The Resurgence of Product Management

• 1. The Resurgence ofProduct Management Note this intent of this presentation is to provide a high level glance at a critical area related to product and marketing management.

2. Topics

• Business and market trends

• Reasons for product failure

• Organizational issues

• The importance of product management

• The Product Management Life Cycle Model

• Skills needed to avoid failure

• Things to think about

3. Business and market trends

• Mergers

• Downsizings

• Restructuring

• Global business complexity

• Product failures

4. Reasons why products fail

• Not strategically important to the firm

• Industry and competitive factors not understood

• Customer needs not understood

• Benefits sought by customers not understood

• Poorly conceived Business Cases and financial models

• Improperly positioned me-too products

• Poorly promoted, distribution issues, and improperly priced

• Poor execution, unclear roles & responsibilities

5. Organizational issues

• Loss of critical business and market sensing expertise

• Lack of mentoring and coaching for new people

• Too much churn in middle/upper-middle management

6. Product management is critical

• Products are the life blood of the company

• A common, holistic methodology is needed to view product life cycles from beginning-to- end

• Product management is part of a companys business model

• Product management is not just about the job of a product manager

7. Product Management Life Cycle Model Provides a complete picture

• A clear framework is needed to guide product planning, development, launching, and post-launch management

• This holistic view helps stakeholders understand what has to be done and when

• It sets up a method to clarify roles and responsibilities across the entire life cycle

New Product Planning New Product Introduction Post-Launch Product Management Concept - Idea Definition - Describe Development - Create Launch - Introduce Strategic Management - Grow Mature Decline Exit Feasibility - Assess DCP DCP DCP MDP MDP 8. Critical skills needed to avoid failure These are the best practices

• Strategic planning

• Market research

• Segmentation

• Value modeling

• Justifying investments

• Positioning

• Marketing mix management

• Leadership

9. Things to think about

• Examining the importance of product management in your company

• Clearly understanding the skills and experiences needed to create an organization focused on strategically important and financially viable products

10. Sequent Learning Networks

• Training and advisory services focusing on:

• • Product management

• • Product development

• • Product marketing

• • Marketing management

• Scheduled and on-site instructor led programs

• • Robust curriculum platform for rapid curriculum development, customization, or pre-existing courses

• • Action-based, facilitated and/or guided instruction

• Web-based tutorials

• Templates and tools

• • Marketing Plan, Launch Plan, Business Case, Product Strategy, etc.

• • www.sequentlearning.com/templates.php

• International clientele

• Contact:

• • www.sequentlearning.com

• • +1 212.647.9100

• • [email_address]