Mortem o o-g n o/ g l osa p Product Management Proposal MRD / SRD Business case Roadmap Marketing Plan (Qtrly Review) Sales Plan MSB et dg ing Bu nn a Pl Platform Technology Division Solution Roadmap se Ca s es sin Bu SR D/ M RD 17 © 2005 Autodesk
Product managers must … Be messengers of the market Communicate with market facts Manage the product like a business Demonstrate results Always look for opportunities to gather strategic data from tactical activities Platform Technology Division 18 © 2005 Autodesk
Your opinion, although interesting, is irrelevant. * * From “Practical Product Management” Platform Technology Division 19 © 2005 Autodesk
Adrian Slywotsky, “The Art of Profitability” You’ll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts’ reports. Yogi Berra, American Philosopher You can observe a lot just by watching. Platform Technology Division 20 © 2005 Autodesk
Customer-Centric Marketing § One on one • • • Global Customer Council Customer visits AUGI user groups Online discussion groups Adopt-a-customer § Broad based research • Communication Center • Customer surveys • Auto. CAD Error Report § Field testing • Usability testing • Beta programs • Alpha Gold program 21 © 2005 Autodesk
Total Addressable Market Customers Product managers must know who is not shopping and why Platform Technology Division 22 © 2005 Autodesk
From “Practical Product Management” Business Case Positioning Marketing Plan Pricing Sales Process Awareness Plan Market Research Product Performance Buy, Build or Partner Market Requirements Customer Acquisition Market Problems Strategic Market Sizing Operational Metrics Thought Leaders Product Roadmap Customer Retention Market Analysis Quantitative Analysis Product Strategy Product Planning Program Strategy Sales Readiness Channel Support Technology Assessment Win/Loss Analysis Innovation User Personas Buyer Personas Collateral & Sales Tools Channel Training Product Contract Market Messages Presentations & Demos “Special” Calls Release Milestones Launch Plan White Papers Event Support Lead Generation Competitive Write-Up Answer Desk Competitive Analysis Platform Technology Division 23 Tactical Distinctive Competence © 2005 Autodesk
Product Development Process Proposal § Idea or hypothesis about product direction Market Requirements Document § Requirements – Not features! Design Brief 2. Conceptual Design 3. Specification § Done by Design, not marketing / product management! 1. Platform Technology Division 24 © 2005 Autodesk
Closing Customer Understand the customers’ problems Design solutions to solve customers’ problems Communicate how you have solved customers’ problems Platform Technology Division 25 © 2005 Autodesk
Platform Technology Division 26 © 2005 Autodesk
Скачать презентацию Mastering Product Management Haas School of Business Mark
90d3d0da0543282f25bb700581e75f83.ppt