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What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPMM Global Product What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPMM Global Product Management Talk Startup Product March 25, 2014 © Cindy F. Solomon [email protected] com

Cindy F. Solomon, CPMM • Host, Global Product Management Talk • Founder, Startup Product Cindy F. Solomon, CPMM • Host, Global Product Management Talk • Founder, Startup Product movement for product excellence • Contributing author: Prod. BOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate Twitter • 20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, Net. Objects and start-ups in Silicon Valley. www. linkedin. com/in/cfsolomon/ © Cindy F. Solomon [email protected] com www. synerzip. com

1. What is Lean Product Marketing? 2. Distinctions between Product Marketing Management And Product 1. What is Lean Product Marketing? 2. Distinctions between Product Marketing Management And Product Management 3. How is Product Marketing Management currently handled? 4. Move from Strategic View to Tactical implementation 5. Example of Lean Content Marketing Implementation © Cindy F. Solomon [email protected] com www. synerzip. com

The Living Company The ability to learn faster than your competitors may be the The Living Company The ability to learn faster than your competitors may be the only sustainable competitive advantage. Arie de Geus http: //amzn. to/1 h. UX 4 fd © Cindy F. Solomon [email protected] com www. synerzip. com

What is Running Lean? • Speed, learning & focus • Testing a vision by What is Running Lean? • Speed, learning & focus • Testing a vision by measuring how customers behave • Engaging customers throughout the development process • Product and market validation done in parallel using short iterations http: //amzn. to/1 fb. Bbp. P © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 f. UZTdx © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com http: //bit. ly/1 f. UZTdx © Cindy F. Solomon [email protected] com www. synerzip. com

Lean Principles http: //bit. ly/1 pt. Vr. I 8 © Cindy F. Solomon cfsolomon@gmail. Lean Principles http: //bit. ly/1 pt. Vr. I 8 © Cindy F. Solomon [email protected] com www. synerzip. com

Value at every step © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com Value at every step © Cindy F. Solomon [email protected] com www. synerzip. com

View of Product Customer smells something grey Support Sales UX QA Dev © Cindy View of Product Customer smells something grey Support Sales UX QA Dev © Cindy F. Solomon [email protected] com Marketing www. synerzip. com

Goal of Product Marketing The goal and focus for any Product Marketing team is Goal of Product Marketing The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and endof-life the most successful product(s) within its niche with successful repeat performances again and again. -Peter Buscemi http: //bit. ly/1 o. Wyvml © Cindy F. Solomon [email protected] com www. synerzip. com

Strategic Product Marketing Product marketing management plays a critical role in successfully driving products Strategic Product Marketing Product marketing management plays a critical role in successfully driving products into the marketplace by understanding the current market environment and developing strategy to drive customer awareness of the benefits of adopting products and solutions. - Cindy F. Solomon Product Marketing Management Manifest 2010 http: //bit. ly/1 jnq. EPK © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 o. Wyvml © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com http: //bit. ly/1 o. Wyvml © Cindy F. Solomon [email protected] com www. synerzip. com

Product Marketing Activities • Strategic – Market problems, win/loss analysis, distinctive competence , market Product Marketing Activities • Strategic – Market problems, win/loss analysis, distinctive competence , market definition, distribution, product portfolio, business plan, pricing, buy/build/partner, product profitability • Technical – Competitive landscape, technology assessment, product roadmap, innovation, user personas, requirements, use scenarios, status dashboard • Marketing – Positioning, buying process, buyer persona, marketing plan, customer acquisition, customer retention, program effectiveness, launch plan, thought leadership, lead generation, referrals & references • Sales – Sales enablement, sales tools, sales process, collateral, channel training, presentations & demos, special calls, event support, channel support © Cindy F. Solomon [email protected] com www. synerzip. com

Cross Functional View Focusing on where the product is in its lifecycle enables a Cross Functional View Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams. Startup Product © Cindy F. Solomon [email protected] com www. synerzip. com

Defining Product http: //bit. ly/1 gu. BJg 0 © Cindy F. Solomon cfsolomon@gmail. com Defining Product http: //bit. ly/1 gu. BJg 0 © Cindy F. Solomon [email protected] com www. synerzip. com

Donald Norman mapped lifecycle of products why good products can fail… © Cindy F. Donald Norman mapped lifecycle of products why good products can fail… © Cindy F. Solomon [email protected] com www. synerzip. com

