The New Definition of Product Management Marty Cagan

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The New Definition of Product Management Marty Cagan, Silicon Valley Product Group www. svpg.

The New Definition of Product Management Marty Cagan, Silicon Valley Product Group www. svpg. com | 1

About Us Our Mission: The Silicon Valley Product Group was created to share senior

About Us Our Mission: The Silicon Valley Product Group was created to share senior level experience and best practices with technology companies Our Team: • Product Management – Marty Cagan • User Experience Design – Kyrie Robinson • Technology – Marty Abbott – Chuck Geiger • Marketing – Martina Lauchengco 2

The Problem • Most product releases fail to meet their objectives 3

The Problem • Most product releases fail to meet their objectives 3

The Cause • The core reason for most failed releases is the product manager

The Cause • The core reason for most failed releases is the product manager 4

The Old Definitions of Product Management Silicon Valley Secrets www. svpg. com | 5

The Old Definitions of Product Management Silicon Valley Secrets www. svpg. com | 5

Three Common Models • Marketing-driven Product • Two People, One Role • One Person,

Three Common Models • Marketing-driven Product • Two People, One Role • One Person, Two Roles 6

Marketing-driven Product • Product Marketing “Gathers” Requirements and Documents for Engineering DILBERT: © Scott

Marketing-driven Product • Product Marketing “Gathers” Requirements and Documents for Engineering DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc. 7

Two People, One Role • Product Marketing – High Level Business Requirements • Product

Two People, One Role • Product Marketing – High Level Business Requirements • Product Manager – Detailed Product Requirements DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc. 8

Two People, One Role (Agile) • “Product Manager” – High Level Market Requirements •

Two People, One Role (Agile) • “Product Manager” – High Level Market Requirements • Product Owner – Detailed Product Definition Decisions DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc. 9

One Person, Two Roles • Product Manager tries to cover both: – Product Management

One Person, Two Roles • Product Manager tries to cover both: – Product Management – Product Marketing 10

The New Definition of Product Management Silicon Valley Secrets www. svpg. com | 11

The New Definition of Product Management Silicon Valley Secrets www. svpg. com | 11

The Product Manager • The product manager, more than any other role, is ultimately

The Product Manager • The product manager, more than any other role, is ultimately responsible for the product’s success or failure. – It doesn’t matter how great the rest of the team is if they aren’t given something worthwhile to build 12

The Product Manager • The job of the product manager is to discover a

The Product Manager • The job of the product manager is to discover a product that is useful, usable and feasible 13

The Product Manager • The product manager must have: – knowledge of the user

The Product Manager • The product manager must have: – knowledge of the user – knowledge of the domain and market – knowledge of the technology 14

The Product Manager • Traits - Product Passion Smarts Customer empathy Hard-working Confidence Leadership

The Product Manager • Traits - Product Passion Smarts Customer empathy Hard-working Confidence Leadership Great communication skills Integrity Unstoppable 15

Product Marketing Roles and Responsibilities www. svpg. com | 16

Product Marketing Roles and Responsibilities www. svpg. com | 16

Product Marketing • Responsibilities include: - Messaging and positioning Pricing and promotions Online marketing

Product Marketing • Responsibilities include: - Messaging and positioning Pricing and promotions Online marketing and customer acquisition Influencer marketing Sales tools and educating the channel 17

Project Management • Responsibilities include: - Coordinating the resources on the team - Planning

Project Management • Responsibilities include: - Coordinating the resources on the team - Planning and scheduling - Project tracking and reporting 18

Summary • Remember: – It doesn’t matter how great you’re the rest of your

Summary • Remember: – It doesn’t matter how great you’re the rest of your organization is if you don’t give the engineers something useful, usable and feasible to build Your job is to discover that product 19

Learning More • Subscribe to the free newsletter, read the blog, or browse the

Learning More • Subscribe to the free newsletter, read the blog, or browse the articles archive: – www. svpg. com • Read the paper: – Behind Every Great Product The Role of the Product Manager • Continue the conversation: – cagan@svpg. com 20

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