Putting product management in the driving seat

1f X | www.productfocus.com © Product Focus

Putting product management in

the driving seat

Ian Lunn, 19th Nov 2015

Cambridge Product Management Network

© Product Focus www.productfocus.com 2f X |

Ian Lunn

Senior marketing, product management and consultancy

roles at Cable & Wireless, Lucent, Vodafone and Orange

Head of marketing in ‘dot-com’ company

Wide experience across business and consumer markets in

both small companies and large multi-nationals

Co-founded Product Focus 9 years ago – Europe’s leading

product management and product marketing training

company focused on Telecoms, IT and Software

Over 20 years product management and

marketing experience in Telecoms, IT

and software

Following Computing degree started life

working in IT consultancy


Product Focus – who are we?

Europe’s leading product management & product marketing training

business with a focus on Telecoms, IT and software


Our public course runs every month

Product Management and Product Marketing

for Telecoms, IT and Software

Gives a thorough grounding in all aspects of the roles

3 day course in Covent Garden, London

Learn industry best practice

Tools, templates and checklists to take away

Certification

Network with peers


We also offer…

Private on-site training

Tailored to your specific needs

Built from our library of materials and exercises

Delivered to your team at your offices

Reviews and assessments

To make recommendations on how to improve product management in

your company

Product Management Leadership Forum

An exclusive workshop focused on leading and improving product

management

Runs 21st April 2016


Upcoming webinars

Details at https://www.productfocus.com/resources/webinars/


Product Management Journals

Sign up for free at www.productfocus.com



No silver bullet…

Over the past 10 years we’ve

Worked with 100’s of companies and thousands of product managers

Researched and published 13 Journals and run 9 industry surveys

Reviewed the product management in scores of companies across Europe

Everyone does it slightly different. There is no one ‘silver bullet’.

There are some unique problems but surprisingly lots of

companies have very similar problems.

So we’ve developed a brand new tool to help you understand

what’s going on in your business … the Product Management

Dashboard.

My aim is to show you how it can help you put product

management in the driving seat in your business.


Product management dashboard


The Purpose of Product Management


Bespoke vs product

In our industries there are a spectrum of approaches along the

solution - product continuum

However the aim in product management is always build once

and sell many times


Providing balance

The point at which the technical, commercial, user experience

and operational aspects of a product all come together

And you have to make or recommend decisions with a balanced

and objective view


The Focus of Product Management


Time horizons

Make sure you spend enough time on

strategy rather than just tactical

activities – both the “architect and the

builder”

A focus on the mid-term – one foot in

the present and one foot in the future


Expert on the product and the market

Spending time to get the insights you need to drive the roadmap

Becoming the ‘voice of the market’


What approach for the product?

Validate WithdrawOptimiseMaximise


Way of working


How is product management organised?


How is product management set-up

Sorting out who does which activity

Understanding where decision-making

sits


Is there a bias?

Development

Sales

Marketing

Finance


Product management dashboard


7 key things to put product management

in the driving seat

1. Making product management a leadership role as well as about

getting things done

2. As much focus on understanding the market as being expert on

the product

3. Being clear what product management stands for

4. Sorting out who owns the different product activities

5. A focus on getting insights and facts on which to base decisions

6. Productising product management

7. Having a plan to improve things including investing in training


Thank you

If you haven’t already, please sign up to our

Journal (back issues online) and check out our

blog – Product Focus Soapbox

Our next 3-day course runs 16th to 18th Dec in

London

If you’d like to link on LinkedIn, please let me

have you email address

Thanks for listening

Business

Putting product management in the driving seat