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High Output Product ManagersTodd OlsonCEO Pendo
A little about me...
CEO/Co-founder, Pendo
VP Product, Rally Software
President, 6th Sense Analytics
Chief Scientist, Borland Software
….
@tolson
What is Pendo?
3
ANALYTICSCapture ALL user behavior in your
application
FEEDBACKSurvey users in-app for incredibly relevant input
GUIDANCEDeliver contextual help to
simplify the user experience
A New Path to Product Successwww.pendo.io
Product Managers Don’t DO Anything
Can’t really measure it
Dan Schmidt, Quora
A manager’s output =The output of his organization
+The output of neighboring
organizations under his influence
Neighboring Organizations
Product
Engineering
Customer Success / Support
Sales
Marketing
Product Managers are know-how managers and “[their] potential for influencing neighboring organizations is enormous.”
Output of Neighboring Organizations
Organization Output
Engineering Quality Software Product
Marketing Marketing collateral, leads
Sales Revenue
Customer Success Renewals / Upsells
Support Resolved tickets, happy customers
A manager’s output =L1 * A1 + L2 * A2 + L3 * A3 …
where...
A = activity and L = leverage of the activity
3 Kinds of Manager Activity
1. Collect Informationa. Market, customers, product info, competition
2. Share Informationa. Market, customers, product info, competition
3. Make Decisionsa. Product prioritization, roadmap
Focus on High Leverage Activities
t
An action that affects many people / organizations An action that affects people over a
long time
For example...a Authoring a Single User Story
Product Management Activities in Engineering
An estimated 1 million technology jobs will go unfilled by 2020, according to a report put forth by Microsoft in 2012. Publications like The Wall Street Journal and even the White House repeatedly cite this projection, ringing a nationwide alarm of a severe shortage in technical talent.
Reduce Requirements Defects
The source of requirements defects is insufficient collecting and insufficient sharing of information.
Build Features that are UsedAre you done-done?
Are customers trying it? Which?
Do they continue using it after they started using it?
Did it deliver the intended value?
Follow-up and Collect Information“Great tool for notification about next releases in product. Keep up the good work guys!” - Customer 1
“not bad but they would be cooler if they didn't overlap the top of the page and instead added padding or margin to the top of the body” - Customer 2
“I want the option to push the entire content down if it is top positioned. Not just overlay from the top of the browser window.” - Customer 3
Features can have a very long shelf-life affecting lots of people over lots of time. Get it right!
Build High-Leverage FeaturesWhat can we build that enables others to innovate?
APIs?
Integrations?
Partners?
Product Management Activities Outside Development
SupportWhat are the top type of requests?
What takes the most time to resolve?
Are requests increasing or decreasing?
Are certain types of customers more apt to submit a ticket?
Is support fully up to speed on the latest features?
Collecting information.Sharing information.
Customer / User ChurnAre visitors who start with our product sticking with it?
Are customers who start with our product sticking with it?
How much did it cost to acquire each customer / user?
Why are they churning?
Optimizing the Sales Funnel
Marketing
Market knowledge
Product expertise
Who are the best leads? What personas?
How do we reach these people?
Collecting informationSharing information.
Sales Coach
Competitive win/loss
Overcoming objections
Pricing / Packaging
Collecting informationSharing information.
And report on the resultsOrganization Problem Activity Results
Sales Losing early in the sales cycle to competitor XX based on the ability of YY.
Went deeper in XX to discover more differentiation (collect info), built YY (made decision), and update sell against sheet (share info)
Competitive win rate against XX increase 100%.
Sales / Marketing
Churning a bunch of prospects early in trial
Went deeper to understand the type of customer, found we were attracting to the wrong type of customer (collect info) hence their expectations were incorrect. Work with marketing to adjust targets and messaging.
Reduce prospect churn by 50%.
Transition your thinking...
Own the visionBuild the roadmapWrite the stories
Share your know-how across the organization to help it increase its
output.
?What are the Highest Leverage Activities you can do TODAY in your Organization?
Questions?