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product management
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Product ManagementIntroduction
PGPEX2016
What is Product Management?
What is Product Management?
Product Management is Critical Link in Value Creation
Old School Product Management
• Report to: Marketing• Output: Requirements Documents• Methodology: Waterfall• Product lifecycles: Years• Decision-Making: Opinion-Driven
Modern Product Management
• Report to: CEO• Output: Prototypes• Methodology: Agile• Product lifecycles: Weeks• Decision-Making: Data-Driven
Product Manager: Two Roles
Product Manager
Product Manager
Product Management Skills• Responsibilities:
– Define the new product to be built– Secure the resources to build it– Manage its development, launch and ongoing improvement– Lead the cross-functional product team
• Attributes:– Ability to influence and lead– Resilience and tolerance for ambiguity– Business judgment and market knowledge– Strong process skills and detail orientation– Fluency with technology and implications on product design, business– Design/UX instincts
• Mini CEO – with none of the authority
Product Management Skills (2)
• Think Big• Simplify (Product Manager as Editor)• Prioritize• Forecast and Measure• Execute• Cross-functional leadership
Product Manager Job Description
Product Manager Job Description
What Product Managers Do?
Product Manager Responsibilities
Product Manager Responsibilities
Product Manager Responsibilities
Technical Side of the Product Manager
A Product Manager’s Potential Interactions
Sales
Designers Researchers
Premium suppliers Premium screening Store testing Sampling Couponing
Media
Advertis-ing
agency
Packaging
Promotion services
Purchasing
Publicity
Legal
Fiscal
Market research
Manufactur-ing and
distributionResearch
and development
Product manager
SuppliersTrade
Suppliers
TradeResearch suppliers
Suppliers
Agency media department Company media department Media sales reps
Product Marketer Job Description
Product Marketer Job Description
Product Marketer Responsibilities
Product Marketer Responsibilities
A Product Marketing Manager!
Product Strategy Leader!
Product Manager Vs Product Marketer
Success Factors
Product-Focused StructureHead of
company/division
Corporate communicationsFinanceMarketingManufacturing
Manager of product A
Manager of product C
Manager of product B
Marketing Research SupportProduct
management
Adobe Systems Marketing Organization
Product Marketing Marketing Public
RelationsTrade Shows
Channel Merchandising
Product Development & Marketing
Sales Corporate Communications
- Specification- Positioning- Pricing- Spokesperson Internal & External- Promotions- Advertising- Product Strategy- Product Analysis- Anything Cross Functional - Keep communication flow going
- Cross Product Programs- Road Shows- Seminars- Third Party promotions- Events- Creative Services
- Trade Shows- Organize Press Tours- Press Communications- Editorial Opportunities
- Channel Promotions- Channel Advertising- Coop Advertising
GM’s New Organizational StructureRon Zarrella
VP & group executive, North American Operations
John MiddlebrookVP & GM, vehicle brand marketing
Phil GuarascioVP & GM, advertis-ing & corp. mktg.
William Lovejoy VP & GM, service
parts operations
John MiddlebrookSupport staff group
directors
Roy RobertsVP & GM, field
sales service & parts
Regional general manager(s)
Marketing area managers
Area service manager
Regional divisional marketing manager
Service parts organization
Brand services managersBrand teams
Division marketing general managers
(6)
Area parts manager
Area sales manager
Regional service
manager
Regional support manager
Regional parts
manager
Market-Focused Organization
Head of the company/division
Manufacturing Marketing Corporate communicationsFinance
Manager, market B
Manager, market A
Manager, market C
Marketing Organization: Regional Bell Operating Company
Assistant vice president, consumer marketing
Product management
Operations and sales
Customer billing
Revenue and market forecasting
Assistant vice president, business marketing
Marketing planning and product development
Product management
Operations
Directory products
Assistant vice president, interindustry marketing
Carrier marketing
Operator services
Vice president, marketing
Functionally-Focused Organization
Head of the company/division
Manufacturing Marketing Corporate communicationsFinance
AdvertisingProduct
marketingSales
promotionMarketing research
Marketing Organization: Toy ManufacturerVice president,
marketing
Marketing support
Advertising and public relations
Publications
Merchandising
Consumer administration
Restructuring the Adaptive Marketing Organization
Chief Marketing Officer
VP, Customer Management
VP, Experience Design
Director, Marketing
Delivery Systems
Director, Customer Service
Systems
Director, Customer Database
Director, Marketing Asset
Management
VP, Marketing Technology
Director, Cohort 2
Director, Cohort 1
Director, Research
Director, Multimedia Production
Director, Creative
Development
Changes Affecting Product Management
• The Web• Data explosion• Increased emphasis of brands• Changes in the balance of market power• Increased importance of customer retention
programs• Increased global competition