Lifecycle of Products “In its early days, a technology cannot meet all the needs Lifecycle of Products “In its early days, a technology cannot meet all the needs of its customers. Early adopters need the technology and they are willing to suffer inconvenience to get it. With time, the technology matures, offering better performance and higher reliability. When the technology exceeds the basic needs of most of its customers, there is a major change in customer behavior. Emotional reaction, pride of ownership, and pleasurability all can become major selling points. ” © Cindy F. Solomon [email protected] com Donald Norman The Invisible Computer www. synerzip. com

Product Growth Cycle © Cindy F. Solomon cfsolomon@gmail. com http: //bit. ly/1 k. YBida Product Growth Cycle © Cindy F. Solomon [email protected] com http: //bit. ly/1 k. YBida www. synerzip. com

Product Management Lifecycle 1. 2. 3. 4. 5. 6. 7. © Cindy F. Solomon Product Management Lifecycle 1. 2. 3. 4. 5. 6. 7. © Cindy F. Solomon [email protected] com Conceive Plan Develop Qualify Launch Deliver Retire www. synerzip. com

AIPMM Product Management Framework Product Management + Product Marketing http: //amzn. to/1 b 5 AIPMM Product Management Framework Product Management + Product Marketing http: //amzn. to/1 b 5 t. Qs 5 © Cindy F. Solomon [email protected] com Product Management Product Marketing Product Management + Product Marketing Source: AIPMM © 1998 -2014, All Rights Reserved. www. synerzip. com

1. CONCEIVE To Answer – What is missing? Is there a market? Opportunity? Need? 1. CONCEIVE To Answer – What is missing? Is there a market? Opportunity? Need? People buy products to get jobs done Important to understand trends & needs better than competitors • Identify ubiquitous pains & unmet necessities • • © Cindy F. Solomon [email protected] com www. synerzip. com

There is a lifecycle that every product, startup, idea and project passes through to There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels the “creative process. ” Cindy F. Solomon, CPMM © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 h 2 d. MLA © Cindy F. Solomon cfsolomon@gmail. com www. http: //bit. ly/1 h 2 d. MLA © Cindy F. Solomon [email protected] com www. synerzip. com

2. Plan To justify: Why Build it? • Market Requirements Doc (MRD) • Product 2. Plan To justify: Why Build it? • Market Requirements Doc (MRD) • Product Canvas / Business Model Canvas • One Page Overviews To justify: What to build? • Product Requirements Doc (PRD) © Cindy F. Solomon [email protected] com www. synerzip. com

http: //amzn. to/1 mr 6 Ew 5 www. synerzip. com http: //amzn. to/1 mr 6 Ew 5 www. synerzip. com

Positioning Statement Template To: (One Target/Persona Type) is the one (Product/Company Name) that (Category) Positioning Statement Template To: (One Target/Persona Type) is the one (Product/Company Name) that (Category) unlike (Key Customer Benefit) (Differentiator) © Cindy F. Solomon [email protected] com . http: //amzn. to/1 mr 6 Ew 5 www. synerzip. com 26

Lean Canvas © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com Lean Canvas © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 lhj 89 b © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. http: //bit. ly/1 lhj 89 b © Cindy F. Solomon [email protected] com www. synerzip. com

3. Product Development “Product development is a process by which an organization transforms data 3. Product Development “Product development is a process by which an organization transforms data on marketing opportunities and technical possibilities into information assets for commercial production. ” - Kim B. Clark and Takahiro Fujimoto Product Development Performance © Cindy F. Solomon [email protected] com www. synerzip. com

MVP Minimal Viable Product “An MVP is about delivering real value to customers for MVP Minimal Viable Product “An MVP is about delivering real value to customers for the purposes of maximizing validated learning. ” - Shardul Mehta “It requires judgment to figure out, for any given context, what MVP makes sense. ” - Eric Ries http: //bit. ly/1 dj. E 0 t. P © Cindy F. Solomon [email protected] com www. synerzip. com

3. Develop Create & Communicate Roadmaps for stakeholders To showcase: What is being Built 3. Develop Create & Communicate Roadmaps for stakeholders To showcase: What is being Built Aligned with business goals • Feature and schedule tradeoffs • Technical feasibility assessments • Slippage and risks © Cindy F. Solomon [email protected] com www. synerzip. com

© Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com © Cindy F. Solomon [email protected] com www. synerzip. com

