The New Definition of Product Management Marty Cagan,

The New Definition of Product Management Marty Cagan,

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 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 www.svpg.com | 2

The Problem Most product releases fail to meet their objectives www.svpg.com | 3 The Cause The core reason for most failed releases is the product manager

www.svpg.com | 4 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, Two Roles www.svpg.com | 6 Marketing-driven Product Product Marketing Gathers

Requirements and Documents for Engineering DILBERT: Scott Adams/Dist. by United Feature Syndicate, Inc. www.svpg.com | 7 Two People, One Role Product Marketing High Level Business Requirements

Product Manager Detailed Product Requirements DILBERT: Scott Adams/Dist. by United Feature Syndicate, Inc. www.svpg.com | 8 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. www.svpg.com | 9 One Person, Two Roles

Product Manager tries to cover both: Product Management Product Marketing www.svpg.com | 10 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 responsible for the products success or failure. It doesnt matter how great the rest of the team is if they arent given something worthwhile to build

www.svpg.com | 12 The Product Manager The job of the product manager is to discover a product that is useful, usable and feasible www.svpg.com | 13

The Product Manager The product manager must have: knowledge of the user knowledge of the domain and market knowledge of the technology www.svpg.com | 14 The Product Manager

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

www.svpg.com | 15 Product Marketing Roles and Responsibilities www.svpg.com | 16

Product Marketing Responsibilities include: - Messaging and positioning Pricing and promotions Online marketing and customer acquisition Influencer marketing Sales tools and educating the channel www.svpg.com

| 17 Project Management Responsibilities include: - Coordinating the resources on the team - Planning and scheduling - Project tracking and reporting www.svpg.com | 18

Summary Remember: It doesnt matter how great youre the rest of your organization is if you dont give the engineers something useful, usable and feasible to build Your job is to discover that product www.svpg.com | 19

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: [email protected] www.svpg.com

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