what lean brings to product marketing management by cindy f. solomon, cpm, cpmm global product...
TRANSCRIPT
What Lean Brings to Product Marketing
Management
by Cindy F. Solomon, CPM, CPMMGlobal Product Management TalkStartup ProductMarch 25, 2014
© Cindy F. [email protected]
Cindy F. Solomon, CPM, CPMM
© Cindy F. [email protected]
•Host, Global Product Management Talk•Founder, Startup Product movement for product excellence•Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate Twitter•20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley. www.linkedin.com/in/cfsolomon/
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1. What is Lean Product Marketing?
2. Distinctions between Product Marketing Management And Product Management
3. How is Product Marketing Management currently handled?
4. Move from Strategic View to Tactical implementation
5. Example of Lean Content Marketing Implementation
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The ability to learn faster than your competitors may be the only sustainable competitive advantage.
Arie de Geus
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The Living Company
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What is Running Lean?
•Speed, learning & focus•Testing a vision by measuring how customers behave•Engaging customers throughout the development process•Product and market validation done in parallel using short iterations
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View of Product
UX QA
Sales
Dev Marketing
Support
Customer smells something grey
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The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and end-of-life the most successful product(s) within its niche with successful repeat performances again and again.
-Peter Buscemi http://bit.ly/1oWyvml
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Goal of Product Marketing
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Strategic Product Marketing
Product marketing management plays a critical role in successfully driving products into the marketplace by understanding the current market environment and developing strategy to drive customer awareness of the benefits of adopting products and solutions.
- Cindy F. Solomon Product Marketing Management Manifest 2010
http://bit.ly/1jnqEPK
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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
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Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams. Startup Product
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Cross Functional View
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Donald Norman mapped lifecycle of products
why good products can fail…
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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.”
Donald Norman The Invisible Computer
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Product Management Lifecycle
1. Conceive2. Plan3. Develop4. Qualify5. Launch 6. Deliver7. Retire
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AIPMM Product Management Framework
Product Management Product Marketing Product Management + Product Marketing
Product Management + Product Marketing
Source: AIPMM © 1998-2014, All Rights Reserved.
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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
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There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels
the “creative process.” Cindy F. Solomon, CPM, CPMM
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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)
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Positioning Statement Template
To: is the one
that
unlike .
(One Target/Persona Type)
(Product/Company Name)
(Category)
(Key Customer Benefit)
(Differentiator)
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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
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MVP
Minimal Viable Product “An MVP is about delivering real value to customers for the purposes of maximizing validated learning.”
- Shardul Mehta “It requires judgment to figure out, for any given context, what MVP makes sense.”
- Eric Rieshttp://bit.ly/1djE0tP
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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
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© Cindy F. [email protected]
4. Qualify• Continuous iteration• Beta testing for real world usage & interest level
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Product Marketing Drives Product Narrative
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6. Deliver = Market
Contribute value in every interaction
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Develop Lean Content
• Write less and say more• Curate• Analyze Data • Create fast feedback loops • Provide on-demand messaging across platforms
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© Cindy F. [email protected]
1. Develop strategies based on dynamics of online search, content marketing (brand journalism) and social media
2. Create great content that helps answer your target audience’s questions and solve their problems
3. Publish content on the web and across social media channels4. Promote content using search engine optimization, permission
based e-marketing and social media5. Manage, maintain, review, update and archive content on an
ongoing basis6. Collect, measure and analyze marketing data to assess
engagement, conversion rates, leads and sales
Lean Content Marketing
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• Twitter Is the Leanest Communication Vehicle• Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal.
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Why Twitter
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“The qualities that make Twitter seem inane and half-baked are what make it so powerful.”
Jonathan Zittrain, Harvard Law professor, Internet Expert, Author
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Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!”Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on BlogTalkRadio 3 years >100 podcasts >35k listeners/episode Community: >2000 SF members, >16 locationsConference: Startup Product Summit (2X SF)Unconference: Startup Product OpenTrainings: Startup Product Academy
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Power of Twitter Chats
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• Enables a parallel threaded discussion where many people can talk at once• Every voice is heard and documented• Watch the conversation • Identify & reach out to target market/customers/interests• Respond to a tweet/conversation on demand
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Benefits of Twitter Chats
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• network• share knowledge• increase influence• showcase thought leadership• contribute value
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Recommended Tweet Format
“Please Retweet: [article name] [by @author]
[shortened URL] [optional comment] [#hashtag]”.
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Twitter Chat Best Practices
1.Strategize2.Plan3.Promote4.Produce5.Lean Content Marketing
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http://bit.ly/11ZuMfZ
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Twitter Chat Format Socratic Method
• background content available prior to event• pre-posted questions provided by speaker for participants to answer• participants may answer on their social platform of choice • time boxed for live discussion• twitter conversation occurs before, during and after• enables capturing of educational material with conversation for on-demand viewing and consumption post event
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Twitter Chat Best PracticesPost Event
Following Each Twitter Chat
1. Capture tweets on storify http://storify.com/prodmgmttalk/
2. Post transcript to slideshare 3. Post and repackage content across mediums beyond Twitter scoop.it
4. Blog 5. Reach out to local participants & meetup!
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Daily Content Promotion Tools
1. storify http://storify.com/prodmgmttalk/ 2. slideshare http://www.slideshare.net/CFSolomon/3. scoop.it http://www.scoop.it/u/startup-product4. Bufferapp 5. Blog Medium, Tumblr, Wordpress, blogspot
6. Prlog http://startupproduct.com/broadcast-news/
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Special Discount for participants!
$75 off code leanpmm
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Key Takeaway #3
LISTEN to what IS & what is NOT
being communicated
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Content Starts With
Who?Why?What?How?
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Thank you for sharing your precious time!Please connect!www.linkedin.com/in/cfsolomon/ @cindyfsolomon
Startup Product, movement for product excellence http://startupproduct.com @startupproduct
Global Product Management Talk, weekly broadcast@prodmgmttalk
Webcast Digest, daily curated online events @WebcastDigest
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Synerzip in a Nut-shell1. Software product development partner for small/mid-sized technology
companiesExclusive focus on small/mid-sized technology companies, typically
venture-backed companies in growth phaseBy definition, all Synerzip work is the IP of its respective clientsDeep experience in full SDLC – design, dev, QA/testing,
deployment2. Dedicated team of high caliber software professionals for each client
Seamlessly extends client’s local team, offering full transparencyStable teams with very low turn-overNOT just “staff augmentation”, but provide full mgmt support
3. Actually reduces risk of development/deliveryExperienced team - uses appropriate level of engineering disciplinePractices Agile development – responsive, yet disciplined
4. Reduces cost – dual-shore team, 50% cost advantage5. Offers long term flexibility – allows (facilitates) taking offshore team
captive – aka “BOT” option
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Our Clients
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Call Us for a Free Consultation!
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Hemant Elhence [email protected]
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Thanks!
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