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© 1993-2007 Pragmatic Marketing, Inc. Page 1
PragmaticMarketing
Building Effective Product Roadmaps
0710
Rich Nutinsky, [email protected]
Conference call: (605) 772-3434Access code: 536-587-120
Slides and other resources available at www.pragmaticmarketing.com/request
Pragmatic Marketing® Framework
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Customer Acquisition
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Retention
Positioning
LaunchPlan
Thought Leaders
Use Scenarios
Innovation
Success Stories
Presentations & Demos
Win/Loss Analysis
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
Sales Readiness
Stra
tegi
c Tactical
A market-driven model for managing and marketing technology products
© 1993-2007 Pragmatic Marketing, Inc. Page 2
PragmaticMarketing
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Customer Acquisition
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Retention
Positioning
LaunchPlan
Thought Leaders
Use Scenarios
Innovation
Success Stories
Presentations & Demos
Win/Loss Analysis
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
Sales Readiness
Stra
tegi
c Tactical
Why build a roadmap?
Product and portfolio planning
AlignmentGain internal alignment Reduce short-term mistakes
CommunicationGive internal and external audiences a product vision for the future
A possible destinationHelp customers and partners integrate your product plans into their long-term strategiesShow progress
© 1993-2007 Pragmatic Marketing, Inc. Page 3
PragmaticMarketing
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Customer Acquisition
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Retention
Positioning
LaunchPlan
Thought Leaders
Use Scenarios
Innovation
Success Stories
Presentations & Demos
Win/Loss Analysis
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
Sales Readiness
Stra
tegi
c Tactical
Roadmapping considerations
Your detailed project plan is not a roadmap
Are we on the right road?
When will we get there?
If you deliver part of the solution, can you still make money while you finish the rest?
© 1993-2007 Pragmatic Marketing, Inc. Page 4
PragmaticMarketing
Roadmapping: a strategic process of
prioritization and alignment that results in a series of
artifacts tailored for different audiences.
What we’re asked to do
External Roadmap
Possibilities
© 1993-2007 Pragmatic Marketing, Inc. Page 5
PragmaticMarketing
Focus Organize AnnouncePrioritize Commit
Focus Organize AnnouncePrioritize Commit
© 1993-2007 Pragmatic Marketing, Inc. Page 6
PragmaticMarketing
Focus Organize AnnouncePrioritize Commit
Pragmatic Roadmapping
Strategy Matrix
Project Evaluator
Pragmatic Roadmap™
Existing Products
NewOptions
New Products
New Technology
Existing Customers
Competitors' Customers
New Customers
New Segments
External Roadmap
Roadmap Agreement
A roadmap is the result of a strategic process; it’s not the
reason for the process.
© 1993-2007 Pragmatic Marketing, Inc. Page 7
PragmaticMarketing
Roadmap detail varies by audience
More
Less AnalystsInvestorsCustomersEvaluatorsIndirect SalesDirect Sales Mktg. CommunicationsSales EngineersDev PartnersExecutivesOperationsProject ManagementDevelopment
Audience requirements
Identify audiences
Define requirements by audienceCommunication purposeInternal or externalCommunication riskTechnical versus businessDetails to communicateFrequency to communicate
© 1993-2007 Pragmatic Marketing, Inc. Page 8
PragmaticMarketing
Roadmap content depends on purpose
Completeness of Vision
Partner Plan Alignment
Increase Interest
Close a Deal
Ability to Execute
EXTERNAL
Project Funding
Internal Plan Alignment
Other Services or Products
Competitive Threats
Future Requirements
INTERNAL
Internal roadmap template
Theme
Contracts
Platform
Server
Client
Goal
Market
Project
beyondyyyy2Hyy1Hyy4Qyy3Qyy2Qyy1Qyy
© 1993-2007 Pragmatic Marketing, Inc. Page 9
PragmaticMarketing
Example: Sales Force Automation
Large scale collaborationTheme
Windows Vista
(formerly Longhorn)
Localize for Jose
Latin Am
beyond
DBCS
DBCS
Localize for Yin Lee & Jon-san
Asia
2h08
ABC CoXYZ Co
Contracts
Tablet PC.net
Share-point
Palm OSWindows
CEWAP
Windows XP sp3Platform
ILSDoc MgmtAlert Engine
Web servicesSecurity
Server
ILSBrowsersupportClient
Localize for
Monique, Rolf, and Charles
Pipeline Visibility
Be InformedInform Others
Use Sales Tools
Org SelfOrg
Team/Terr
Goal
EuropeLarge SWUS, CanUS, CanSmall SWMarket
SteakSalmonBurgerSP1Project
1h084q073q072q071q07
GlobalizationAlignment
Example: External roadmap
Mobile support
.netSharePoint
Tablet PC
Alignment
XML support
Large-Scale collaboration
Globalization
FY07 FY08 BeyondTechnology
Application
Web services
© 1993-2007 Pragmatic Marketing, Inc. Page 10
PragmaticMarketing
Example: Portfolio strategy
Product 2 V1
Product 1 V1
Product 2 V2
Product 3 V1
Product 1 V2
Product 3 V2
V3V2Architecture V1
TBD
TBD
Incr
ease
d V
alue
Time
BGN37
Example: Credibility
Announced
Q1 2005
Q3 2005
Q3 2006
Q4 2006
Q1 2007
Mobile broadband
New development platform
Camera processor
Support for Sprint, Cingular
Reduced power consumption
Delivered
Slide 19
BGN37 different colors
architecture V1 goes with product V1
architecture V2 goes with product V2
V3Barbara Nelson, 9/13/2007
© 1993-2007 Pragmatic Marketing, Inc. Page 11
PragmaticMarketing
TrainingConsulting
Community
We are experts in technology product management and product marketing
Since 1993, we have trained over 40,000 people at thousands of companies
Pragmatic Marketing® Framework
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Customer Acquisition
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Retention
Positioning
LaunchPlan
Thought Leaders
Use Scenarios
Innovation
Success Stories
Presentations & Demos
Win/Loss Analysis
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
Sales Readiness
Stra
tegi
c Tactical
A market-driven model for managing and marketing technology products
© 1993-2007 Pragmatic Marketing, Inc. Page 12
PragmaticMarketing
How Pragmatic Marketing can help
Check out our seminars
Call for onsite assistance
Review our online resources
Read our publications
BGN2
Questions?
Rich [email protected]
Slides and other resources available at www.pragmaticmarketing.com/request
Slide 23
BGN2 new slide replaces multiple slides at endBarbara Nelson, 8/24/2007