a key part of business management and commerce that involves the process of creating, communicating, and delivering products or services to customers.
- 2. 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
- 4. 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.”
- 5. Product Management Lifecycle 1. Conceive 2. Plan 3. Develop 4. Qualify 5. Launch 6. Deliver 7. Retire
- 6. AIPMM Product Management Framework Product Management Product Marketing Product Management + Product Marketing Product Management + Product Marketing Source: AIPMM © 1998-2014, All Rights Reserved. http://amzn.to/1b5tQs5
- 7. 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
- 9. 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)
- 10. 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
- 11. 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
Editor's Notes
- #6: The product management framework, the basis of the AIPMM Product Management Body Of Knowledge This concisely outlines the timeframe and timeline of activities and events.