4. Qualify • Continuous iteration • Beta testing for real world usage & interest 4. Qualify • Continuous iteration • Beta testing for real world usage & interest level © Cindy F. Solomon [email protected] com www. synerzip. com

5. Launch © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com 5. Launch © Cindy F. Solomon [email protected] com www. synerzip. com

Product Marketing Drives Product Narrative http: //bit. ly/1 h 38 Pl. L © Cindy Product Marketing Drives Product Narrative http: //bit. ly/1 h 38 Pl. L © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/OSXWs 1 © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com http: //bit. ly/OSXWs 1 © Cindy F. Solomon [email protected] com www. synerzip. com

6. Deliver = Market Contribute value in every interaction http: //bit. ly/1 o. Wno. 6. Deliver = Market Contribute value in every interaction http: //bit. ly/1 o. Wno. Kh © Cindy F. Solomon [email protected] com www. synerzip. com

Develop Lean Content • • • Write less and say more Curate Analyze Data Develop Lean Content • • • Write less and say more Curate Analyze Data Create fast feedback loops Provide on-demand messaging across platforms © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 jy 1 Rn. N © Cindy F. Solomon cfsolomon@gmail. com www. http: //bit. ly/1 jy 1 Rn. N © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 gvmpzz © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com http: //bit. ly/1 gvmpzz © Cindy F. Solomon [email protected] com www. synerzip. com

Lean Content Marketing 1. Develop strategies based on dynamics of online search, content marketing Lean Content Marketing 1. Develop strategies based on dynamics of online search, content marketing (brand journalism) and social media 2. Create great content that helps answer your target audience’s questions and solve their problems 3. Publish content on the web and across social media channels 4. Promote content using search engine optimization, permission based e-marketing and social media 5. Manage, maintain, review, update and archive content on an ongoing basis 6. Collect, measure and analyze marketing data to assess engagement, conversion rates, leads and sales © Cindy F. Solomon [email protected] com www. synerzip. com

http: //bit. ly/1 n. V 9 FXa © Cindy F. Solomon cfsolomon@gmail. com www. http: //bit. ly/1 n. V 9 FXa © Cindy F. Solomon [email protected] com www. synerzip. com

Exploit Visual Content http: //bit. ly/1 g. T 1 MYg © Cindy F. Solomon Exploit Visual Content http: //bit. ly/1 g. T 1 MYg © Cindy F. Solomon [email protected] com www. synerzip. com

Twitter • Twitter Is the Leanest Communication Vehicle • Twitter is a broadcast medium Twitter • Twitter Is the Leanest Communication Vehicle • Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal. © Cindy F. Solomon [email protected] com www. synerzip. com

Why Twitter “The qualities that make Twitter seem inane and halfbaked are what make Why Twitter “The qualities that make Twitter seem inane and halfbaked are what make it so powerful. ” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author © Cindy F. Solomon [email protected] com www. synerzip. com

Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!” Tweet Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!” Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on Blog. Talk. Radio 3 years >100 podcasts >35 k listeners/episode Community: >2000 SF members, >16 locations Conference: Startup Product Summit (2 X SF) Unconference: Startup Product Open Trainings: Startup Product Academy © Cindy F. Solomon [email protected] com www. synerzip. com

Power of Twitter Chats • Enables a parallel threaded discussion where many people can Power of Twitter Chats • Enables a parallel threaded discussion where many people can talk at once • Every voice is heard and documented • Watch the conversation • Identify & reach out to target market/customers/interests • Respond to a tweet/conversation on demand © Cindy F. Solomon [email protected] com www. synerzip. com

Benefits of Twitter Chats • network • share knowledge • increase influence • showcase Benefits of Twitter Chats • network • share knowledge • increase influence • showcase thought leadership • contribute value © Cindy F. Solomon [email protected] com www. synerzip. com

Recommended Tweet Format “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”. Recommended Tweet Format “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”. © Cindy F. Solomon [email protected] com www. synerzip. com

Anatomy of a Tweet © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com Anatomy of a Tweet © Cindy F. Solomon [email protected] com www. synerzip. com

Twitter Chat Best Practices 1. Strategize 2. Plan 3. Promote 4. Produce 5. Lean Twitter Chat Best Practices 1. Strategize 2. Plan 3. Promote 4. Produce 5. Lean Content Marketing http: //bit. ly/11 Zu. Mf. Z © Cindy F. Solomon [email protected] com www. synerzip. com

