business analyst, project managers, product managers - how do they all work together
DESCRIPTION
Had an opportunity to present at the Business Analyst conference in Bangalore hosted by Business Analyst world and IIBA. Topic was the multifunction team challenges for BA, PMs and Project ManagersTRANSCRIPT
INTERLOCK FOR BUSINESS ANALYSTS (BA), PROJECT
MANAGERS & PRODUCT MANAGERS
Challenges for a Multifunctional Team
Pinkesh Shah, CISSP CPM CPMMCEO Adaptive Marketing
www.adaptivemarketing.in
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Training
Train and certify product professionals (BA, Project Mgrs, PMs, Engineering, Prod Marketing for accelerated career growth
Consulting
Helping companies launch new product lines and scale existing ones throughout the product lifecycle with predictable success.
Execution
Integrate with client’s management team and help set and execute product strategy
We consult with companies and train professionals on “productizing”
Lets discuss
1. Insights into the process of “productizing”2. Role of a BA, Product Manager and Project
Manager in a product team3. Unique challenges for a multifunctional
team and how to solve for them4. Trends in India for BA/Product Managers
• Customer Value Modeling
Understanding Value
• Define products
Creating Value • Value
based Pricing
Capturing Value
• Positioning Value Prop
Communicating Value • Value
Channels Network
Delivering Value
“Productizing” Process:: Idea to Enterprise
Productizing = Value Management
Product Manager orchestrates the process of productizing
Team
Product Mgr
Project Mgr
Business AnalystTech Mgr
Mktg Sales Mgr
Cross Functional Product Team
Savvy Smita
Techie TarunAnalyzing Anil
Coordinating Kevin
Reliable Ravi
Phases of “Productizing”
Conceive Plan Develop Qualify Launch Deliver
Market AnalysisChoosing to Build
Strategic
PlanningBuilding
Profitably
Product Plannin
gBuilding it right
Go To Market
Marketing it right
Enabling
Selling, Operationalizing
Understand the Problem
Needs/ Wants
Feasibility Competition
Business Plan - P&L
Strategic Roadmap
Market Requirement
Product Requirement, Definitions, Prioritizations
Change ControlProject Execution
Requirements Testing
User Acceptance
Feedback control
Compelling Value PropositionMessaging & Comm. ChannelsCreating Awareness & Demand
Transition to Operations
Sales & Channel Setup
Product MgrBA
Product MgrBA
BA, Project Mgr
BA, Project Mgr, PM
Prod Mgr, Prod Mktg Mgr
BA, Proj MgrProd Mgr, PMM
Adaptive Productizing FrameworkTM
Choosing to Build
Building Profitably
Building it right
Marketing it right
Selling effectively
Value Research & Analytics
Resources & Competencies
Target Market Sizing
Product Strategy
Win/Loss Analysis
Competitive Analysis
Pricing & Packaging
Buy/Build/ Partner
Requirements
Routes to market
Collaterals & Sales Tools
Product Line Economics
Personas & Scenarios
Market Acceptance
Planning
Marketing Plan
Launch Plan
Customer Acquisition
Lead Generation&
PreSales
Channel & Sales
Training
Evangelism Thought
Leadership
Performance Analysis
Business Model & Plan
Product Roadmap
Product Positioning
Customer Relationship
Mgmt
Market Analysis
Strategic Planning
Product Planning
Go To Market
Sales Enablemen
t
Primary Focus
• Ensuring the commercial success of a product or product line
Focus on the Value Journey
• Ensuring planning, execution, and closing success of any project
Focus on the Project
• Bridging the gap between the business needs and the technology
Focus on the Product
Define and Manage plan execution, monitor and control variations
Product Management Project Management Business Analysis
Three Disciplines aka “The Dream Team”
Mar
ket
Product Manager
Reso
urce
sProject Manager
Tech
nolo
gy Business Analyst
Challenges – Career Path
Lack of Established career path ladder
Creative titles come in the way
Global baselines still being rolled out in companies and captives in India
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Career Path for a PM
Sr. Business
Analyst(BA)Tech
PM(TPM)
PM Sr. PM Group PM Director PM VP PM SVP/GM
ProductModule Owner (ex. Requirements Mgmt)
Product FeaturesOwner
Product BusinessOwner (ex.P&L)
Product Line Owner
Portfolio Owner
Product BU Owner
CEO
Challenges – Role Interlock
Agreement on Productizing Process
Organizational Structure and enablement of the role definitions
Challenges – Market Context
Translating pain points into solvable problems
Customer Context ≠ Market Context
Building because they can not because they should
India’s firstAnnual Product Management Benchmark
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Report launched at NASSCOM in Nov 2010
Surveyed 500+ Business Analysts, Product Managers, Project Managers and Product Marketing managers in India
Goal was to get ground reality insights, challenges in the role of these professionals in India
Download the full report at www.adaptivemarketing.in
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What does a Product Manager look like?
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Age: 32 PM Experience: 3.4, Total Exp: 9.5 68% have Masters degree, 55% MBA 9 out of 10 are males Median salary 19Lakhs (2-3 years of experience) Titles: Business Analyst, Requirements Analyst,
Product Mgr, Product Specialist, Strategic Marketing Mgr
53% work for a product company with revenues > 1B$ (MNC India centers)
Roles and Titles mapping is all over the place in India
Business Analyst, Requirements Analyst, Product specialist, Product Owner,Technical Product Manager, Client Engagement Manager….(43 registered!)
Most PMs in India come from an engineering background
97.1% “somewhat” or “very” technical
What are they doing?
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Spending only 10% on Market Analysis
Most of the time spent in Product Planning (30%):: Requirements Management (71%)
MBA/Certification does help accelerate career path
In <5 years experience group, PMs who had certifications/MBA made 14.8% more than those who didnt
Market Analysis10%
Strategic Planning
21%
Product Planning
37%
GoTo Market5%
Sale
s En-
able
men
t9%
Sales 21%
Build because you “should” not because you “could”
Understanding and Prioritizing which market problems to solve is key before you build
Visit www.adaptivemarketing.in for schedule of certification workshops transforming professionals to become Global Product Managers
Questions?
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Scheduled Training OfferingsOpenWorkshops
Adaptive Product Management Professional
Adaptive “Productizing” Workshop for Engineers
Adaptive Advanced Workshop for Product Mgr
Adaptive Advanced Workshop for Sales & Marketing
Duration 6 days 2 days 2 days 2 days
Audience 5+ years experience in product company
5+ years experience. Engineers, Project Managers, Architects
4+ years of PM/PMM, experience, MBA desirable
4+ years of customer facing BD, PM/PMM, sales experience
Focus Career Transformation workshop that builds foundational skillsets to become a global PM
Developing a customer & business context around building products. Understand P&L, Business plan, success metrics
Advanced PM skills, managing multiple product lines, new product launches, Business plans, social media
Focus on setting up and running sales and marketing operations. Leveraging online marketing, social media
Certification AIPMM, USA Certification (CPM/CPMM)
Adaptive Product Professional Certification
AIPMM, USA Certification (CPM)
AIPMM, USA Certification (CPMM)