Twitter Chat Format Socratic Method • background content available prior to event • pre-posted Twitter Chat Format Socratic Method • background content available prior to event • pre-posted questions provided by speaker for participants to answer • participants may answer on their social platform of choice • time boxed for live discussion • twitter conversation occurs before, during and after • enables capturing of educational material with conversation for on-demand viewing and consumption post event © Cindy F. Solomon [email protected] com www. synerzip. com

Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on storify http: //storify. com/prodmgmttalk/ 2. Post transcript to slideshare 3. Post and repackage content across mediums beyond Twitter scoop. it 4. Blog 5. Reach out to local participants & meetup! © Cindy F. Solomon [email protected] com www. synerzip. com

Daily Content Promotion Tools 1. storify http: //storify. com/prodmgmttalk/ 2. slideshare http: //www. slideshare. Daily Content Promotion Tools 1. storify http: //storify. com/prodmgmttalk/ 2. slideshare http: //www. slideshare. net/CFSolomon/ 3. scoop. it http: //www. scoop. it/u/startup-product 4. Bufferapp 5. Blog Medium, Tumblr, Wordpress, blogspot 6. Prlog http: //startupproduct. com/broadcast-news/ © Cindy F. Solomon [email protected] com www. synerzip. com

Special Discount for participants! $75 off code leanpmm http: //bit. ly/1 d. ATYuo © Special Discount for participants! $75 off code leanpmm http: //bit. ly/1 d. ATYuo © Cindy F. Solomon [email protected] com www. synerzip. com

Key Takeaway #1 Contribute Value in every interaction © Cindy F. Solomon cfsolomon@gmail. com Key Takeaway #1 Contribute Value in every interaction © Cindy F. Solomon [email protected] com www. synerzip. com

Key Takeaway #2 ASK QUESTIONS © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com Key Takeaway #2 ASK QUESTIONS © Cindy F. Solomon [email protected] com www. synerzip. com

Key Takeaway #3 LISTEN to what IS & what is NOT being communicated © Key Takeaway #3 LISTEN to what IS & what is NOT being communicated © Cindy F. Solomon [email protected] com www. synerzip. com

Key Takeaway #4 STRATEGIZE © Cindy F. Solomon cfsolomon@gmail. com www. synerzip. com Key Takeaway #4 STRATEGIZE © Cindy F. Solomon [email protected] com www. synerzip. com

Content Starts With Who? Why? What? How? © Cindy F. Solomon cfsolomon@gmail. com www. Content Starts With Who? Why? What? How? © Cindy F. Solomon [email protected] com www. synerzip. com

Thank you for sharing your precious time! Please connect! www. linkedin. com/in/cfsolomon/ @cindyfsolomon Startup Thank you for sharing your precious time! Please connect! www. linkedin. com/in/cfsolomon/ @cindyfsolomon Startup Product, movement for product excellence http: //startupproduct. com @startupproduct Global Product Management Talk, weekly broadcast @prodmgmttalk Webcast Digest, daily curated online events @Webcast. Digest © Cindy F. Solomon [email protected] com www. synerzip. com

Questions? www. synerzip. com Hemant Elhence hemant@synerzip. com 469. 322. 0349 www. synerzip. com Questions? www. synerzip. com Hemant Elhence [email protected] com 469. 322. 0349 www. synerzip. com

Synerzip in a Nut-shell 1. Software product development partner for small/mid-sized technology companies Exclusive Synerzip in a Nut-shell 1. Software product development partner for small/mid-sized technology companies Exclusive focus on small/mid-sized technology companies, typically venture-backed companies in growth phase By definition, all Synerzip work is the IP of its respective clients Deep experience in full SDLC – design, dev, QA/testing, deployment 2. Dedicated team of high caliber software professionals for each client Seamlessly extends client’s local team, offering full transparency Stable teams with very low turn-over NOT just “staff augmentation”, but provide full mgmt support 3. Actually reduces risk of development/delivery Experienced team - uses appropriate level of engineering discipline Practices Agile development – responsive, yet disciplined 4. Reduces cost – dual-shore team, 50% cost advantage 5. Offers long term flexibility – allows (facilitates) taking offshore team captive – aka “BOT” option www. synerzip. com

Our Clients www. synerzip. com Our Clients www. synerzip. com

Thanks! Call Us for a Free Consultation! www. synerzip. com Hemant Elhence hemant@synerzip. com Thanks! Call Us for a Free Consultation! www. synerzip. com Hemant Elhence [email protected] com 469. 322. 0349 www. synerzip. com